![]() As of June 2022, the average video viewing rate for Reels on Instagram was 2.54 percent, while for videos was of 1.74 percent as of June 2022.Ĭontent is key: creators drive an entire economyĪs of July 2022, influencers on TikTok and YouTube generate the largest share of video views, over 90 percent, while content produced by media companies and brands constitute only a smaller part of the video views generated on the two video platforms. While videos were an already popular format on Facebook and Instagram, social short videos soon became an even more popular format with users. Reels, Instagram’s in-app short video experience, debuted in 2020 as Facebook (now Meta Platforms) bet on the short-video feature to improve users’ engagement. TikTok’s popularity exploded between 20, as the work was experiencing the effects of the global COVID-19 pandemic outbreak. Launched in September 2016 in China as Douyin, TikTok went on to become of the most engaging social media platforms for global users, challenging mainstream social media platforms such as Facebook and YouTube in their primary markets such as the United States, Brazil, and Japan. TikTok versus Reels: competitors’ comparison ![]() In 2022, user and travel vlogger Shangerdanger took the crown for the most popular Short on YouTube, with his video “Diver cracks Egg at 45 ft Deep". YouTube has been heavily promoting its short-video format platform since its global launch, including redirecting users automatically to Shorts when the YouTube app is opened and launching the YouTube Shorts Funds to entice creators' participation. According to company news published in June 2022, the in-built feature amasses over 30 billion daily views from global users. The feature, which is accessible via the YouTube app, reached 1.5 billion monthly logged-in users as of June 2022. Launched first in India after the TikTok ban in August 2020, YouTube Shorts rolled out globally in June 2021.
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