Among US consumers, 13% started their shopping journey on TikTok, and the app is improving search functionality to reinforce that behavior. The hottest advertising channel right now! Think it like Facebook in 2015 and Instagram in 2018. Instagram Videos, Reels and Stories are getting the most reach, hence conversion, as IG algorithm pushing vertical videos as the most valuable content. Reels are getting X5 more reach organically.

Following Instagram and TikTok success, youtube launched Shorts in 2021 prioritizing these videos views and distribution among its users. The shorts are giving 10X reach and exposure compare to the regular long-form videos.