Instagram Reels in 2025 have officially taken center stage. In 2025, the platform’s short-form video feature dominates user behavior, fuels content discovery, and reshapes influencer marketing. According to fresh data compiled from industry sources, Reels now engage more than 2 billion monthly users and rack up an astounding 200 billion views per day across Instagram and Facebook.
Yet, in a surprising twist, less than 21% of creators are consistently using Reels, leaving a significant opportunity wide open for those willing to dive in.
This comprehensive news feature unpacks the current Reels landscape, what’s driving growth, what creators are missing, and why Reels may be your best bet in the competitive world of online content.
Want to finally get noticed on Instagram? Learn how to grow faster with Instagram Reels for real growth and boost your visibility today.
Instagram Reels in 2025 Now Reach the Entire Platform
Instagram has 2.3 billion monthly active users in 2025, and over 2 billion of them interact with Reels regularly. In some datasets, that number edges closer to 2.35 billion when factoring in cross-platform posting and reach from Facebook.
From a visibility standpoint, Reels have become practically unavoidable. They account for 35% of total time spent on Instagram and make up 38.5% of the average user’s feed. That’s more than one-third of the app’s attention being directed toward short-form video.
The Explosive Surge in Daily Consumption
Reels are being watched over 200 billion times daily. For comparison, in late 2022 that figure was already at 140 billion views. Now, Reels rival YouTube Shorts and even threaten TikTok’s dominance in certain global markets.
What’s driving this? The Instagram algorithm.
It pushes Reels aggressively through the main feed, Explore tab, and Reels tab. This gives videos a much higher chance of being seen, even by users who don’t follow the creator.
Engagement Numbers That Matter
When it comes to engagement, Reels deliver. The average engagement rate for Reels sits at 1.23%, compared to 0.70% for photo posts and 0.99% for carousel posts.
Even though carousels slightly edge Reels in total interaction volume in some studies (by about 12%), Reels outperform in reach. Data shows Reels reach:
- 36% more users than carousels
- 125% more users than photo posts
This increased exposure makes Reels the most powerful format for attracting new followers and growing your online presence. Stay ahead of platform risks by understanding the Instagram new safety update that protects creators and businesses from misuse.
Creators Are Leaving Opportunities on the Table
Here’s the kicker: Only 20.7% of Instagram creators post Reels monthly. That means nearly 80% of creators are underutilizing a feature that delivers maximum reach and engagement.
In contrast, Instagram accounts with 50,000+ followers are posting Reels every other day on average to maintain momentum and visibility. Brands and influencers who aren’t posting Reels are missing out on the algorithm’s push and the audience’s demand.
As Instagram increasingly becomes a video-first platform, short-form video creation has gone from a trend to a necessity.
The Best Times and Formats for Maximum Impact
One of the biggest surprises in the new data is when users are watching Reels. The best engagement window? Between 10 PM and 7 AM on Saturdays. These late-night weekend hours seem to coincide with global downtime, giving content more room to surface while users relax.
Ideal Reels also tend to follow certain performance patterns:
- Length: 60–90 seconds outperform both shorter and longer videos
- Engagement: Reels that start strong in the first 2–3 seconds retain more viewers
- Audio: Trending music and subtitles improve view times and interaction
Interestingly, Reels with humor, storytelling, or a “relatable” angle tend to go viral more often. About 50% of users say they prefer funny Reels, making comedy and light-hearted content prime engagement magnets.
Reels for Brands and Marketers: The New Ad Frontier
Instagram’s ad infrastructure now heavily prioritizes Reels. As of 2025, 726.8 million people, or 55% of Instagram’s total ad audience, can be reached via Reels ads.
And it’s not just about ads. 53% of U.S. marketers are now incorporating Reels into their influencer campaigns, recognizing the format’s ability to grab attention and boost brand recall.
Beauty brands have been especially fast to adapt, 44% of their content is now Reels. Food, travel, and hospitality industries are catching up as well, slowly shifting from image-heavy strategies to video-first ones.
Instagram Reels vs TikTok: A Platform Battle for Creators
The battle between Reels and TikTok continues, with many creators posting content across both platforms. But Instagram has a built-in edge: it offers creators a pre-existing audience, integrated tools (Stories, DMs, Shopping), and streamlined ad monetization.
However, it does penalize reposted TikToks. Reels featuring a TikTok watermark are deprioritized by Instagram’s algorithm. To maximize reach, creators are encouraged to upload original or watermark-free content. Find out how the Instagram new DM warnings could affect your account and what actions you should take now.
Why Reels Are Key to Discovery in 2025
Short-form video is now Instagram’s top discovery mechanism. About 70% of users use Instagram to discover products, and Reels play a massive role in this. Influencers, tutorials, product demos, and trends spread rapidly through Reels, often long before they hit traditional ad channels.
The “remix,” “share to Stories,” and DM-forwarding features further amplify discovery, enabling a single Reel to reach far beyond its original audience.
Reels Are the Future of Instagram
If 2023 was the tipping point for Reels, then 2025 is the year of total dominance.
For content creators, marketers, and brands, the writing is on the wall. Instagram Reels in 2025 offer:
- Unmatched reach potential
- Strong engagement rates
- High visibility in the feed
- A relatively low-competition landscape (for now)
The opportunity is massive, and still underutilized by the majority of Instagram users.
In an algorithmic world where visibility is everything, the smart move is clear: invest in short-form video, learn the language of Reels, and stay ahead of the curve. Discover why Instagram posts and reels are now in Google search and what this means for your online reach and SEO.
