With each dive to check how Brazil is performing in the 169 goals of the 17 SDGs, we come away with discouragement and the certainty that we have a long way to go .
The short video format Reels, considered Instagram's answer to competitor TikTok, has become increasingly popular among users and brands.
And a new study released by Emplifi, a platform specialized in Social Marketing, Commerce and Care, reveals that the growth of Reels has already made them the type of post that most engages followers on Instagram.
“Content preferences are changing, which has led to an increase in video consumption on social media platforms,” notes Zarnaz Arlia, CMO at Emplifi. “To respond to this shift, Instagram is taking the right steps by prioritizing Reels content. By using its algorithm to serve videos to larger audiences, Instagram is helping brands expand their reach and increase engagement.”
Instagram’s recent update, which introduced more Reels to the qatar whatsapp data feed, has drawn backlash from many, including the platform’s most popular celebrity influencers. Frustrated with the lack of photo content, Kim Kardashian even posted a message on her Instagram account that read: “Make Instagram Instagram again.” The businesswoman was one of the first celebrities to join the nostalgia movement started by user Tati Bruening, known as Illumitati on the platform. Other celebrities, such as Kylie Jenner, Gabriela Pugliesi and Kéfera Buchmann, have also supported the cause.
But Instagram CEO Adam Mosseri confirmed that people are sharing more video content: “If you look at what people like, consume and view on Instagram, that’s also shifting more and more towards video over time, even as we stop charging for anything.”
Emplifi’s data from thousands of global brands supports Mosseri’s response to the criticism Instagram has received. The research shows that while overall engagement on Instagram has declined over the past year, Reels has outperformed all other post types since the start of 2022, garnering more interactions than images, regular videos, and carousel posts.
“The numbers are clear – users are engaging with Reels more than any other content format on the app, accounting for 20% of time spent on the app according to Instagram,” Arlia said. “The world’s biggest brands are leveraging this to their advantage and doubling down on the video format.”
Also according to the survey:
Nearly 50% of brands on Instagram published at least one Reel in Q2 2022, a significant increase from last year when only 30% of brands were posting Reels content on the network;
The median engagement count on Reels is nearly 40% higher than traditional video posts on Instagram;
Reels are especially popular among sports brands. Over 60% of brands now post Reels to increase engagement with their followers;
The top five brands with the most engagement on Reels are: Pleasing, Netflix, Tesla, Netflix Brazil and Lamborghini.
While many brands are increasingly adding Reels to their social media strategy, the video format still only makes up a minority of these companies’ overall content, accounting for approximately 7.5% of posts (excluding Stories). Most brands still continue to rely on static posts, even though they get a lower amount of engagement.
“The bottom line is that short-form video content is here to stay. To maximize reach and engagement, brands have no choice but to invest in Reels,” concludes Arlia.