According to a recent analysis by Social Insider, traditional videos on Instagram tend to outperform IGTV videos (Instagram’s elongated, immersive format).
The research, summarized in an infographic below, was based on an investigation of 10,563,463 Instagram posts from 60,737 accounts.
Conventional Instagram videos achieve a higher average number of views for both small accounts (less than 10,000 followers) and large accounts (more than 100,000 followers) compared to IGTV videos. IGTV videos, on average, get higher views for medium-sized accounts (between 10,000 and 100,000 followers).
Compared to IGTV videos, conventional videos achieve a higher average engagement rate (likes and comments) across all account sizes.
Check out the infographic for highlights from the report: