Instagram reels statistics 2022 (Updated Data & Trends)

instagram reels statistics

Instagram was first released in 2010, and even though it started as a simple platform for sharing photos and videos, it’s a contender for the most downloaded app around the world.


It is consistently releasing new features and functions that have established it as one of the most popular social media platforms globally.

No matter if you’re an influencer, business, brand, public figure, artist, Instagram model or just about anything else, you can use Instagram to connect with your target audience and get seen.

Just because Instagram is popular doesn’t mean that it’s been alone in the field; there have been numerous rival social media platforms over time.

Remember Snapchat? That platform was growing in popularity and it’s thanks to the competition that Instagram launched its ever-popular Instagram stories feature.

The latest Instagram feature, Instagram reels, got its start for the same reason: the competing platform known as TikTok.

TikTok became popular at the start of the COVID-19 pandemic in 2020, and Instagram acted quickly to launch a feature that would mirror the content style on the popular social platform.

Instagram reels has become one of the most popular and well-performing content formats on Instagram. Thus, you may be wondering: should I be creating Instagram reels too?

The short answer? Yes. You absolutely should.

With recent changes to the Instagram algorithm and millions of successful reels gaining traction on the platform, in order to be seen and grow your Instagram presence, you need reels.

In order to better understand Instagram reels and what they can do for your Instagram account, we’re bringing you this post to outline all of the most important Instagram reels statistics.

After reading, you’ll have a better understanding of what Instagram reels are and why you should start implementing them in your content calendar.

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Let’s get started!

Instagram Reels Statistics: Quick View

Here are some of the most valuable Instagram reels statistics at a glance:

  • The Instagram reels feature was released in 50+ countries on August 5th, 2020.
  • Reels first launched in Brazil under the name “Cenas.”
  • After the Instagram reels launch, Instagram users in Brazil increased by 4.34%.
  • Brands are seeing huge viewership with reels, such as Nike, hitting a 4.6 million view average per reel.
  • IG reels expanded to France and Germany in June of 2020.
  • 87% of TikTok users belonging to Gen Z agree that Instagram reels are virtually the same as TikTok videos.
  • In India, Instagram reels launched on July 12th, 2020.
  • After reels launched, India increased IG app downloads by 11.4%, raising from 7 million to 7.8 million.
  • After reels launched in India, the time spent on Instagram went up by 3.5%.
  • There was no rise in daily active users after reels launched in India.
  • The LA Lakers have the highest engagement on Instagram reels with more than 6.8M views on one video alone, along with 385k engagements.
  • NBA teams have gained 22% more engagement due to reels.
  • Reels get featured on the Explore page, which is where 50% of all Instagram users go to find new content.
  • Reels have a higher engagement rate, roughly 22% higher, than normal video content.
  • 70% of marketers intend to increase their ad spend on video content
  • Khaby Lame holds the Instagram reel with the most views, clocking 283 million and still climbing.

Instagram Quick Statistics

Before we jump into the details on these Instagram reels statistics, let’s get a quick overview of some general Instagram statistics that you need to know:

  • Instagram has over 1 billion monthly active users.
  • Users typically spend 30 minutes a day on Instagram, on average.
  • 81% of Instagram users are on the platform to do research on companies, products, and services of their interest.
  • 50% of users have visited a website to buy a product or service they saw on Instagram.
  • 49% of all IG users are male, and 51% are female.
  • More than 130 million users tap on shoppable Instagram posts every month.
  • 88% of Instagram users are based outside of the US.
  • Business Instagram accounts generally post once every day.
  • The average engagement rate on an Instagram business post is 0.96%.

Looking closely at these statistics is important because it can help you understand why Instagram is still a worthwhile platform even with quickly-developing competitors out there, such as TikTok.

There are tons of platforms to choose from when thinking about marketing, including Facebook, YouTube, TikTok, Twitter, and others, so why Instagram?

Well, Instagram has tons of different content features, is a very visual platform but still offers text elements that integrate with shopping and external links, and it’s arguably the best network for advertising with better engagement rates than FB.

Having a strong Instagram presence is vital for the success of just about any brand, business, or creative endeavor.

Alright, now onto Instagram reels.

What are Instagram Reels?

The IG reels feature hasn’t been around for too long, but in the short time it’s been here, it’s become one of the best ways to release video content on Instagram.

The latest Instagram reels statistics indicate that they are not going anywhere anytime soon and that the platform favors the content format, getting more reach and better engagement rate.

Global Instagram users have enjoyed the feature, as it’s been released in over 50 countries and remains a content staple all around the world.

Instagram reels works for tons of different content ideas and they were inspired by the popular TikTok platform video clips.

You can create short videos of up to 60 seconds long, implementing the use of filters and text with reels editing tools to make engaging content.

This type of content is known as short form video content and has taken the internet by storm.

The birth of this content came from short form video apps such as Vine, which no longer exists.

Vine was very popular for quite some time, but gradually reached its end, paving the way for apps like TikTok and Instagram to introduce this type of video content.

It’s most common to combine multiple videos and create one complete video clip, which is why the quick-moving content format has become so popular and engaging.

Not only that, users who share at least one reel are likely also sharing the same content on TikTok.

You can even see many Instagram reels branded with the TikTok logo, which means the user is cross-posting their content on both platforms.

It’s likely for this reason that Instagram decided they should have a similar feature; that way, they wouldn’t lose viewers to TikTok and their creators could also repurpose content and post regularly on IG.

It can be a bit daunting to start creating content in a completely new format on the Instagram platform, but it’s important to do.

Your Instagram marketing strategy will be glad you took the time to understand the reels feature, and so will your Instagram audience.

Let’s find out a bit more about how Instagram reels works.

How Do Instagram Reels Work?

When you want to create Instagram reel video clips, you’ll choose the Reels option at the bottom of your Instagram camera.

You can access the camera by swiping to the right when you’re on your main Instagram feed.

There are different editing tools for reels on the left-hand side of the camera, including:

Audio: almost all viral Instagram reels make good use of audio, and you should too. You can add music and sounds to your Instagram reel video content by choosing the desired track from the IG music library.

In addition, you can record your Instagram reel with live audio. When you post an Instagram reel video with live audio, the audio will be associated with your account and others can also use it to create Instagram reels.

You can do the same by choosing Use Audio from the reel that you want to get the audio from. Audio will only be able to come from public accounts, so keep that in mind.

AR Effects: There are many AR effects in the Instagram effect gallery. People watch videos with AR effects all the time, and they help you to record multiple videos with a different look and feel. You can get these effects from the Instagram community all around the world.

Align: a very useful Instagram reels feature, align lets you line up objects in a previous clip so that they’re consistent on the clips that follow. The Align feature is one of the most important editing tools if you want your short form video content to be crisp, clean, and professional. Your transitions can flow perfectly and Instagram users can enjoy them seamlessly.

Timer and Countdown: If you’re interested in recording video clips hands free, the Timer feature is for you. You’ll be able to simply press record and you’ll have 23 seconds before it begins. It will stop recording after the allotted time has passed.

Speed: Instagram reels video editing tools wouldn’t be complete without a way to change the speed of your video. You can slow down parts, or speed them up to your liking. This includes the audio you’ve chosen. Everything will stay on beat and you’ll have a better chance of getting your engaging content up to the Explore page.

Must-Know Instagram Reels Statistics

Alright, now we’ve got an idea about what Instagram reels videos are and how they work.

Now it’s time to check out the key Instagram reels statistics that can give you some insight on why they might be valuable for you.

1. Instagram Reels was Released on August 5, 2020 in over 50 Countries 

Instagram reels weren’t just released overnight; they were actually tested in other countries (more on that later). Once TikTok videos exploded with popularity, Instagram decided it was time to launch.

In 2020, the feature came out in over 50 countries and remains one of the most popular content formats for Instagram usage.

Many Instagram influencers, big brands and businesses, as well as creators are implementing the content format, hoping to be featured on the Explore page.

One of the main reasons that the feature has become so popular after launch is that you can use it to shoot fun videos: tutorials, commentary, behind-the-scenes, product showcases, promotions, education content, and so much more.

IG reels is so flexible and so adaptable that it works in any niche and users ador it on a global scale.

2. Reels Launched First in Brazil as “Cenas” 

Brazil is one of the countries that enjoys a high level of active Instagram users, which is why it was a go-to for testing the Instagram reels feature before launch.

Instagram already had it in the works as early as November of 2019, which is when reels began testing in Brazil.

It expanded slowly to different countries and as of August 2020 it was live in over 50 of them.

The most saturated age group of IG users in Brazil is 25-34 years old, and there are more women, with 59.6% making up the country’s overall IG user base.

These statistics aren’t much different than that of the United States.

3. Instagram Users Increased in Brazil by 4.34% 

Once Instagram reels launched in Brazil, the daily or weekly users increased as well. On a monthly basis, Brazil will see a 1% increase in users, but it was much more after cenas (reels) came out.

In the period of cenas’ release, from October 2019 to November 2019, Instagram users went up by a whopping 4.35%, which is much more than the standard growth that Brazil sees every month.

This is a clear indicator that the feature was desirable enough to generate more users and Instagram downloads.

TikTok wasn’t even out yet, so it’s a good sign that IG reels would become pretty popular.

4. Nike Averages 4.6 Million Views per Reel 

An interesting Instagram reels statistic related to viewership comes from Nike. Nike is a globally-known brand, and its standard Instagram posts perform well to begin with, but this is still pretty striking.

The lowest-performing Instagram reel from Nike has 3.2 million views. Yep, over 3M!

So you can only imagine how many the highest-performing reel has: 6.6 million views. These numbers are consistently climbing, so it could be even more by the time you read this post.

It wouldn’t be surprising if Nike decided to avoid image posts altogether with numbers like those!

Just kidding, we’re sure Nike will continue static posts in addition to their video marketing, but it’s worth noting that they’re not the only ones that have had this type of success.

IN fact, big brands such as Louis Vuitton, NatGeo, H&M, Old Navy, and many more are enjoying reels as a part of their marketing strategy.

What’s more, 20 out of 30 NBA teams are active on Instagram reels, and we’ll see more about their success later in our Instagram reels statistics.

5. In June of 2020, Instagram Reels was Found in France and Germany 

Next up in our Instagram reels statistics we travel to Europe. The success of Instagram reels was undeniable in Brazil, so it was released in other countries for a wider test.

Instagram reels was released in France and Germany next on June 24th, 2020, which was quite some time after it hit Brazil, and not too long before it was sent out to other countries around the world.

At this time, there were also updates made to Instagram stories and other parts of the app, which shows IG reels was likely being prepped for its full launch.

That’s exactly what happened!

6. 87% of Gen Z TikTok Users Agree That Reels is “Basically the Same”

Based on the latest Instagram reels statistics, Gen Z is a popular demographic for TikTok as well as Instagram.

Thus, they were a natural group to ask about the IG reels feature and how Instagram compares to TikTok.

On Instagram, 29.8% of all users belong to the Gen Z group, with Millenials slightly edging them out at 33%.

When the group was surveyed about TikTok Instagram reels similarity, they said that they were basically the same thing.

In fact, 61% have decided to spend more time on Instagram instead of TikTok based on an article from SM Perth.

For Instagram, this is exactly the goal. Because IG is a hub for businesses and their marketing strategy, it’s important that they retain users and even increase the Instagram audience.

How many Instagram users should they look to gain, exactly?

It’s a tough question to answer, but if they can captivate the younger generations in addition to adult Instagram users, the social media platform will continue to establish itself as one of the best in the world.

Instagram Business statistics report that 50% of Instagram users were interested in a brand after they saw it on Instagram. With many different ad formats, including Instagram stories ads, image posts, and video posts for ads, there are many ways to reach those in your target market.

7. Instagram App Downloads increased by 11.4% in India 

On July 12th, 2020, Instagram reels became available in India just ahead of the feature’s official release in August 2020.

In the short time between July 12th and August 16th, IG downloads increased from 7 million to 7.8 million downloads after reels became available in the country.

The 11.4% increase may seem like a relatively small number, but keep in mind that India is a huge country and that those numbers translate to hundreds of thousands of downloads.

Almost 1 million, to be exact, within that short period.

Thus, Instagram reels did its job in attracting more people to the social media platform, generating more engagement and the number of Instagram users actively on the platform.

8. Time Spent on Instagram in India Increased by 3.5% 

Instagram videos help get users to stay on the platform longer, and this is exactly the case with Instagram reels as well.

The head of partnerships at FB India, Manish Chopra, confirmed that “reels is being received very well and a variety of public figures and creators from across India are starting to use the feature.”

Based on a report from Apptopia, the average time spent on Instagram in India increased by about 3.5% after Instagram reels was released.

Not only did downloads go up, but the time spent on the app also went up, showing that Instagram reels can help to get more Instagram users on the platform and likely more engagement over time.

9. There Was No Increase in Daily Active Users in India

While the Instagram reels statistics showed a lot of promise for India after the feature was launched, the number of active Instagram users on a daily basis did not increase.

Roughly, before Instagram reels, there were about 100 million daily active users in India, and that stayed about the same after launch as well.

Even then, the reels statistics show that the audience still increased with more app downloads as well as more time spent on the platform.

10. 20 out of 30 NBA Teams Post Instagram Reels Content

Instagram videos and Instagram stories have been popular with NBA teams for a long time, so it’s only natural that they would take advantage of the Instagram reels feature as well.

In fact, 20 out of the 30 NBA teams have begun to make good use of Instagram reels, helping their overall performance on Instagram.

Two-thirds of the NBA franchises have posted at least one reel since the feature was launched according to Conviva, and it’s likely the other teams will continue to take part even after this post is written.

Based on Instagram reels statistics relating to more engagement and viewers, it’s not surprising that so many NBA teams have been taking advantage of the feature.

11. NBA Teams’ Reels Gain 22% More Engagement 

In order to better understand engagement and Instagram reels statistics, Conviva took a look at different reels posted by NBA teams. Based on their findings, NBA franchises have been enjoying a 22% increase in engagement over their typical Instagram posts, which also includes IG stories.

Not only is this good news for the franchise– it’s also great news for other content creators who want to connect with their audience and boost their engagement through authentic and relatable content.

12. Reels Can Get Featured on the Explore Page, where 50% of Instagram Users Go to Discover Content 

The goal for most users and their Instagram accounts has been to land their content on the explore page, helping them to get increased visibility and be seen by more people.

Instagram has been giving more screen time to reels content over other types of content, which is why you may want to consider creating some of it yourself.

You’re more likely to appear on the Explore page with a reel these days than other types of content. 50% of Instagram users go there to discover new content, which is a pretty big deal.

You can use the Explore page to boost your engagement rate as well as your content’s reach; when you have a high engagement rate on your content, you will get more reach naturally, which will help you with your growth in the long term.

13. Reels Receive More Engagement than Regular Video content at a Rate of about 22%

NBA franchise Instagram accounts have seen notable success with Instagram reels, and they’re not alone.

In fact, Instagram reels generate 22% higher engagement rates, which is why many other big brands have been enjoying the feature.

Brands such as Sephora, NatGeo, Nike, H&M, Louis Vuitton, Old Navy, and many more have begun to create reels video conten for Instagram, showing a great response from their followers.

While these brands and businesses already have a lot of followers checking out their content regularly, it still goes to show that the feature can be valuable for anyone looking to boost Instagram engagement and reach.

It’s likely that the success of these larger accounts will be mirrored in that of smaller accounts, helping them to grow and reach more people in their target audience through reels.

14. 70% of Marketers are Looking to Increase Ad Spend in Video 

Because Instagram reels statistics that show the value of the feature, the majority of marketers are looking to increase ad spend in video content creation and marketing.

With higher engagement levels, Instagram reels and other video content formats are increasingly attractive to marketers, and the predicted ad spend is increasing accordingly.

15. Influencer Khaby Holds the Most-Viewed Reel at 283 Million (And Counting) 

The most popular Instagram reel was made by the user Khaby Lame, who has now shot to international fame on the platform and has over 78.6 million followers on Instagram.

The simple reel of him coming back multiple times to double check that his iron was turned off struck a chord with viewers around the globe, gaining him 283 million views. 12 million likes, and 89.2 thousand comments.

That makes this the most popular instagram reel of all time, and also a great example of going viral using Instagram reels.

Khaby’s story goes to show that Instagram can be extremely powerful, especially when used with TikTok.

He has over 147.5M followers on TikTok, making him the most followed TikTok creator on the platform, followed by Charli D’Amelio with 144.5 million.

All of his videos have tons of views, but his Instagram reels take the cake for highest view counts. He has been beyond popular since his reels have gone viral.

Could you go viral with Instagram reels too and enjoy fame such as Khaby or the D’Amelio girls?

Instagram Reels: the New TikTok?

So, how does Instagram compare to TikTok in the end?

Instagram, in our opinion, offers much more diverse content simply because there are more options on how to create the content.

TikTok only allows users to post short form video content, while the Instagram platform has many different types, including Instagram stories, Instagram users live, in-feed video posts, the classic single-photo Instagram post, carousel posts, IGTV, and now reels.

It’s also apparent that Instagram was already developing the reels feature before TikTok hit mega popularity levels, which means the feature would still be here with or without TikTok.

That said, TikTok is a social media platform that’s risen to popularity at an unmatched rate, and even with the Instagram community embracing reels, it’s doubtful that IG replaces TikTok anytime soon.

Your best bet is to get familiar with both TikTok Instagram reels so that you can stay up to date with what is popular on social media.

How many Instagram users have made their way to TikTok? The number is unclear, but we’d bet that it’s in the millions.

What is the Future of Instagram Reels?

Instagram reels statistics indicate that the content format is here to stay.

Just recently, Instagram made changes to its algorithm so that Instagram reels can be shown more frequently in the Instagram story feed.

We’re curious to see if any shopping features would be the next addition to Instagram reels, so as we find out more, we’ll keep you updated!

Currently, it’s best to use Instagram stories or in-feed advertising to reach your followers.

Frequently Asked Questions

Before we end our Instagram reels statistics post, we’re going to answer a few of the common questions we’ve gotten from readers.

What are Instagram Reels?

If you missed it above, Instagram reels are short form video posts of up to 60 seconds.

Users commonly edit videos to combine multiple clips and add fun effects, music, and texts that makes it captivating for users to watch videos on IG.

What’s the Difference between Instagram Stories and Instagram Reels?

There are a few key differences between Instagram reels and Instagram stories.

Instagram reels are posted to your profile feed and can be seen there anytime by any user that visits your profile.

While Instagram stories are also very short videos, they are posted to your Instagram stories feed and will disappear after 24 hours.

You can later pin them to an Instagram stories highlights album cover, adding a nice aesthetic to your overall profile page.

Are Instagram Reels Good?

People love to watch videos on social media, which is why the IG reels feature as well as the TikTok platform have become successful.

Not only that, because the feature is popular with the Instagram algorithm and IG wants people to create reels, Instagram reels are being given priority and are more likely to be seen by more users on the platform.

That means posting an Instagram reel that people love can get you on the explore page faster than a regular photo or video post these days.

Wrap Up: Instagram Reels Statistics

Instagram reels statistics 2022 are still developing considering that Instagram reels are still relatively new.

There hasn’t been any additional elements added into IG reels, such as shoppable posts or ads, but we imagine that this is coming soon if reels are to follow in the footsteps of Instagram stories.

No matter what happens with the feature, Instagram reels includes tons of different editing tools that help you to make engaging content that users want to see in their feed.

Not only that, you could use the content for cross-platform efforts, boosting your presence on both TikTok as well as Instagram.

Keep your eye out for new additions and evolutions to Instagram reels, and give making one a try! Check back for updates and more Instagram reel statistics as we get more data in the future.

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