If you're planning to refresh your content strategy for 2024, consider incorporating more Reels video clips into your approach.
A recent analysis of video performance by Emplifi, which scrutinised thousands of posts across Facebook, Instagram, and TikTok, sheds light on audience preferences and the effectiveness of various content types. A key takeaway is the prevailing success of Reels.
Instagram Reels take the lead in views
Emplifi's research, which looked at over 1,300 brand profiles on Instagram and TikTok, found that Instagram Reels attracted significantly more views. Notably, longer Reels emerged as particularly effective.
In-depth findings from Emplifi's research
The study reveals that longer Reels have the upper hand, with short Reels (under 30 seconds) averaging 6,145 views and medium-length Reels (30- to 90-second) garnering around 7,830 views. Interestingly, Reels surpass TikTok videos in view counts, challenging TikTok's reputation as the go-to platform for video content. This indicates a shift in viewer preferences, especially concerning brand content.
Reels also triumph on Facebook
The trend continues on Facebook, where Emplifi's data shows that Reels are eclipsing standard video uploads. Reels on Facebook are seeing triple the views compared to other video formats. This trend aligns with Meta's strategic focus on promoting Reels across its platforms, suggesting a pivotal opportunity for content creators aiming to boost reach and engagement.
The ongoing debate: Stories versus Reels
Despite Reels' growing popularity, brands still favour posting Stories on Instagram. This marks a shift in the landscape of content trends. While Stories were once the go-to format, Reels now appear to be the more engaging option, suggesting a need for brands to re-evaluate their content strategies.
Emplifi's findings underscore the importance of keeping pace with audience preferences and adapting to changing content formats. While these insights are general, they offer crucial guidance for refining content strategies, particularly concerning the rising popularity of Reels across Meta's platforms.
For more detailed insights, you can access the full report by Emplifi.
