- Reels is key: Campaigns on Reels reach nearly twice the audience as those on TikTok. Nearly a third (30.4%) of consumers turn to Instagram when searching for brands.
Instagram’s global monthly advertising reach has continued to stand at 1.3 billion over the past two years, slightly ahead of that of TikTok, according to Kepios. However, the pivot to short-form video with Reels, introduced in 2020, is proving popular with users and brands alike, with plays already exceeding 200 billion per day across Meta products.
Data from Emplifi suggests that campaigns running on Reels will reach, on average, nearly twice the audience as those on TikTok. According to Emplifi, Reels outperformed all other content types on Instagram, generating 55% more interactions than single image posts and 29% more interactions than standard video posts. According to GWI, nearly a third (30.4%) of consumers turn to Instagram when searching for brands and campaigns.
Instagram’s usage among both Gen Z and Millennials has increased over the past year, in part due to its push into Reels, reaching 60% of younger audiences, ahead of TikTok and Facebook (both 38%).
- Instagram is the most popular choice for 90% of influencers
Brands are increasingly partnering with creators to reach niche audiences and find the right cultural moment, and to connect with communities with authenticity.
Central to Instagram’s success is its traditional primacy as a platform for creator and influencer content albeit a dominance being challenged by TikTok.
Instagram is the most popular choice (90%) for influencers, followed by TikTok (63%). Some 7% of influencer content on Instagram is sponsored.