Instagram Reels engagement has been falling according to Meta’s report in 2023. It untangles Reels’ large views gap compared to TikTok and how most users even have no engagement on the video-sharing feature whatsoever. As the news might be concerning, this article will discuss the full report on Instagram Reels engagement dropping in 2023 and what can creators do to face the situation.
Do you feel like your Reels’ views are stuck?
Don’t worry, you are not the only one.
Turns out, Meta’s research says that IG Reels indeed has an engagement drop on its third-quarter report.
Most Reels users have also reported the same: they get no engagement at all.
But the engagement falling is actually based on some factors that hinder Reels to get a good amount of views.
One of them is the rampant “recycle” content published on Reels, such as TikTok content with a watermark.
Want to know more about the reason why Reel’s engagement is suddenly stumbling?
Here is the complete explanation of Instagram engagement dropping in 2023.
Should you worry about this? Is this the time to leave Reels?
I will also give you a guide on what possibly you can do as creators & influencers to outdo the situation in 2023.
Let’s get into it.
TL;DR:
Here is what you can do as a creator to overcome Instagram Reels engagement dropping in 2023:
- Keep making original Reels content for any Instagram users
- Make more visually-appealing Reels video content for Instagram users
- Do an entire audit of your Instagram Reels engagement
- Set a strategy to share more about your Reels
Instagram Reels Engagement Falling Report
The third quarter of 2023 has been a bad period of the moment for Instagram
As Reels reportedly has a low engagement in its effort to tame TikTok fame.
What are exactly the findings? Are they concerning?
Here is the full Instagram Reels engagement dropping report in 2023.
Instagram Reels’ watch time is reported to fall behind TikTok
This is the ultimate news of all: Instagram Reels lost to TikTok in terms of users’ watching time per day.
Instagram users “only” spend 17.6 million hours a day watching Reels.
It’s so difficult to get 2 digit millions of views on Reels,
This original & high-quality content only generates 1.2 million views max.
The number is so much less compared to TikTok where users spend 197.8 million hours each day on the short-form video platform.
The Instagram Reels engagement rate is also down 13.6% over four weeks prior.
Meta also admits that the Reels’ monetization is too slow in a fast-paced social media industry.
Another important data to note: Meta is having trouble retaining teenagers to stay on the app, while most of them prefer TikTok.
This shows that Instagram is struggling to catch up with TikTok.
But is it the end of Reels? Read on to foresee the future.
Reels creators don’t get enough views compared to content published at TikTok
According to creators on Reels, the feature doesn’t generate “good” views for them
Compared to videos they upload on TikTok.
Landen Purifoy, a 22-year-old creator who uses a talk box to make funny sounds & music, proves the statement.
Most of his videos are watched by more than a million views on TikTok.
And when the videos are reshared on Snapchat’s Spotlight & YouTube Shorts,
They also gain millions of views, but not on Instagram Reels.
Purifoy said that it doesn’t make sense that creators “must” make original videos for Reels.
A different experience is with Danny Freeman who loves posting cooking videos on TikTok and Reels.
He once posted a recipe video on TikTok that gains 440k views,
And when he reposted it on Reels, it gathered one million views.
Freeman believes visual videos like the one he published fit more of Reels or Instagram users overall.
Is Freeman true? Why do Reels perform differently?
What can justify the two experiences? Let’s find out.
Why is Instagram Reels engagement dropping so suddenly?
Simple answer: Instagram demands its creators to make original Reels.
The full answer to why there is a sudden engagement fall on IG Reels is that
There are still lots of unoriginal & watermarked videos on Reels
And it downranks the content, making it perform badly.
They might get a quite amount of views thanks to their large audience base, but they won’t appear on Instagram explore pages.
Meta’s internal documents reveal that nearly a third of Reel videos are made on another platform,
Most of them are from TikTok and contain a watermark.
Meta will downgrade such videos and show them to a smaller audience, but the videos continue to swarm.
As a company that also considers users’ satisfaction, this means Reel users will see recycled videos from other popular platforms.
If that’s the case then it will be bad for users as they might see the same content over and over again even if they switch platforms.
So, should creators stay on Reels?
If yes, then they should prepare another content idea for Reels. Yes, let me explain why.
Should I still create Reels in 2023?
Yes, you should. Let’s be straight.
These are the reasons why you must (still) create Reels in 2023.
Meta has prepared a $1 billion fund for creators making Reels, and it only spends $120 million so far
Meta has prepared a $1 billion fund until the end of the year to pay creators.
And Meta “only” spends $120 million in September so far.
It’s such a waste if you don’t participate, right?
I think money is the best compensation for creators & influencers.
Maybe you can apply Freeman’s technique in reposting content on Reels.
Edit the video to HD or a clearer version, cut or add scenes, and remember to make it visual.
Post it and win Meta’s fund!
Brands still trust Instagram for its ability to maintain their business: an open collaboration opportunity for influencers
Even if Reels seem like outperforming, many brands still trust Instagram as the best social platform to grow their businesses.
While TikTok is still seen as TV ads, to reach wider audiences with promotions.
A jewelry company based in Brooklyn admits Instagram is the best platform
To bring new customers and build long-lasting relationships with them.
Existing businesses on IG are a big hint for more demand for influencer marketing.
For influencers, don’t lose the chance, keep making Reels, and impress brands to work with you.
Imagine getting a double jackpot of Meta’s monetary fund + brand partnerships.
Now let’s fix when your engagement on your Reels stumble.
How to fix when your IG Reels engagement drops?
Know the reason why your Reels’ engagement drops and do these tips to bring it back.
It can be caused by non-Reel watermarks, recycled videos, banned hashtag usage, etc.
Based on the research on engagement fall on Instagram Reels,
Here are things you can do when your engagement drop on Reels.
1. Instagram users only want original content, so create authentic Reels
Instagram says its users need original high-quality content to watch.
Turns out, it’s users’ demand after all 🙂
If the case is about users, it’s almost impossible to make a bargain.
Just prepare 1 more content idea for your Reels that is still on the same topic to seem “original”.
Like making the alternate ending to your couples parody.
Don’t forget to remove the TikTok watermark also (if you post on the app).
2. Make Reels that appeal to Instagram users aka more visual videos
Maybe fun videos like Purifoy, just playing around with a music tool is not what Instagram users want to watch on their Reels stream after all.
While helpful and more visual content from Freeman works so fine.
Try to align IG users’ demand with your niche and formulate content that works.
Never miss out on the visual.
Always post at least an HD video and also add subtitles to your Reels.
Being visual also means you take any opportunity to reach as many audiences as you can with your Reel.
3. Do an entire audit of your Instagram Reels performance
If the two efforts have already been done and you don’t see any progress,
You might unintentionally insert some details in your Reel that causes the engagement to drop.
For example, banned hashtags.
Or as simple as you include a clip where it violates Instagram Community Guidelines.
Run an audit of your overall Reels and see if there are any forbidden details that hinder it to reach wider users.
4. Optimize your Instagram Reels with SEO
Reels are the greatest feature on Instagram right now to reach a whole new set of audiences.
It generates more engagement than traditional Instagram videos.
If you only generate a few likes & comments, you might need SEO optimization.
The right Instagram SEO application will push your content to the top rank,
Making it easier to find on IG Explore Page.
Fun fact, 50% of Instagram users find Reels through the explore page.
Make sure you provide value to your audience and that the Reels are shareable & SEO-optimized.
Here is how to do it in case you have no idea about Instagram SEO.
The last tip to increase engagement: use trending hashtags, popular music, and all the viral elements in your Instagram Reels.
Trust me, your Reel will soar like crazy 🙂
My final take: Keep making original video content to prevent your IG Reels from getting low engagement in 2023
The engagement drop news might doubt some users about Instagram Reels.
But for me, the reason for this event is also clear:
Instagram Reels are full of recycled & watermarked videos from other popular platforms (read competitor),
Making the feed boring since they have watched the content on the other social network.
While in reality, IG users demand original content to watch on their Reels feeds.
The bottom line of this report is that:
You should be original if you want to stay on Reels and generate lots of views.
You should also get rid of the TikTok watermark, or whatever platform you are using.
Unless you’ll get a downrank by Instagram that affects your Reels reach.
Read the full Reels statistics here.
Don’t get to me if you are the culprit Instagram is talking about
And here you whine about not getting a million views like what you get on TikTok and other similar platforms 🙂
My advice: never leave Instagram Reels.
It’s the best feature ever to grow your account & business on Instagram.
Do you agree with me? Or do you have another perspective regarding the engagement drop issue on Instagram Reels?
Let’s discuss this in the comment section.
More Questions about Instagram Reels Engagement Drop?
Do Instagram Reels help increase engagement?
Indeed, Reels are the most effective feature to reach an as wide audience as possible outside of your current followers. According to the data, Reels generate 22% more engagement than traditional video content. If you want to boost your account engagement, create more Reels in your Instagram marketing strategy.
Why are my Reels suddenly not getting views?
The first possibility, your content is not engaging enough. Second, you might insert some prohibited parameters like a banned hashtag. Third, you might use recycled & TikTok-watermarked videos for Reels. Lastly, no captions or subtitles, and not visually optimized.
How do I increase my Reel engagement?
Make original video content, audit your Reels performance and see if there is any banned hashtag or violation of Instagram Rules. Input any trending element to your Reels, like popular music, trending hashtags, viral challenges or sound, and more. Lastly, optimize your Reels with Instagram SEO.
Article By
Gregory Taslaud
Founder and Full time Blogger at INSG. Inbound Marketing enthusiast since 2001, I love data, test and review Tools. On a mission to build Media & eCommerce projects with various Brands and Creators.