Shulou(Shulou.com)11/24 Report--

Sina Science and Technology News Beijing time on August 25 morning news, it is reported that although Instagram has been promoting Reels short video service, but only 22% of online celebrities on the platform released short videos.

Instagram is actively draining Reels, not only providing traffic bonuses to content creators through the Reels Play Bonus program, but also promoting Reels as a tool to unlock growing passwords on Instagram.

However, according to the latest data from online celebrity marketing platform HypeAuditor, while Reels does increase page views and interaction rates, content creators on Instagram don't seem to buy it.

HyperAuditor recently studied more than 77 million Instagram content through its internal database and found that only 22% of the content posted by online celebrities on Instagram in July belonged to Reels.

Photos are the most popular content in July, accounting for 42% of content posted on Instagram. Carousel that can contain both pictures and videos accounts for 26%, while regular video content (that is, non-Reels videos) accounts for 9.6%.

It is worth mentioning that Instagram announced last month that all videos with a duration of less than 15 minutes will be classified as Reels.

Although online celebrities are slow to accept Reels, the interactive data of video content does have obvious advantages.

Reels's only "comment" index underperforms the picture, but it also lags behind by only 2 percentage points.

The following is interactive data in the form of content of HyperAuditor statistics:

Instagram began doubling its bets on Reels in June last year, when its head, Adam Mosseri, said in a video that the app was "no longer a photo-sharing platform".

A year later, Instagram was backfired by its decision to weaken images and strengthen the push of full-screen video through algorithms, as users were dissatisfied with the TikTok-like revision, forcing it to change strategy.

Despite poor user feedback, Reels's algorithm and appearance seem to be attractive. As of April, nearly 20 per cent of Instagram was occupied by Reels, according to official figures. Meta revealed in July that the amount of time people spent on Reels through Instagram and Facebook increased by 30 per cent between April and June.

In addition, online celebrities may soon have a reason to increase their use of Reels, as Meta CEO Mark Zuckerberg (Mark Zuckerberg) said on a second-quarter conference call last month: "We are making faster-than-expected progress in improving the efficiency of Reels advertising."

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