Photography marketing

Report: Instagram Reels Reduce Photo Reach by Almost 50%

It’s no secret that Instagram has been prioritizing Reels over photos for quite a while now. I’ve seen many creators and artists switch to TikTok-esque short videos, complaining that they feel like they have to if they want to keep their reach.

As a recent report shows, it’s not just a feeling. Social Media Marketing Platform Later did an in-depth analysis of Instagram content to compare the reach of traditional posts between 2019 and 2022. It seems that the reach of traditional posts has decreased by 44%! Could Reels be to blame?

Later, he observed more than 81 million traditional Instagram posts, including images, carousels, and videos. They excluded Rees and IGTV and looked at the post reach seen between January 2019 and February 2022. According to the study, the average engagement rate for stream posts in 2019 was 5.16%. “By the end of 2021, that number had dropped to 2.88%,” writes Later. Additionally, the decline continues and is consistent across all traditional diet messages.

Instagram feed posts see a sharp drop in engagement following Meta push on Reels* Average engagement rate for feed posts in 2019: 5.16%. Average engagement rate for feed posts in 2021: 2.88%. *based on data from over 81 million IG feed posts https://t.co/sBYFrz1IHv

So, are the Reels to blame? In short: yes, according to Later. The introduction of Reels in August 2020 affected the downward trend of photos and other traditional posts. But those who adopted Reels as part of their strategy, engagement rates remained consistent, later claims. Even better, some creators even saw positive growth.

If you are a photographer, I believe you feel that Instagram hates you. Me too. I stubbornly post pictures of my embroidery and jewelry rather than photographing Reels. I have some of these short videos, of course, but I rarely film them. I really don’t want to feed Instagram’s tricky algorithm, but rather express myself through what I do well – and that’s the art and craft associated with photography. Unfortunately, it seems like I have to play by someone else’s rules if I want my work to be seen. On Instagram, it’s not enough to be good at what you do.

Take a look at the report on blog laterand let me know – have you noticed a drop in engagement with your photos on Instagram?

[via PetaPixel]