Video is the important thing focus for Instagram proper now, with platform chief Adam Mosseri repeatedly noting that video engagement is rising, and that it must lean into that development in an effort to finest serve its customers.
However how vital is video on Instagram, and which codecs are driving probably the most engagement?
This new chart from HypeAuditor supplies some perception:
The HypeAuditor workforce analyzed 77.6 million Instagram posts all through July 2022 to measure the newest engagement tendencies, primarily based on format.
They discovered that:
- Essentially the most generally posted sort of content material on Instagram stays picture posts, at 42% of all posts. Carousels got here in second, at 26%
- However take a look at that ‘Estimated Attain’ bar – Reels, regardless of being the third hottest publish possibility, are seeing probably the most attain on the platform, by a notable margin. HypeAuditor measured relative Attain by analyzing the quantity of people that noticed every publish, primarily based on public knowledge
- Reels are additionally producing much more Likes, although picture posts nonetheless generate extra feedback, at the very least primarily based on this pattern set
The info reveals that Reels are the best choice, at current, for maximizing attain and engagement within the app – but even amid the rising hype round short-form content material, most customers will not be posting Reels as but.
That might current vital alternative to get extra consideration on your Reels content material, if you happen to needed to attempt it out, and it might be price working your individual experiments, with these leads to thoughts, to see what sort of response you get to your individual short-form clips.
There’s a purpose that Meta is emphasizing Reels a lot, and it’s price contemplating this in your IG technique.
You possibly can take a look at HypeAuditor’s full IG publish evaluation report here.