Engagement Wars: TikTok Loses Ground as Instagram Reels Gain Momentum

While TikTok has been the go-to platform for short-form video content, recent data from Emplifi’s 2024 Social Media Benchmarks report shows its engagement is on the decline. According to the analysis, TikTok’s engagement rate has dropped by 26% since early 2022. In contrast, Instagram Reels appear to be on the rise, with brands posting nearly three times more Reels compared to Q1 2022. For more detailed insights, refer to the full report here. 

This shift in engagement suggests that marketers may need to reevaluate their video content strategies. While TikTok should still be part of the mix, allocating more resources to Instagram Reels could be a wise move. Instagram has been actively promoting Reels, introducing new features and algorithms that prioritize this video format in users’ feeds. As a result, Reels are driving higher engagement rates than traditional Instagram posts.

For our clients at Volume Nine, we recommend diversifying your video efforts and experimenting with Instagram Reels. While maintaining a presence on TikTok, dedicate time and resources to creating compelling Reels content tailored to Instagram’s audience. Leverage the platform’s visual storytelling capabilities and interactive features and explore new creative approaches. Our team can guide you through this process as part of our comprehensive social media strategy tailored to drive engagement and results on the platforms most relevant to your brand.

The social media landscape is constantly evolving, and staying ahead of trends is crucial for effective marketing. By monitoring these engagement shifts and adapting your strategy accordingly, you can ensure your brand remains relevant and engaging with your target audience on the platforms they frequent most.

Interested in kickstarting your Instagram Reels strategy? Reach out to Volume Nine today to see how our team can help your brand capitalize on this emerging trend and craft a winning video content approach.