Emplifi, a number one buyer engagement platform, right this moment released video performance data for branded Instagram Reels, Facebook Reels and movies, and TikTok content material, providing advertisers worthwhile insights as they develop social media advertising methods for the yr forward. After analyzing 2023 video performance for hundreds of brand-owned social media accounts utilizing the Emplifi Social Marketing Cloud, Emplifi found Instagram Reels are producing huge outcomes for advertisers, outperforming all different sorts of video content material, together with branded TikTok movies and Facebook video content material.
Emplifi additionally in contrast video views for brief, medium, and lengthy Instagram Reels, in addition to various TikTok video lengths, and located longer Instagram Reels (over 90 seconds) generated greater than double the variety of median video views in comparison with TikTok movies.
“One of essentially the most attention-grabbing findings from our analysis is the shift we’ve witnessed in Instagram Reels video lengths, with longer run-times successful extra engagement for manufacturers in comparison with short-form video. This represents a change in person habits, with extra time being spent on movies that run longer than the typical 15-second or 30-second video advert format,” stated Zarnaz Arlia, CMO, Emplifi. “This perception presents an thrilling alternative for manufacturers to rethink their inventive technique on Instagram. The data reveals that audiences are responding positively to longer movies — the hot button is producing entertaining and worthwhile content material that retains them watching.”
Emplifi’s data helps broader business findings. According to Insider Intelligence, folks spend extra time watching social movies than some other social media content material format. When trying on the common period of time U.S. adults spent on social media platforms in 2023, greater than half of their time (56.5%) was dedicated to social movies, up greater than 15 share factors over the last three years.
Instagram Reels Dominate All Other Instagram Content
Not solely are Instagram Reels outperforming movies posted on different social media platforms, however they’re additionally the top-performing content material kind on Instagram, delivering six instances the attain of Instagram Stories.
Yet, manufacturers proceed to persistently submit extra Stories than Reels. Between May and October 2023, the variety of Instagram Stories posted by world manufacturers was 5 instances the variety of Instagram Reels posted.
Video Lengths Matter on Instagram, Not So Much on TikTok
Emplifi discovered longer-form movies on Instagram generated extra views in comparison with short- and medium-length movies, whereas TikTok video views remained in the identical vary no matter video size.
Instagram Reels that ran longer in size gained 8,372 median views in comparison with 3,379 views on TikTok. In truth, longer Instagram Reels outperformed all different Reels lengths, with brief Reels (beneath 30 seconds) incomes 6,145 median views and medium-length Reels (30- to 90-seconds) incomes a median of seven,830 views.
Based on Emplifi’s evaluation, manufacturers are sustaining related content material quantity throughout each Instagram and TikTok, indicating a balanced method to their total video advertising efforts. The substantial distinction in video views for branded Instagram Reels versus branded TikTok content material is probably going the results of Instagram’s push to prioritize Reels on the platform.
Facebook Reels Driving More Views Than Other Facebook Video Content
Facebook Live noticed a surge in utilization by manufacturers throughout This autumn 2023, with 1.5 instances extra Facebook Live movies posted than the earlier 4 quarters. This uptick in Facebook Live content material underscores the broader development of shoppers wanting extra real-time, interactive content material.
Meanwhile, Facebook Reels performance charges mirror that of Instagram, with longer Facebook Reels persistently gaining extra attain in comparison with shorter video lengths. When taking a look at engagement metrics, Facebook Reels noticed greater than 3 times the variety of median views as different video content material on the platform.
According to Emplifi’s CMO, the first takeaway from these findings is that Instagram Reels are driving huge outcomes for manufacturers, however the format continues to be not being adopted by advertisers as rapidly as different content material sorts.
“When you have a look at Instagram content material particularly, manufacturers proceed to make use of Stories extra typically than Reels — principally possible as a result of Stories take much less of a elevate to create — however Reels are delivering much better outcomes. The identical is true while you examine Facebook Reels to different Facebook video content material. Despite the expansion in Reels on Facebook, manufacturers nonetheless publish extra conventional video codecs,” stated Arlia. “The underlying theme right here is that there are untapped alternatives for the manufacturers which can be prepared to lean additional into their Instagram video technique and make Reels a part of their social media campaigns. By investing in an efficient social media answer like Emplifi Social Marketing Cloud, manufacturers may rapidly scale their Reels creation efforts, a strategic transfer that might have a large influence on the variety of shoppers they attain and the quantity of video views they generate.”
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