Instagram Reels isn’t just another trend—it’s the most powerful engagement engine in 2025, with over 2 billion users consuming short-form videos monthly. For brands, this isn’t an option—it’s a battleground.
But while the opportunity is massive, execution is the challenge. With 90% of posts getting little-to-no traction, most brands waste time on content that doesn’t convert. What’s working? What’s not? That’s exactly what we’ll break down in this report.
At Vidico, we’ve helped high-growth brands like TikTok, Square, and Spotify scale their video marketing—driving 1.4 billion views and 10x-ing creative output. Our insights come from real performance data, not just theory.
In this article, you’ll get the latest Instagram Reels statistics, trends, and actionable takeaways to sharpen your strategy—so you can outperform competitors and dominate Reels in 2025.
Quick Overview
- Two billion Instagram users are active on the platform each month.
- Instagram favors short Reels, pushing sub-90-second videos to non-followers.
- Based on Instagram statistics, 38.5% of Instagram’s feed is now Reels.
- Instagram Reel ads reach 11.6% of the global adult population.
- By 2025, Instagram will generate over half of Meta’s U.S. ad revenue.
- Engagement rates: Instagram Reels (1.23%) beat photos (0.70%) and carousels (0.99%).
- Instagram now prioritizes Reels, favoring them in the algorithm.
- Shorter Reels perform better, with Instagram promoting those under 90 seconds.
- Instagram Reels drive 2x higher visibility than other post types.
- Organic reach for Reels dropped 50% in 2023 vs. 2022.
Top 30 Jawdropping IG Reels & Video Marketing Statistics
1. Over 2 billion monthly active Instagram users.
Instagram is a goldmine for brand visibility, with over 2 billion active users monthly [1]. Unlike static posts, Reels tap into Instagram’s algorithm, reaching far beyond everyone’s Instagram profile.
This Instagram Reels statistics means instant exposure to potential customers who might never have found you otherwise. If you’re not leveraging Reels, you’re leaving massive engagement and sales opportunities on the table.
Want to see if Instagram Reels can work for your brand? Get a free creative audit.
2. Reels achieve an average reach rate of 30.81%, double that of other content formats.
Recent Instagram Reel statistics data indicates that IG Reels have an average reach rate of 30.81%, significantly outperforming carousels at 14.45% and images at 13.14%.
This means Instagram Reels are twice as effective as carousels and images in reaching your audience [2]. Incorporating Instagram Reels into your content is a strategic move to enhance your brand’s visibility and overall engagement on the social media platform.
3. Reels generate 2x more impressions than other post types.
Instagram’s algorithm prioritizes video content, making Reels the most effective format for generating impressions. Instagram Reels receive twice as many impressions as other post types, significantly outperforming carousels and static images.
While Instagram carousels generate 1.65 times more impressions than images, they still fall short of the reach and visibility that Reels provide. On the other hand, static images have the lowest impression rate, as they primarily engage existing followers rather than attract audiences.
4. Reels experience 22% more interaction than standard video posts.
According to Instagram statistics, short videos are the future of engagement, and Instagram Reels proves this by generating 22% more interactions than regular video posts.
Unlike standard videos, which rely on followers for visibility, Reels are pushed to a broader audience through Instagram’s algorithm. Their quick, engaging format aligns with modern user behavior, keeping viewers hooked and encouraging more likes, comments, and shares [3].
5. Reels ad load increased to 22.2% in Q3 2024.
Instagram is shifting its focus to short-form video, with Reel ads now accounting for 22.2% of all ad placements as of Q3 2024. This rapid increase signals Meta’s confidence in Reels as the future of ad performance.
As more brands invest in Reel advertising, organic reach to small accounts may become more competitive, making early adoption crucial for maximizing visibility.
6. Instagram is projected to account for over half of Meta’s U.S. ad revenue by 2025.
Instagram is set to generate $32.03 billion in U.S. ad revenue in 2025, marking a 24.4% increase over 2024 [4].
For the first time, Instagram will account for 50.3% of Meta’s total U.S. revenue, surpassing half of the company’s earnings. This growth highlights Instagram’s dominance in digital advertising, driven by the rise of Reels and video-centric content.
7. Reels have the highest reach rate among all content types on Instagram.
Among all content types on Instagram, Reels achieve the highest reach rate, outperforming static images, carousels, and standard video posts.
This advantage comes from Instagram’s algorithm, which pushes Reels beyond a brand’s existing followers, exposing content to a wider audience.
While other post formats rely on user engagement within a brand’s network, Reels benefit from built-in discoverability, making them the best option for brands looking to expand their reach.
8. Instagram Reels have 2x more impressions than other post formats.
Reels achieve an average reach rate twice as high as other formats, surpassing Carousels (14.45%), Images (13.14%), and Instagram Stories.
This impression rate allows brands to attract audiences, get more engagement, and drive conversions.
With Instagram prioritizing short-form video, businesses that invest in Reels can maximize exposure and outperform competitors relying on traditional post formats.
9. Reels are 22% more likely to engage users than standard video posts.
Reels aren’t just about reach—they’re significantly more engaging. Social media users are 22% more likely to interact with Reels than with standard video posts.
The difference is that Instagram prioritizes Reels in the feed and actively recommends them to non-followers, unlike regular videos, which primarily appear to existing audiences.
10. Instagram recommends Reels, which are shorter than 90 seconds, to users who do not follow the content creator.
Instagram’s algorithm recommends Reels under 90 seconds to active users who don’t follow the creator [5], making shorter videos the key to expanding your reach beyond your existing audience.
This gives brands a powerful advantage—while followers mostly see standard posts, well-optimized Reels can enter new markets and attract fresh engagement.
11. Reels account for 38.5% of Instagram feed posts.
Reels make up 38.5% of all Instagram feed posts, proving that short-form video has taken over the platform. As Instagram shifts towards a video-first experience, brands relying solely on static images or carousels risk losing visibility on personal accounts.
With nearly four out of ten feed posts being Reels, the competition for attention is intensifying. Businesses that embrace Reels can stay relevant, boost engagement, and take advantage of Instagram’s preference for video content.
12. Reels ad audience represents 11.6% of the global adult population.
Instagram Reels ads now have an audience representing 11.6% of the global adult population, making them a powerful tool for brands looking to scale.
With over one in ten adults worldwide exposed to Reels ads, businesses have an opportunity to reach a massive, highly engaged audience.
13. Reels have a higher engagement rate (1.23%) compared to photos (0.70%) and carousels (0.99%).
Instagram Reels drive higher engagement rates than any other content format, averaging 1.23%, compared to 0.70% for photos and 0.99% for carousels. Because of their average engagement rate, reels are the most effective way to capture audience attention and encourage interactions.
Unlike static posts, Reels leverage Instagram’s recommendation algorithm, expanding reach beyond followers and increasing the chances of viral engagement.
14. In 2023, Instagram accounts experienced a 50% decrease in reach through Reels compared to 2022.
In 2023, Instagram accounts saw a 50% decrease in reach through Reels compared to 2022. While this might seem alarming, it signals an important shift—Reels are now more competitive than ever.
As more brands and creators flood the platform with short-form video content, Instagram’s algorithm has become more selective, prioritizing high-quality, engaging, and strategically optimized Reels.
15. Reels generate the highest number of impressions among all content types on Instagram.
Among all Instagram formats, Reels generate the highest number of impressions, outperforming static posts, carousels, and standard videos.
This dominance is driven by Instagram’s algorithm, which prioritizes Reels in the Explore page and feed recommendations, ensuring they reach a far larger audience—including non-followers.
16. Reels receive 22% more interaction than standard video posts.
Reels consistently outperform standard video posts, receiving 22% more interaction. This increased engagement can be attributed to Reels’ new features, such as their short, engaging format and Instagram’s focus on promoting them to a broader audience.
Unlike traditional videos, which mainly engage existing followers, Reels are pushed to non-followers, allowing brands to connect with a wider, more diverse audience.
17. Reels ad load increased to 22.2% in Q3 2024.
Instagram is putting its weight behind Reel ads, with ad load jumping to 22.2% in Q3 2024.
This shift indicates that Instagram views Reels as a central part of its advertising ecosystem, offering more opportunities for businesses to get their message in front of Instagram users.
18. Instagram’s ad revenue to surge by 24.4% in 2024, with continued growth of 20-25% through 2025, driven by reels.
If this trend continues, Instagram’s ad revenue could grow by 20-25% year over year through 2025, with Reels playing a key role in driving this surge.
As Instagram focuses more heavily on Reels, businesses that capitalize on Reels ads will benefit from this rapid revenue expansion, tapping into Instagram’s growing dominance in digital advertising.
19. Reels have the highest reach rate among content types on Instagram.
Unlike static posts, which primarily engage your current followers, Reels can expose your content to new audiences, helping your brand gain greater visibility and engagement.
By focusing on Reels, businesses can leverage Instagram’s video-first strategy and maximize their potential to connect with active users who may not have discovered them otherwise.
20. Reels receive 2x more impressions than other post types.
Reels generate twice as many impressions as other post formats on Instagram, including photos, carousels, and standard videos.
While static posts mostly reach existing followers, Reels are designed for discovery, helping your content get in front of new users and increasing brand visibility.
21. Reels are 22% more likely to engage users than standard video posts.
Reels are 22% more likely to engage users than traditional video posts, making them superior for brands looking to capture attention.
Globally, Instagram has a slightly higher percentage of male users (51.8%) compared to female users (48.2%).
This higher engagement rate is driven by Reels’ dynamic, short-form content that resonates well with Instagram’s audience.
22. Instagram now allows 3-minute Reels after feedback from creators.
Starting January 2025, you can upload Reels to Instagram for up to 3 minutes. The previous year, the limit was set to 90 seconds to prioritize short-form video content.
However, based on feedback from Instagram influencers, 90 seconds is often not enough time to express creative ideas fully.
23. Reels account for 38.5% of Instagram feed posts.
Reels now represent 38.5% of all Instagram posts, showcasing how video content has become the dominant format even on other platforms.
This shift highlights the growing importance of Reels in capturing attention and driving engagement.
24. Reels ad audience represents 11.6% of the global adult population.
Reel ads now reach 11.6% of the global adult population, expanding the potential audience for brands and advertisers.
This vast reach allows businesses to engage with a diverse audience across regions and demographics.
25. Reels have a higher engagement rate (1.23%) compared to photos (0.70%) and carousels (0.99%).
Reels consistently generate a higher engagement rate (1.23%) compared to other formats on Instagram. Photos engage users at 0.70%, while carousels see 0.99% engagement.
The dynamic, fast-paced nature of Reels captures user attention more effectively, encouraging more likes, comments, shares, and saves.
26. 38.5% of Instagram feed posts are reels.
38.5% of all Instagram posts now consist of Reels, highlighting how integral Reels have become to businesses’ social media strategies.
As Instagram prioritizes video content, brands incorporating Reels into their content mix will be better positioned to stay relevant and visible in users’ feeds.
27. Instagram Reels receive an average of 16,153 views per post.
On average, Instagram Reels receive 16,153 views per post, far exceeding the typical reach of standard photo posts, which average only around 198 views.
This higher view count indicates that Reels have a greater potential for visibility, allowing brands and creators to reach and engage a much broader audience than static images can achieve.
28. Instagram Reels and Gen Z: A Powerful Connection
According to Instagram Reels statistics, approximately 21% of all Reels views come from Gen Z users, highlighting this demographic’s significant engagement with short-form video content.
Gen Z is known for its affinity for quick, dynamic content, making Instagram Reels the perfect format for capturing their attention.
29. 50% of Instagram users prefer ‘funny’ reels
A recent survey revealed that 50% of Instagram users prefer ‘funny’ content when engaging with Reels, making humor the top choice for viewers. Other popular content types include ‘creative’ posts (46%), ‘informative’ posts (41%), ‘relaxing’ posts (37%), and ‘inspirational’ posts (36%).
This indicates that Reels with humor or creativity will likely receive the most engagement, helping brands connect with their audience by tailoring content to these preferences.
30. Over 80% of reels are viewed with sound on.
Instagram’s internal data shows that 80% of Reels are viewed with sound enabled, making it clear that audio plays a crucial role in engaging viewers.
This allows brands to use dialogue, music, and sound effects to enhance their content and capture attention.
Discover what makes a high-converting Instagram reel—book a free strategy call.
Instagram Reels vs Other Video Formats
Instagram Reels vs Instagram Stories: User Preference and Engagement
Reels drive more engagement by reaching a wider audience through the Explore tab, while Instagram Stories are more for short-lived, follower-focused content. Instagram Reels are longer-lasting, whereas Instagram Stories disappear in 24 hours.
Reels vs IGTV: Why IGTV Was Phased Out
IGTV didn’t resonate with users who preferred short-form content. Reels’ dynamic, quick videos fit better with Instagram’s user habits, leading to IGTV being phased out in favor of Reels.
Reels vs TikTok and YouTube Shorts: Market Comparison
TikTok leads in creativity and virality, while YouTube Shorts benefits from YouTube’s established audience. Reels thrive within Instagram’s ecosystem, offering a strong balance between engagement and discovery across multiple content formats.
How Tech & SaaS Brands Can Win on Instagram
Instagram isn’t just for B2C brands—Tech & SaaS companies are leveraging the platform to drive brand awareness, engage audiences, and generate leads. The Instagram algorithm favors authentic, high-engagement video content, meaning static posts alone won’t cut it.
Successful B2B brands are winning with a mix of:
UGC (User-Generated Content) – Builds trust and showcases real-world use cases.
Motion Graphics – Grabs attention and simplifies complex ideas quickly.
Product Explainers – Educates audiences and highlights key features in seconds.
B2B Brands Crushing It on Instagram:
Slack – Uses animated product demos and team culture clips to connect with users.
Canva – Shares engaging design tips, tutorials, and interactive content.
HubSpot – Delivers bite-sized marketing insights and behind-the-scenes company moments.
Notion – Showcases community-driven content, templates, and real-world workflows.
Picjam.ai — Shows real results from the community, and lots of educational content for fashion brands to get the very best out of their AI product.
Tech & SaaS brands that embrace short-form video see higher engagement and brand recall. Ready to craft content that drives real impact? Let’s make it happen—book a free strategy call today!
Instagram Reels & Advertising Trends
Ad Reach and Effectiveness of Reels
Reels boost ad reach by being prioritized by Instagram’s algorithm, reaching both followers and non-followers. This leads to higher visibility, engagement, and impressions, making Reel ads more effective than other content types.
Demographic Insights: Who Watches and Interacts with Reels?
Reels are popular among young adults like Gen Z and Millennials, who enjoy quick, dynamic content. Users with varying age groups engage most with humorous, creative, and trendy videos, making Reels a powerful tool for targeting these groups.
Industries Benefiting the Most from Reel Ads
The e-commerce, fashion, beauty, fitness, and entertainment industries benefit the most from Reels, which uses its visual appeal to showcase products and trends. These industries see higher engagement and conversion rates with Reel ads that connect effectively with their audiences.
FAQs
How does Instagram’s algorithm rank Reels?
Instagram’s algorithm ranks Reels based on engagement, relevance, and user behavior. It prioritizes content that encourages interactions such as likes, comments, shares, and saves.
Reels with high engagement from Instagram’s user base are more likely to be featured on the Explore page, reaching a broader audience beyond just followers.
Does Instagram have analytics for Reels?
Yes, Instagram provides analytics for Reels through Instagram Insights. These insights show views, likes, shares, comments, and saves, as well as reach and engagement rates. Businesses can use these metrics to track performance, optimize future content, and better understand how their audience interacts with their Reels.
What type of content performs best on Reels?
Entertaining, authentic, and visually engaging content performs best on Reels. Popular categories include humor, tutorials, trends, and behind-the-scenes content. Videos that utilize music, effects, and creative editing engage viewers more effectively, leading to higher interactions and reach.
How does engagement on Reels compare to other post formats?
Reels see higher engagement than other Instagram post types, such as photos and carousels. With a 1.23% engagement rate compared to 0.70% for photos, Reels benefit from Instagram’s algorithm, which promotes them to non-followers, making them more likely to reach new audiences and drive action.
Are Instagram Reels effective for business marketing?
Yes, Instagram Reels are highly effective for business marketing, especially influencer marketing campaigns. They offer better reach, higher engagement, and increased brand visibility.
Reels enable businesses to creatively showcase products, services, or campaigns, making them an excellent tool for brand storytelling and audience growth through short, engaging videos.
What are the best times to post Instagram Reels?
The best times to post Instagram Reels vary by audience, but on weekdays, mid-morning and evening are generally the most effective times.
Based on the latest statistics, the follower count and view insights peak from 9 AM to 11 AM and 6 PM to 8 PM local time, especially during free time. Analyzing the specific audience of Instagram influencers can improve posting times.
Key Takeaways
Instagram Reels continue to be a powerful tool for boosting brand visibility, engagement, and reach.
The key Instagram reels statistics offer greater discoverability and the ability to connect with new audiences, making them an essential part of any digital marketing strategy.
At Vidico, we create dynamic, engaging Instagram Reels that drive results. Let us help your business with Instagram marketing strategy by producing Reels that captivate, engage, and convert.
Use our VidiFit Quiz and get in touch with us today to start creating impactful content for your brand!
References:
- https://www.cnbc.com/2021/12/14/instagram-surpasses-2-billion-monthly-users.html
- https://buffer.com/resources/instagram-reach-engagement-analysis/
- https://www.forbes.com/councils/forbesagencycouncil/2022/08/10/reeling-in-customers-on-instagram-what-this-new-feature-means-for-your-business/
- https://www.emarketer.com/press-releases/instagram-will-make-up-more-than-half-of-metas-us-ad-revenues-in-2025/
- https://www.instagram.com/jenns_trends/p/C6_w_TwKo4o/
