We calculated the impression rate (views/followers) for six pieces of cross-posted content from brands including Sephora, Burger King, and DSW.
We calculated the impression rate (views/followers) for six pieces of cross-posted content from brands including Sephora, Burger King, and DSW. Based on this relatively small sample size, we found average impression rates for brands on Reels to be higher than those on TikTok. On Reels, the cross-posted brand content we analyzed received an average 12% impression rate, compared to a 5% average impression rate for the same content on TikTok. Those already immersed in Instagram and following these brands could check out Reels without downloading a completely different app.