It’s no secret that video content material is dominating social media. TikTok has set the tone for enjoyable, fascinating, and extra importantly, partaking video content material. As a ripple impact, different platforms at the moment are trying to enhance engagement with their audiences by prioritizing video.

Which is the place TikTok competitor Instagram Reels is available in.  

The best way audiences are interacting with content material on Instagram is altering – in keeping with Instagram chief Adam Mosseri, buddies on IG now publish much more to tales, and ship much more DMs, than they publish to their major feed. That opens up a chance for the platform to essentially lean into video content material. In truth, Mark Zuckerberg has said that Reels already account for 20% of the time individuals spend on Instagram.

With numbers like this, you possibly can count on that Instagram will proceed to prioritize Reels content material, utilizing the algorithm to serve up extra movies to a bigger viewers – which may imply huge attain and engagement for manufacturers. 

We checked out Emplifi knowledge to uncover the story behind Instagram Reels, how manufacturers are adapting their technique to accommodate extra video content material, and if the return on funding from these efforts is price it.  

This is a take a look at the most recent model Reels developments.

Manufacturers are catching on to the Reels rewards

Consistent with these developments, model profiles are more and more incorporating Reels into their content material technique.

In Q2 2022, Emplifi knowledge discovered that just about half of the manufacturers on Instagram revealed at the least one Reel, in comparison with 30% a 12 months in the past. The format is the most well-liked within the Sports activities sector, with greater than 60% of profiles sharing Reels – although different industries are shut behind.

That stated, although manufacturers are accustomed to Reels, it nonetheless makes up a minority of all model content material revealed to Instagram. The explanations for the slower adoption fee might embody a blurred technique, or a scarcity of assets to provide bulk video content material in giant portions.   

We discovered that, on common, Reels content material solely represented 7.5% of a model’s content material (excluding Tales).

Nevertheless, although the quantity isn’t huge, it’s essential to notice that it’s rising quickly. 

Are manufacturers falling again on outdated Instagram habits?

Habits are arduous to interrupt, particularly when your social media group isn’t geared up to deal with video content material head-on. So much goes into video technique, and making it look simple is part of the magic. So if manufacturers aren’t leveraging the facility of Reels, what content material codecs are they publishing?

Emplifi knowledge exhibits that the overwhelming majority of the IG content material that manufacturers revealed in Q2 2022 had been single picture and single video posts. Surprisingly, Carousel posts solely made up 20% of name posts.

Tens of 1000’s of manufacturers are counting on static photographs, which is a missed alternative, as Carousels and Reels are typically considerably extra partaking.

Publishing Instagram Reels pays off

In Q2 2022 alone, the median interplay depend for Reels was nearly 40% greater versus conventional movies, in keeping with Emplifi knowledge. 

Reels are extraordinarily versatile in how they are often shared amongst audiences, making them rather more versatile than feed posts. Customers can simply share Reels with buddies by way of Tales, and uncover Reels on the Discover web page, because the Instagram algorithm continues to favor this content material format over others. Because the begin of 2022, Reels have change into the most partaking publish kind on Instagram.

As you possibly can see in these charts, general, natural interactions on Instagram have been steadily declining. For Reels, nevertheless, the decline is slower than for different publish varieties. Whereas interactions on Reels declined by 10% quarter-over-quarter, interactions on single photographs declined by 41% in the identical time interval.

Ought to manufacturers drop conventional codecs to concentrate on Reels?

You’re most likely questioning now whether or not it is smart to cease publishing conventional content material on Instagram, and swap gears to go full Reels. 

The reply isn’t any. 

We have seen that manufacturers that embody selection of their content material technique, together with varied publish varieties, are likely to see probably the most engagement.

Manufacturers are reaping the advantages of Instagram Reels

International manufacturers are already profiting from Instagram Reels, including the brand new content material format to their social media technique. These leaping on the development early are seeing improbable outcomes, with varied industries represented from Retail, Automotive, and Leisure.

Social media groups in search of inspiration can comply with the next manufacturers which are actually embracing video content material.

The takeaway

There’s no manner round it; the desire for brief video content material is right here to remain. 

To maximise attain and engagement on Instagram, manufacturers don’t have any selection however to spend money on an Instagram Reels technique. Consequently, will probably be useful for leaders of social media groups to reevaluate their objectives and discover areas through which they will reduce with a purpose to accommodate elevated video manufacturing.