In response to the popularity of short-form video platforms like TikTok, Instagram introduced Instagram Reels — a dedicated space for users to create and share engaging, short-form video content.
Instagram is prioritizing this format, giving Reels prominent placement within the feed and encouraging user engagement.
As a marketer, following this social media marketing trend presents a huge opportunity. However, before you dive into creating Reels, learn how you can leverage its strengths to reach a wider audience and achieve your marketing goals.
This post will explore 7 key Instagram Reels statistics you need to know to guide your video marketing strategy.
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- 7 Instagram Reels Statistics You Need to Know
- 1. Instagram Reels Is the Best-Performing Content Type on Instagram
- 2. Instagram Accounts Reached Fewer Users Through Reels in 2023
- 3. Instagram Reels Reach More People Than Other Instagram Content Types
- 4. Instagram Reels Receive the Most Impressions
- 5. Instagram Reels Get More Saves for Small Accounts
- 6. More Businesses are Using Instagram Reels in 2023 than in 2022
- 7. More Than Half of Us Marketers Will Use Instagram Reels
7 Instagram Reels Statistics You Need to Know
Reels can be a powerful way to reach new audiences and improve engagement. Whether you’re a brand with a business account or an influencer with a personal account, understanding how Reels are used can help you maximize its potential.
Here are some key Instagram Reels statistics highlighting why you should be incorporating Reels into your Instagram marketing strategy.
1. Instagram Reels Is the Best-Performing Content Type on Instagram
Compared to traditional photo posts and carousels with engagement rates of 0.70% and 0.99% respectively, Reels boasts a significantly higher average engagement rate of 1.23%.
Engagement rate includes likes, comments, shares, and saves — actions indicating that your audience is actively interacting with your content.
Accordion to Attrock guide, prioritizing Instagram Reels is a strategic move when it comes to driving engagement with your target market on Instagram.
Mastering Instagram Reels and incorporating them into your marketing strategy is one of the ways to build a strong audience.
2. Instagram Accounts Reached Fewer Users Through Reels in 2023
Even though Reels continue to dominate content engagement on Instagram, an interesting trend occurred in 2023. Instagram accounts saw a significant decline in the number of reached users compared to 2022.
In 2022, an account with 50,000 to 45 million followers could expect their Reels to reach an average of 95,600 viewers. By 2023, that number plummeted to just 47,851 — a nearly 50% decrease.
What caused this shift? The rise of competing short-form video formats like YouTube Shorts is one of the factors.
With more users flocking to these alternatives, the pool of potential viewers for Reels on Instagram decreased.
Another factor that contributed to the decline is Instagram’s algorithm prioritizing unique and original content created specifically for its platform.
Reels simply re-uploaded from other platforms were less likely to be shown. This is aimed at keeping users engaged within the Instagram ecosystem and creating a unique viewing experience.
As a result, accounts that relied on reposting content saw a significant drop in the number of viewers reached.
However, to counteract this and expand the reach of your Reels, you can embed Instagram Reels on your website. This can help bring more traffic to your Reels.
3. Instagram Reels Reach More People Than Other Instagram Content Types
While engagement rates on Instagram have fluctuated, Reels continue to defy the trend.
Unlike static posts or Stories, Reels boast a higher likelihood of landing in front of a broader audience, even those who don’t follow you. You can also use the trending Reels audios to make your profile more visible out there. All you’ll need to do is find a trending reel audio and then use the add music to Instagram profile feature to add that audio to your profile bio. This will help your profile appear on top of the search results every time someone searches for that particular audio.
This is because Instagram prioritizes Reels in its algorithm, showcasing them on the Explore page and through hashtag discovery, a key aspect of Instagram SEO.
One of the key Instagram Reels statistics to highlight is the average reach rate of Instagram Reels, which stands at 30.81%.
This is significantly higher than the average reach rates of carousel (14.45%) and static image posts (13.14%).
Reels not only reach a larger audience but also generate two times more impressions compared to other content types. This makes it a top choice for maximizing visibility, driving product awareness and outbound sales for your business.
4. Instagram Reels Receive the Most Impressions
Compared to other content formats on the platform, Instagram Reels statistics indicate that Reels boast a significantly higher impression rate, with an average impression rate of 33.83% in 2023.
In contrast, static images saw an impression rate of 14.32% while carousels had an impression rate of 17.88%.
Your Reels are more than twice as likely to be shown compared to a regular photo post. That’s a powerful advantage for expanding your reach and attracting new followers.
5. Instagram Reels Get More Saves for Small Accounts
A Socialinsider study has shown that Instagram Reels tend to generate more saves for accounts with less than 50,000 followers.
This Instagram Reels statistic could be attributed to the deeply personal connection that small accounts have with their audience. Their Reels might reflect authentic content that resonates with viewers.
Conversely, larger accounts see a higher save rate for carousel posts, which can be used to showcase product details or tell a more comprehensive brand story in a series of images or videos.
6. More Businesses are Using Instagram Reels in 2023 than in 2022
Recent Instagram Reels statistics show that more businesses are leveraging this type of content in 2023 compared to the previous year, with a notable increase of 57.4% year-over-year in Reels usage.
Marketers are recognizing the power of Reels to drive brand awareness, boost engagement, and generate leads.
It’s not just organic reach that’s driving this trend. Paid ad options are also available for Instagram Reels to target specific demographics, interests, and behaviors. This further amplifies their reach and impact, maximizing ROI.
7. More Than Half of Us Marketers Will Use Instagram Reels for Their Influencer Marketing Campaigns This Year
Instagram Reels are rapidly taking over as the preferred channel for influencer marketing campaigns.
Instagram Reels statistics show that 58.2% of US marketers plan to use Reels to create influencer partnerships this year. Reels is already leading this competitive market, surpassing both TikTok and YouTube’s estimated adoption rates.
Final Thoughts
Instagram Reels has become a powerful tool for social media marketing.
With these Instagram Reels statistics, we can see how this type of content enhances reach, boosts engagement, and fosters continuous growth among businesses and influencers.
By incorporating Reels into your social media strategy, you can unlock new levels of reach and engagement for your marketing content.
Start creating Reels today to propel your marketing efforts towards achieving your goals.
This article is written by Reena Aggarwal, Director of Operations and Sales at Attrock, a result-driven digital marketing company. With 10+ years of sales and operations experience in the field of e-commerce and digital marketing, she is quite an industry expert. She is a people person and considers the human resources as the most valuable asset of a company. In her free time, you would find her spending quality time with her brilliant, almost teenage daughter and watching her grow in this digital, fast-paced era.
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