Social media tendencies transfer at gentle velocity, and maintaining with the most effective engagement practices at any given second will be the distinction between digital marketing campaign virality and vanquishment—and social media video is all the trend proper now, in response to new analysis from buyer engagement platform Emplifi, which supplies entrepreneurs and communicators with deep insights into Q2 2023 social media habits and tendencies to assist them keep on high of those fast-moving shifts.
Some of the important findings from the agency’s new Unleashing the Energy of Video: Key Tendencies Driving Social Media Engagement report is the success of Instagram Reels in comparison with different short-form video content material. In accordance with the information, Instagram Reels outperform all different content material varieties on the social app, producing 55 % extra interactions than single-image posts on Instagram, and 29 % extra interactions than normal video posts.
“As a result of the social media panorama is evolving and altering at such a fast tempo, it’s essential entrepreneurs have entry to insights that may assist them earn the largest bang for his or her advertising and marketing bucks. A key perception from this report is that regardless of an ongoing decline in engagement on Instagram final quarter, the platform nonetheless delivers the very best engagement charges for manufacturers in comparison with Fb and Twitter,” stated Zarnaz Arlia, chief advertising and marketing officer at Emplifi, in a information launch.
One other attention-grabbing discovering from the report includes Twitter verification tendencies by manufacturers. After analyzing greater than 40,000 model Twitter accounts, Emplifi found 4 % have been verified on April 11, 2023, per week earlier than the platform started charging an $8 monthly subscription payment for its Twitter Blue standing. By June 30, that quantity doubled to 9 % of manufacturers having the Twitter Blue verification badge.
Instagram for manufacturers: A high-level overview
Instagram Reels and Instagram Carousels (multi-image posts) are the top-performing content material for manufacturers on the platform, with Reels shared by manufacturers incomes 75 median interactions per submit in Q2 and Carousels incomes 74 median submit interactions.
Apparently, when taking a look at Instagram advertisements total, solely 11 % are Reels placements—nonetheless, 87 % of manufacturers used Instagram Reels for advert placements, at the very least as soon as in Q2 2023, representing a 26 % enhance year-over-year. General, Instagram Reels utilization by manufacturers is up 86 % in comparison with Q2 2022, with 90 % of manufacturers posting, at the very least, one Reel in Q2 of this yr.
It will be remiss to not level out the truth that Instagram Reels engagement has been trending downward for the final 5 quarters, dropping 30 % year-over-year in Q2 2023. The competitors for engagement on the platform is steep, to not point out the current deprioritization of Reels by Meta, Instagram’s father or mother firm. These knowledge factors clarify how essential it’s for manufacturers to diversify their social content material, embracing multiple channel for his or her video advertising and marketing efforts.
Fb Reels: Nonetheless enjoying catch up
Whereas Instragram Reels are exploding, Fb Reels aren’t seeing the identical traction. In truth, Fb Dwell Video dominates all different video content material on the platform, incomes practically four-times the variety of interactions in comparison with static video posts. (It’s price noting that Fb Reels haven’t been round so long as Instagram Reels, having been launched two years after Instagram launched its hottest video format. As extra manufacturers cross-post their Instagram Reel content material to Fb, entrepreneurs may even see a shift in engagement.)
Solely 31 % of manufacturers used Fb Reels for advert placement in Q2 2022, however that quantity jumped to 82 % throughout the identical time interval this yr, representing an astounding 166 % leap in utilization.
What’s taking place on Twitter?
With all of the current modifications taking place at Twitter, the platform has been a scorching matter amongst social media entrepreneurs and advertisers. For the manufacturers eager to profit from their exercise on the social community, the information discovered that tweets containing GIFs earned twice as many interactions as these with hyperlinks, and 33 % greater than text-based standing updates.
TikTok vs Instagram Reels
TikTok consumer development is continuous to soar. Emplifi’s knowledge revealed that the common model noticed a fivefold enhance in TikTok followers in Q2 2023. Whereas its capacity to realize new customers is spectacular, Instagram Reels remains to be outperforming TikTok content material when evaluating median attain, median interactions, and median video views. In the meantime, TikTok wins when it comes to median engagement charges when in comparison with Instagram Reels.
“It’s time entrepreneurs absolutely embrace their video efforts, and meaning all the pieces from Instagram Reels and Fb Dwell Video to TikTok content material and even GIFs on Twitter. Quick-form video is exploding and the manufacturers that lean into this development will acquire a significant aggressive edge,” stated Arlia.
The report additionally contains actionable social media advertising and marketing ideas primarily based on the findings, serving as a “cheat sheet” for social media entrepreneurs wanting to spice up their model’s social efforts.
