While TikTok has long been hailed as the undisputed champion of short-form video content, a recent report might make you do a double take. According to Emplifi’s video performance analysis, Facebook and Instagram Reels outperform TikTok clips regarding view counts. Yes, you read that right.
Here’s what the data reveals:
Instagram Reels dominance:
Compared to TikTok sister accounts, Instagram Reels garnered significantly more views, with longer Reels (30-90 seconds) averaging a hefty 7,830 views, compared to TikTok’s median of 5,923. Even shorter Reels (under 30 seconds) on Instagram outperformed TikTok, receiving 6,145 views versus 4,276.
Reels reign supreme on Facebook: On Facebook, Reels aren’t just outperforming other video content; they’re crushing it. Emplifi found that Facebook Reels generated over three times the median views compared to other video formats on the platform. This indicates a clear push by Meta (Facebook’s parent company) to prioritize Reels in its algorithms.
But why are Reels suddenly outshining TikTok? Here are some possible explanations:
Reach advantage:
Facebook and Instagram boast immense user bases, potentially offering wider reach for Reels than TikTok. This larger audience pool translates to more eyeballs on creators’ content.
Algorithm boost:
Meta has promoted Reels through algorithm adjustments, giving them prime real estate in users’ feeds. This increased visibility naturally leads to higher view counts.
Focus on longer-form content:
Instagram’s recent decision to extend Reels to 90 seconds might cater to audiences who prefer content beyond the typical TikTok quick-hit format. This could offer creators more creative freedom and attract viewers seeking deeper engagement.
However, it’s essential to consider a few caveats:
Brand-specific data:
The report analyzed brand accounts so that these results might translate differently to individual creators.
General trends:
Overall trends may vary depending on your niche and audience.
TikTok’s strengths:
While Reels might be seeing impressive view counts, TikTok still excels in engagement metrics like likes, shares, and comments.
So, does this mean TikTok is dethroned? Not quite. Both platforms offer unique strengths and cater to different audience preferences. Ultimately, the “best” platform for driving views depends on your goals and target audience.
The takeaway:
Remember to underestimate the power of Facebook and Instagram Reels. If you want to maximize your video reach and engagement, consider incorporating Reels into your content strategy. Experiment with different lengths, formats, and trends to see what resonates with your audience on both platforms. And remember, consistency is vital – regular posting is crucial for building a viewership and making the most of the algorithm’s favor.
Bonus tip: Repurposing your TikTok content for Reels can be a smart way to save time and reach a wider audience across platforms. Just tailor the content to each platform’s specific format and style.
