Typically, viewers can see both the original content and the influencer’s reaction at the same time – such as laughter, surprise, or criticism. These videos are especially popular on platforms like YouTube, TikTok, and Instagram.

In influencer marketing, reaction videos offer several advantages: They feel spontaneous and authentic, are often entertaining, and tap into current trends. As a result, they can quickly go viral and generate high engagement.

Brands also use this format by having influencers react to new products or share first impressions. What matters most is that the reaction feels genuine – because this authenticity is what drives the success of such videos.