Research: Why have Instagram Reels interactions dropped?

According to research conducted by Metricool, Instagram Reels reach has fallen by 76% compared to 2022. 316 thousand Instagram accounts with varying follower counts were examined.

NUMBER OF DATA POINTS EXAMINED IN THE REPORT

-316,394 Instagram accounts

-1,068,716 Reels content

-2,418,508 Posts

-9,419,426 Stories

SHARING RATE INCREASED

Despite the drop in Reels reach, when compared to 2022, the Reels sharing rate has increased by 35% for small accounts and 93.50% for large accounts.

When comparing single-image and carousel content, it is observed that the average interaction rate with carousel content increased by 15.82% in 2023.

THE AMOUNT OF PIE PER PERSON HAS DECREASED

The biggest reason for the drop in Reels reach is thought to be the heavy investment brands are making in this area. In a scenario where the pie does not grow, an increase in the number of people wanting to eat from the pie results in a decrease in the amount of pie per person.