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Brand engagement is higher on Instagram Reels compared to TikTok Clips

In a recent video performance analysis by Emplifi, Instagram Reels emerges as a leader in brand content views, surpassing TikTok. The study, focusing on over 1,300 brand profiles, reveals insights suggesting that longer Reels videos outperform shorter ones, contrary to the notion that shorter content is always more engaging.

Zarnaz Arlia, CMO of Emplifi, emphasizes the importance of reevaluating creative strategy based on this data. The surprising success of longer Reels videos indicates a shift in viewer preferences on Instagram, challenging brands to produce entertaining and valuable content that keeps audiences engaged.

Despite the popularity of Reels, brands continue to post more Stories on Instagram, signaling a potential shift in emphasis from Stories to Reels. This finding encourages brands to reconsider their content planning strategies and leverage the interaction potential offered by Instagram Reels within Meta apps.

Emplifi's comprehensive analysis also reveals that Reels significantly outperformed regular video uploads on Facebook, garnering over three times the average number of views. This aligns with Meta's broader emphasis on Reels as a key driver of engagement on their platform.

While individual results may vary based on audience dynamics, Reels' relative success in brand content engagement suggests its growing popularity among users or algorithms on each platform. Emplifi's report serves as a reminder for brands to reevaluate their content approach and explore emerging formats, with a specific focus on the interaction potential offered by Instagram Reels within Meta apps.

In the realm of content sharing, Instagram stands out as the preferred platform for creators, according to a recent study by Mavrck. The study indicates that a staggering 98% of creators utilize Instagram for sharing content through various formats, including feed posts, Stories, and Reels. This dominance places Instagram at the forefront of creator activity, surpassing other prominent social networks such as TikTok and Facebook.

Source: adapted from an article by Sophie Blake, Author of Archives for Mobile Marketing Reads.

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