Meta ends the year with good news. Its Reels format outperforms TikTok when looking at the number of views. To understand what is currently working on social networks, the company Emplifi analyzed thousands of brand publications on the three platforms and it emerged that Reels have much more visibility. The longest videos perform the best.
The data speaks for itself and we see that the longer the content lasts, the wider the gap between Reels and TikTok. Despite the growing notoriety of the Chinese social network, Instagram was able to steal the spotlight by “copying” its format. Obviously, this is a study on brand content and we should not generalize the trend to publications by everyone.
If we look at Facebook, the trend is the same with visibility of Reels three times higher than the average number of views of other video formats. We therefore guess that the Meta algorithm has something to do with it. The focus is intentionally placed on this successful format to increase reach and engagement; whether on Facebook or Instagram. The final objective is to keep users on the platform for as long as possible, rather than seeing them switch to the competition.
However, the Emplifi study highlights that it’s not all about Reels. On Instagram, stories remain very important for attracting traffic to your account and especially its content. Like a good recipe, it is therefore a combination of Stories and Reels which seems to be the most successful today.
Web marketing professionals must be aware of this to build effective and efficient content strategies. All the elements come together for it to work: the general public is fond of the format and the platforms promote it.
Hopefully it lasts… until the arrival of a new innovative format!