With the rise of short-form video content, platforms like Facebook and Instagram have introduced reels – short 15 to 60 second video clips that loop continuously. Reels aim to compete with widely used platforms like TikTok. This has led content creators to question – are reels better on Facebook or Instagram?
The origin and growth of reels
Reels first launched on Instagram in August 2020 as a dedicated short-form video space within the app. It allowed users to record, edit and share 15-second to 60-second multi-clip videos with audio, effects and creative tools. By December 2020, reels made up over 20% of the time spent on Instagram by users under 30. Given its quick popularity amongst Gen Z, Facebook launched its own version of reels on its platform in September 2020.
As of 2022, both Facebook and Instagram reels have seen tremendous growth:
- Over 140 billion reels are played across Facebook and Instagram every day
- The amount of time people spend watching reels has increased by 30% quarter-over-quarter
- There are more than 2.5 million creators earning livelihoods from creating reels across both platforms
Clearly, short-form video represents the future of social media engagement. As a result, the competition between Instagram reels and Facebook reels is heating up.
Key differences between Instagram and Facebook reels
While reels on both platforms share similarities, there are some key differences:
Length
Instagram reels can be 15 to 60 seconds long. Facebook reels max out at 60 seconds currently.
Audio and effects
Instagram provides a vast library of songs, effects and AR filters. Facebook offers some of these creative tools but not to the same extent as Instagram yet.
Cross-posting
Users can easily cross-post reels from Instagram to Facebook. But Facebook reels cannot be cross-posted to Instagram.
Algorithm
Instagram’s algorithm is tuned to heavily promote reels, especially original and popular ones. Facebook’s algorithm prioritizes reels to some extent but not as much as Instagram.
Monetization
Instagram launched reels bonuses of up to $10,000 a month for top reel creators. Facebook does not offer monetary incentives for reels yet.
Are Instagram reels better for creators?
For most creators, Instagram appears to be the better platform for reels success currently:
- Instagram’s algorithm strongly favors reels, granting higher reach.
- More effects, audio and creative tools on Instagram to make engaging reels.
- Potential to earn big bonuses through the Instagram Reels Play program.
- Users already watch a lot of video content on Instagram.
Additionally, it can be easier for creators to build an audience for their reels on Instagram first. Then they can re-share those reels to Facebook to expand their reach. Overall, Instagram provides creators the best environment for creating viral reels that get widely viewed.
Are Facebook reels better for businesses?
For businesses and brands, the case for prioritizing Facebook for reels gets stronger:
- Facebook’s massive 1.96 billion monthly active users provides huge reach.
- The Facebook audience skews slightly older than Instagram, appealing to Millennials and Gen X.
- Businesses can retarget website visitors with ads to get them to follow their Facebook page.
- Detailed analytics on reel performance available through Facebook Business Suite.
Facebook also provides more options for businesses to drive conversions from reels:
- Add links to reels to drive traffic to your website
- Use clickable stickers that link to products, offers or appointments
- Add links to an online shop or fundraising page in your reel caption
So while organic reach may be lower, the massive Facebook audience and built-in tools for monetization make it highly strategic for brands.
Should you use reels on Instagram or Facebook?
Here is a comparison of pros and cons for creators and businesses deciding where to focus their reels strategy:
| Platform | Pros for Creators | Pros for Businesses |
|---|---|---|
| Instagram Reels |
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| Facebook Reels |
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Looking at these pros and cons, here are some best practices that emerge:
- For creators, focus on Instagram first to build your audience and creativity.
- For businesses, focus on Facebook first for a strategic approach to conversions.
- Cross-post reels from Instagram to Facebook to maximize overall reach.
- Customize captions for each platform’s audience while cross-posting.
Conclusion
In conclusion, Instagram currently appears to be the stronger platform for organic reels success, especially amongst creators and influencers. But businesses should not underestimate the strategic value of Facebook for potentially reaching a larger audience with reels that convert.
The best approach is likely to adopt a cross-channel strategy – create great content on Instagram using all the creative tools, then amplify reach further by sharing reels to Facebook as well. This will ensure optimal engagement with both young and mature demographics wherever they are most active online.
As the platforms continue to compete on short-form video, the winning strategy for creators and brands will be to stay flexible across both Instagram and Facebook, and constantly test what content resonates best with each audience.