Move over TikTok, there’s an old player in town: Emplifi’s research suggests there’s still some life in Meta’s Instagram platform for advertisers. Capitalizing on that promise, however, will require some shift in advertiser behavior.
Instagram’s Reels, which are designed to mirror TikTok videos of longer length that remain in creators’ feeds, are much more time-consuming to create than Stories, which are shorter-form videos (15 seconds or less) that disappear from feeds in 24 hours. As brands create their social marketing plans for 2024, it may be worthwhile to include more Reels and longer-form videos, according to Emplifi’s CMO Zarnaz Arlia.
