How Many People Use Instagram Reels in 2024? (Monthly Active Users)

Instagram Reels has taken the social media world by storm since its launch in August 2020. As a short-form video feature on Instagram, Reels allows users to create entertaining 15-30 second multi-clip videos enhanced with audio, effects, and creative tools.

With Reels, Instagram is taking on the hugely popular app TikTok in the space of short-form social video. But just how widely used is Instagram Reels at this point? Let‘s take a look at some key stats on Instagram Reels‘ monthly active users and engagement in 2024.

Monthly Active Users: How Many People Use Instagram Reels?

There is no distinct count available for Instagram Reels‘ user base, since the feature is part of the main Instagram app which now has over 2 billion monthly active users globally. However, Reels is one of Instagram‘s fastest growing features.

As more brands and influencers have adopted Reels for their marketing and content, the feature has seen massive growth in users and engagement. Some key stats:

• Over 90% of Instagram‘s users say they access Reels at least weekly.

• 30% of the most-viewed Reels come from accounts with under 10,000 followers, showing the potential for smaller creators to gain an audience.

• The amount of time people spend watching Reels has increased over 90% from June 2021 to June 2022.

So while an exact number is elusive, it‘s clear that a significant portion of Instagram‘s 2+ billion users are now accessing Reels regularly. Analysts estimate at least 500 million active Reels users currently. And that number continues to rise rapidly.

Total Video Views on Reels

When it comes to video views, Reels has already surpassed rival TikTok on some key metrics.

• For larger accounts with 20k-50 million followers, Reels delivers 144% more total video views on average compared to TikTok.

• The average total audience reach per reel is 1.2 million on Instagram compared to 1.19 million on TikTok for major accounts.

• Instagram Reels also sees higher engagement, with a 1.5% average engagement rate compared to 1.4% on TikTok.

So while TikTok still dominates in terms of total downloads and daily active users, Reels is proving extremely effective at generating high volumes of video views and engagement. As Instagram continues to invest in improvements to Reels, this gap may close over time.

What Do People Love About Instagram Reels?

There are several key factors driving Instagram users to Reels:

• Creative Tools and AR Effects: Reels provides a diverse toolbox for creators to make fun, visually compelling short videos accessible right within Instagram. Effects, audio features, timers, and stickers help enhance creativity.

• Ease of Use: Recording and uploading Reels is quick and intuitive on Instagram‘s mobile app. Simply tap the Reels icon to get started. Making high-quality short videos is now simple for anyone.

• Built-in Audience: Reels leverages Instagram‘s vast built-in community. Creators can easily share Reels with their existing audience or be discovered by new fans.

• Engagement: The addictive, scrollable feed format keeps users engaged as they watch one Reel after another. Average time spent is higher on Reels than regular Instagram posts.

• Virality: Reels‘ algorithm recommends content beyond just followers, allowing viral hits to spread widely. Hashtags help with discoverability.

As both creators and viewers continue to see Reels‘ benefits, the feature is likely to keep expanding its foothold on Instagram.

Brands Using Reels as a Marketing Tool

Reels provides major opportunities for brands to show off their storytelling chops and engage audiences in new ways.

Some of the key benefits to brands include:

• Showcasing Products: Reels allows brands to highlight products in action in a fun, visually engaging way. Shoppable links make purchasing easy.

• Behind-the-Scenes Content: Give fans an "insiders look" at what goes on behind the scenes with your brand through Reels.

• User-Generated Content: Brands can re-share user reviews, unboxings, and other UGC that shows authentic love for their products.

• Contests and Challenges: Launch a branded hashtag challenge or contest on Reels to drive high engagement.

• Measurable Results: Detailed analytics on Reels allow brands to optimize and double down on what resonates most.

Given these benefits, it‘s no wonder major brands like Whole Foods, Sephora, Louis Vuitton, and many more have made Reels part of their strategy. As Reels engagement continues to grow, expect brands to further prioritize it.

How Does Reels Stack Up to TikTok on Engagement?

While Reels is gaining steam, TikTok still reigns supreme by some metrics of audience engagement:

• For major accounts, TikTok delivers 232,000 likes on average per reel, compared to 110,000 on Instagram Reels.

• TikTok sees 2,141 comments on average, more than double Reels‘ 811 comments.

• However, Reels delivers a similar engagement rate to TikTok – 1.5% vs. 1.4% respectively.

So while Reels is behind in sheer volume of engagement, it delivers a similar rate of engaged users relative to total followers. As Reels continues to evolve, Instagram will aim to close the gap with TikTok on driving high engagement.

But for now, TikTok remains the leader when it comes to generating mass user interaction through comments, shares, and likes. Still, Reels has carved out an impressive presence and shows potential to catch up over time.

Top-Performing Brands on Reels

Nike has seen huge success using Reels to creatively showcase their products in action. Some Nike Reels stats:

• Average 4.6 million views per reel

• Most viewed Reel hit 6.7 million views

• Even lowest-performing Reels generate over 3 million views

The NBA also drives major engagement with its Reels content across all 30 teams. Compared to regular Instagram posts:

• NBA Reels see 22% higher engagement

• 29 out of 30 NBA teams have adopted Reels

• The LA Lakers account @lakers generates the most Reels views

For both Nike and the NBA, Reels provides a way to capture viewer attention amid endless feeds through captivating short-form video.

The Rise of Short Video Ads

The success of Reels and TikTok has significantly impacted social media marketing budgets. 70% of marketers say they are now more likely to invest in short video ads on social media over static image ads.

Instagram Reels ads enable brands to transform existing video assets into a Reels ad format that is optimized for engagement.

Key options for Reels ads include:

• Video Reels Ad: Transform an existing effective video into a Reels ad. Maintain branding and messaging while optimizing for the Reels experience.

• Branded Effect Reels: Create a custom branded AR effect for users to apply to their own Reels, spreading brand awareness virally.

• Remix Reels: Piggyback on organic content by remixing public photos/videos from users into a new branded Reel.

As Reels usage grows, marketers are following the attention shift and allocating more of their ad dollars to short social video formats.

Who is Using Instagram Reels? User Demographics

In terms of user demographics, Reels skews significantly younger:

• Ages 16-24: 30% of Reels users

• Ages 25-34: 30% of Reels users

• Ages 35-44: 22% of Reels users

• Ages 45-54: 12% of Reels users

• Ages 55-64: 5% of Reels users

Combined, a full 60% of Reels users fall into the 16-34 age brackets. This signals that Reels – much like TikTok – resonates strongly among Gen Z and Millennial users who are flocking to short-form video.

For brands targeting younger demographics, investing in Reels content makes sense to align with this audience‘s preferred content format.

However, Reels does still boast significant engagement across older demographics as well, just trailing the rates seen among the Instagram user base broadly. This presents opportunity for brands of all types.

The Takeaway: Reels is Just Getting Started

While TikTok still maintains its lead in the short video space, Instagram Reels has established itself as a formidable competitor after just two years on the scene. Backed by Instagram‘s built-in community and shaped around creators‘ needs, Reels brings an engaging short video experience brands and users are embracing.

As Instagram continues optimizing Reels to drive more discovery and engagement, the feature is poised for even larger growth in 2024 and beyond. For anyone looking to reach and resonate with audiences on social media, Reels is now a critical part of that strategy. The numbers show this viral video format is capturing user attention – will your brand be part of the trend?