📈 How much video actually helps brand awareness

1) Video is now the main discovery engine

• Over 60% of product discovery now happens on social platforms like TikTok and Instagram
• Around 50% of consumers say social media is their primary way to learn about brands

👉 Translation:
If you’re not using video on these platforms, you’re missing where people first hear about brands

2) TikTok = massive reach & awareness growth

• Brand followers on TikTok grew ~200% year-over-year
• TikTok generates 2× more interactions than Instagram on average

👉 Why this matters:

• TikTok is extremely strong for top-of-funnel awareness
• The algorithm pushes content to new audiences, not just followers

3) Instagram video drives strong engagement (and trust)

• Instagram video can generate 30× more engagement than Facebook
• Reels get significantly more shares, saves, and likes than regular posts
• 60% of users interact with brands multiple times per week on Instagram

👉 Translation:

• Instagram is slightly less explosive than TikTok for reach
• BUT stronger for consistent visibility + brand recall

4) Short-form video dominates attention

• Short videos (<60 sec) are the most consumed format across both platforms
• Users spend 50%+ of their time on Instagram watching Reels

👉 Meaning:

• Video isn’t just helpful—it’s what people expect