- Branded video content on Instagram Reels outperforms the identical on other platforms, including TikTok and Facebook, in response to recent research from customer engagement company Emplifi.
- The research, which analyzed 1000’s of brand-owned social media accounts, also found that longer Reels (those over 90 seconds) had double the median variety of video views than those on TikTok.
- Instagram Reels also outperform the platform’s own Stories feature, delivering six times the reach of Stories. Still, advertisers posted five times as many Stories as they did Reels in 2023.
Move over TikTok, there’s an old player on the town: Emplifi’s research suggests there’s still some life in Meta’s Instagram platform for advertisers. Capitalizing on that promise, nevertheless, would require some shift in advertiser behavior.
Instagram’s Reels, that are designed to mirror TikTok videos of longer length that remain in creators’ feeds, are far more time-consuming to create than Stories, that are shorter-form videos (15 seconds or less) that disappear from feeds in 24 hours. As brands create their social marketing plans for 2024, it might be worthwhile to incorporate more Reels and longer-form videos, in response to Emplifi’s CMO Zarnaz Arlia.
“The underlying theme here is that there are untapped opportunities for the brands which might be willing to lean further into their Instagram video strategy and make Reels a part of their social media campaigns,” Arlia said in a release. “The data shows that audiences are responding positively to longer videos — the secret’s producing entertaining and invaluable content that keeps them watching.”
According to Insider Intelligence, consumers spend more time watching social videos than every other social media content format. On average, greater than half the time (56%) U.S. adults spent on social media channels was dedicated to watching social videos. That’s a 15% increase over the past three years.
While the length of the videos matters on Instagram, it’s less vital on TikTok. According to Emplifi’s research, Instagram Reels that were longer in length had 8,372 median views in comparison with 3,379 views on TikTok. Similarly, Reels with shorter lengths (lower than 30 seconds) garnered 6.145 median views and medium-length Reels (30 to 60 seconds) had a median of seven,830 views. Emplifi attributed the substantial difference in views to Instagram’s push to prioritize Reels on its platform.
Perhaps unsurprisingly, the performance of Facebook Reels mirrors that of its sister company, attracting greater than 3 times the variety of median views than the opposite video content on the platform.
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