utf8_bin: compare strings by the binary value of each character in the string

utf8_general_ci: compare strings using general language rules and using case-insensitive comparisons

utf8_general_cs: compare strings using general language rules and using case-sensitive comparisons

For example, the following will evaluate at true with either of the UTF8_general collations, but not with the utf8_bin collation:

Ä = A
Ö = O
Ü = U

With the utf8_general_ci collation, they would also return true even if not the same case.

None of these is inherently "better"; they simply have different functionalities. You need to choose which one best suits your particular needs.