If you are looking to refine your 2024 content approach, then you need to consider adding more Reels. Emplifi’s latest video performance analysis finds Facebook and IG Reels outperforming TikTok clips in views. Emplifi reviewed thousands of posts across Facebook, Instagram, and TikTok to glean insight into what is working. To cut the long story short, Reels came out on top.
Reign of Reels
Based on an analysis of more than 1300 brand Instagram and TikTok sister profiles, Emplifi found Facebook and IG Reels outperforming TikTok clips in views. The best-performing Reels clips were often longer ones. Longer Reels outperformed all other Reels lengths. Short Reels ( < 30 seconds) have 6,145 median views. Meanwhile, medium-length Reels had a median view of 7,830 views.
Reels unanimously beat out TikTok clips in terms of views, which is interesting considering TikTok’s greater hype and higher popularity. However, those values speak of brand content. Your results may still vary when it comes to general numbers.
On Facebook, Emplifi’s data reveals Reels significantly outperforming regular video uploads.
“Facebook Reels saw more than three times the number of median views as other video content on the platform.”
Reels have been a key engagement driver across Meta’s apps. That could prove vital to your content planning in driving more engagement and reach across Meta’s apps. Again, your mileage may vary, but it is worth taking note of the relative popularity of Reels.
Lastly, Emplifi notes that despite the popularity of Reels, brands still post more Stories on Instagram. That is another consideration for your planning. At one point, Stories had been the key engagement driver on Instagram. Now, that crown belongs to Reels, and many brand strategies have yet to catch up.
The Wrap
You can opt to factor in Emplifi’s findings into your planning. Really, it should depend on your target market, not generic insights. For the most part, the data here serves as a reminder to review your content approach and consider other emerging formats. Short-form is taking over, which shows with Facebook and IG Reels outperforming TikTok clips in views.
Please note:
This action will also remove this member from your connections and send a report to the site admin.
Please allow a few minutes for this process to complete.
