Introduction

Short videos rule social media now. This report shows what really works in 2025 across TikTok, Reels and Shorts.

What’s the problem it solves?

Most brands post short videos without clear proof of what works.
This report gives real numbers on reach, views and engagement for Instagram, Facebook, TikTok and YouTube, split by account size, so you can pick the right platform and style instead of guessing.

Quick Summary

Short video is now the main format on social. Posts grew by about 71 percent and more than half of accounts now use short video. But not every platform gives the same value. TikTok keeps growing in use and has the highest engagement, while Instagram still has the most Reels but falling views and reach.

TikTok reach is down because there is more content, yet the people who do watch are far more engaged. Average watch time is only 3.75 seconds, so you must grab attention fast. Instagram Reels views dropped by about 59 percent, and only small accounts still see better likes and interactions. Facebook Reels are doing well but mostly for big and huge pages.

YouTube Shorts exploded in volume, with many more videos and accounts, but engagement and interactions fell hard. Shorts there work best as teasers that send people to long videos and help you gain subscribers. Across all platforms, small focused ideas, niche topics, humor, and simple faceless videos often beat polished brand promos.

Key Takeaways

• Short video is the norm, not a side format. All platforms push it, but results are uneven.
• TikTok has less reach per video but much higher engagement and is the easiest place to grow followers.
• On TikTok you have under 4 seconds to hook people, since average view time is 3.75 seconds.
• Instagram is crowded and harder for big accounts, while small accounts can still grow likes and comments.
• Facebook Reels are strong mainly for big and huge pages; small pages lose reach and likes.
• YouTube Shorts volume is up, but engagement and reach are down. Use Shorts to send viewers to long videos.
• Simple, clear ideas work: faceless product clips, niche education, humor, and repeat use of winning videos.
• Reposting the same strong video after 4 to 8 weeks can work again, especially with a new hook or thumbnail.

What to do

• Focus on TikTok for growth
  • Treat TikTok as your main testing lab.
  • Write hooks that hit in the first 1 to 3 seconds.
  • Use strong emotion or curiosity in the opening line.
  • Post often, then double down on formats that get saves, shares and comments.
• Use Instagram with a clear plan
  • If you are a small account, lean into Reels: simple product shots, quick how tos, faceless demos.
  • Repost your best Reels every 1 to 2 months with a new hook, caption or thumbnail.
  • If you are a big account, do not rely only on Reels for reach. Mix in carousels, stories and collabs.
• Play Facebook for scale, not early growth
  • If you already have a big page, keep posting Reels there to lock in reach and views.
  • Use niche educational content and behind the scenes clips that match your audience age and region.
  • If you are still small, do not treat Facebook as your main growth channel.
• Treat YouTube Shorts as trailers
  • Make Shorts that tease your long videos: problem, twist, then invite to watch the full story.
  • Add clear end cards and comments that link to the long video.
  • Track which Shorts drive subscribers and watch time, not only likes.
• Improve content quality, not only volume
  • Start each script with a strong hook, then move fast to the main value.
  • Keep stories tight: one idea, one promise, one call to action.
  • Steal winning formats from other niches and adapt them to your topic.
• Build a simple data habit
  • Each week, list your top 5 videos by watch time, saves and shares.
  • Note what the hook, topic, and style were.
  • Make new videos that follow those patterns instead of chasing random trends.

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