You’ve likely been hearing a lot about Instagram Reels, Instagram’s response to TikTok, since it’s launched in 50 countries worldwide as of August 5, 2020. Instagram is keeping details about usage pretty secret so far, but we’ve uncovered some Instagram Reels statistics you’re going to want to see.
Before we get into the Instagram Reels stats, though, let’s make sure we’re all on the same page about what exactly this newest Instagram feature is and how it works.
15 Instagram Reels Statistics That Will Blow Your Mind:
What Is Instagram Reels?
Reels is a new Instagram feature that lets users create and share short-form video content. Reels, like TikTok, lets you record and edit 15-second videos, add sounds and effects, and then share the videos either with your followers or, if you have a public account, with the larger Instagram community via the Explore page.
You may be wondering why you’d use Instagram Reels if you’re already using TikTok. For many Instagram influencers, Instagram Reels just makes sense. After all, you’ve already put in the time and energy to build a following on Instagram. Do you really want to put in that much effort on an entirely different platform while still having to maintain your Instagram presence? Probably not.
With Instagram Reels, you don’t have to.
You may also be wondering what the difference is between Instagram Reels and Instagram Stories. The honest answer is “not much.” Both give you the chance to create short-form video content that you can share with your audience. However, the differences are small but important.
First, Instagram Reels includes a wider range of video editing tools, effects, and speed controls than Instagram Stories. You can also use Instagram Reels to combine multiple videos using the align feature to create seamless transitions. Unlike Stories, Instagram Reels doesn’t allow the use of photos—all Reels must be video content. Another important difference between Stories and Reels is that Stories can only be shared with your followers. Reels, on the other hand, can be added to the Explore page where they’re available to the entire Instagram community (if your account is public).
If you’ve already used Instagram, TikTok, or any other TikTok alternative, you’ll have no problem getting started with Instagram Reels. But, even if you aren’t familiar with how any of those platforms work, it’s not hard to do. Here’s a really quick overview of how Instagram Reels works.
How Does Instagram Reels Work?
To create Instagram Reels, just choose the Reels option at the bottom of the Instagram camera. You’ll then see the Reels editing tools on the left side of your screen. These editing tools include:
Audio: Search for and choose a song or sound from the Instagram music library. You can also use your own audio by simply recording a Reel with live audio. Keep in mind that when you share a Reel with original audio, your audio will be attributed to you and other users can create Reels with your audio by selecting Use Audio from your Reel (if you have a public account).
AR Effects: You can choose from several AR effects in Instagram’s effect gallery. These effects are created both by Instagram and users all over the world and can be used to record multiple clips with different effects.
Timer and Countdown: Instagram Reels has a timer feature that lets you record your video clips hands-free. Once you press record, you’ll get a countdown from three before the camera starts recording for the amount of time you’ve chosen.
Align: Instagram Reels has a really cool align feature that helps you line up objects from a previous clip before recording your next clip. This helps you create seamless transitions for things like outfit changes (a popular TikTok effect) or adding new friends into your Reel.
Speed: You can choose to speed up or slow down part of the video or audio you’re using for your Instagram Reels. This can help you stay on a beat or make slow-motion videos.
Instagram Reels Statistics You Need to Know
Now that we’ve covered a bit more about what Instagram Reels is and how to use it, let’s take a look at some Instagram Reels stats you can use to better understand the feature and how you can incorporate it into your Instagram marketing strategy.
1. Reels First Launched in Brazil as Cenas
Brazil is one of the largest Instagram markets, so it just makes sense that Instagram would test its newest feature, and TikTok competitor, Reels in Brazil. The feature launched in Brazil in November 2019 as Cenas.
2. Instagram Users Increased 4.34% in Brazil
Brazil typically sees a 1% increase in users each month on the Instagram platform. Between October 2019 and November 2019 (when Cenas/Reels was released), however, Instagram users increased by 4.34%.
3. Instagram Reels Expanded to France and Germany in June 2020
After Brazil, Facebook expanded Instagram Reels into the France and Germany markets on June 24, 2020. The app was also updated extensively.
4. Instagram Downloads Increased 11.4% in India
Instagram Reels was released in India on July 12, 2020. From July 12 through August 16, 2020, Instagram downloads increased only marginally, from 7 million downloads in the 30 days prior to the launch of Instagram Reels to 7.8 million downloads after the launch (Apptopia). This is an increase in Instagram downloads of 11.4%.
5. Instagram Daily Active Users Remained Flat in India
In India, Instagram was averaging 100 million daily active users prior to the launch of Instagram Reels and that number has remained flat since Instagram Reels was introduced (Apptopia).
6. Average Time Spent on Instagram Increased 3.5% in India
Director and head of partnerships at Facebook India, Manish Chopra, said that “Reels is being received very well and a variety of public figures and creators from across India are starting to use the feature.” This is somewhat reflected in the average time spent on Instagram by Indian users, increasing by 3.5% since the launch of Instagram Reels (Apptopia).
7. 20 of NBA’s 30 Teams Are Using Instagram Reels
According to Conviva, two-thirds of the NBA’s franchises have posted at least one Reel since the feature launched in the United States on August 5, 2020.
8. NBA Teams’ Reels Average 22% Higher Engagement
Instagram Reels has gotten NBA franchises 22% higher engagement than the average engagements they’ve had from standard Instagram posts or Instagram Stories (Conviva).
9. Los Angeles Lakers Got Highest Engagement of Teams Using Reels
The Los Angeles Lakers received the most engagement per Reel in the NBA, gaining more than 385,000 engagements and more than 4.1 million plays from a single video.
10. Houston Rockets Led NBA in Total Plays of Reels
The Houston Rockets led the league in total plays of their Reels, garnering more than 11.7 million plays across five videos, enough for them to rank second in overall engagement per Reel.
11. Louis Vuitton Gets an Average of 7M Views
Fashion giant Louis Vuitton reports that all of their Reels have gone viral, averaging nearly 7 million views across Reels.
12. Sephora France Gets More Than 453K Views
Makeup brand Sephora has been getting an average of 453,000 views on each of their Reels using makeup tutorials, product demos, and user-generated content.
13. Red Bull France Gets More Than 2.4M Views
Red Bull France already has a number of viral Reels with their top-performing Reel getting more than 2.4 million views.
14. Junesixtyfive Gets More than 2.7M Views
Junesixtyfive is a fashion influencer who treats her Reels as an extension of her feed. Her most popular Reel—an outfit change transition—has racked up more than 2.7 million views.
15. Balmain Gets More Than 1.2M Views and 100K+ Likes
Fashion brand Balmain focuses on what they know their audience wants and it works. They average more than 1.2 million views and get hundreds of thousands of likes on each Reel.
Summary of Instagram Reels Statistics
- Instagram Reels launched as Cenas in Brazil, November 2019.
- Brazil’s Instagram users typically increase by 1% each month.
- Brazil’s Instagram users increased by 4.34% between October 2019 and November 2019 (when Cenas/Reels was released).
- Facebook updated and expanded Instagram Reels into the France and Germany markets on June 24, 2020.
- Instagram Reels was released in India on July 12, 2020.
- Instagram downloads in India increased from 7 million downloads in the 30 days prior to the launch of Instagram Reels to 7.8 million downloads after the launch (an increase in Instagram downloads of 11.4%).
- Instagram averages 100 million daily active users in India after the launch of Instagram Reels (same as before the launch).
- The average time spent on Instagram in India increased by 3.5% since the launch of Instagram Reels.
- Instagram Reels is available in 50 countries as of August 5, 2020.
- Two-thirds of the NBA’s franchises have posted at least one Reel since the feature launched in the United States.
- NBA franchises are getting 22% higher engagement with Instagram Reels as compared to Instagram posts or Instagram Stories.
- The Los Angeles Lakers top the league in engagement on Instagram Reels with more than 385,000 engagements and more than 4.1M plays on a single video.
- The Houston Rockets lead the league in total plays of their Reels with more than 11.7M plays across five videos.
- Louis Vuitton averages 7M views on each Reel.
- Sephora France gets more than 453K views on each Reel.
- Red Bull France has several viral Reels with more than 2.4M views on their most popular Reel.
- Fashion influencer Junesixtyfive has gotten more than 2.7M views on her outfit change transition Reel.
- Balmain gets more than 1.2M views and 100K+ likes on each Reel.
Instagram Reels as a TikTok Alternative
Before we close, it’s important to take a look at how Instagram compares to TikTok, the short-form video giant is was created to complete with. If TikTok disappeared tomorrow, it’s likely that many TikTok influencers would flock to Instagram Reels since they likely already have a presence and following on the Instagram platform.
But, if we’ve learned anything about marketing to Gen Z, it’s that they like to march to the beat of their own drum. That means it’s just as likely that the Millennials, Gen Xers, and Xennials who’ve found a home on TikTok would head on over to Instagram Reels while Gen Z opts for another of the popular TikTok alternatives (or finds something entirely new).
Instagram Reels is built right into the Instagram platform as just another feature and there’s not an easy way to find and watch Reels, so it has a long way to go before it will be a direct competitor for TikTok. However, for Instagram influencers who already have a following on Instagram, Reels might be a better option than TikTok where it can be harder to gain and maintain traction.
TikTok also offers a lot more in terms of video editing tools, effects, and sounds. And, since other social media platforms like Snapchat are creating filters and lenses for TikTok, it seems that TikTok is going to continue to outperform Instagram Reels with its features.
Instagram Reels is a nice addition to Instagram’s features and offers something slightly different from Stories since you can share your Reels with the entire Instagram community if you have a public account (whereas Instagram Stories are only available for your followers).
As the feature becomes more mature, it will be interesting to see how brands and influencers are able to leverage the popularity of the Instagram platform to make Reels work for their businesses. As we’ve pointed out with the NBA, brands are already seeing increases in engagement from using the Reels feature, but there’s a severe lack of real numbers available.
Check back often to get all the latest Instagram Reels statistics!