Instagram Reels Study Reveals Insights on Post Type Performance for Brands

  • Brands are now posting more Reels than any other type of Instagram content.
  • Reels get more likes and comments than other content types on average.
  • Even though Instagram’s algorithm is pushing Reels, interaction rates are on the decline - across all post types.

Cologne, Germany. Social media analytics platform quintly has released a data report comparing the performance of Reels to other types of Instagram posts. 

The report provides detailed examples presented in easily digestible visual graphs and charts, revealing deep insights gathered with quintly’s advanced social media analytics tool. By compiling various metrics, including interaction rate, post volume, post timing, and hashtag usage, the report shows how brands use Reels and how the short, multi-clip videos perform compared to other Instagram post types.

Instagram recently launched its Reels API for third-party use, allowing  quintly to be among the first to gather substantial insights about the social media channel’s newest post type. 

quintly collected data from 20 of the most-followed brand accounts on Instagram across a variety of industries, including beauty, fashion, sports, and entertainment. Most of the insights come from the 30-day period between June 20th to July 19th, 2022. The report also looks at the evolution of Reels performance over the past year since July 2021. 

The report contains invaluable insights for brands planning their upcoming Instagram campaigns, especially if they are deciding whether it’s time to get on board with Reels.

Frederik Born, Co-CEO and Co-Founder at quintly, explained that brands might have to embrace Reels if they want to continue making an impact on Instagram.

Brands who use Instagram as their main marketing channel might be reluctant to invest time and effort making TikTok-style, multi-clip videos which are heavily edited. However, if they want to stay competitive on Instagram, they might not have a choice, he explained.

Frederik Born, Co-CEO and Co-Founder at quintly

From the data we gathered, it looks like Reels are on the way to becoming Instagram’s most popular content type. Even with high-profile influencers like Kylie Jenner and Kim Kardashian demanding that Instagram stop trying to copy TikTok, the platform seems determined to continue prioritizing Reels.

Frederik Born, Co-CEO and Co-Founder at quintly
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About quintly

quintly is a web-based social media analytics tool that helps users track and benchmark their social media performance against their competitors, empowering clients to take better data-based decisions and optimize their social media strategy.

quintly was founded in the small town of Ennepetal, Germany in early 2011 by the brothers Alexander and Frederik Peiniger and is now headquartered in Cologne, Germany since 2012. Having started off as a small team under the name “AllFacebook Stats” it was renamed later on to “quintly” as more and more networks have been integrated. quintly's clients can track Instagram, Facebook, Twitter, LinkedIn, YouTube and Pinterest.

The company now employs 25 people in Germany, the US and Mexico, has users in 183 countries and serves paying clients in over 60 countries. After three years in business, quintly expanded internationally in 2014 and has established its US corporation as well as a sales office in Mexico with its headquarters remaining in Cologne. Besides providing an advanced analytics tool, quintly's international team also shares its expertise through publishing in-depth studies and social media data analyses regularly.

To find more information about the story behind quintly, please visit