What’s the advantage of Instagram Reels vs Posts for more reach? This post tackles both types of content, when to publish them and how they're ranked by IG.
“Are Reels better than Posts on Instagram?”
Brands are scrambling for answers as the Instagram algorithm evolves yet again.
Given that Reels now make up 50% of the content served on Instagram as of 2024 and are Meta’s fastest-growing content type, they’re the go-to format for reach and engagement on Instagram.
This has sparked fierce debates among marketers, though:
What’s the best Reels format for brands? Should you post all Reels to your feed? How often?
We decided to get our hands dirty and get some concrete answers! In this post, we explain:
Instagram Reels are short, looping videos that users can post on the platform to share creative and engaging content.
Features include captions, creative editing tools and either original audio or audio clips from the Instagram music library
Reels can be created natively on Instagram or uploaded via third-party video apps
Any Instagram video you post will be shared as a Reel and shown in the suggestion algorithm. They can also show up in the Facebook newsfeed.
Source: @garimagrovermua
Reels are Instagram’s answer to the skits, challenges and viral videos of TikTok.
But Reels has gone from a “TikTok clone” to one of Instagram’s most popular features.
Food for thought: IG Reels has become one of the most requested micro-influencer content types on the Statusphere platform in the last two years.
At 30.5%, they leave IG Static Posts (just 4.4%) in the dust. The reason? Brands know what works - and they’re doubling down on the content that drives results.
Most branded content published to Reels is unpolished, humorous and off-the-cuff. This explains why brands using Reels rely on creators to show off their products in action. The authentic, unfiltered nature of Reels makes the format ideal for product showcases.
For example, short-form video is big with beauty brands at the moment. The fact that short-form video is cited as the most effective marketing trend with the highest ROI is also telling.
Source: @rarebeauty
Compared to In-Feed Posts, Reel’s laid-back vibe gives you an opportunity to flaunt your creativity. You’re also able to create content that doesn’t require extensive planning and flawless execution. As an added bonus, the creative tools built into Reels can really make your clips pop.
Instagram in-feed posts are static or carousel-style content that appears on a user’s main profile grid and followers' home feeds.
These posts are often accompanied by captions, hashtags and tagged accounts.
Posts can be published on their own or combined to create a Carousel (slideshow)
In short, Posts are any content not published to Instagram Stories, Reels or Live
Anything published as a Post will show up on your Instagram grid
In-Feed Posts are your “traditional” pieces of Instagram content.
And despite not being shiny and new, Posts aren’t going anywhere for brands or creators.
Food for thought: an overwhelming 75% of brand posts on Instagram are single images.
This highlights the importance of creating content people won’t just scroll past. Also, this is where your filters, colors and creative trademarks come into play.
The prevalence of single-image posts signals that traditional content still works. In-Feed Posts like photos and Carousels drive engagement by encouraging followers to tap through and see more.
Carousels are particularly popular right now with brand accounts. They’re the perfect way to show off your polished product photos from multiple angles.
Source: @hoku
In-Feed Posts provide a space to flex your creativity and show off products on your own terms. These “hand-picked” posts are what give your Instagram grid aesthetic appeal.
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Source: @kuhl
Before we get into the nitty-gritty of Reels vs Posts, let’s be upfront: both types of content are valuable. It’s possible to earn reach with both! But they’re not treated equally by the IG algorithm.
There’s plenty of anecdotal evidence out there to answer which type of content is “best.”
But let’s start by digging into what we know about reach from Instagram itself.
If thinking about the Instagram algorithm gives you a headache, we get it. The platform’s constant changes often hurt brand accounts the most. Instagram isn’t exactly forthcoming about how reach actually works, either.
That’s why it was so surprising when Instagram provided a detailed breakdown of how they rank content in May 2023.
The key takeaway? Instagram doesn’t prioritize the exact same ranking factors for Reels vs Posts. There are two separate “algorithms” for determining reach.
While the inner workings of the algorithm might feel like a big secret, the ranking factors related to Instagram reach aren’t anymore.
Instagram serves content based on factors related to your account activity and interactions. This applies to accounts you follow and people that follow you.
Fact: time spent on Instagram is up 24% in 2023 since Meta updated Reels' recommendation algorithm. This is the platform's way of competing with the ever-so-addictive TikTok algorithm.
Below is a simplified breakdown of how Instagram ranks Reels. Keep in mind that these aren’t the only variables involved in whether your followers see your Reel or Post.
The popularity of Reels is clear. Accounts of all shapes and sizes should be engaging with other Reels. Doing so increases your likelihood of getting served to your target audience.
Remember what we said about 20% of all activity being related to Reels content? The format is the place to be for discovery and boosting brand awareness.
What about Posts, though? The ranking of In-Feed content is determined by the same factors as Reels but prioritized in a different order.
The takeaway? Both algorithms prioritize activity first. However, Reels are served primarily based on engagement. For In-Feed Posts, relevance favors “information” about your profile and post.
Of course, Instagram will only go so far as to explain how its algorithm works.
And so the battle of Reels vs Posts has driven many marketing experts to do their own homework.
Below are a few recent studies, surveys and stories to shed light on the debate.
Not surprising! Here’s the scoop:
Over half of Instagram users interact with a Reel at least once a week, according to Instagram for Business, making it one of the platform’s most engaging forms of content types.
All of the numbers above are telling when it comes to the rise of short-form video.
So, is it better to post Instagram Reels or In-Feed photos?
Between TikTok and Reels, it’s no secret that short-form video is taking over social media.
The numbers say that brief and bite-sized videos are the way to go for brands.
Short-form video content is the most in-demand type of social content according to the recent Sprout Social Index. Consumers can’t get enough of it. Meanwhile, marketers cite short-form video as the most-effective marketing trend with the highest ROI.
Source: Sprout Social
Thing is, images are just behind short-form video (61% vs 66%) in the report above. Perhaps what’s more notable is the fact that long-form video posts lag far behind at 24%.
This data doesn’t highlight as distinct an advantage of Reels or Feed Posts, though. Instead, this is yet another example of why your content strategy should incorporate multiple formats.
Again, we’ve seen both brands and creators in our network ramp up their Reels lately.
If you need evidence of Reels’ power, check out the story of creator Kal Brulhart (@karbrulhart) as documented by HubSpot.
Kal grew her Reels viewership from 0 to 45,000 views per video within ten months. All organically, no ads involved. According to Kal herself, 75% of people who discover her profile come from Reels. Her consistency and authenticity were rewarded with reach and she’s kept up the momentum since.
That said, Reels aren’t the only way to blow up on Instagram. Some creators are seeing more engagement from In-Feed Posts (see below).
What about brands? Both types of content can earn reach depending on your industry and audience.
For example, about-face beauty boasts 356,000 followers and posts Reels almost every other day. On the flip side, outdoor brand Nalgene primarily publishes In-Feed posts, with only the occasional Reel. Their 112,000 followers (and 100,000+ tagged Instagram photos) are nothing to scoff at.
Source: @aboutfacebeauty / Source: @nalgene
Good questions! There is no one-size-fits-all frequency but here’s our take:
The reality, though? Answering the question of “Reel or Post?” really comes down to your own analytics. If you find that a certain format earns more reach or engagement, stick with it. You can also experiment with adapting your Reels ideas into Carousels and vice-versa.
With an influencer platform like Statusphere, you can keep a constant pulse on all of your influencer content's performance within your brand's dashboard. This lets you know at a glance which formats make the most sense for your creators and target audience.
Reels are perfect for showing off your brand's creativity and personality through unpolished content. Some ideas for types of videos include:
Use the format to provide an up-close and personal presentation of your products. Doing so will make it easier for people to imagine what you’re selling in their hands.
Source: @stateofkait
In-Feed Posts are ideal for your pre-planned, polished content. This includes:
Your Instagram feed is an opportunity to cultivate your brand’s aesthetic. This gives new visitors to your profile a better understanding of who you are and why you deserve their attention. For example, Lancome primarily publishes In-Feed Posts and Carousels that result in a striking Instagram grid.
Source: @lancomeofficial
To answer whether reach is the same between Reels vs Posts, the consensus is no.
According to Instagram themselves, they aren’t ranked the same.
But so much of your IG reach depends on your resources, content strategy and target audience. When in doubt, look at your analytics to see what’s actually working for you. It pays to experiment!
No matter what type of content you post, a high volume of creator content can scale your Instagram engagement strategy faster. Creator accounts drive those all-important interactions brands need.
Ensuring your creator partnerships are reaching their full potential is key to earning more reach. If you need help scaling your creator presence on Instagram, Statusphere can help.
Our micro-influencer marketing platform matches brands with creators from our vetted influencer community using 250+ unique, first-party data points. Statusphere streamlines creator partnerships with advanced matchmaking, fulfillment tech and automated reporting.
We've already helped 400+ brands generate 75,000+ pieces of authentic creator content.
Want to see how our platform works? Get in touch with one of our influencer marketing experts to see how we can grow your Instagram presence with guaranteed content at scale.
This article was first published in February 2021. It was last updated November 22, 2024.
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