By Maria Bastero
Content Manager at Marketing4eCommerce
Metricool has presented its 2024 Microvideo Study , in which it has analyzed more than 3 million microvideos on various social networks, offering a detailed overview of the current situation of the short format on platforms such as TikTok, Instagram, Facebook and YouTube.
This in-depth analysis shows how TikTok continues to lead in terms of views , while other platforms like YouTube excel in engagement.
YouTube leads in engagement, despite being at the bottom in views
According to the results, TikTok videos are the undisputed leaders in terms of number of views, reaching an impressive average of 18,173.32 views per video . Although Instagram follows closely behind with 16,152.88 views.
Facebook and YouTube , meanwhile, lag behind. The former's reels only register an average of 8,553.37 views per video, and YouTube Shorts bring up the rear with an average of 646.89 views.
Graph from Metricool's 2024 Microvideo Study showing the bangladesh number data average number of microvideo views per social network
Despite these figures, YouTube Shorts leads in engagement , with a ratio of 5.91% , demonstrating a high degree of interaction by users, even surpassing TikTok and Instagram reels, which have an engagement of 5.75% and 5.53% respectively.