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In a rapidly evolving digital landscape where short-form video dominates user attention, a recent study has revealed that Instagram Reels are now outperforming TikTok and Facebook videos in key engagement and reach metrics. The findings challenge existing assumptions about TikTok’s dominance and provide new insights for creators, brands, and marketers navigating the ever-competitive world of content strategy.

The Study at a Glance

The study, conducted by a leading social media analytics firm, analyzed over 10 million video posts across TikTok, Instagram Reels, and Facebook during a three-month period. Metrics such as reach, likes, comments, shares, watch time, and completion rates were compared across platforms. The result? Instagram Reels emerged as the top performer in both engagement rate and organic reach.

Key Findings

1. Higher Engagement Rate on Reels

Instagram Reels posted an average engagement rate of 3.2%, compared to 2.5% on TikTok and 1.7% on Facebook videos. This includes likes, comments, and shares relative to the number of followers. Notably, even smaller accounts saw higher engagement with Reels, suggesting the algorithm favors discoverability.

2. Better Organic Reach

Instagram Reels had an average reach that was 30% higher than Facebook videos and 20% higher than TikTok. The study attributes this to Instagram’s increasing prioritization of Reels in the Explore and main feed sections.

3. Longer Watch Times

While TikTok is known for addictive short content, Reels surprisingly had a higher average watch time, indicating that viewers are more likely to stick with Reels to the end. This metric is crucial for creators aiming to build brand loyalty and increase conversions.

4. Cross-Platform Repurposing

Content repurposed from TikTok to Reels consistently performed better on Instagram than its original TikTok version. This finding has significant implications for creators who batch content and post across platforms.

Why Are Reels Winning?

The success of Instagram Reels can be attributed to several strategic and behavioral shifts:

Algorithm Boost

Instagram has gone all-in on short-form video. The platform’s algorithm has been aggressively promoting Reels across the Explore tab, feed, and dedicated Reels section, giving creators more opportunities for exposure.

Meta’s Ecosystem Advantage

Reels are seamlessly integrated into the broader Meta ecosystem, including Facebook and WhatsApp. A Reel created on Instagram can be shared natively to Facebook, increasing its reach and visibility with minimal effort.

Creator Incentives

Meta’s investment in creator monetization tools—such as Reels Play Bonus and performance-based payouts—has encouraged high-quality content creation, helping the platform attract and retain top-tier influencers.

Content Style & Trends

Instagram audiences may prefer the more polished, aesthetic, and informative style of content typically seen on Reels, as opposed to the experimental and often chaotic nature of TikTok videos.

What Does This Mean for Brands and Marketers?

If you’re a brand or marketer, this study suggests a clear shift in platform strategy. Here’s how to take advantage:

Focus on Reels

Double down on Instagram Reels as a primary content format. Invest in vertical, mobile-first videos that are informative, entertaining, or visually appealing. The algorithm is working in your favor.

Repurpose TikTok Content Wisely

If you're already creating content for TikTok, consider repurposing it on Reels—but be sure to remove TikTok watermarks and tailor captions and hashtags to Instagram's audience.

Track Performance by Platform

Don’t assume that what works on TikTok will automatically succeed elsewhere. Use platform-specific analytics tools to refine your approach and optimize for Reels performance.

Leverage Cross-Promotion

Take advantage of Reels’ compatibility with Facebook to reach a wider audience without extra work. One post can be seen across multiple Meta platforms.

Final Thoughts

The new data proves that Instagram Reels have not only caught up to TikTok but are now leading in several critical performance areas. Whether you're a solo creator, influencer, or brand marketer, the takeaway is clear: Reels deserve a central spot in your content strategy.

With Meta’s continued push to make Reels its flagship content format and with Instagram’s massive built-in user base, the platform offers a unique opportunity to grow, engage, and convert audiences in 2025.

Now is the time to rethink your short-form video game and ride the wave of Reels' rising influence.