Instagram Reels Statistics (2024) – Users, Time Spent & More

As short-form video content becomes more popular in 2024, Instagram Reels has attracted millions of users who watch 17.6 million hours of Reels daily.

Reels was launched as a response to the dedicated short-form video-sharing platform TikTok. Instagram Reels are receiving a great response from users, giving fair competition to its competitors.

Reels are used by over 74% of Instagram users, and around 91% of users already consume video content on the platform.

This article features considerable statistics about Instagram Reel users, usage, engagement, and marketing use.

Instagram Reels Statistics – Top Picks For 2024

  • Reels are used by 74% of Instagram users.
  • Instagram has over 2 billion monthly users.
  • 30.8% of the Reels users are between 18 and 24 years old.
  • Instagram Reels have an average engagement rate of 1.23%.
  • Reel’s reach has declined by almost 50% since its launch.
  • 58.2% of U.S. marketers will use Instagram Reels for influencer marketing in 2024.
  • Marketers can reach 726.8 million users with Instagram Reels ads.

Instagram Reels User Statistics

Instagram has over 2 billion monthly users, making it the world’s fourth most-used social media platform.

With the emergence and popularity of short-form videos, Instagram Reels have become a hotspot for users to get their dose of short-form content.

Instagram Reels User Statistics

17.6 Million Hours of Reels Per Day Are Consumed On Instagram

More than 140 billion Reels are played across Instagram and Facebook every day. The social media platform is promoting more Reels to users than other posts.

Around 500 million daily active Instagram users watch over 17.6 million hours of Reels daily on the platform.

On the other hand, TikTok users consume over 197.8 million hours of short-form content in a day, which is almost 10 times higher than Instagram Reels.

Source: Performance Marketing World, Instagram

Instagram Reels Feature Is Used By 74% Of Users

Meta launched Reels to compete with the most used short-form video app, TikTok.

A survey revealed that over 74% of Instagram users and 65% of Facebook users use the Reels feature.

The number of Instagram users adopting Reels increased by 12% within the 6 month survey period.

Nearly A Quarter Of Instagram Users

Source: Business Insider

91% Of Instagram Users View Video Content Every Week 

Instagram was launched as a photo and video-sharing app where users initially consumed photo content more than videos.

However, the scenario has changed over time, and with the introduction of the Reels feature, 91% of Instagram users watch videos on the platform.

In addition, 74% of Instagram users use the platform’s Reels feature, making it attractive for creators to make video content.

Source: Instagram, Business Insider

More Than 61% Of Instagram Reels Users Are Aged Between 18 And 34 Years

Due to the higher engagement rate, Reels are majorly consumed by the most prominent age group on Instagram.

As of January 2023, around 30.8% of the Reels users are between 18 and 24 years old, while 30.3% are between 25 and 34 years old.

In addition, 8% of Reels users fall under the age group of 13 to 17 years.

Age Distribution Of Instagram Reels Users

Here is a breakdown of Instagram Reels users by age group:

Age groupPercentage of users
13 to 17 years8%
18 to 24 years30.8%
25 to 34 years30.3%
35 to 44 years15.7%
45 to 54 years8.4%
55 to 64 years4.3%
65+2.6%

Source: Statista

Instagram Reels Usage Increased By 57.4% Over A Year

In 2022, only 19.67% of brands used Instagram Reels, whereas 30.85% started using Reels in 2023.

Image posts were used by 56.57% of brands in 2022, which decreased to 46.75% in 2023.

Moreover, carousel post usage decreased by 1.36% between 2022 and 2023, with the increased adoption of reels.

Source: Social Insider

45.3% Of The Instagram Reels Ad Audience Is Female, And 54.7% Are Male 

Despite the largely women-oriented content on Instagram Reels, it is majorly used by male audiences.

More than half of the Instagram Reels Ad viewers are male, while 45.3% are female.

Furthermore, the number of female Reel creators is also increasing at a faster rate than male creators.

Instagram Reels Viewers Gender Demographics

Source: DataReportal

India Has More Than 362.9 Million Instagram Users

India has the most number of Instagram users, which translates to the highest number of Reels viewers.

The United States comes second with around 169.65 million Instagram users. 

Since TikTok was banned in India in 2020, Instagram Reels have captured the short-form video market in India and received the highest views from the country.

Here is a table of countries with the most number of Instagram users:

CountryNumber of Instagram users
India362.9 million
United States169.65 million
Brazil134.6 million
Indonesia100.9 million
Turkey57.1 million
Japan55.45 million
Mexico44.85 million
United Kingdom33.1 million
Germany30.35 million
Argentina27.85 million
Italy27 million
France25.9 million
Spain23.95 million
South Korea23.4 million
Philippines21.35 million

Source: Statista

Instagram Reels Engagement Statistics

The changing consumer behaviors of social media users have impacted the engagement rate of various media types.

Short-form videos are the most trending and engaging form of content in 2024. 

In this section, we will explore the latest statistics about the engagement of Instagram Reels.

Instagram Reels Have An Average Engagement Rate Of 1.23%

Reels are currently outperforming other types of content on Instagram. The video format content is also experiencing a higher engagement rate on Instagram.

Reels posted by accounts with 0 to 5,000 followers have an average engagement rate of about 3.79%.

The average engagement rate for accounts posting Reels is around 1.23%

Instagram accounts with 5,000 to 10,000 followers that post Reels have an average engagement rate of 3.72%. 

Here is a table with the average engagement rate of Instagram Reels with respect to the number of followers:

FollowersAverage engagement rate of Reels
0 to 5,0003.79%
5,000 to 10,0003.72%
10,000 to 50,0002.24%
50,000 to 100,0001.51%
100,000+1.38%

Source: Marketing Charts, Social Insider

Reels Can Now Be 90 Seconds Long

Initially, users could only record a 15-second video for a Reel on Instagram. 

The platform has now increased the video length, and users can post videos up to 15, 30, 60, and 90 seconds long.

The longer video length of over a minute has helped creators make more engaging Instagram Reels.

Source:Instagram 

Reach On Instagram Reels Has Declined By Almost 50%

Instagram Reels’s reach for small accounts is higher than that of big accounts in 2024.

Instagram accounts with 50,000 to 45 million followers experienced a fall in their Reels reach, from 95,600 followers in 2022 to 47,851 in 2023.

In addition, Instagram Reel’s reach declined by 75% for accounts with less than 500 followers.

Here is a table showing the difference in Reels reach between 2022 and 2023 by number of followers:

Number of followersReels reach in 2022Reels reach in 2023
Up to 5001,200 followers288 followers
500 to 2,0001,600 followers753 followers
2,000 to 10,0003,400 followers1,726 followers
10,000 to 50,00016,800 followers6,243 followers
50,000 to 45 million95,600 followers47,851 followers

Source: Statista

Instagram Reels Get 45 More Likes On Average Than Typical Instagram Post

In 2023, a Reel post got around 243 likes on average, whereas a normal post received 198 likes.

By contrast, normal posts received 10 comments on average, and Reels got around 8 comments.

Instagram users saved 27 reels on average compared to 10 normal posts.

Source: Statista

Instagram Reels Slightly Lag Behind TikTok In Terms Of Engagement

Engagement is the most important metric for any type of content, especially video content. 

The average engagement rate for an Instagram Reel was about 6.59%, while for TikTok, it was around 9.74% for accounts with 100,000 to 500,000 followers.

A consistent difference of around 3% is seen between the average engagement rate of Reels and TikTok.

Here is a table with the average engagement rate of Reels and TikTok by number of followers:

Number of followersReels engagementTikTok engagement
100,000 to 500,0006.59%9.74%
500,000 to 1 million6.68%9.81%
1 million to 5 million6.15%10.32%
5 million to 10 million7.49%10.46%
10+ million8.77%10.52%

Source: Insider Intelligence

Instagram Reels Statistics For Marketers

Social media marketing has become the most preferred by marketers to reach desired audience in 2024.

With influencer marketing on the rise, marketers from every niche are capitalizing on the latest trends.

Marketers are employing small to big influencers to promote their products or services using Instagram Reels and will continue to do so in 2024.

58.2% of U.S. Marketers Will Use Instagram Reels For Influencer Marketing In 2024

Marketers in the United States are increasingly utilizing influencer marketing through various social media channels.

With 58.2% of marketers using Instagram Reels, it is expected to become the most used social media stream in the U.S. for influencer marketing in 2024.

Around 62.2% of marketers in the U.S. are forecast to use Reels for influencer marketing by 2025.

Despite the higher engagement rate on TikTok, only 54% of marketers in the United States use it for influencer marketing in 2024.

Instagram Reels will be utilized for influencer marketing

Source:  Insider Intelligence

Marketers Can Reach 726.8 Million Users With Instagram Reels Ads

Instagram ads reach over 1.3 billion people, and marketers can tap into an impressive 726.8 million people using the ads on Instagram Reels.

Reels account for 55% of all Instagram ad reach, reaching 11.6% of the population over the age of 13.

Instagram Reel ads are a convenient and effective way of advertising and reaching the target audience on the platform.

Source: DataReportal

62.4% Of People Use Instagram To Find New Brands And Products

Brands recognize the prevalence of Instagram usage in shopping, given that 44% of Instagram users engage in shopping on the platform every week.

Around 62.4% check out a brand or product by going through its Instagram page.

Interactive and engaging Reels about a product will help it reach an interested audience and experience a profitable return rate.

Source: GWI

Most Viewed Instagram Reels

Billions of Reels are viewed daily on Instagram and Facebook, and several Reels go viral almost every day.

With 316 million views, Samsung’s advertising Reel featuring BTS member J-Hope is the most viewed Reel on Instagram.

The second most viewed Reel is also from Samsung’s Instagram handle, which has received 298 million views.

The third most viewed Reel is posted by the TikTok sensation Khaby Lame, which has been viewed more than 298 million times.

Khaby Lame also has the most number of videos with a high view count.

Here are the top 15 most-viewed Instagram Reels:

# NumberInstagram userReel captionNumber of views
@samsungmobileSure we can send you that, #jhope! 330 million
2@samsungmobileThere’s no dark side of the moon with the #GalaxyS23 Ultra298 million
3@khaby00Guys how many times it happen to you?298 million
4@khaby00Btw I love this kid271 million
5@shivanjaliporje.03260 million views tysm261 million
6@khaby00#learnfromkhaby #learnfrominstagram249 million
7@khaby00Did you get the point? 242 million
8@khaby00Ops238 million
9@khaby00I had the impression that the fish was still alive231 million
10@khaby00Let’s just say He breaks a lot of eggs to make an omelet219 million
11@iamzalatanimrahimovic & @khaby00My Game My Rules !!209 million
12@cochinaquaticsOne word – Happiness144 million
13@khaby00Throwback: Sista it was mine131 million
14@aubreyfisherWho said 3 blind mice can’t #glitch128 million
15@khaby00Lol117 million

Source: Instagram

Instagram Reels has been a successful introduction by Meta to survive and prosper in the short-form video revolution.

With the integration of Reels on Instagram and Facebook, Reels are set to capture a more diverse audience on the internet.

The user base of over 2 billion people has helped Instagram Reels get billions of daily views and engage audiences of every age.

This article summarized the most influential statistics about Instagram Reels usage, engagement, and marketing implementation in 2024.

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