Instagram Reels Statistics 2022 (Latest Data)

Last Updated Feb 08, 2023


There’s no denying that Instagram remains the go-to social channel for content creation and marketing strategy.

One reason might be due to Instagram’s constant desire to introduce new features and functionalities that help content creators and businesses maximize on their efforts.

In 2021, the head of Instagram, Adam Mosseri, continued that trend. He let Instagram users know that the platform would shift from static photo sharing to new horizons, focusing on creators, social commerce, messaging, and video. Enter Instagram reels.

According to Instagram statistics, Instagram boasts over 1.3 billion active users every month, keeping Instagram within the top 3 among social media platforms.

This would likely have been impossible if it weren’t for the enhancements to Instagram marketing, editing tools, Instagram stories, and video clips.

In fact, Instagram compares to platforms like TikTok and Snapchat, offering all of the features of these individual platforms all rolled into one powerhouse app.

As you may already know, the Instagram reels feature went live in 2020 and has made a huge impact on short form video content as well as how active Instagram users engage with the platform.

It’s also made an impact on the Instagram algorithm and pretty much anything else you can imagine.

If you already create Instagram reels, awesome. You’re on the right path.

If you don’t, it’s vital that you take a look into these Instagram reels statistics and see just what the future holds.

There’s no doubt that the Instagram community will continue forging ahead with more and more video content, and if you don’t jump on the bandwagon now, you may be left in the dust.

Let’s take a look at all of the most valuable Instagram reels stats and figure out just what this feature has done for Instagram so far.

Instagram Reels Statistics: Quick View

Before we dive in deep, let’s take a quick look at key Instagram reels statistics at a glance.

  • Instagram reels officially launched on August 5th, 2020 in over 50 countries.
  • Gen Z TikTok users are in agreement at 87% that Instagram reels are basically the same thing as TikTok videos.
  • Brazil is where Instagram reels first launched, under the name Cenas (Portuguese).
  • Brazilian Instagram users went up 4.34% after the IG reels feature went live.
  • Viewership has increased due to the reels feature, with huge brands like Nike hitting millions of average views per reel. 4.6 million views on average, to be exact.
  • In June 2020, Instagram reels made their way to Germany and France.
  • Shortly after, IG reels launched in India on July 12th 2020.
  • Instagram app downloads increased by 11.4% in India (7 million to 7.8 million) after the reels feature became available there.
  • Time spent on Instagram in India also increased with reels by 3.5%. No rise in daily active Instagram users was noted.
  • The highest engagement on Instagram reels goes to the LA Lakers, with over 6.8m views on just one single reel, boasting 385k engagements.
  • Overall, NBA teams have seen a rise of engagement by 22% using reels.
  • 50% of all Instagram users use the explore page to find new content and accounts, and Reels are featured there.
  • The engagement rate on Instagram reels is about 22% higher than on normal video clips.
  • Ad spend is set to increase on video content according to 70% of marketers.
  • The most-viewed Instagram reel belongs to the internet sensation Khaby Lame with over 283 million views.

Instagram Quick Statistics

While this article’s focus is on the Instagram reel, it doesn’t hurt to take in some general Instagram statistics to better understand the current state of the platform.

  • There are over 1 billion active Instagram users every month.
  • The average time spent on Instagram is 30 minutes a day.
  • Among social media platforms, Instagram was 2nd-most downloaded app, nearly edging out TikTok.
  • 81% of adult Instagram users are interested in doing research on companies, products, and services that they care about.
  • After viewing a product on Instagram, 50% of users have visited a website to buy that product.
  • 51% of the Instagram user base is female and 49% male.
  • 88% of Instagram users are based outside of the United States.
  • over 130 million users engage with shoppable Instagram posts on a monthly basis.
  • The average post count for Instagram business accounts is 1x per day.
  • 0.96% is the average engagement rate of Instagram posts by business accounts.

When we analyze and understand these Instagram statistics, we can find value in what the IG platform offers in terms of marketing, reach, audience engagement, and ultimately monetization.

While there are plenty of other social networks out there, especially expanding platforms such as TikTok, we can still see a lot of potential in what Instagram offers.

After all, why do so many people choose Instagram marketing over other platforms like Facebook, YouTube, TikTok, LinkedIn, etc.?

The answer may lie in the fact that many people who are interested in discovering new products are on the Instagram platform.

Not only that, there are expansive shopping features available to brands and businesses, getting people excited about their products and converting leads.

Engagement is also higher on Instagram than on other platforms such as Facebook. It’s undebatable that a relevant brand or business needs to have a strong presence on Instagram these days.

Instagram reels can help you get there.

What are Instagram Reels?

The latest Instagram feature, Instagram reels, are short Instagram videos of up to 60 seconds long.

They can include filters, text, music, and elements from video editing tools to create enticing content.

were born based on short form video apps such as Vine and TikTok.

While Vine is no longer an active platform, it was popular for a long time and was truly the pioneer of short form video content.

TikTok rose to popularity in early 2020, and Instagram decided to launch the reels feature not long after in order to stay relevant amongst emerging video content.

The reason why whis content format has become so popular is because it’s possible to combine multiple videos into one full video clip of 60 seconds or less, captivating audiences around the world.

This format also gives Instagram influencers and content creators a lot of creative freedom in coming up with their video content.

Instagram users who have shared at least one reel are also likely active users of TikTok as well, posting the same reel to their TikTok videos, or vice versa.

Instagram usage could have easily seen a decline had the platform not stepped up to the plate and created this new option for video posts.

The Instagram reels feature remains one of the most relevant on the platform, and if you haven’t started creating Instagram reels videos, you may be behind the curve.

Let’s find out a bit more about how they work and then dive into the latest Instagram reels statistics.

How Do Instagram Reels Work?

Here’s a quick walkthrough of how to use Instagram reels, going over some common elements including Audio, AR effects, the Align tool, as well as timers, speeds, and layout.

In order to post an Instagram reel, you have two options:

1. Swipe right from the main Instagram feed to open the Instagram camera, then tap REEL at the bottom of the screen.

2. Tap the Reels icon at the bottom of your Instagram home page (clapperboard icon), then in the top right corner hit the Camera icon. It will take you directly to the IG camera and let you create your reel.

No matter which option you choose, you’ll end up in the same spot. Once you’re there, you have a variety of editing tools located on the left side of the camera.

Instagram Reels Editing Tools

Audio: Perhaps the most popular Instagram reel feature, all viral Instagram reels implement music or sound in some way. Tap on the music note icon and you can begin to add music to your reel.

Instagram reels audio page

You can add from your saved music selections, import from your library, or even search music available on the Instagram library.

If you don’t want to use any of this audio, you can use your own live audio recording. When you use live audio recording, it will be associated with your Instagram reel and any other user can choose it when creating their reel.

If you watch reels and see an awesome audio track you’d love to use, click on the track at the top of the reel.

Instagram Reels Audio on post

It will take you to the main audio page for that sound and play the sound as well as show you all other video posts that use the sound, which can be great for inspiration.

You’ll have the option to click Save Audio, which you can then later use when you create your own Instagram reels.

Instagram Reels single Audio Page

AR Effects: Instagram reels editing tools include plenty of AR (Augmented Reality) effects, which is very common in video content these days. This includes filters and other elements that can give your videos a different look and feel. These effects are available from the Instagram community all over the globe.

Instagram Reels AR Effects

Align: Align is really important because you can keep all of your videos consistent when editing on different clips. Alignmakes sure all objects in your video are the same throughout the different transitions of your reel. This helps your videos to look more professional and clean.

Speed: You’ll be able to take advantage of the speed adjustment to make sure your video has the ideal pace. You can speed things up or slow them down as you wish, which includes the audio as well. Use this to your advantage and create engaging content that can get your Instagram account to the explore page!

Timer and Countdown: the timer feature helps you to record Instagram video clips hands free. All you need to do is hit the Record button and it will give you a head start of 23 seconds before recording begins. After the time is up, recording will stop.

Layout: Now you can also break up your Instagram reels video into different format frames, helping you to create a dynamic reel that sets you apart from the rest.

Must-Know Instagram Reels Statistics

Alright, now that we have some insight into how Instagram reels works, let’s get into the numbers! Without further ado, we’re bringing you the latest Instagram reels statistics.

1. Instagram Reels was Released on August 5, 2020 in over 50 Countries 

Before its full launch on Aug. 5th, IG reels were tested in other countries.

It wasn’t until TikTok became an overnight sensation that Instagram pushed the Instagram reels function out to many parts of the world.

The feature is still going strong and if you’re going to make an Instagram post these days, it’s in your best interest to make it a reel.

Influencers, brands, businesses, creators, musicians, and so many others are flocking to the feature to enhance their engagement and looking to get on the explore page.

You can shoot so many different types of videos that you just can’t do with static image posts as easily, including:

  • How-tos + tutorials
  • Commentary
  • BTS
  • Product features and showcases
  • Promotional content
  • Educational content
  • Funny videos
  • Interviews
  • and much more

Instagram reels can work with so many different styles and in so many different niches. It’s globally adored and still blowing up the platform no matter if you’re daily or weekly users.

2. Reels Launched First in Brazil as “Cenas” 

Brazil has a lot of active Instagram users, so it was a perfect test area for IG to see how to make Instagram reels the best feature possible.

Reels was already being worked on as early as 2019 and that’s exactly when they began testing the beta version in Brazil.

The Instagram audience in Brazil is also a good representation of the platform’s worldwide audience, with 59.6% of users being women and the majority of users between 25-34 years old.

3. Instagram Users Increased in Brazil by 4.34% 

Instagram reels statistics show that all around the world, reels have been popular, especially in Brazil. After Cenas (Reels) became available in Brazil, daily, weekly, and monthly users all increased.

Before Cenas, Brazil enjoyed a 1% increase in users month over month, which isn’t bad considering these numbers are in the thousands.

Within the first month of Cenas from October to November of 2019, the increase shot up to 4.35%, which is a lot higher than the typical increase in Instagram users that Brazil would see.

TikTok wasn’t a popular platform at that time, so that was a good indicator for Instagram that reels was headed in the right direction.

4. Nike Averages 4.6 Million Views per Reel

Nike is a household name to begin with, but it’s still interesting to see what Instagram reels have done for the brand, elevating it just a bit more.

The worst-performing Nike reel when the feature first launched had over 3.2 million views according to Instagram reels statistics, which is huge.

Since the feature has been out for a while, those numbers have slowly gone down, seeing some of Nike’s reels drop to 1.2m views, respectively.

That’s still a massive number of views, and the most-viewed Instagram reel on the platform has 14.1 million views.

These numbers are consistently fluctuating, so it’s also a really interesting point: reels statistics about views can vary greatly depending on the account, as well as the content type.

We can learn a lot from this through observing Nike. What about these high-view reels stood out to the audience, and why did some of them get a lower view count?

Does it have to do with best posting times? Hashtags? Video subject? Audio?

In any case, video views have increased quite a bit with the introduction of reels. All big brands, including Louis Vuitton, NatGeo, Old Navy, NBA teams, and so many more are reaping the benefits of Instagram reels.

5. In June of 2020, Instagram Reels was Found in France and Germany 

Our next Instagram reels statistics brings us to the expansion before launch.

A few months before Instagram reels went live in August 2020, it was quick to look to even more countries it could expand to for some additional testing.

On June 24th, that happened, and Instagram reels were welcomed to France and Germany.

IG took advantage of this opportunity and also tested out new updates to Instagram stories and other elements of the app to ensure users had the best experience when Instagram reels finally went completely live.

It was a hit!

6. 87% of Gen Z TikTok Users Agree That Reels is “Basically the Same”

Next up on our reels statistics we visit Gen Z for their opinion on the feature. With so many Gen Z users on TikTok, it was only natural that they would weigh in on Instagram reels.

29.8% of Instagram users belong to Gen Z, only slightly beat by Millenials coming in at 33% of users.

Gen Z was surveyed about the similarities of Instagram reels and TikTok videos, and they agreed that they were ultimately the same thing.

Instagram has even become slightly more popular among Gen Z, with SM Perth citing that 61% of them prefer to spend more time on Instagram over TikTok.

Instagram must be happy to learn this, because it’s one of their biggest goals with trying to stay hip to Instagram trendsand user habits.

Losing out on the younger generation would be a big loss for Instagram. How long can they sustain this interest?

Because 50% of users are interested in a brand after seeing it on Instagram, Instagram Business wants as many users and eyes on content as possible.

Generating so many billions in revenue every year depends on it, after all.

7. Instagram App Downloads increased by 11.4% in India

Before its wide release in August 2020, Instagram reels were made available in India on July 12th.

Within this short period, Instagram downloads went from 7 million up to 7.8 million due to the new availability of the feature.

Even though 11.4% seems like not much, India is very close to becoming the most populated country in the world, which means that 11.4% is in the hundreds of thousands, arriving just short of 1 million.

Instagram certainly was able to attract tons of people to its platform just because of this new release. Will the hype stand the test of time?

8. Time Spent on Instagram in India Increased by 3.5% 

Videos have been known to keep people on social media longer, and that has been true of Instagram reels.

Confirmed by the head of FB India, Manish Chopra, “reels is being received very well and a variety of public figures and creators from across India are starting to use the feature.”

Apptopia reported a 3.5% increase in time spent on Instagram in India after Instagram reels release.

9. There Was No Increase in Daily Active Users in India

Even though there was a lot of movement with India Instagram reels, time spent, and downloads, the daily active users in India remained the same.

It’s pretty interesting because more Instagram users live in India than in any other region, recently edging out the US according to Statista.

That number still sits around 100 million users per day. This may be because many of the people using the feature were already content creators on the platform, but that’s just speculation.

10. 20 out of 30 NBA Teams Post Instagram Reels Content

Not all social media users are sports lovers, but that doesn’t mean we can’t learn a thing or two from their Instagram profiles.

The NBA, for instance, is widely popular on Instagram and they didn’t waste any time getting started with Instagram reels.

2/3 of the NBA franchise teams added at least one reel since the feature became available (source: Conviva) and at this point, it’s probable that virtually all of them have.

If you go through business accounts on Instagram as well as other sports, musicians, actors, and more, it’s likely that you’re going to see tons of Instagram reels.

In fact, it’s estimated that almost 160 million IG users in the US alone are actively using and posting Instagram reels. This number is constantly on the rise.

11. NBA Teams’ Reels Gain 22% More Engagement 

Not only were NBA teams excited about reels, they got more engagement because of it.

A study by Conviva showed that these NBA franchises have enjoyed a whopping 22% higher engagement level over the standard Instagram post or Instagram stories.

If you’re a content creator looking to connect with your audience, these engagement hikes shown in reels statistics indicate that Instagram reels are the best way to do so.

12. Reels Can Get Featured on the Explore Page, where 50% of Instagram Users Go to Discover Content 

The explore page has always been the goal for any creator on Instagram looking to get more reach, even when it was a simple photo sharing platform.

This is more likely than ever if you’re posting Instagram reels, considering the fact that IG has been giving priority to reels over any other types of content, including Instagram carousels and static images.

50% of IG users visit the explore page to find content that they’re interested in, which means if you get featured there for users in your target audience, you can gain a lot of traction and exposure.

You’ll get more reach naturally, which helps with your long-term Instagram growth. Start posting reels and see if it helps you get there!

13. Reels Receive More Engagement than Regular Video content at a Rate of about 22%

NBA franchise teams aren’t the only people that are getting more engagement from Instagram reels. Overall, based on reels statistics, you can expect 22% more engagement over other types of content.

This seems to be backed up by the fact that tons of brands and businesses have shifted their focus almost entirely to creating high-quality Instagram reels.

Sephora, Old Navy, Louis Vuitton, H&M, Nike, NatGeo, Mercedes-Benz, Target, and so many more (the list goes on and on) have embraced Instagram reels and are getting a great response.

Of course we know that these brands have a lot of followers to begin with, but it does solidify the fact that reels can get you more engagement, as it’s happening across the board.

14. 70% of Marketers are Looking to Increase Ad Spend in Video 

An interesting Instagram reels statistic is that 70% of marketers want to boost ad spend on videos. This isn’t incredibly surprising, though, since the Instagram platform has been more video-focused for years now.

Not only that, higher engagement levels are known to occur with video ads. Instagram reels statistics related to more engagement are music to advertisers’ ears.

Because it’s a bit unclear how ads are going to work with Instagram reels, we’ll have to wait for some more Instagram reels statistics in the future once Instagram has a plan in place for that capability.

15. Influencer Khaby Holds the Most-Viewed Reel at 283 Million (And Counting) 

Khaby Lame has become an internet superstar with over 78.8m followers on Instagram.

He is also the record-holder for the most popular Instagram reel, which is quite simple: he comes back a number of times just to make sure that he turned off his iron before leaving.

This really hit home with a lot of Instagram users and garnered him 283 million views, 12 million likes, and 89.2 thousand comments.

That’s huge! It’s the most popular Instagram reel to date, and we’re curious to see if one can surpass him in the future.

Currently, it seems that he’s fighting against himself, as all of his reels have over 20 million views (and that’s on the low end). Many of them have upward of 100m views.

On TikTok, he has over 147m followers, giving him the title of the most popular creator on that platform. Charli D’Amelio comes next with 144.5 million.

Instagram Reels: the New TikTok?

Alright, so at the end of the day, how do Instagram reels stand up to TikTok vids and what has the Instagram audience said?

With more engagement from reels and a huge shift in the Instagram algorithm to favor reel video content over image posts, it’s clear that the format has made a big impact on the platform.

Not only that, you can find tons of “TikTok Instagram reels”– videos that were created on TikTok and then posted as an Instagram reel.

The simple fact that this happens goes to show that TikTok users still find Instagram valuable for one reason or another. There is no indication that TikTok is going to beat out Instagram.

Users who watch videos on TikTok still watch videos on Instagram. While they may share a portion of their audience, it’s clear that global Instagram users haven’t slowed down due to TikTok.

Not only that, the platform offers more potential with a solid Instagram marketing strategy. You have a range of shoppable posting options, IG stories, static posts, captioning, and so many more elements that keep your audience focused on more engagement.

Standard Instagram posts are also still popular for advertising and marketing strategy, so we truly think that Instagram has a better chance to stand the test of time due to its wide range of offerings for its users.

What is the Future of Instagram Reels?

Instagram reels is here to stay: Instagram just announced on July 26th, 2022 that all video posts would be shifted to Instagram reels.

That means any user that wants to post or edit videos (of less than 15 min) on Instagram will do so using IG reels.

IG cited the immersive nature and entertaining elements of reels as the reason for this change, as well as creating “one simplified experience.”

That pretty much tells you all you need to know about the future of IG reels. Instagram loves it, the algorithm is geared to recognize it, and it’s certainly going to be expanded more if we are to look at the history of IG features.

We’ve got our eye on shopping features next. What do you think will be the next enhancements made to Instagram reels?

Frequently Asked Questions

Just in case you have a few more questions about Instagram reels, we’re bringing you a quick FAQ before heading out today with the top questions from our readers.

What are Instagram Reels?

Instagram reels are short form video posts that can go up to 60 seconds.

It is now the standard format for Instagram videos and allows users to combine different clips.

Instagram reels includes other elements such as special effects, music, and text to catch the user’s attention and boost engagement.

What’s the Difference between Instagram Stories and Instagram Reels?

There are a few main differences between Instagram reels and Instagram stories.

Instagram reels are posted to your actual main feed and will be visible there by any user who visits your Instagram account.

Instagram stories are also short videos, but they don’t appear in your feed at all. They go to the unique Instagram stories feed that is accessible at the top of the main Instagram app page.

These stories disappear after 24 hours and can only be seen again by users if the creator pins them to their Instagram profile in their story highlights.

Both are invaluable to your content creation on Instagram.

You can also share Instagram reels via Instagram stories for promotion and to direct people to your Instagram page.

Are Instagram Reels Good?

There’s no doubt that more and more people like to watch videos on social media. That’s the whole reason this feature was created in the first place.

Instagram reels statistics also show that users are enjoying it and brands are certainly benefitting from more engagement and getting featured on the explore page.

This is also due to the fact that Instagram itself is pushing the feature and trying to retain a lot of its younger audience, so if you’re looking for a strong content strategy on Instagram, reels are definitely good.

Wrap Up: Instagram Reels Statistics 2022

Now over 2 years old, it feels like just yesterday that Instagram reels made their way onto our Instagram accounts.

Instagram reels is a favorite from the IG business team, and it’s likely that new features such as shoppable tags and other editing tools will be made available in the future.

Regardless, there are tons of possibilities with IG reels. If you haven’t already, definitely turn your attention to creating videos that you can post.

After all, how many Instagram users enjoy reels every day?


You can use reels for cross-platform marketing, IG marketing, as well as getting more engagement on your content.

You might just make it to the explore page! Try out reels for your next Instagram business post.

Keep your eye on our blog for updates and more Instagram reels statistics as more data becomes available.

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Engagement equals partnerships, monetization, and endorsements. Increase yours ASAP!