Instagram Reels Surpass TikTok and Facebook Videos in Brand Performance, Reveals Emplifi Research

New research from customer engagement company Emplifi unveils a surprising trend in branded video content, suggesting that Instagram Reels outperform similar content on TikTok and Facebook. The analysis across thousands of brand-owned social media accounts reveals key insights that could reshape advertisers’ strategies in 2024.

Here are some key findings from the research:

1. Instagram Reels Outperform TikTok:
   • Branded video content on Instagram Reels surpasses the performance of similar content on other platforms, including TikTok.
   • Longer Instagram Reels, those exceeding 90 seconds, exhibit double the median number of video views compared to TikTok.
2. Reels vs. Stories:
   • Instagram Reels outshine the platform’s own Stories feature, delivering six times the reach of Stories.
   • Despite this, advertisers posted five times as many Stories as Reels in 2023.
3. Opportunities for Brands:
   • The research suggests untapped opportunities for brands willing to incorporate Reels and longer-form videos into their social media campaigns.
   • Consumers respond positively to longer videos, emphasizing the importance of creating engaging and valuable content.

Zarnaz Arlia, CMO of Emplifi, highlights the potential for brands to capitalize on Instagram’s video features. “The underlying theme here is that there are untapped opportunities for the brands that are willing to lean further into their Instagram video strategy and make Reels part of their social media campaigns,” says Arlia.

As social media users increasingly dedicate more time to watching videos, the research indicates that advertisers should consider adjusting their social marketing plans to include more Reels and longer-form content on Instagram. The platform’s emphasis on Reels may offer brands a unique opportunity to engage audiences with entertaining and valuable video content.

The evolving landscape of social media content consumption highlights the need for brands to adapt and explore new avenues for connecting with their audience. With Instagram Reels proving to be a formidable contender, advertisers may find success in diversifying their content strategy to capture the attention of users in 2024.