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Today, we’re studying the latest statistics of Instagram Reels.
Closely related is our research article for Instagram — you’ll notice both articles are quite related to each other!
Instagram Reels is a short video feature developed and owned by the giant media platform Instagram. It allows users to create and share short, engaging video content. With the potential to reach 900 million viewers for advertisements, Reels offers brands an extensive opportunity to increase their visibility and return on investment.
The viral nature of Reels is evident as they are shared through direct messages around one billion times daily, significantly boosting brand exposure.
Furthermore, Reels account for 30% of users’ time on Instagram, indicating high user engagement. Additionally, 34% of Gen Z adults in the U.S. regularly interact with Reels, making them a valuable brand target audience.
| Industry | Average Views |
| Publishing and Media | 227K |
| Beauty | 116.9K |
| Home | 111.7K |
| Luxury and Fashion | 94.7K |
| Retail | 82K |
| Travel Industry | 75.6K |
| Children & Baby | 67.2K |
| CPG, Food and Beverage | 54.9K |
| Health & Wellness | 47.3K |
The latest data indicates that different industries experience varying average views on Instagram Reels.
The publishing and media sector leads with an average of 227,000 views per Reel, followed by the beauty sector with 116,900 views and the home sector with 111,700 views.
Makeup tutorials, product reviews, and skincare routines drive the popularity of the beauty industry. At the same time, the home sector features content on home decor tips, DIY projects, and lifestyle hacks.
The luxury and fashion industry receives an average of 94,700 views, retail follows with 82,000 views, and the travel industry gets an average of 75,600 views. The children and baby sector garners 67,200 views, the CPG, food, and beverage sector averages 54,900 views, and the health and wellness industry registers 47,300 views.
As of early 2024, Instagram has emerged as one of the dominant social media platforms, boasting an impressive 1.8 billion monthly active users.
| Industry | Average Views | Engagement Rate (Average Views / 900M active advert viewers) |
| Publishing and Media | 227K views | 0.0252% |
| Beauty | 116.9K views | 0.0130% |
| Home | 111.7K views | 0.0124% |
| Luxury and Fashion | 94.7K views | 0.0105% |
| Retail | 82K views | 0.0091% |
| Travel Industry | 75.6K views | 0.0084% |
| Children & Baby | 67.2K views | 0.0075% |
| CPG, Food and Beverage | 54.9K views | 0.0061% |
| Health & Wellness | 47.3K views | 0.0053% |
Within the platform, the Publishing and Media sector has taken the lead with an engagement rate of 0.0252%, closely followed by the Beauty sector at 0.0130%.
Notable performers in terms of engagement rates also include the Home industry, Luxury and Fashion, Retail, Travel, Children and Babies, CPG, Food and Beverage, and Health and wellness industries.
According to recent data from early 2024, Instagram Reels boasts 1.8 billion active users per month, solidifying its position as a significant platform for short-form video content. Notably, 900 million users regularly engage with ads, signifying a substantial audience for brand promotions.
| Period | Active Users | Active Advert Viewers |
| Monthly | 1.8 billion | 900 million |
| Daily | 60 million | 30 million |
| Hourly | 2.5 million | 1.25 million |
| Per Minute | 41,667 | 20,833 |
Instagram Reels has 60 million active users daily, with 30 million interacting specifically with ads. This daily activity showcases the widespread reach of Reels content.
Approximately 2.5 million users use Reels every hour, with 1.25 million focusing on viewing advertisements. This illustrates sustained engagement throughout the day.
On average, 41,667 users interact with Instagram Reels per minute, with 20,833 engaging with ad content. These statistics underscore the platform’s ability to capture and maintain user attention.
According to recent data as of April 2024, Instagram remains a prominent social interaction and marketing platform, particularly among the younger generation.
| Age Group | Female (%) | Male (%) |
| 18-24 | 15.2% | 16.5% |
| 25-34 | 14.2% | 16.4% |
| 35-44 | 8.1% | 7.9% |
| 45-54 | 4.8% | 3.9% |
| 55-64 | 2.7% | 1.9% |
| 65+ | 1.7% | 1.2% |
| Total | 46.7% | 47.8% |
Various age groups and genders exhibit distinct utilization patterns among Instagram Reel users. The 18-24 age bracket shows the highest level of engagement, with 16.5% male users and 15.2% female users, indicating that young adults, especially males, are the most active demographic. The 25-34 age group closely follows, with 16.4% male and 14.2% female users, suggesting sustained engagement as users transition into their late 20s and early 30s.
In addition, there is a noticeable presence of users in the 35-44 age group, with 8.1% female and 7.9% male. However, user engagement decreases in the 45-54 age group. The 55-64 age group shows less activity, and the 65+ age group has the lowest activity level.
Instagram Reels has 46.7% female users and 47.8% male users across age groups from 18 to 65+.
Source: Statista
As of January 2024, India had the largest audience for Instagram Reels, with 362 million users. The United States followed with 169 million Reels users, and Brazil had 134 million users. Indonesia, Turkey, and Japan secured the fourth, fifth, and sixth positions, respectively.
| Country | Instagram Reel Viewers |
| India | 362.9 million |
| United States | 169.65 million |
| Brazil | 134.6 million |
| Indonesia | 100.9 million |
| Turkey | 57.1 million |
| Japan | 55.45 million |
| Mexico | 44.85 million |
| United Kingdom | 33.1 million |
| Germany | 30.35 million |
| Argentina | 27.85 million |
| Italy | 27 million |
| France | 25.9 million |
| Spain | 23.95 million |
| South Korea | 23.4 million |
| Philippines | 21.35 million |
| Colombia | 20.05 million |
| Canada | 19.25 million |
| Thailand | 18.75 million |
| Iraq | 18.25 million |
| Egypt | 18.15 million |
Source: Statista
Based on recent data, Instagram Reels users in 2024 primarily use Android smartphones (55%) and iOS smartphones (35%) to access the platform. Tablets account for 7.5%, and desktops make up 3%.
| Device Type | % Traffic |
| Android Smartphones | 55% |
| iOS Smartphones | 35% |
| Tablets (Android/iOS) | 7.5% |
| Desktop | 3% |
Instagram Reels has become the go-to platform for creative individuals, featuring captivating dance performances, hilarious comedies, inspiring travel adventures, delightful food vlogs, and infectious music creations. 91% of adult Instagram users engage with video content weekly, making Reels a primary hub for innovation and entertainment. The abundance of dance challenges attracts young enthusiasts and Gen-Zers, turning ordinary individuals into overnight sensations and trendsetters.
Instagram’s official account within the Meta platform boasts an impressive 605 million followers, making it the most followed account. The Reels phenomenon reshapes online creativity and expression, transforming social media into a more thrilling and immersive environment.
| Username | Video Title | View Counts |
| @riswan_freestyle | Freestyle football trick at waterfall | 491 million views |
| Samsung Ad by BTS J-Hope | J-Hope’s selfie | 316 million views |
| Samsungmobile | Galaxy S23 Ultra promotional video | 298 million views |
| @khaby.lame | Guys how many times it happen to you? | 289 million views |
| @shivanjali_porje | Blink & Express | 260 million views |
| @khaby.lame | Btw I love this kid | 272 million views |
| @khaby.lame | Learn From Kaby | 249 million views |
| @khaby.lame | Did you get the point? | 242 million views |
| @khaby.lame | Ops By Khaby | 238 million views |
| @khaby.lame | I had the impression that the fish was still alive | 230 million views |
| @khaby.lame | Let’s just say He breaks a lot of eggs to make an omelet | 219 million views |
| @khaby.lame and @iamzlatanibrahimovic | Squid Game challenge parody | 209 million views |
| @cochinaquatics | One word – Happiness | 144 million views |
| @khaby.lame | Throwback: Sista it was mine | 131 million views |
| @aubreyfisher | Who said 3 blind mice can’t #glitch | 128 million views |
| @khaby.lame | LOL! Open the door this way | 117 million views |
| @gameruptodate | Only works with toothpaste | 113 million views |
| @krishhhhnna | GTA with dog | 113 million views |
| @bdash_2 | Batman maintenance team | 112 million views |
| @my_aussie_gal | You make my heart sing | 101 million views |
| @leomessi | I like my Pepsi served with ultimate precision | 98.4 million views |
The most popular Instagram reel post links occurred in April 2024 and featured Lionel Messi and his teammates celebrating their 2022 FIFA World Cup win with Argentina.
It was posted by the user @leomessi. Within 24 hours, Messi’s post garnered more than 61 million likes, surpassing the previous record holder, the ‘Photo of an Egg.’ Initially shared in January 2021, the ‘Photo of an Egg’ dethroned the previous most-liked Instagram post, a photo of Kylie Jenner’s daughter, which had received 18 million likes.
| Instagram Account: Reels Title | Number of likes |
| @leomessi: Photos of Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina (Dec 2022) | 75.4 million likes |
| @world_record_egg: Photo of an egg (Jan 2019) | 60.1 million likes |
| @leomessi: Lionel Messi in bed with Mate drink and the FIFA World Cup Trophy (Dec 2022) | 54.5 million likes |
| @cristiano: Lionel Messi and Cristiano Ronaldo playing chess in an advertisement for Louis Vuitton (Nov 2022) | 42.5 million likes |
| @leomessi: Lionel Messi on an airplane with the FIFA World Cup Trophy (Dec 2022) | 41.8 million likes |
| @leomessi: Celebrating the 2022 FIFA World Cup in Argentina (Dec 2022) | 34.2 million likes |
| @cristiano @alnassr: Announcement of Cristiano Ronaldo joining Al Nassr FC (Dec 2022) | 34.2 million likes |
| @jiangzhibin24: Reel of a sunset (Aug 2023) | 34.2 million likes |
| @cristiano: After Portugal was eliminated from the 2022 FIFA World Cup (Dec 2022) | 34 million likes |
| @leomessi: Lionel Messi and Cristiano Ronaldo playing chess in an advertisement for Louis Vuitton (Nov 2022) | 32.7 million likes |
Source: Statista
In a 2024 study focused on Instagram Reels, it was found that posts at midnight received the highest average views, with around 25,000 views per post. However, the most popular time for content creators to post was at 6 p.m., with approximately 119,000 Reels published.
Source: Statista
The projected Instagram follower counts for various follower ranges in 2024 are based on data from 2022 and 2023, indicating notable trends.
| Number of Followers | Reached followers in 2022 | Reached followers in 2023 | Reached followers in 2024 (Forecast) |
| 50k-45m | 95,600 | 47,851 | 23,913 |
| 10k-50k | 16,800 | 6,243 | 2,321 |
| 2k-10k | 3,400 | 1,726 | 876 |
| 500-2k | 1,600 | 753 | 354 |
| Up to 500 | 1,200 | 288 | 69 |
Accounts with 50k-45m followers are expected to decrease reached followers from 95,600 in 2022 to 47,851 in 2023 and a further drop to 23,913 in 2024.
This consistent decline may signal changes in engagement metrics or platform dynamics. Similarly, accounts with 10k-50k followers are projected to experience a decline from 16,800 in 2022 to 6,243 in 2023 and down further to 2,321 in 2024.
This trend continues for lower follower ranges as well. Accounts with 2k-10k followers are forecasted to reach 876 in 2024, down from 1,726 in 2023 to 3,400 in 2022. Smaller accounts with 500-2k followers are expected to reach 354 followers in 2024, following a reduction from 753 in 2023 and 1,600 in 2022.
The forecast predicts that accounts with up to 500 followers will have 69 fewer followers in 2024, compared to 288 in 2023 and 1,200 in 2022.
According to a recent study, Instagram reels receive more likes than comments or saves.
On average, a typical Instagram post receives 198 likes, 10 comments, and 11 saves, while an average Reels post gathers 243 likes, eight comments, and 27 saves.
| Interaction | Reels | Posts |
| Likes | 243 | 198 |
| Comments | 8 | 10 |
| Saves | 27 | 11 |
Source: Statista
In the first quarter of 2024, it was observed that Instagram profiles with large followings of over 50,000 followers were posting short-form videos, known as Reels, approximately every two days, averaging about 0.50 Reels per day.
| Account Size | Average videos posted |
| Tiny | 0.18 |
| Small | 0.18 |
| Medium | 0.21 |
| Big | 0.29 |
| Huge | 0.55 |
Moderate accounts, with follower counts ranging from 10,001 to 50,000, posted an average of 0.3 Reels daily. In contrast, small accounts with fewer than 500 followers shared their Reels on Instagram every five days, amounting to approximately 0.18 Reels daily.
Source: Statista
You can earn $1000, $5000, or even $10,000 through this engaging content.
Please remember the following guidelines:
Reels must have a minimum frame rate of 30 FPS (frames per second) and a minimum resolution of 720 pixels. The goal is to provide the best experience for all Instagram users.
To increase views on your reels, consider the following tips:
Thanks a lot for reading this,
David Ch
Head of the Editing Team at SendShort
David leads the editing team at SendShort. With this help, the team delivers the latest guides on using your favorite social media apps and creating short-form content.
