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Report: Facebook Aand Instagram Reels Outperform TikTok Clips

Dec 20, 2023 11:57:06 AM

Consider incorporating more Reels video clips to enhance your content strategy for 2024. This is the key takeaway from Emplifi's latest video performance analysis, which evaluated thousands of posts on Facebook, Instagram, and TikTok. The analysis aimed to uncover what resonates with viewers and what brands are currently sharing. Overall, Reels emerged as the top performer.

In their study of over 1,300 brand profiles on Instagram and TikTok, Emplifi discovered that Instagram Reels generated significantly more views, with longer Reels clips delivering the best results. For a content approach that captivates your audience, embracing Reels is a smart move. Find out more about Emplifi's findings in their comprehensive report. Link to Emplifi's video performance analysis.


Based on the chart provided, longer Reels have shown superior performance compared to other Reels lengths. Short Reels, spanning under 30 seconds, achieved a median of 6,145 views, while medium-length Reels, ranging from 30 to 90 seconds, garnered a median of 7,830 views.

Moreover, Reels have evidently surpassed TikTok in terms of view counts, which is intriguing considering TikTok's prior reputation as a dominant platform.

For brand content specifically, these are general numbers to consider, so keep in mind that your specific audience may differ. However, it's worth noting the impressive performance of Reels clips, especially longer ones. Additionally, Emplifi's data on Facebook reveals that Reels are surpassing regular video uploads by a significant margin.


“Facebook Reels saw more than three times the number of median views as other video content on the platform.”

Meta's focus on Reels clips is evident, as they have proven to be a key driver of engagement across its apps. This emphasis on Reels should be taken into consideration when planning your content strategy to maximize reach and engagement on Meta's platforms. It is important to note that individual outcomes may vary depending on the target audience, but the relative popularity of Reels suggests that they are either preferred by users or favored by the algorithms. Additionally, Emplifi highlights that despite the popularity of Reels, brands still tend to post a higher number of Stories on Instagram.


Another factor to consider in your planning is the shift in emphasis from Stories to Reels on Instagram. Stories used to be the primary focus and a major driver of engagement, but Reels has now taken that crown. Many brand strategies have yet to catch up with this change.

While these findings may or may not directly impact your planning, it ultimately comes down to understanding your audience rather than relying on generic insights. However, the data presented here should serve as a reminder to review your content approach and explore other emerging formats.

In this case, the focus is on Reels specifically, as it continues to drive broad reach across Meta's apps.

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