13+ Top Instagram Reels Statistics For 2023 (Usage, Demographics, & Growth)

Instagram is pushing its users to publish more video content lately — and this includes Instagram Reels. 

But what are Instagram Reels all about? And how are people responding to them?

In this post, we’ll be sharing with you the latest Instagram Reels statistics so you’d have a better understanding of how Instagram users and businesses use the feature every day.

Instagram Reels statistics – Editor’s pick

  • 91% of active Instagram users watch IG videos every week. (Instagram)
  • The most popular Instagram Reel has 289+ million views. (Pathofex)
  • Instagram Reels get more engagement than traditional IG videos. (Conviva)
  • 25% of active brands on Instagram post 17 times per month on average. (Rival IQ)

Key Instagram Reels statistics

These Instagram Reels statistics will give you a better idea of how many Instagram users rely on the feature. There are also Instagram Reels statistics here that will let you know if they are better than traditional video Instagram posts.

91% of Instagram users watch videos on the platform every week.

91% of active Instagram users said that they watch videos on the platform every week. 

91% of Instagram users watch videos on Instagram weekly

For reference, there are about 1.4 billion Instagram users.

Source: Instagram

The most popular Instagram reel has over 289 million views.

The most popular Instagram reel is a video titled Learn From Khaby. It has over 289 million views.

289 million views - Learn from Khaby

The 11 most popular Instagram Reels have over 100 million views according to Pathofex.

Source: Pathofex

Instagram Reels get more engagement compared to IGTV.

Hootsuite’s study showed that Instagram Reel posts get 300 to 800 likes per post. Meanwhile, IGTV and in-feed video posts only get 100 to 200 likes.

But while that may seem like a huge improvement, Hootsuite noted that Instagram Reels only affected the overall engagement just a tiny bit.

Note: this study was run on Hootsuite’s own Instagram account to get an idea of the difference in engagement between Reels, IGTV, and in-feed video posts.

Source: Hootsuite 

Instagram Reels turned 2 years old in August 2022.

Instagram Reels was announced on August 5, 2020. That means Instagram Reels will turn 2 years old in August 2022.

Source: Instagram

Instagram Reels vs other Instagram video content

These Instagram Reels statistics will show how this feature compares to other types of Instagram posts. The Instagram platform has other features like Instagram Stories that are worth exploring if you want to publish video clips.

This section discusses how the Instagram Reels feature works against other Instagram app tools.

Instagram Reels are better for engagement than traditional Instagram videos.

IG Reels get more engagement than IG videos. Conviva looked at the IG Reels engagement rate of different sports leagues and saw that there was a significant improvement over traditional IG videos.

The MLB saw a 13% improvement. The NFL improved by 67%. The NBA had 43% more engagement while the NHL saw a 51% increase.

Instagram Reels: Sports Leagues

The study showed that the more invested a team is in using Instagram Reels, the better their engagement rate becomes.

The same source also mentions that Instagram Reels provide more real estate than its main competitor, TikTok. 

Source: Conviva

25% of brands publish stories 17 times a month.

25% of the most active brands publish Instagram stories 17 times per month. That’s roughly one story every other day.

Number of days a month that Brands published stories

 Another 25% of active brands would publish Instagram Stories at least once a week.

Source: Rival IQ

Instagram users with fewer followers have higher reach rates.

Interestingly, that doesn’t seem to be the case. According to Marketing Charts, Instagram users with fewer followers have higher reach rates.

Average Instagram Story reach rate by follower size

Those that have 0 to 10,000 followers have a 12.9% reach rate. This is improved to 13.3% for those that have 10,000 to 50,000 followers. From there, the percentage goes down as the number of followers increases.

Instagram statistics show that those with 2+ million followers only have a 3.7% reach rate.

Source: Marketing Charts

Instagram images on average gets 312 comments, compared to videos with 303 comments.

According to HubSpot, image posts get more likes than videos or carousels. Take that into consideration when coming up with an Instagram marketing strategy. Global Instagram users also tend to comment more on image posts than on Instagram Stories, Instagram Reels, and other videos.

An IG image gets 312 comments on average. Instagram videos get 303 comments on average. Instagram Carousels get 240 comments on average.

Source: HubSpot

Instagram Reels statistics vs TikTok

The following Instagram Reels statistics will show how Instagram Reels compare to its biggest competitor, TikTok. Can Instagram Reels video content even compete with TikTok?

TikTok generates more engagement than Instagram Reels.

Data shows that TikTok videos tend to generate more engagement than Instagram Reels. When Justin Bieber posted an identical dance challenge on both platforms, he only got 4.8 million from Reels for a 3% engagement rate.

On the other hand, his TikTok video got 9.5 million likes which translates to a 49% engagement rate. 

Kylie Jenner’s post on Tiktok got 23.5 million views which is an 89% impression rate. The same post on Reels only received 1 million views which is an impression rate of 0.5%.

Source: PR Daily

The maximum length of a reel is 60 seconds.

Instagram Reels is competing in a number of ways. One of the most substantial changes that Instagram Reels made is raising the video length to 60 seconds from 30 seconds at launch.

Source: Gadgets 360

Instagram Reels statistics sources


Instagram Reels still have a long way to go before they catch up with the success of TikTok. But with the release of newer features, Reels stand a chance.

Many marketers believe that while TikTok is a great platform for influencers, it’s not the best for brands. Instagram has a great infrastructure for online marketing specialists, making Reels a good feature to invest time and resources into.

So if you’re looking for a platform to promote your products or services, then look no further than Instagram. It’s still one of the best platforms for reaching an audience that’s in the mid-20s to early-30s age bracket.

If you’d like to learn more about the situation with TikTok, check out our roundup of the latest TikTok statistics and trends.

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