The Authenticity Myth: What 14,940 Videos Say About Reach

We analysed 14,940 videos across 28 brands and 4 platforms.

"Be authentic" came out statistically meaningless. That was the least surprising thing we found.

In 5 minutes:

• The 2 seconds that decide whether anyone sees your video, and the three visual hooks that survive them

• What almost every top performing video does at the end, and why your call to action does the opposite

• The production budget that performs worst, and it isn't the smallest one

• Why one narrative arc took The Guardian's TikTok to the top and sank a music channel

• The sound your industry has, and what happens to reach when you cover it

Built for newsroom and brand video leads who need to know what moves reach, not what sounds good.