Findings from Emplifi show that branded video content on Instagram Reels outperforms the same on other platforms, including TikTok and Facebook. The research, which analyzed thousands of brand-owned social media accounts, also found that Reels over 90 seconds had double the median number of video views than those on TikTok. Instagram Reels also outperform the platform’s own Stories feature.

Emplifi’s research suggests there’s still some life in Meta’s Instagram platform for advertisers. Capitalizing on that promise, however, will require some shift in advertiser behavior. Instagram’s Reels, which are designed to mirror TikTok videos of longer length that remain in creators’ feeds, are much more time-consuming to create than Stories (videos 15 seconds or less that disappear from feeds in 24 hours).

“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,” Emplifi’s CMO, Zarnaz Arlia said in a release.

According to Insider Intelligence, consumers spend more time watching social videos than any other social media content format. On average, more than half the time (56%) U.S. adults spent on social media channels was devoted to watching social videos. That’s a 15% increase over the past three years.

As 2024 begins it’s becoming more and more important for brands to use Reels and longer-form video content. While short-form videos are still of value, longer videos that engage audiences are worth the extra effort to create.

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