Instagram Reels Get 55% More Interactions Than Images

The rise of TikTok spurred other social media platforms to change things up, since it made short form video the single most popular type of content out there. This resulted in YouTube and Meta instantly introducing short form content into their own platforms because of the fact that this is the sort of thing that could potentially end up allowing them to stay competitive.

On YouTube, we saw Shorts come to the fore, and Instagram also tossed its hat into the ring with Reels. With all of that having been said and now out of the way, it is important to note that Reels are outperforming practically every other type of content on the platform by as much as 55%.

This comes from Emplifi’s latest report dubbed Unleashing the Power of Video: Key Trends Driving Social Media Engagement, and it revealed some insights into how well Reels have been performing with all things having been considered and taken into account. It turns out that Reels get 75 impressions on average, which is a great deal higher than anything else Instagram has to offer.

Instagram used to be known for providing a space where people could share still images, but in spite of the fact that this is the case, Reels have now surpassed it by a large margin. Even if we compare Reels to long form video, they outperform them 29%, which just goes to show that the short form video craze does not appear to be going away anytime soon.

Coming in second after Reels were Carousel posts which allow users to publish multiple photos all at the same time. One thing that this indicates is that single image posts are falling out of favor, so content creators might be less likely to invest in them than might have been the case otherwise.

Carousels receive 74 impressions on average, which puts them just behind Reels and they might even supersede short form videos in the near future. The most surprising revelation that can be seen in this report is that just 11% of the total ads present on Instagram consist of Reels right now.

This seems to suggest that there is enormous untapped potential in ads that feature Reels. 87% of brands tried to use Reels in this manner at some point or another during the second quarter of 2023, which is a 26% uptick from the numbers that were seen just a year prior.

Reel usage in general saw tremendous growth among brands in 2023. In the second quarter, an 86% increase in Reels was noted year over year, with 90% of all brands publishing at least one Reel during 2023 so far.

The numbers might look good at first, but engagement has actually been going down for 5 straight quarters. The total engagement that Reels tend to receive went down by 30% within the span of a single year, and it will be interesting to see what happens from here on out. Instagram’s Reels experiment might not be the TikTok killer that Meta was hoping it would be, and that might force the platform to rework its future features and potentially even star prioritizing Carousels once again.

Read next: What is the Most Successful Content for TikTok, Instagram and Twitter?
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