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About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Social Video Usage and Ad Engagement
How Reels and YouTube Shorts Stack Up Against TikTok’s Explosive Growth
Download
Table of Contents
Executive Summary
Reels and Shorts are gaining users—but they don’t yet rival TikTok in time spent.
TikTok’s audience is loyal, but a ban could send some users to competing platforms.
It’s still hard to reach young people on Reels and Shorts.
Video advertisers have been slow to shift budget to Reels or Shorts.
Shorts and Reels must increase their ad options.
On a brighter note, Shorts and Reels ads may outperform TikTok in some metrics.
As Reels’ ad features improve, advertisers will benefit from Meta’s deep bench of tools.
With Shorts, advertisers can tap new ways of working with creators.
TikTok is tops for time spent and ad offerings, but Reels and Shorts deserve another look.
Sources
Media Gallery
About This Report
Reels and Shorts are gaining users and adding ad options. They still lag TikTok in several key areas, but now is the time for video advertisers to give them another look.
Table of Contents
Executive Summary
Reels and Shorts are gaining users—but they don’t yet rival TikTok in time spent.
TikTok’s audience is loyal, but a ban could send some users to competing platforms.
It’s still hard to reach young people on Reels and Shorts.
Video advertisers have been slow to shift budget to Reels or Shorts.
Shorts and Reels must increase their ad options.
On a brighter note, Shorts and Reels ads may outperform TikTok in some metrics.
As Reels’ ad features improve, advertisers will benefit from Meta’s deep bench of tools.
With Shorts, advertisers can tap new ways of working with creators.
TikTok is tops for time spent and ad offerings, but Reels and Shorts deserve another look.
Sources
Media Gallery
Executive Summary
Short-video platforms will take center stage at this year’s Interactive Advertising Bureau NewFronts. Meta and YouTube will try to convince video advertisers to shift budget away from TikTok, and TikTok will try to defend its business in the face of a potential ban in the US. Here’s what video advertisers need to know.
Key Question: How close are Reels and Shorts to truly rivaling TikTok in usage and ad offerings?
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KEY STAT: In 2023, TikTok’s share of US video ad spending will be more than double what it was in 2021—and it will encroach on YouTube’s share.
Download
Table of Contents
Executive Summary
Reels and Shorts are gaining users—but they don’t yet rival TikTok in time spent.
TikTok’s audience is loyal, but a ban could send some users to competing platforms.
It’s still hard to reach young people on Reels and Shorts.
Video advertisers have been slow to shift budget to Reels or Shorts.
Shorts and Reels must increase their ad options.
On a brighter note, Shorts and Reels ads may outperform TikTok in some metrics.
As Reels’ ad features improve, advertisers will benefit from Meta’s deep bench of tools.
With Shorts, advertisers can tap new ways of working with creators.
TikTok is tops for time spent and ad offerings, but Reels and Shorts deserve another look.
Sources
Media Gallery
About This Report
Reels and Shorts are gaining users and adding ad options. They still lag TikTok in several key areas, but now is the time for video advertisers to give them another look.
Table of Contents
Executive Summary
Reels and Shorts are gaining users—but they don’t yet rival TikTok in time spent.
TikTok’s audience is loyal, but a ban could send some users to competing platforms.
It’s still hard to reach young people on Reels and Shorts.
Video advertisers have been slow to shift budget to Reels or Shorts.
Shorts and Reels must increase their ad options.
On a brighter note, Shorts and Reels ads may outperform TikTok in some metrics.
As Reels’ ad features improve, advertisers will benefit from Meta’s deep bench of tools.
With Shorts, advertisers can tap new ways of working with creators.
TikTok is tops for time spent and ad offerings, but Reels and Shorts deserve another look.
Sources
Media Gallery
authors
Debra Aho Williamson
Contributors
- Jasmine Enberg
- Principal Analyst
- Zach Goldner
- Forecasting Analyst
- Natalie McGranahan
- Senior Researcher and Taxonomy Manager
- Jennifer Merritt
- Vice President, Content
- Evelyn Mitchell-Wolf
- Senior Analyst, Digital Advertising & Media
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