According to the Emplifi report, 80% of brands published at least one Reels during Q3 2022
A study by Emplifi showed that average engagement rates on brand accounts this quarter remained consistent compared to the previous quarter. Despite this, the survey came up with one exception: brands’ Instagram engagement rates, which registered a slight increase.
According to the survey, the post format that performed the best on the platform, in terms of average interaction, was Reels with 35% more than other types of however, followed by carousels, videos and, finally, images.
Comparing 463 brand accounts across Instagram and TikTok, the global study indicated that the platform under Mark Zuckerberg’s helm outperformed TikTok in average reach by a wide margin of 63% to 37%, getting more interactions and more video views. on the platform. However, TikTok saw the highest reach engagement for brands, with a 57% to 43% lead.
Brands are increasingly adding Instagram Reels to their content strategies, and a few years ago many hadn’t even heard of TikTok, which is now the fastest growing channel. To maximize reach and engagement, brands need to invest their resources in content formats and platforms that resonate with their audience, said Zarnaz Arlia, CMO of Emplifi
The survey also found that Instagram Reels outperformed all other types of posts on the network since the start of the year, with 80% of brands on the platform posting at least one short video during Q3 2022. This is a significant increase since 2021 , when only 41% of the brands present on the platform were posting this content format.
In Brazil, at the beginning of the third quarter of this year, just over 10% of the content posted by brands on Instagram was, in fact, Reels. This rate increased over the months, reaching 30% in September. In addition, in terms of organic performance on the platform, Reels had an average of 123 interactions, ahead of video publications, which were in second place with 33.
According to the study, Instagram Reels are most popular in the sports industry. Around 92% of industry organizations and events and 88% of sporting goods brands post Reels to increase engagement with their followers.
In Brazil, this trend continued. Of the three posts with the most interactions on Instagram, the first and third with the most likes and comments were published by the Adidas Brasil brand, each with 2,331,728 and 1,310,838 interactions, respectively. Netflix, on the other hand, won second place in the ranking (1,345,144).
As we looked at this data, we concluded that short video is a vital part of marketing, and it’s here to stay. This has only been reinforced throughout 2022 as social platforms have continued to increase their video capabilities, concluded Arlia.
