Reels el formato estrella de Instagram en 2022. Estos son los datos extraídos del informe que ha realizado Metricool de 2022 para Instagram puedes descargar el estudio al completo en el siguiente enlace este enlace.
Los reels y los carruseles
Instagram apostó fuerte por estos vídeos cortos, que pueden encontrarse en su propia página de reels, en la sección de ‘Explorar’ y en ‘contenido recomendado’. Estos obtienen entre el doble y hasta doce veces más de alcance que el post tradicional en el feed.
Uno de los motivos que ofrecen en Metricool para justificar este dato se relaciona con “facilidad” que tienen los reels para alcanzar nuevas cuentas: “las tendencias de contenido que se generan en Instagram, los hashtags que la acompañan y los sonidos trend permiten que las cuentas crezcan más rápido y lleguen a personas que todavía no las conocen”.
En segundo término aparecen los carruseles, los cuales superan, tanto en interacciones como en alcance, a los posts con foto y video. Por primera vez, la galería de imágenes adelanta a los posts de imagen en alcance. En 2021 aún estaba por detrás, pero en 2022 han logrado un 25,71% más de alcance que los post de imagen única.
Los post de imagen y de video en el feed ocupan el tercer y el cuarto puesto respectivamente de los formatos que mayor alcance e interacción generan. Por su parte, las stories, que en otra etapa de la red social eran el gran reclamo, se hunden hasta el último lugar y son las que menor alcance consiguen para los creadores.
No obstante, los datos del estudio de Metricool ponen de relieve que todas las cuentas profesionales de Instagram, independientemente de su tamaño, apuestan por el contenido de stories en detrimento de los reels o los post del feed.
Mejores horas para publicar
Uno de los datos que más curiosidad genera entre las marcas y creadores de contenido de Instagram hace referencia a cuáles son las mejores horas para publicar en la red, una información valiosa que permite tener una ventaja frente a la competencia, aprovechando el momento en el que más usuarios están conectados a la red social.
Los datos del estudio de Metricool revelan que la mejor hora son las 8 PM de cualquier día, incluido los fines de semana, un dato que se mantiene respecto al año anterior. El peor momento para publicar en Instagram es a las 5 AM, aunque a partir de las 10 PM se experimenta una bajada drástica.
¿Cuál es el día idóneo para publicar? El sábado y el domingo son los mejores días para publicar, seguido muy de cerca, por los dos primeros días de la semana, el lunes y el martes.
¿Ha bajado el alcance de Instagram?
Si la marca ha apostado por los reels, el alcance habrá experimentado un gran crecimiento. Por otra parte, si la estrategia está enfocada en los posts y en las historias, es probable que el alcance haya disminuido entre un 20% y un 25%: los datos hablan por sí solos, el promedio de reducción de alcance en stories ha sido de 7,49% y en los post de un 22,35%.
En general, podría decirse que no existe una respuesta universal para responder a esta pregunta, pero el estudio de Metricool concluye que depende de la estrategia de contenidos aplicada por cada usuario a lo largo de 2022.
Nuevas herramientas
Instagram ha seguido ofreciendo nuevas herramientas durante los últimos meses. Una son los remix, una nueva función que permite a los usuarios interactuar de forma efectiva con otros clips de videos, abriendo la posibilidad de crear nuevas versiones y añadir nuevos ángulos a la versión original.
En M3Publicidad te ayudamos a gestionar las redes sociales de tu empresa para potenciar tu marca. ¡Consúltanos!
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