More social and better for business: Meta stares down TikTok in short form video battle

A new report from Instagram reveals a significant increase in user engagement with short form video (SFV) content – and shows how Australian brands are monetising their content plays.

The social media platform, owned by Meta, yesterday launched Shift to Short, which found 63% of Aussies consume SFV weekly, attracted to what it calls ‘snackable’ and highly sharable content.

Globally, more than two billion Reels videos are shared each day, Instagram reported. That mammoth figure has doubled in the past six months.

Further user research probing what appeals identified three distinct qualities – raw and authentic content, behind the scenes glimpses of interesting people and places, and Reels that tap into the latest trends.

Comparisons between Reels and Gen Z powerhouse platform TikTok are inevitable, but Meta’s head of connection planning for ANZ, Helen Black, said brands get a different experience on Instagram.

“What makes Reels stand out is that it turns attention into action and helps to connect businesses with customers,” Black told Mumbrella.

“Reels is more social and engaging because it sits in Meta’s family of apps, where 3.8 billion people use one of Meta’s apps each month. And people are already connected with their family and friends, and more connections leads to more engagement.”

The research found 74% of Aussie users went on to purchase from a brand after seeing a Reel on Instagram, she added.

Alcohol brand Carlton United Brewery (CUB) recently used a Reels, content-first strategy to reach Gen Z audiences via an array of ‘creators’ who are popular on the platform.

“The campaign allowed CUB to connect with a younger generation with a refreshed image, in a way that included inclusivity and authenticity,” Black said.

“As a result, it drove a 58% higher incremental reach compared to usual campaign and a 5.5-point higher incremental lift in affinity, compared to usual campaign.”

Reels is Meta’s fastest-growing content format, she said.

Thomas Hutley, managing director of OMG Content, said the agency had experienced a lot of success with Reels.

“There is a lot that we can learn from creators about the type of content they are developing for their communities,” Hutley said.

“In the ongoing battle for consumers’ attention and engagement, brands need to stand out more than ever, and remaining authentic and relatable is now a non-negotiable.”