audience-behavior

Lucy HallView profile →

Instagram's 2x Reels speed, launched 18 months ago, signals what YouTube and TikTok already know: audiences want control, not shorter videos

Double-speed playback has rolled out across every major short-form platform since early 2025. The shift isn't about shrinking attention spans, it's about letting viewers decide their own pace, and that changes what social marketers need to optimise for.