Instagram Reels outperform all other video content across platforms, Emplifi research finds

Emplifi this week released video performance data for branded Instagram Reels, Facebook Reels and videos, and TikTok content. The findings reveal that Instagram Reels are generating better results for advertisers, outperforming all other types of video content.

Emplifi analyzed video performance for thousands of brand-owned social media accounts using the Emplifi Social Marketing Cloud. The research found that Instagram Reels generated six times the reach of Instagram Stories and more than three times the median views of other Instagram video content.

“One of the most interesting findings from our research is the shift we’ve witnessed in Instagram Reels video lengths, with longer run-times winning more engagement for brands compared to short-form video. This represents a change in user behavior, with more time being spent on videos that run longer than the average 15-second or 30-second video ad format,” said Zarnaz Arlia, CMO, Emplifi. “This insight offers an exciting opportunity for brands to reconsider their creative strategy on Instagram. The data shows that audiences are responding positively to longer videos — the key is producing entertaining and valuable content that keeps them watching.”

The research found that longer Instagram Reels are performing better than shorter videos. Reels that were over 90 seconds long generated more than double the number of median views than TikTok videos.

Facebook Reels are also performing well, with longer Reels consistently gaining more reach compared to shorter video lengths. When looking at engagement metrics, Facebook Reels saw more than three times the number of median views as other video content on the platform.

Key Findings

• Instagram Reels outperformed all other video content across platforms, generating six times the reach of Instagram Stories and more than three times the median views of other Instagram video content.
• Longer Instagram Reels performed better than shorter videos. Reels that were over 90 seconds long generated more than double the number of median views than TikTok videos.
• Facebook Reels are also performing well, with longer Reels consistently gaining more reach compared to shorter video lengths. When looking at engagement metrics, Facebook Reels saw more than three times the number of median views as other video content on the platform.
• Instagram and Facebook are both prioritizing Reels, and brands that are not incorporating them into their social media strategies are missing out.