Photo vs. Video: What Works Better on Instagram?

Instagram once began as the platform for photos, but in recent years we've seen short videos (reels) increasingly dominate. Many marketing experts at Meta now claim that videos are much more effective than photos. But is that actually true? Both forms of content have their own benefits, but which one works best to increase your reach and really engage your followers? Let's take a closer look at both options.

Photos: The Traditional Choice

So photos have been the foundation of Instagram since the beginning. Today, photos are still powerful for conveying a message in a visually appealing way. With that said, it is important to understand how they relate to other forms of content, such as video.

Benefits Of Photos:

• Quick and easy: Taking and editing a photo generally takes less time than filming a video. 
• Easy to share: Photos are ideal for sharing visual content that leaves an instant impression. 
• Static impact: Because a photo always remains visible in your feed, you can strategically plan content. For example, you can easily create an aesthetic feed with photos.

So photos have many advantages! However, it is also good to realize that Instagram is focusing more and more on video, especially with the rise of reels. As a result, static posts are not always promoted as well as before.

Videos: The Powerful Trend

Videos are a lot more dynamic than a photo and offer many more opportunities for interaction. Since the launch of Instagram Reels, video content has received a huge boost. Consequently, this type of content is heavily promoted by the platform and you are more likely to go viral. 

Benefits Of Videos:

• Higher engagement: Videos grab your followers' attention and can keep them longer. This not only means more time on your profile, but also a greater chance of likes, comments and shares.
• More storytelling opportunities: In a video, you can give much more context with a tutorial or behind-the-scenes video, for example. This kind of storytelling makes it easier to connect with your followers.
• More reach through reels: Your videos are more likely to reach a wider audience because Instagram boosts reels. This makes them more likely to be shown to new users.

On the other hand, videos do require a bit more work. Recording a video and editing it takes time and effort. In addition, you also need the right tools to keep the quality high. 

What Works Best Now?

There is no simple answer to the question of whether photos or videos work better on Instagram. It mainly depends on your goals, your target audience and the content you want to share. Therefore, decide for yourself which of the two works better using the following guidelines:

Photos Are Ideal For:

• Presenting your product or service in a static, attractive way.
• Building a visual and consistent brand story.
• Posting content quickly and efficiently without requiring too much time or resources.

Videos Are Ideal For:

• Creating interaction with your followers through storytelling.
• Sharing more complex information, such as tutorials, interviews or product demonstrations.
• Increasing your reach through Instagram's focus on video content.

So the best strategy is to strike a balance between the two forms of content. Make sure you use photos to visually establish your brand and use videos to share your message in a dynamic way. 

Above all, start by testing out what works for your brand and see which method yields the most interaction. 

Would you rather have us develop a completely thought out strategy for you? Then contact us and we will be happy to think with you!