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The news: TikTok vastly outperforms rival video platforms Instagram Reels and YouTube Shorts in average video views across a variety of topics, per our Industry KPI data provided by Dash Hudson.
Why this matters: The potential for a ban or forced sale of TikTok has increased now that the US Senate has approved the initiative, which is included in a military aid bill for Ukraine and Israel. TikTok’s uncertain political status is a stark reminder of its powerful advertising potential, which advertisers could lose access to.
Our take: If TikTok gets banned from the US, it will leave a massive crater of ad spend and viewership in its wake that YouTube and Instagram are sure to scramble over. While it may be too early to divert spending now, advertisers should wait to see which platforms are most attractive to influencers and follow high-value audiences to their destinations.
Go deeper: Interested in seeing more TikTok, Instagram, and YouTube engagement benchmarks? Industry KPI subscribers can get right to benchmarking performance against over 400+ industry benchmarks, see more here.
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