Instagram Reels Rivals TikTok’s Global Appeal, New Data Reveals

Since Meta introduced its short-form video feature, Reels on Instagram in 2020, it has been in a fierce battle with TikTok for users’ engagement. However, two recent studies indicate that Reels are gaining traction and capturing the spotlight among social media enthusiasts.

According to a recent survey by Morgan Stanley involving over 2,000 U.S. consumers aged 16 and above in March, 37% of Instagram users now interact with Reels daily, with 78% engaging with it monthly. The study further reveals a shift in social media habits, with increased Reels usage correlating with decreased TikTok activity; notably, 26% of Reels users now report not opening TikTok at all, up from 20% in September 2023, the last time the survey was carried out by Morgan Stanley.

In April, Omdia’s research revealed a global shift in short-video dominance. Instagram surpassed TikTok in popularity across various countries such as the UK, Japan, and Brazil. It now ranks higher than TikTok among the top 10 video services in terms of monthly usage.

Reels have taken the lead in both the US and Brazil, pushing TikTok to fourth place. Similarly, in markets such as Spain, Reels has surpassed even established streaming platforms like Netflix in terms of popularity.

Omdia surveyed 2,400 respondents in each country to determine the frequency of their use of TV and video services, which influenced these rankings.

In a press release, Omdia’s senior research director of media and entertainment, Maria Rua Aguete, said, “Instagram’s rise in popularity is a testament to the evolving nature of viewer engagement and the increasing demand for short-form, visually appealing content,” “We are witnessing a transformative period in how people consume video content.”

TikTok’s rapid growth among Gen Z users, who increasingly see it as a primary search engine rivaling Google, appears to be tapering off. According to Morgan Stanley, daily usage in the US has slightly increased to 31% from 30% a year ago, suggesting TikTok’s momentum is plateauing. At the same time, there has been a decline in overall TikTok engagement among daily Reels users, dropping from 50% in September last year to 46% currently.

TikTok is grappling with challenges in its competition with short-video rivals like Reels. Despite initiatives such as the Creator Rewards program to promote longer videos, there remains a strong preference for short-form content, which has bolstered Reels’ engagement. Ongoing discussions about potential bans and security concerns linked to TikTok’s Chinese ties have also contributed to uncertainty among creators and users about the platform’s future.