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1 According to a survey conducted by GWI, in the US, 65% of YouTube Shorts users don’t use Instagram Reels.
Source: Equity-to-Sales MMM Meta Analysis commissioned by Google, covering a 2-year measurement period of 20 CPG brands from across the 2021-2023 timeframe. “Long-term ROAS” is defined as the impact of each marketing channel on building brand equity, and the impact of that brand equity on driving sales, relative to the channel’s media spend.