Reels rule Instagram, new study finds

Reels receive the most attention on Instagram, even though they are far from the most common form of posts, a new study finds.

HypeAuditor analyzed 77.6 million Instagram posts in July 2022 and found that when measuring content by the number of posts, 43.2% of posts were Image posts. Carousel posts were in second place with 26.2%$ and Reels were third at 22.1%.

The majority of influencers have not embraced Reels. 41% of the total number of analyzed influencers posted Reels in July.

Despite trailing by these measures, Reels were in the first place when counting the number of Likes (35.4%) and Estimated Reach (33.8%). In other words, users love them.

Bruce Houghton is Founder and Editor of Hypebot and MusicThinkTank and serves as a Senior Advisor to Bandsintown which acquired both publications in 2019. He is the Founder and President of the Skyline Artists Agency and a professor for the Berklee College Of Music.