This news headline may not have been on your bingo card for 2024, but according to a recent report from Emplifi, that’s exactly what happened in 2023. Since its launch in 2020, Instagram Reels has been gradually gaining popularity, and in 2022 accounted for up to 20% of user activity on Instagram. The battle of the social media apps continues as now, over 50% of Instagram users find new reel content on the Explore page. So, why are Instagram Reels outperforming TikTok videos, given how popular TikTok has become in recent years? If you’re interested to learn more, keep reading.
Emplifi’s findings suggest that Instagram Reels performance rates for branded content have increased significantly, with longer videos outperforming short-form videos. Long-form Instagram Reels received over 8,000 views between May and October 2023, while TikTok videos of the same length received just under 4,000 views, over 50% less. This suggests huge results for businesses that are creating branded content via social media apps such as Instagram Reels. Additionally, the findings indicated that video length isn’t a factor for gaining views on TikTok, as all length forms generated roughly the same amount of views. Now, we’re not suggesting that you delete your TikTok account and focus solely on Instagram Reels. However, we are interested to see how these results may have come about and what businesses can learn from this.
Emplifi’s findings suggest that Instagram Reels performance rates for branded content have increased significantly, with longer videos outperforming short-form videos. Long-form Instagram Reels received over 8,000 views between May and October 2023, while TikTok videos of the same length received just under 4,000 views, over 50% less. This suggests huge results for businesses that are creating branded content via social media apps such as Instagram Reels. Additionally, the findings indicated that video length isn’t a factor for gaining views on TikTok, as all length forms generated roughly the same amount of views. Now, we’re not suggesting that you delete your TikTok account and focus solely on Instagram Reels. However, we are interested to see how these results may have come about and what businesses can learn from this.
This article breaks down what actually matters when it comes to modern tracking, including: what Google Tag Gateway is, how it compares to server-side tagging, and what marketers should prioritise right now to protect performance.
Search is changing quickly. AI answer engines are starting to handle queries directly, reducing the need for users to click through to websites. For marketing teams, this creates a shift that goes beyond SEO. It changes how performance is measured, how attribution works, and how success should be defined.
In 2026, machine-led experiences are shaping search from end to end. Now, visibility depends on how well your data and content can be interpreted and surfaced instantly across platforms.
