Video content material guidelines social media engagement traits in 2023: New analysis explores exercise throughout social channels in Q2


Social media traits transfer at mild velocity, and maintaining with the most effective engagement practices at any given second will be the distinction between digital marketing campaign virality and vanquishment—and social media video is all the fad proper now, based on new analysis from buyer engagement platform Emplifi, which offers entrepreneurs and communicators with deep insights into Q2 2023 social media conduct and traits to assist them keep on prime of those fast-moving shifts. 

One of the vital important findings from the agency’s new Unleashing the Energy of Video: Key Tendencies Driving Social Media Engagement report is the success of Instagram Reels in comparison with different short-form video content material. Based on the information, Instagram Reels outperform all different content material varieties on the social app, producing 55 p.c extra interactions than single-image posts on Instagram, and 29 p.c extra interactions than normal video posts. 

“As a result of the social media panorama is evolving and altering at such a speedy tempo, it’s essential entrepreneurs have entry to insights that may assist them earn the most important bang for his or her advertising and marketing bucks. A key perception from this report is that regardless of an ongoing decline in engagement on Instagram final quarter, the platform nonetheless delivers the best engagement charges for manufacturers in comparison with Fb and Twitter,” mentioned Zarnaz Arlia, chief advertising and marketing officer at Emplifi, in a information launch. 

One other fascinating discovering from the report includes Twitter verification traits by manufacturers. After analyzing greater than 40,000 model Twitter accounts, Emplifi found 4 p.c had been verified on April 11, 2023, every week earlier than the platform started charging an $8 per 30 days subscription payment for its Twitter Blue standing. By June 30, that quantity doubled to 9 p.c of manufacturers having the Twitter Blue verification badge. 

Instagram for manufacturers: A high-level overview

Instagram Reels and Instagram Carousels (multi-image posts) are the top-performing content material for manufacturers on the platform, with Reels shared by manufacturers incomes 75 median interactions per put up in Q2 and Carousels incomes 74 median put up interactions. 

Video content rules social media engagement trends in 2023: New research explores activity across social channels in Q2

Curiously, when taking a look at Instagram advertisements general, solely 11 p.c are Reels placements—nonetheless, 87 p.c of manufacturers used Instagram Reels for advert placements, at the very least as soon as in Q2 2023, representing a 26 p.c enhance year-over-year. Total, Instagram Reels utilization by manufacturers is up 86 p.c in comparison with Q2 2022, with 90 p.c of manufacturers posting, at the very least, one Reel in Q2 of this 12 months.  

It might be remiss to not level out the truth that Instagram Reels engagement has been trending downward for the final 5 quarters, dropping 30 p.c year-over-year in Q2 2023. The competitors for engagement on the platform is steep, to not point out the current deprioritization of Reels by Meta, Instagram’s father or mother firm. These information factors clarify how necessary it’s for manufacturers to diversify their social content material, embracing multiple channel for his or her video advertising and marketing efforts.  

Fb Reels: Nonetheless enjoying catch up

Whereas Instragram Reels are exploding, Fb Reels are usually not seeing the identical traction. In actual fact, Fb Stay Video dominates all different video content material on the platform, incomes almost four-times the variety of interactions in comparison with static video posts. (It’s price noting that Fb Reels haven’t been round so long as Instagram Reels, having been launched two years after Instagram launched its hottest video format. As extra manufacturers cross-post their Instagram Reel content material to Fb, entrepreneurs may even see a shift in engagement.)  

Video content rules social media engagement trends in 2023: New research explores activity across social channels in Q2

Solely 31 p.c of manufacturers used Fb Reels for advert placement in Q2 2022, however that quantity jumped to 82 p.c throughout the identical time interval this 12 months, representing an astounding 166 p.c soar in utilization. 

What’s occurring on Twitter?

With all of the current adjustments occurring at Twitter, the platform has been a sizzling matter amongst social media entrepreneurs and advertisers. For the manufacturers eager to benefit from their exercise on the social community, the information discovered that tweets containing GIFs earned twice as many interactions as these with hyperlinks, and 33 p.c greater than text-based standing updates. 

Video content rules social media engagement trends in 2023: New research explores activity across social channels in Q2

TikTok vs Instagram Reels

TikTok consumer progress is constant to soar. Emplifi’s information revealed that the common model noticed a fivefold enhance in TikTok followers in Q2 2023. Whereas its potential to realize new customers is spectacular, Instagram Reels remains to be outperforming TikTok content material when evaluating median attain, median interactions, and median video views. In the meantime, TikTok wins when it comes to median engagement charges when in comparison with Instagram Reels. 

Video content rules social media engagement trends in 2023: New research explores activity across social channels in Q2

“It’s time entrepreneurs absolutely embrace their video efforts, and which means every thing from Instagram Reels and Fb Stay Video to TikTok content material and even GIFs on Twitter. Quick-form video is exploding and the manufacturers that lean into this pattern will achieve a significant aggressive edge,” mentioned Arlia.

The report additionally consists of actionable social media advertising and marketing suggestions primarily based on the findings, serving as a “cheat sheet” for social media entrepreneurs wanting to spice up their model’s social efforts.

Obtain the complete report right here.


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