Instagram REELs vs. Static Images: Performance and Strategy
REELs and static posts not getting the same engagement rate?
In theory, the two shouldn’t be too dissimilar; however, as you’ve likely experienced, the engagement and exposure rates you get from each can vary massively. Statusphere highlights these variations likely occur because Instagram doesn’t prioritise the same ranking factors for REELs and static posts.
The Reach
So, we hear you ask...which is more effective, REELs or static images?! According to Smash Balloon, Instagram reels get 67% more engagement than standard Instagram videos, and posting more REELs greatly increases your chance of getting more likes and comments. Data from Sprout Social (reported by Statusphere) also suggests around a 14% reach rate for REELs compared with around a 9% or 10% reach for other types of posts.
So does that mean we should all be posting exclusively REELs? Sadly, it’s not that simple. These figures are significant and demonstrate that REELs are an effective Instagram marketing tactic, but they rely on the quality of the content you share and the “who” you are reaching.
Connect With Different Audiences
Agoropulse recently highlighted the primary differences between the Instagram algorithm for posts vs. REELs, with the key consideration being who you are trying to reach.
The most critical factors when Instagram ranks a static post include information about the post and the account. Essentially, static posts are excellent for connecting with existing followers who already engage with your content. REELs, on the other hand, factor in a user’s activity and interaction history. Therefore, REELs are usually the better choice if your goal is to generate brand awareness and connect with new audiences.
Although it’s essential to grow your Instagram following, you mustn’t overlook your existing audience. When creating content for your account, we suggest finding a balance between REELs and static posts that can appeal to both your current and target audiences.
Balance REELs and Images
With all of the information on REELs vs. static posts in mind, our advice for most businesses is balance. To get the most out of the platform, we suggest utilising a variety of static images and short-form videos. This balance will help you appeal to all audiences, including existing and target followers.
Sharing REEL and static content is great, but you will only really see results if done well. Below, we’ve outlined a few tips and tricks for helping your static and video content stand out on social media, including creating and sharing high-quality content across and promoting your team, customers, and any other people to help audiences connect.
A Comprehensive Analysis
Now more than ever, “scroll-stopping” content is essential for a business's success. Through a comprehensive analysis of your business, we can help you determine how to find the balance between REELs and images to help you perform on Instagram.
At Aperture Comms, we collaborate with you to develop a social media strategy to set your business apart from competitors. Working alongside our talented team of content creators, we create attention-grabbing content to help elevate your brand's performance on social media. Request your free marketing review for a comprehensive and complimentary marketing review of your business from our team of experts.
