Video remains a defining format across social platforms, but performance continues to diverge sharply by network. In 2025, TikTok further strengthened its position as the most effective platform for video engagement, increasing the 'For You' feed, reinforcing the platform's algorithm-first model. Throughout 2024 and into 2025, 'For You' traffic consistently accounts for the majority of video views, video, but engagement declined by roughly 18% compared to 2024, reflecting intensified competition and a more At the same time, follower-based and intent-driven saturated Reels ecosystem. Even with this softening, and Search continues to erode, signaling that personal audience size. Videos that quickly capture attention, spark engagement, and perform well against early signals are increasingly rewarded with broader distribution, regardless
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