Metricool study compares TikTok, Instagram, and YouTube video performance

A study by Metricool analyzing over six million videos from 375,462 global accounts has compared the performance of short-form video content across TikTok, Instagram, and YouTube.

TikTok leads in visibility and reach, averaging 32,900 views per video. This figure is 42.6% higher than Instagram Reels and 518.3% higher than YouTube Shorts. TikTok outperforms Instagram in views across most account sizes, except for “Huge” accounts with over one million followers, where Instagram Reels average 422,000 views compared to TikTok’s 417,000.

While TikTok is identified as the premier platform for reach and likes, Instagram is superior for audience engagement. Instagram Reels lead in shares and comments regardless of the account size, making it the preferred platform for creators seeking to connect more deeply with their audience.