SAN FRANCISCO ― Long videos are all the rage. According to one study, internet users in the US are spending just over half their social networking time on video-related activities. And in this game, Instagram’s Reels stand out from the crowd, delivering six times the reach of Instagram Stories.
When it comes to choosing between Stories and Reels, it could be better to opt for Reels, according to a study by Emplifi, a platform for influencer marketing on social networks. It analyzed the performance of social video content from thousands of brands in 2023.
According to the findings, the Reels format on Instagram delivers the best results for advertisers, outperforming all other types of video content on social networks, including TikTok videos, which are known for their highly viral nature, AFP reported.
One of the report’s most significant findings is the importance of video duration. According to Insider Intelligence, internet users are spending more and more of their social networking time on video-related activities.
While users in the US spend 56.4% of their social media time on video content, they appear to be especially fond of longer videos.
By comparing the different lengths of Reels, ranging from 15 to 90 seconds, with those of TikTok videos, Emplifi’s report showed that longer Reels (90 seconds) were far more popular with users, generating more than double the number of median views compared to TikTok videos.
“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 of 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.”
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