How Reels Have Impacted Feed Post Performance

In 2019, feed posts were the hip kids on the block.

But now, it’s all about Instagram Reels.

Moreover, since 2019, the average interaction rate for feed articles (excluding Reels and IGTV) has dropped by 44%.

Based on 'Later' research of 81M Instagram posts, the average engagement rate for feed posts in 2019 was 5.16 percent.

By the end of 2021, this percentage declined to 2.88 percent.

And the decreased trend is consistent for standard feed (non-Reel) postings  too:

Traditional video feed posts had the steepest decline year-over-year on average. Carousel postings, on the other hand, performed well in terms of engagement.

(PSA: “Later’ is a social media planner trusted by 4M+ companies and artists)

Why Has the Performance of Instagram Feed Posts Suffered?

It all boils down to this: The launch of Instagram Reels in August 2020

It's no secret that Reels are the app's first priority, and other post kinds have suffered as a result.

Engagement rates have stayed stable — or, better still, even increased — among those who have switched to Reels.

Since using Reels as part of our Instagram strategy, for example, we've witnessed a 500%+ spike in interaction.

The average engagement rate for Later in 2019 was 1.28 percent. It is now 9.09 percent in 2022.

After all, Reels aren't the only part of Later's Instagram strategy, but they've been a significant driver of reach and engagement.

What Does This Mean for Your Instagram Strategy in 2022?

The figures do not lie. It's time to join Reels if you want to experience a rise in Instagram engagement in 2022.

While regular Instagram feed postings have their value, Reels are the most effective way to reach new audiences.

The real kicker is that there are a plethora of methods to express yourself using Reels, and you don't need to be a video editing wizard or a dance master to do it.

They may be as basic as layering multiple static photos or clips to a beat using Reels Templates. Or simply add a motivating phrase to some atmospheric b-roll.

All you need is a bit of creativity and some trial and error! 

The Takeaway

Remember that you're not alone if your engagement rates have fallen during the previous several years. The same thing has been happening to a lot of other accounts.

What's the good news? There are still lots of opportunities to change your strategy and achieve excellent results.

In fact, some companies and creators are seeing career-high levels of reach and engagement.

Instagram isn't "dying," but it is evolving, and with change comes opportunities. 🎉