The three major social media players in the short-form video market are TikTok, Instagram Reels, and YouTube Shorts.
TikTok initially exploded in popularity in the US and India but faced increasing scrutiny from the Trump administration over concerns about user data being shared with the Chinese government through its parent company ByteDance.
Instagram Reels and YouTube Shorts have attempted to capitalize on this controversy by offering similar short-form video content with less scrutiny. However, TikTok remains the leader in the market with over a billion downloads and billions of dollars being invested in these platforms to increase their reach and value for advertisers.
• To Pour
To flow quickly and in large amounts.
• To Burst onto/into
To begin to produce something.
• Back and Forth
Moving first in one direction and then in the opposite one.
An activity, object, or idea that is extremely popular.