Why Instagram Reels & Collaborations Should Central to Your 2025 Social Media Strategy

As social media continues to shift at a breakneck pace, small Australian businesses are under pressure to stay visible and relevant. Fortunately, new data from Emplifi’s Social Media Benchmarks 2025 offers clear guidance: Instagram Reels and collaborative content are delivering the highest engagement—and they’re especially effective for smaller brands.

In 2024, Instagram Reels overtook traditional image posts for the first time, accounting for 38% of all brand content. Despite a minor decline in average video engagement—from 2.6% in 2023 to 2.2%—Reels still outperformed TikTok’s 1.7% average reach rate. This makes them one of the most reliable formats for reaching diverse audiences without a significant paid spend.

But it’s not just video that’s changing the game. The report shows that collaborative posts—where brands tag other accounts—have rapidly gained traction, with usage rising from 1.7% of brand posts in early 2023 to 4.1% by the end of 2024. These posts are particularly effective for smaller brands: extra small businesses saw a 3.4x lift in engagement when using collaborative content, while small businesses experienced a 2.7x boost.

This is a massive opportunity for Australia’s growing SME sector. By partnering with complementary brands, influencers, or community groups, small businesses can access new audiences, share resources, and increase algorithmic visibility—without increasing ad spend.

Instagram’s algorithm now prioritises original, interactive content, and collaboration ticks both boxes. Whether it’s a co-branded giveaway, a product launch with a local creator, or a shared story series, collaborative content is not only cost-effective but algorithm-friendly.

In short, Instagram remains essential for organic reach, especially when used strategically. In 2025, small businesses that focus on Reels and collaboration will be best placed to cut through the noise and build lasting engagement.

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