We have all seen the data that consumers, especially Gen Z and Gen Alpha, are spending more time on TikTok. (We’ve even shared some of this data on Small Business Xchange!)
But new research from Emplifi, a customer engagement platform, has revealed video performance data for branded Instagram Reels, Facebook Reels and TikTok content that tells a very different story. And this story ultimately provides a roadmap for brands shaping their social media strategies for the upcoming year.
The key takeaway from the analysis of 2023 video data via Emplifi’s Social Marketing Cloud? Instagram Reels surpassing all other video types in generating exceptional results for advertisers.
Insights for Small Businesses
Takeaway 1: On Instagram, format matters
Emplifi’s study found that Instagram Reels delivered 6X the reach of Instagram Stories, yet brands are posting 5X more Stories than Reels. This presents an untapped opportunity for businesses to harness Reels’ potential.
Takeaway 2: Longer Reels drive more engagement
Contrary to the shorter video trend, longer Instagram Reels (more than 90 seconds) garnered more than double the median views compared to TikTok videos. This shift indicates that brands shouldn’t just simply follow the trend; they need to build a robust content strategy that allows them to tell stories through various formats and experiences.
Takeaway 3: Facebook Reels and Live surge
While Facebook Live witnessed a surge in usage by brands in Q4 2023, Facebook Reels mirrored Instagram’s performance pattern, with longer Reels gaining substantially more reach compared to shorter formats.
Embrace New Opportunities
Despite the proven success of Reels, it appears that brands are not fully capitalizing on this format. A few reasons are possible: 1. They’re spending more time favoring TikTok due to the hype surrounding the platform, 2. They’re favoring Stories on Instagram because content is easier to produce, and/or 3. They simply don’t know how to produce impactful Instagram Reels. This data presents a big opportunity for small businesses who spend the time and effort to test Instagram Reels in 2024.