Reels Video Clips Outperform Other Platforms, According to Emplifi’s Analysis
If you’re looking to update your content approach for 2024, you should probably consider adding more Reels video clips into your mix. That’s the message of the latest video performance analysis from Emplifi, which conducted a review of thousands of posts across Facebook, Instagram, and TikTok to glean more insight into what’s working, what’s resonating with viewers, and what brands are currently posting.
Based on the analysis of more than 1,300 brand IG and TikTok sister profiles, Emplifi found that Instagram Reels drove far more views, with longer Reels clips performing the best. Short Reels (under 30 seconds) earned a median of 6,145 views, while medium-length Reels (30 to 90 seconds) earned a median of 7,830 views. These numbers clearly beat out TikTok’s view counts, despite TikTok being more hyped as a platform.
Even on Facebook, Reels outperformed regular video uploads by a significant margin, with Reels seeing more than three times the number of median views as other video content on the platform. This reflects Meta’s broader emphasis on Reels clips, which have been a key engagement driver across its apps.
Despite the popularity of Reels, brands still post way more Stories on Instagram. However, Reels have taken over as the key emphasis for IG, and many brand strategies have yet to catch up. These findings serve as a reminder to review your content approach and consider other emerging formats, such as Reels, which drive broad reach across Meta’s apps.
For more details, you can check out Emplifi’s full report here.