Facebook Reels vs. Video Posts: Which Should Your Business Use?
Facebook Reels Versus Video Posts
In today’s fast-scrolling social media world, video content reigns supreme. But when it comes to Facebook, business owners face an important question: Should you use Reels, Video Posts, or both? At the Austin Area Chamber, we’ve been testing this ourselves with our Hot Movers and Jodeo video series, and we’ve gathered some data to help guide your strategy.
Facebook Video 101
To catch up those of you who are unfamiliar with the difference between reels and video posts, here's a quick overview: Facebook lets you post videos in two main ways: Reels and Video Posts, and while you can upload the same video to both formats, they serve different purposes.
- Reels are short-form, vertical videos (9:16 aspect ratio) that are designed for quick, engaging content. They can be up to 90 seconds long and are shown in a dedicated Reels feed, where Facebook actively pushes them to new audiences.
- Video Posts, on the other hand, appear on your regular feed and can be much longer—up to several hours. These are great for more in-depth content, live streams, or videos that don’t fit the short, punchy style of Reels.
Essentially, Reels help you reach new people, while Video Posts are better for deeper engagement with your existing audience. For purposes of this assessment, we're comparing the same video content in both positions.
The Numbers: Reels vs. Video Posts
Since July 2024, we’ve been uploading both Reel versions and Video Post versions of our videos. One big note: we spent ZERO DOLLARS on promoting these videos. (Maybe that will be a future experiment?) So the results listed are organic (non-paid). Here’s what we found:
- Total Views: 17,731
- Total Reach: 5,261
- Total Interactions: 239
- Average Per Reel:
- Views: 1,364
- Reach: 405
- Interactions: 18
- Audience: 67% followers, 33% non-followers
Video Posts
- Total Views: 30,120
- Total Reach: 15,321
- Total Interactions: 464
- Average Per Video Post:
- Views: 1,673
- Reach: 841
- Interactions: 26
- Audience: 63% followers, 36% non-followers
What This Means for Your Business
- Video Posts Have a Higher Reach and Engagement
- Our Video Posts, on average, reached twice as many people and generated more interactions per video than Reels. This suggests that standard video posts might be better for fostering deeper engagement within your existing audience.
- Reels Attract a Wider Audience
- Reels had a slightly higher percentage of non-followers (33%) viewing the content compared to Video Posts (36%). This aligns with Facebook’s push to recommend Reels beyond your current audience, making them a great tool for discoverability and expanding brand awareness.
- Both Formats Have Value – Use Them Strategically
- If your goal is to reach new audiences and gain brand exposure, prioritize Reels in your content strategy.
- If you want to engage your existing followers more deeply and provide more detailed information, focus on Video Posts (including Facebook Live when appropriate).
Key Takeaways for Local Businesses
- Test and Compare Your Own Results. Different industries and audiences may respond differently.
- Use Reels to capture attention quickly and introduce your business to new potential customers.
- Leverage Video Posts to nurture relationships and provide in-depth content, such as behind-the-scenes looks, customer testimonials, or event coverage.
- Try uploading both versions when possible to maximize reach and engagement.
The Big Caveat to our analysis is that this is our experience, based on our audience and video content. Results will vary, consult a physician, etc., but ultimately, a balanced approach using both Reels and Video Posts appears to be the most effective strategy. The good news? Video content of any kind is a win for your business. Just keep hitting ‘record’ and experimenting! I know we're having a lot of fun showing off our members with video at the Austin Area Chamber.