Instagram Reels Provide Superior Engagement and Reach for Brands According to This Report

Social media marketing has increasingly started to involve video based content because of the fact that this is the sort of thing that could potentially end up providing better engagement metrics as well as a wider reach for each individual post. TikTok is widely thought to be a major driver of this trend, but in spite of the fact that this is the case its main competitor Instagram Reels has been providing some surprisingly solid results as well.

Instagram’s CEO Adam Mosseri recently highlighted how users are posting far more Reels than ever before, potentially even replacing their posts on the main feed with all things having been considered and taken into account. Mark Zuckerberg also stated that 20% of the time that users spent on Instagram goes towards Reels.

Given all of the positive signs that Meta has been noticing about its Reels content, it would be reasonable to assume that the social media juggernaut will be emphasizing it more heavily in the future. With all of that having been said and now out of the way, it is important to note that half of all brands on Instagram are now posting Reels, and that number has increased by 30% over the past year.

Reels are even more popular in the niche of sports, with 60% of brands in that category using Reels in their marketing campaigns. However, even though a majority of brands are now using Reels, they make up a rather small portion of the total content they are putting out on their Instagram accounts.

Based on the data in this report, it seems that only around 7.5% of branded content is in the form of Reels. Still, brands are increasing their Reels output in light of the great performance of this type of content. Brands will always post the kind of content that their users would be most likely to interact with, and Reels can definitely provide that kind of result so there will likely be more Reels content moving forward than might have been the case otherwise.

Image based content continues to be a high priority for brands, with 80% of their content consisting of images posted to Instagram. This proportion has been consistent over the past two years, and brands are handling their increased Reels output with a decreased video output and that might not be the best long term solution.

Old habits die hard, and nowhere is this truer than in the case of social media marketing done by brands. Instagram is still considered to be an image sharing platform, and brands are failing to get with the times. They should be decreasing the number of images that they post, but pictures posted on Instagram just seems like the natural way for them to utilize this platform.

Reels provide a great deal more engagement than static images though, so brands need to change their habits unless they want to fall into irrelevance. The brands that embrace this change sooner rather than later might be able to level the playing field for themselves. This also puts TikTok’s status as the prime location for short form video content in jeopardy right now.

H/T: Emplifi

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