The topic of this paper is a video diary as a means of delivering a multimedia message. In this paper, a video diary or vlog, is observed from the perspective of video influencers and social networks. This way, the possibility of delivering a multimedia message using video diary on social networks is analyzed. One of the sources for the idea of carrying out the research of this work is the research between the two social media platforms Instagram and TikTok and their creators in order to conclude whose algorithm prefers the video diary and therefore delivers it better to its audience. The concepts of today's most popular social networks that gather vloggers, such as Facebook, YouTube, Instagram and TikTok, are covered and clarified in order to better understand their functionality and the possibility of using video diaries as part of a marketing online strategy. The terms influencer and creator are also defined. The goal of the paper is to determine whether a video diary performs better on social networks compared to image content. For this purpose, primary research was conducted that included influencers, creating video diaries, creating image content, social networks, and monitoring post metrics. Research shows that a video diary does perform better than image content. Therefore, it can be concluded that social networks have entered their "short video format" era. For the needs of the work, in the part of the implementation of the primary research, the software tool Traackr was chosen for the collection and analysis of the data of the conducted campaigns.