Luxury brands’ Instagram Reels views jump 234% as TikTok momentum fades, data show
NEW YORK, December 29, 2025, 23:21 ET Average video views for luxury brands surged on Instagram’s Reels in the second quarter of 2025, while growth on TikTok slowed sharply, according to industry benchmark data published on Monday. EMARKETER The shift matters as luxury marketers head into 2026 campaign planning with a sharper focus on where short-form video discovery is happening. TikTok has dominated that role for years, but brands have been looking to spread risk across platforms as audience habits evolve. It also adds to the competitive stakes between Meta Platforms, which owns Instagram, and TikTok owner ByteDance as both