You might call it the TikTok effect. The site’s fun, engaging and authentic content, as well as its overwhelming popularity, is shaping how brands produce video content. Short format is dominating visual content conversations and should be having an impact on your Instagram marketing strategy.
Overall, the way Instagram is being used is changing, with more people posting to Stories than to their main feed. Users are also sending a lot of DMs. In addition, they are starting to spend more time on Reels and video content, with Mark Zuckerberg noting that Reels are taking up approximately 20% of user time on the site.
Here are a few more statistics that might be helpful to know as you plan your Instagram marketing strategy:
Reels are Growing in Popularity: In the second quarter of this year, research from Emplifi demonstrated that Reels are becoming a popular way to engage with audiences, with nearly half of the brands using Instagram reporting that they had posted, at minimum, one Reel, compared with 30% one year before.
Old Instagram Hangs On: Some brands are dragging behind when it comes to learning new tricks on Instagram. The vast majority of content posted on Instagram remains single images or single video posts.
Reels Translates to Engagement: There’s a good reason to abandon your single image or single video post. When considering video content alone, the interaction rate was 40% higher with Instagram Reels than with a standalone, traditional video.
Variety Wins: Should you drop your traditional images and video? Probably not. The findings from Emplifi show that brands with the highest levels of engagement with their Instagram marketing tend to use a mix of images, videos, Carousel and Reels.
Need some help updating your Instagram marketing strategy? Turn to the experts at SJC Marketing, where we stay up to date on the latest social media trends so that you can check that off your list and focus on running your business. Contact us to get started.