In this first edition of our recurring benchmarking report series, we compare global social video data from the first half of 2026 with the previous two years to identify how social video has changed over time, including shifts in optimal video duration, which topics and categories are trending, and, crucially, where audience and revenue growth opportunities can be found.

Analysis of the fastest-moving consumer goods brands reveals insights about increasing reach on Instagram, using strategic creator partnerships on TikTok, and investing in regional talent to create global scale.

To help you navigate the next World Cup, we’ve analyzed global audience behavior to identify five insights you can implement ahead of the games.