Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past webinars and other events.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Social Video Usage and Ad Engagement

How Reels and YouTube Shorts Stack Up Against TikTok’s Explosive Growth

Download
Share
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

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?

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.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

5charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Reels and Shorts are gaining users—but they don’t yet rival TikTok in time spent.
  3. TikTok’s audience is loyal, but a ban could send some users to competing platforms.
  4. It’s still hard to reach young people on Reels and Shorts.
  1. Video advertisers have been slow to shift budget to Reels or Shorts.
  2. Shorts and Reels must increase their ad options.
  3. On a brighter note, Shorts and Reels ads may outperform TikTok in some metrics.
  4. As Reels’ ad features improve, advertisers will benefit from Meta’s deep bench of tools.
  1. With Shorts, advertisers can tap new ways of working with creators.
  2. TikTok is tops for time spent and ad offerings, but Reels and Shorts deserve another look.
  3. Sources
  4. Media Gallery
Download
Share
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

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
Analyst, Digital Advertising & Media
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client