60 Instagram Reels Statistics You Need to Know in 2026

Outfame is an AI-powered Instagram growth platform used by more than 65,000 creators and businesses worldwide. The statistics below draw from Meta's official disclosures, peer-reviewed platform studies, and Outfame's proprietary dataset of tens of thousands of active Instagram accounts.

Instagram Reels have evolved from a TikTok response feature into the engine that drives the entire Instagram experience. Whether you are a solo creator, a brand marketer, or an agency managing dozens of accounts, understanding the latest Reels data is essential to making smart content decisions. Here are 60 statistics that paint a complete picture of where Reels stands in 2026.

General Instagram Reels Statistics

1. Instagram Reels are played more than 200 billion times per day across Instagram and Facebook.

Meta first disclosed 140 billion daily plays in late 2022. By 2025, industry estimates placed the figure above 200 billion as Reels consumption accelerated globally.

2. There are more than 2 billion monthly active Reels users on Instagram.

With Instagram surpassing 3 billion monthly active users in 2025, nearly the entire user base now interacts with Reels content.

3. Reels account for 50 percent of all time spent on Instagram.

Meta CEO Mark Zuckerberg confirmed during an earnings call that Reels now represent half of the time users spend on the platform, up from 35 percent in 2023.

4. Approximately 38.5 percent of all posts in Instagram feeds are Reels.

Reels have overtaken photos (39.8 percent) and carousels (21.6 percent) in feed composition, making video the dominant content format.

5. Roughly 139 million Reels are watched every minute worldwide.

That translates to more than 2.3 million Reels viewed every second, underscoring the format's extraordinary consumption velocity.

6. Over 1.5 billion Reels exist on the platform as of 2025.

The total library continues to grow rapidly, with an estimated 30.8 million new Reels uploaded daily.

7. 91 percent of active Instagram users watch videos on the platform every week.

Video has become the default consumption mode, and Reels are the primary format driving that behavior.

8. Instagram Reels launched on Aug. 5, 2020, as 15-second clips and now support videos up to 3 minutes long.

The maximum length was extended to 90 seconds in 2022 and again to 3 minutes in January 2025. Uploads from the camera roll can be up to 15 minutes.

India leads global Reels consumption with 362.9 million users, followed by the United States with 169.65 million and Brazil with 134.6 million.

These three markets account for the majority of Reels viewership and heavily influence trending content and algorithm priorities. Indonesia (100.9 million) and Turkey (57.1 million) round out the top five.

The largest demographic of Reels viewers is the 25-to-34 age group, which makes up 31.6 percent of the audience.

The 18-to-24 cohort follows closely at 31.5 percent, and the gender split is nearly even: 50.6 percent male and 49.4 percent female. This balanced demographic profile makes Reels an effective tool for reaching a wide range of consumer segments.

Sources: Meta/Instagram for Business, Statista, Datareportal, DemandSage

Reels Engagement Statistics

9. The average Instagram Reels engagement rate is 1.23 percent per post.

This figure, reported by Socialinsider, represents a decline from 1.48 percent the prior year but still outperforms single-image posts (0.70 percent).

10. Reels generate 49 percent more engagement than static image posts.

The algorithmic boost Reels receive translates directly into more likes, comments, and shares compared with photos.

11. The average Reel receives 243 likes, 8 comments, and 28 saves.

Saves in particular signal high-value content, and Reels consistently outperform other formats on this metric.

12. Reels receive 22 percent more interaction than standard in-feed video posts.

The dedicated Reels algorithm and full-screen vertical format drive stronger engagement than legacy video formats.

13. Carousel posts still deliver 12 percent higher engagement than Reels on average.

Buffer's analysis of more than 4 million posts found that carousels remain the top engagement format, though Reels far outperform them on reach.

14. Reels that use a jump cut every 3 to 5 seconds see 32 percent higher engagement than single-shot videos.

Fast-paced editing matches viewer expectations in short-form video and keeps retention high.

15. Reels between 60 and 90 seconds deliver the highest overall engagement rates.

Socialinsider's 2025 benchmarks show that medium-length Reels outperform both ultra-short clips and videos over 2 minutes.

16. 80 percent of Reels are watched with the sound on.

Unlike feed posts, Reels are a sound-on experience, making audio selection and voiceovers critical to performance.

17. 80 percent of users are more likely to complete a video when captions are available.

Even in a sound-on environment, captions improve retention and accessibility, boosting algorithm signals.

18. Accounts posting four or more Reels per week grew followers 2.8x faster than those posting fewer, based on Outfame data from 65,000+ accounts.

Consistency is one of the strongest predictors of follower growth, and four Reels per week appears to be the inflection point.

19. Creators who publish Reels regularly gain followers 25 percent faster than those who do not.

Even occasional Reels posting confers a measurable growth advantage over accounts that rely solely on static content.

Sources: Socialinsider, Buffer, Metricool

Reels Reach and Algorithm Statistics

20. Reels generate 125 percent more reach than single-photo posts.

Buffer's data-science team found that Reels achieve 2.25 times the reach of a standard photo, making them the most effective format for new-audience discovery.

21. Reels reach 36 percent more users than carousel posts.

Even carousels, which are strong engagement performers, cannot match Reels' algorithmic reach advantage.

22. The average Reels reach rate is 30.81 percent of total followers.

By comparison, carousels average 14.45 percent and images average 13.14 percent, confirming Reels as the reach leader.

23. Reels accounted for 68 percent of all non-follower reach among Outfame user accounts.

For creators focused on growth, Reels are by far the most effective way to get in front of people who do not yet follow you.

24. The average Reel receives 16,153 views, according to a Metricool analysis of 1.6 million videos.

View counts vary significantly by account size, but even small accounts benefit from the algorithm's willingness to surface Reels to non-followers.

25. Accounts with more than 50,000 followers average 65,800 views per Reel.

Larger accounts benefit from both follower reach and algorithmic amplification, compounding their view counts.

26. Accounts with fewer than 5,000 followers average about 300 views per Reel.

Small accounts have a 20 percent view rate, meaning their Reels still reach about one-fifth of their audience plus additional non-followers.

27. Reels reach decreased by 49.95 percent between 2022 and 2023 as competition intensified.

As more creators adopted Reels, the average reach per Reel declined, reinforcing the importance of content quality over volume alone.

28. Sends per reach is now the most important Reels ranking signal.

Instagram head Adam Mosseri confirmed that shares (DM sends) matter more than likes or comments for determining how widely a Reel is distributed.

29. Reels longer than 90 seconds are not recommended to non-followers by Instagram's algorithm.

Hootsuite's research confirms that only Reels under 90 seconds are eligible for Explore and recommended feeds, limiting the discoverability of longer content.

Sources: Buffer, Metricool, Hootsuite

Reels Length and Performance

Instagram has expanded the maximum Reels length several times since launch. Here is how different durations perform based on the latest data.

30. Reels between 7 and 15 seconds achieve the highest retention rates, typically 60 to 80 percent.

Short, punchy clips hold attention most effectively and are ideal for trend participation and quick tips.

31. Reels between 60 and 90 seconds generate 24 percent more shares than shorter clips.

Longer Reels that tell a complete story encourage viewers to share them via DMs, boosting the sends-per-reach signal.

32. Reels over 2 minutes see a consistent decline in views.

Audiences are willing to watch longer content, but only if it earns their attention within the first few seconds.

33. The maximum Reels length is now 3 minutes when recorded in-app and up to 15 minutes for uploads.

Instagram extended the in-app limit to 3 minutes in January 2025, giving creators more flexibility for educational and narrative content.

34. Reels between 15 and 25 seconds hit the engagement sweet spot for most industries.

Marketing studies indicate this range balances retention, shareability, and algorithmic favorability for the broadest range of content types.

35. The average viewer makes a scroll-or-watch decision within 8 seconds.

The opening hook is everything. If a Reel does not capture attention in the first 3 seconds, the remaining content rarely gets seen.

Sources: Socialinsider, Hootsuite, Opus Clip, OneStream

Reels for Business Statistics

36. 30.85 percent of businesses now use Instagram Reels, up 57.4 percent year over year.

Brand adoption of Reels is accelerating as more companies see measurable returns from short-form video.

37. 77 percent of Instagram users have purchased a product after discovering it through Reels.

Reels are not just a brand-awareness play. They drive direct purchase behavior at a rate that rivals dedicated e-commerce channels.

38. 70 percent of Instagram users use the platform to research products and services.

Reels have become a core part of the purchase consideration phase, especially for fashion, beauty, and lifestyle categories.

39. 50 percent of Instagram users discover new brands through Reels.

Half of the platform's user base has found a new brand through the Reels feed, making it one of the most powerful organic discovery tools available.

40. 30 percent of the most-viewed Reels focus on product promotion.

Product-focused content performs well when it leads with entertainment or education rather than a hard sell.

41. 58 percent of marketers prefer Instagram Reels over TikTok for influencer marketing campaigns.

Instagram's established infrastructure, shopping integrations, and older demographic skew give it an edge for ROI-focused influencer collaborations.

42. Sponsored Reels from influencers generate 64 percent more impressions than sponsored image posts.

The combination of Reels' algorithmic reach and influencer credibility creates a powerful amplification effect.

43. Creators using Outfame's AI growth alongside a Reels-first strategy gained an average of 1,850 new followers per month.

Pairing consistent Reels publishing with AI-powered engagement automation produces compounding growth results. Start growing with Outfame to see how a Reels-first approach can transform your account.

Sources: Socialinsider, eMarketer, GrabOn/PathSocial

Reels Advertising Statistics

44. 726.8 million people can be reached through Instagram Reels ads, representing 55.1 percent of Instagram's total ad audience.

Reels ads offer massive scale, covering more than half of all Instagram users who can be targeted with advertising.

45. Instagram's ad revenue is projected to reach $75 billion globally in 2026.

Reels ad placements are a growing share of that total, with more than one-quarter of Instagram ad revenue now coming from Reels and non-Feed formats.

46. Vertical Reels ads (9:16 with sound) have a 34.5 percent lower CPA than image ads.

The native, full-screen format outperforms static alternatives on cost efficiency, making Reels one of the most efficient paid placements on Instagram.

47. Reels ads generate 27 percent higher engagement compared with static feed ads.

Motion, sound, and full-screen presentation combine to capture attention more effectively than traditional in-feed image ads.

48. The average Reels ad click-through rate is 1.25 percent, with an average CPC of $1.42 in the United States.

These benchmarks position Reels competitively against other social media ad formats, particularly for awareness and consideration campaigns.

49. In Q2 2025, Reels accounted for 21 percent of all U.S. ad impressions on Instagram.

Stories (44 percent) and Feed (31 percent) still dominate impression volume, but Reels' share is growing quarter over quarter.

50. Ads featuring a human presence receive 25 percent more clicks than those without.

Reels ads that show a real person, whether a creator, employee, or customer, consistently outperform product-only creative.

51. Brands using Reels see 55 percent higher conversion rates compared with brands relying solely on static ads.

The full-funnel impact of Reels, from awareness through purchase, makes them a cost-effective addition to any paid strategy. Compare Outfame plans to see how organic Reels growth can complement your paid spend.

Sources: Datareportal, eMarketer, Quimby Digital, Cropink

Reels vs TikTok vs YouTube Shorts

Short-form video is a three-platform race. Here is how Instagram Reels stacks up against TikTok and YouTube Shorts on key metrics.

52. TikTok's average engagement rate (2.80-3.15 percent) is roughly four times higher than Reels (0.65 percent).

TikTok's algorithm is more aggressive about surfacing content to non-followers, which inflates engagement metrics relative to follower count.

53. YouTube Shorts delivers the highest average views for smaller accounts (under 50,000 followers).

Accounts with 10,000 to 50,000 followers average 12,160 views per Short compared with 2,500 per Reel, thanks to YouTube's massive discovery engine.

54. Instagram Reels generates roughly 3 times more conversation (comments) than YouTube Shorts.

Reels average 35 comments per video versus 20 for Shorts, reflecting Instagram's more socially interactive user base.

55. 58 percent of U.S. marketers choose Reels over TikTok for influencer campaigns.

Instagram's brand-safety tools, established creator marketplace, and older spending demographic make it the preferred platform for ROI-driven influencer marketing.

56. Reels benefit from Instagram's integrated ecosystem of Feed, Stories, DMs, and Shopping.

Unlike standalone short-form platforms, a single Reel can drive follows, story views, DM conversations, and direct purchases within the same app.

Sources: Socialinsider, Baltic Times, ElectroIQ

Reels Trends and Predictions

57. Instagram Reels content volume increased 46 percent between 2022 and 2023, and growth has continued into 2025-2026.

More creators and brands are publishing Reels than ever, which means standing out requires higher production quality and stronger hooks.

58. Reels engagement rates declined approximately 20 percent year over year in 2024-2025.

Saturation is the primary driver. As supply grows faster than demand, individual Reels receive a smaller share of total engagement. Quality and consistency are the antidote.

59. AI-generated and AI-assisted Reels content is surging, with Meta investing heavily in generative AI tools for creators.

Meta has introduced AI-powered editing features, auto-captioning improvements, and AI-suggested audio, signaling that AI will be a defining theme for Reels in 2026 and beyond.

60. The best times to post Reels in 2026 are between 7-9 a.m. and 11 a.m.-1 p.m. in your audience's local time zone.

An analysis of more than 6 million Reels found that morning and midday posting windows maximize initial engagement, which triggers algorithmic amplification.

61. Reels published on Tuesdays receive the highest volume, with 132,555 Reels going live each Tuesday.

While competition is highest on Tuesdays, the elevated user activity also creates more opportunity for discovery.

62. Reels posted at midnight average 25,159 views, the highest of any posting time.

Late-night posting benefits from lower competition and catch-up viewing during the next morning's scroll sessions.

Collaborative Reels and remix features are expected to become central to Instagram's 2026 strategy.

Instagram has steadily expanded co-authoring tools, and early data suggests collaborative Reels generate 40 to 60 percent more shares than solo posts. The platform is investing in features that make it easier for creators to build on each other's content, mirroring TikTok's duet culture within Instagram's ecosystem.

Subscription-based and gated Reels content is emerging as a monetization path for top creators.

Instagram's subscription feature allows creators to offer exclusive Reels to paying subscribers. As the creator economy matures, expect more mid-tier creators to adopt this model, blending free Reels for discovery with premium content for revenue.

Sources: Socialinsider, Metricool, Meta

Frequently Asked Questions

How many people use Instagram Reels in 2026?

More than 2 billion people use Instagram Reels every month. With Instagram surpassing 3 billion total monthly active users in 2025, Reels has become a near-universal feature on the platform. The format accounts for 50 percent of all time spent on Instagram, according to Meta.

What is the average engagement rate for Instagram Reels?

The average engagement rate for Instagram Reels is approximately 1.23 percent per post, according to Socialinsider's 2025 benchmarks. This is higher than single-image posts (0.70 percent) but lower than carousel posts (0.99 percent, or up to 1.48 percent depending on the study). Engagement rates have declined roughly 20 percent year over year as more creators publish Reels.

What is the best length for Instagram Reels?

For maximum retention, 7 to 15 seconds is ideal, achieving 60 to 80 percent viewer retention. For maximum engagement and shares, 60 to 90 seconds performs best. Reels under 90 seconds are eligible for recommendation to non-followers, while those over 90 seconds are shown primarily to existing followers. The right length depends on your content type and goals.

Are Instagram Reels better than TikTok for business?

It depends on your audience and goals. TikTok delivers higher raw engagement rates (2.80-3.15 percent vs. 0.65 percent for Reels), but Instagram Reels offer superior shopping integration, a slightly older and higher-spending demographic, and the advantage of Instagram's integrated ecosystem. Fifty-eight percent of U.S. marketers prefer Reels for influencer campaigns, and 77 percent of users have made a purchase after discovering a product through Reels.

How many Reels should I post per week?

Data from Outfame's analysis of 65,000+ accounts shows that posting four or more Reels per week correlates with 2.8 times faster follower growth. Hootsuite recommends posting 3 to 5 times per week for optimal Instagram engagement overall. Consistency matters more than volume: a steady schedule of 4 Reels per week outperforms sporadic bursts of 10.

Methodology

The statistics in this article are compiled from a combination of official Meta disclosures, third-party research platforms, and proprietary data. Key sources include Meta Investor Relations reports, Socialinsider's annual Instagram Benchmarks studies (analyzing millions of posts), Buffer's data-science analysis of over 4 million posts (2022-2024), Metricool's analysis of 1.6 million Reels, Datareportal's global digital reports, and Statista's industry tracking. Outfame's proprietary statistics are derived from anonymized, aggregated performance data across more than 65,000 active creator and business accounts on the platform during the 12 months ending January 2026. All third-party statistics are cited with their original source and have been verified against the original reports where possible. Engagement rate definitions may vary slightly between sources. Where discrepancies exist between studies, we note the range and cite the most recent or methodologically rigorous source.