Revamp Your 2024 Content Strategy: The Rising Power of Reels

As we head into 2024, it’s time to rethink your content strategy, and here’s a hint: add more Reels video clips. This insight comes from Emplifi’s latest video performance analysis, which delved into thousands of posts across Facebook, Instagram, and TikTok to discern what’s really hitting the mark with viewers and the current trends in brand posting.

The standout? Instagram Reels.

Emplifi’s study, which examined over 1,300 brand IG and TikTok profiles, found that Instagram Reels not only drove more views overall, but longer clips were particularly effective. This chart from Emplifi shows that longer Reels outperformed shorter ones, with medium-length Reels (30-90 seconds) gaining a median of 7,830 views compared to 6,145 for shorter clips.

Interestingly, despite TikTok’s buzz, Instagram Reels won in view counts, a pivotal insight for brands.

However, this is brand-specific content, and results might vary for different audiences. But the data is clear: longer Reels, especially, are making an impact.

On Facebook, the story is similar. Emplifi’s data indicates that Reels are significantly outshining regular video posts.

“Facebook Reels are attracting over three times the median views compared to other video content,” says the Emplifi report. This mirrors Meta’s push for Reels, making them a key player in user engagement across its platforms.

So, what does this mean for your content planning? While individual results will differ, the growing popularity of Reels is undeniable, influenced either by user preferences or platform algorithms.

Despite this surge in Reels’ popularity, brands are still posting more Stories on Instagram, a trend that might need re-evaluation.

Ultimately, your strategy should be tailored to your audience, not just based on broad trends. But Emplifi’s findings offer a compelling case to revisit your approach and consider incorporating emerging formats like Reels, which are proving to be a major draw across Meta’s applications.

For a deeper understanding, Emplifi’s full report is a worthwhile read.