The news: Average video views for luxury brands are surging on Instagram Reels, growing 234% in a single quarter in Q2 2025 after roughly a year of flat performance, per our industry KPI data provided by Dash Social.

• The acceleration coincides with Meta’s reporting that Reels now account for about 50% of time spent with Instagram, while monetization efficiency has grown over 30% YoY.
• The growth contrasts starkly with TikTok, where luxury video views rose just 4% in Q2 2025, after growing steadily for five quarters straight.

Why it matters: The data suggests that viewers seeking luxury content may be broadening the platforms where they discover brands. Stabilizing discovery patterns is opening opportunities for other platforms to rival the hold TikTok has long had over the short-form video ecosystem.

• TikTok is no longer seen as the novelty it once was when short-form vertical video was less widespread across social platforms. That decline is contributing to viewers spending less time with TikTok.
• Many are now turning to TikTok for intentional discovery and quick searches rather than endless scrolling. This shift in behavior is contributing to reduced overall engagement.