Here are some key insights:
1) TikTok makes for the most engaging short-form video content platform, while YouTube Shorts for the least-performing one.
2) TikTok gains double the comments Instagram Reels and Shorts get.
3) Brands have a similar posting frequency on Reels and YouTube Shorts while posting 2x more content on TikTok.
4) Reels score the highest watch rate, and YouTube Shorts the lowest.
From an engagement rate perspective, TikTok sets itself apart as the indisputable winner; compared to YouTube Shorts, which scored the lowest engagement levels, of about 3.80% on average, or Reels’ average engagement of 4.36%, TikTok reaches an engagement significantly higher. From a comment rate perspective, TikTok videos get 44% more comments than Reels on Shorts; TikTok registers an average of 0.09% comment rate, while Reels and Shorts score the same levels of 0.05% on average. And with a posting frequency of 16 videos per month on average, brands post on TikTok double the content they leverage on the other short-form video platforms.
However, while TikTok comes out on top in engagement overall, Reels records the highest average watch rate; with lesser Reels posted, there’s less spam and, therefore, increased chances for the users to discover and watch more qualitative, tailored-to-their-preferences videos, ultimately leading to a greater number of views gained per Reel.
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