While many marketers focus on TikTok and Instagram, Facebook Reels is currently "crushing" organic reach, even among younger demographics. Similarly, LinkedIn is a massive, untapped opportunity for both B2B and consumer brands to gain attention.
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Instagram is testing a default home feed composed entirely of Reels, reflecting that video now drives over 50% of time spent on the platform. This move solidifies its shift to a short-form video app, forcing brands still focused on static images to adapt or lose significant organic reach.
Meta's new ad placement inserts ads immediately after the top 5% of trending organic Reels. This tactic leverages the user's heightened state of positive engagement from the viral video, making them more receptive to the subsequent ad and significantly boosting ad recall and overall performance.
Boosting posts directly from a person's profile (like a CEO or founder) performs significantly better than standard company ads. Users on LinkedIn engage more authentically with individuals than brands, leading to higher dwell times and lower costs.
As Instagram is flooded with Reels, the less-common carousel format offers a significant reach advantage. Repurpose existing talking-head Reels by creating a two-slide carousel: the first slide is a static image with a compelling headline, and the second slide is the original Reel. This is a low-effort, high-impact strategy.
According to LinkedIn, personal profiles get significantly more reach than company pages. Businesses should shift focus from solely posting on their brand page to empowering and encouraging employees to build their personal brands and share content, amplifying overall visibility.
Marketers chasing trends on 'cool' platforms like TikTok create an imbalance where massive, older platforms have huge audiences consuming features like Facebook Reels but few creators serving them. This supply/demand gap for attention creates a significant, underpriced marketing opportunity.
Data reveals Instagram Reels now achieve double the reach (30%) and engagement of traditional photo or carousel posts (13-14%). With Instagram's head confirming the app is being redesigned around Reels and DMs, marketers should shift all focus to video and deprioritize static image content.
The algorithmic shift on platforms like Instagram, YouTube, and Facebook towards short-form video has leveled the playing field. New creators can gain massive reach with a single viral video, an opportunity not seen in over a decade, akin to the early days of Facebook.
LinkedIn shows impressions on comments, allowing marketers to prove ROI. A strategic commenting plan can now be a core part of a content strategy, sometimes yielding more reach than original posts. This shifts focus from just publishing to engaging with others.
The context in which content is consumed matters. Users browse LinkedIn with a professional and business-oriented mindset, making them far more receptive to listings, deals, and industry insights than when they are on entertainment- or family-focused platforms.