Luxury brands’ Instagram Reels views jump 234% as TikTok momentum fades, data show
Luxury-brand video views on Instagram Reels jumped 234% in Q2 2025, eMarketer reported, citing Dash Social data. TikTok luxury video views rose 4% after five consecutive quarters of stronger growth. Paid branded posts promoting purchased Instagram comments are also increasing. Meta says Reels now accounts for about half of time spent on Instagram.