How Many People Use Instagram Reels in 2022?

Last Updated: August 1, 2022
Learn about how many people use Instagram Reels and other interesting facts about this new feature. 
How Many People Use Instagram Reels
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Quick Answer 🔍

How many people use Instagram Reels in 2022?

Instagram has 1.393 billion monthly active users who all have access to Instagram Reels.

In a world where short videos are gaining unprecedented attention from the public, a new market entrant is trying to capture a piece of the pie.

Instagram Reels is one of the most sought-after video-sharing platforms today.

With its easy-to-use tools and straightforward interface, there is no doubt many social media fanatics are hooked on this platform.

At the end of the article, readers will be able to:

  • Find the answer to the question “how many people use Instagram Reels?”
  • The role of Instagram Reels as a modern-day marketing tool
  • Which age groups use IG Reels most

How Many People Use Instagram Reels in 2022?

While there is no exact distinction on how many or many people use Instagram Reels in 2022, as it is directly tied to Instagram’s number of daily users.

Figures show that it is gaining traction and 91% of all Instagram users say they actively watch videos on the site at least once a week.

From the fourth quarter of 2020 to the first quarter of 2021, the platform generated over one billion daily active users.

This has already grown over the past months, given that more luxury brands and franchises are advertising heavily on Instagram Reels.

Instagram has 1.393 billion monthly active users.

Reels has been declared Instagram’s fastest-growing feature among all its new tools as seen in its search results on Google trends.

Other trending IG features are Instagram Stories and Instagram Shop.

Total Average Views on Instagram Reels

While Instagram Reels is still inferior compared to the short-video sharing giant TikTok, it is surprising to know that it has a higher total average view rate than the latter.

For accounts with followers between 20,000 to 50 million, the average view rate on Instagram Reels is at 144% versus TikTok’s 24%.

In exact figures, the total audience reach is 1.20 million for the Meta-owned site versus its competitor’s 1.19 million views.

What is Instagram Reels?

Now that we have our answer to “how many people use Instagram Reels,” it is time that we dive deeper into some valuable information about it.

Instagram Reels is a new feature that allows users to create short and entertaining videos on the Instagram app.

Tools such as augmented reality effects, music, and texts may be used to enhance every video’s creativity.

It launched in August 2020, initially in 50 countries worldwide. But before this, it already had a pilot run in Brazil as “Cenas” in 2019.

Today, Instagram Reels is already available in over 150 countries and amassed a great number of followers in just a short period since its launch.

Instagram Reels as a Marketing Tool

Aside from helping regular users to share a part of their lives on social media, Instagram Reels is also helping brands increase their online presence in the space.

Marketers can incorporate the Product Tag feature on a reel to easily help shoppers see product details and encourage them to make a buy.

Similarly, the feature has a tab on itself playing random videos showing various sets of interests. There is a huge chance of getting discovered by the right audience upon posting on the tab.

These are just two of the marketing prowess of Instagram Reels.

Others include linking call to action buttons on posted videos and converting stories to short video ad campaigns.

Average Likes: Instagram Reels vs TikTok

Despite the impressive answer to how many people use Instagram Reels and a higher audience reach, Instagram is still at a disadvantaged point in terms of average likes.

It clocks an average of 110,000 likes compared to TikTok’s 232,000 likes for accounts with 20,000 to 50 million followers. 

The same holds true in terms of the number of comments, with IG Reels generating 811 comments to 2,141.

Engagement Rate for Instagram Reels

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According to the latest survey, Instagram Reels recorded a 1.50% average engagement rate.

This is considerably impressive as a threshold between 1.0% to 5.0% is the industry’s benchmark. 

Nike is an IG Reels King

Knowing how many people use Instagram Reels will be good for its business, Nike is leveraging the feature to its marketing advantage.

On average, the footwear giant’s videos generate 4.6 million views per reel. So far, its most-viewed video hit 6.7 million while its lowest averaged 3.0 million views. 

Similarly, NBA is also showing impressive view rates and engagement.

30 out of 30 NBA teams have posted videos made on IG Reels on their accounts, with the LA Lakers garnering the most number of views for their short clips.

Overall, NBA teams reported a 22% increase in their engagements compared to their regular feed posts.

Marketers are Turning to Short Videos

70% of marketers on Instagram say they are more likely to spend on video advertisements than on regular posts after Instagram Reels debuted.

This means that the feature is swiftly becoming a platform of choice among advertisers which is currently dominated by Instagram Posts, Instagram Stories, and TikTok.

Instagram Reels User Demographics by Age

Here is the percentage of how many people use Instagram Reels per age group:

  • 16 years old to 24 years old – 30%
  • 25 years old to 34 years old – 30%
  • 35 years old to 44 years old – 22%
  • 45 years old to 54 years old – 12%
  • 55 years old to 64 years old – 5%

Both groups of 16 to 24 years old and 25 to 34 years old generated the highest user percentage at 30%.

As expected, IG Reels appeals more to the millennials and Gen Z compared to the older population.


There you have it! Instagram Reels has truly become a worthy rival to TikTok, despite being a relatively new entrant in the market.

Its user-friendly interface along with Instagram’s massive following in itself is its strongest rallying point to date.

We hope you enjoyed reading about how many people use Instagram Reels.

Many people are increasingly becoming drawn to the platform due to its entertaining offering.

Remember to use social media sparingly–everything is good but in moderation.


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Written by Jason Wise

Hi! I’m Jason. I tend to gravitate towards business and technology topics, with a deep interest in social media, privacy and crypto. I enjoy testing and reviewing products, so you’ll see a lot of that from me here on EarthWeb.