In just a few years, Instagram Reels have clearly established themselves as one of the platform's most popular formats since their launch in 2020 to compete with TikTok.
22,125 Reels analyzed across 200 Instagram accounts
If the format has continued to evolve over the years, notably by increasing the length of videos, this is mainly explained by the fact that it is the most engaging format compared to images and carousels.
In other words, for content creators on Instagram, creating Reels is no longer just an option, but must be imperatively integrated into the content strategy for this social network…
Instagram Reels Study – Source: Adobe
According to an Adobe study that analyzed precisely 22,125 Reels from 200 content creators on Instagram, it would also be possible to increase the reach of your publications depending on the day and time of publication.
To do this, the study focused on views, comments, but also likes of publications which allow engagement to be measured.
Friday: a preferred day for Reel creators
In its study, Adobe shows that one in five Reels would be published on Friday with 16.6% of publications, unlike Saturday and Sunday which correspond to the days with the fewest Reels published.
However, Adobe noticed that by publishing on Saturday you could get more likes, and get more views by publishing on Tuesday.
In other words, Adobe recommends planning your Reels according to the objectives of your publications, without necessarily following the mass.
Noon: the perfect time to have more engagement on Instagram?
While some recommend posting more at the start of the day or after a workday, Adobe's study is factual: more Reels are now being posted at noon than at other times of the day.
The only exception to the rule is that if you want to get more views from your Reels, it would be wiser to post on Saturday at midnight.
Disparities by theme
Study of Reels by Theme – Source: Adobe
Through its study, Adobe also showed that user habits can change depending on the theme.
For example, if you want to get more likes on family content, it would be more interesting to publish on Monday at 8 a.m., or at 7 a.m. for fashion content.
Furthermore, the study does not indicate precisely whether it focused only on content creators in the United States or elsewhere in the world, which may imply cultural differences in content consumption…
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