New Report Finds Facebook and IG Reels Outperform TikTok Clips in Driving Views

19 Dec 2023

If you’re looking to update your content approach for 2024, you should probably consider adding more Reels video clips into your mix.

That’s the message of the latest video performance analysis from Emplifi, which conducted a review of thousands of posts across Facebook, Instagram, and TikTok to glean more insight into what’s working, what’s resonating with viewers, and what brands are currently posting.

And overall, Reels comes out on top.

First off, based on an analysis of more than 1,300 brand IG and TikTok sister profiles, Emplifi found that Instagram Reels drove far more views, with longer Reels clips performing best.

Longer Reels actually outperformed all other Reels lengths, with short Reels (under 30 seconds) earning 6,145 median views and medium-length Reels (30- to 90-second) earning a median of 7,830 views.

And overall, Reels clearly beat out TikTok for view counts, which is interesting considering that TikTok has been more hyped as a platform for some time.