The company says that it analysed 77.6m Instagram posts to compare their performance. It found that Reels were 22.1% of those posts, compared to 42.2% that were images, 26.2% that were carousel posts, and 9.6% that were non-Reels videos. However, Reels accounted for 35.4% of the likes for all this content, and 33.8% of the ‘estimated reach distribution’.
