Social media is constantly changing, and keeping up is essential. On Instagram, there’s an ongoing debate: which content works better—video or text? In 2024, this question matters more than ever, as both formats compete for attention. This blog will help you understand which type of content—video or text—gains more engagement on Instagram, especially among Gen-Z.

1. What Counts as Engagement?

Engagement isn’t just about likes and comments. It’s important to know how Instagram measures success. The platform treats video posts and text posts differently, with the algorithm adapting to user preferences.

Here’s what Instagram considers:

• Likes and Comments: Basic indicators of interaction.
• Saves and Shares: Crucial for long-term visibility.
• Views and Watch Time (for videos): Shows how engaging your Instagram videos are.
• Swipe-Through Rates (for carousels): How many people interact with text-based posts.

In 2023, Instagram reported that videos received 38% more engagement than images.
Carousel posts achieved 17% more engagement compared to single-image or video posts.

2. Why Instagram Video is So Powerful in 2024

For Gen-Z and brands, video content is leading the way. Whether it’s Reels, Stories, or regular in-feed videos, Instagram is prioritising video. Gen-Z favours video because it feels more authentic and engaging, making them more likely to interact with it.

Reels are designed to grab attention quickly. In fact, Reels drive 22% more interaction than other video posts. For brands wanting to connect with Gen-Z, Reels are ideal for short, fast-paced content.

Best practices for Instagram video:

• Keep videos short—under 60 seconds—for better engagement.
• Use eye-catching visuals in the first few seconds.
• Add captions so people can watch without sound.
• Use trending audio for better visibility.

Videos under 60 seconds lead to 80% higher completion rates. Stories with video elements had a 57% higher exit rate than text-only Stories.

3. How Text Content Still Engages Audiences

Although video is popular, text-based posts still play a key role. Carousel posts, with multiple images and longer captions, work well for keeping users engaged. These posts encourage users to swipe through, increasing interaction time.

Gen-Z loves stories, and text posts with long captions allow them to connect more deeply. A strong Instagram caption strategy can turn text posts into major engagement drivers.

In 2023, carousel posts received 12% more engagement than video content. Posts with captions longer than 100 characters saw 51% more engagement than shorter captions.

Carousel posts are like flipping through a photo album—the more engaging the content, the longer users will spend interacting with it.

4. Why Stories Work Best with Both Video and Text

Instagram Stories let you mix video and text in one format. Stories are quick and casual, making them perfect for Gen-Z. They allow for a mix of short videos, polls, and text overlays that keep users engaged.

What makes Stories so effective?

• Short videos grab attention quickly.
• Text overlays add context or value to videos or images.
• Interactive features like polls and quizzes encourage users to engage.

Stories with interactive features like polls saw 25% higher engagement rates than those without them. Brands that posted at least one video Story each week experienced a 40% rise in engagement.

5. Which Gets More Engagement: Video or Text?

In 2024, Instagram video emerges as the clear winner, but text posts still have an important role to play. Here’s what the data shows:

• Instagram video content, especially Reels, results in 30% higher engagement than text-based posts.
• Carousel posts, which use both text and images, generate 17% more interaction than single-image posts.
• Stories that combine video and text perform better than those using only one format, making them essential for engagement.

Instagram videos with captions have a 33% higher engagement rate than those without captions. Posts that use both video and text receive 28% more engagement than those using only one format.

Think of video and text like a TV advert versus a magazine ad. Both are effective, but video tends to capture attention faster.

How to Improve Your Instagram Strategy in 2024

To succeed on Instagram, you need a mix of video and text. Gen-Z loves quick, fun videos but also appreciates meaningful text that tells a good story.

Best practices in 2024:

• Use Reels for fast, engaging content that appeals to Gen-Z.
• Create carousel posts to tell deeper stories with text and images.
• Use Instagram Stories to mix video and text for more interaction.
• Test your content to see what works best with your audience.

By using both video and text content, you can reach a wider audience and keep Gen-Z interested in your brand.

Which Works Better—Video or Text?

In 2024, Instagram video is the top choice for engagement, especially among Gen-Z. However, text-based content, like carousel posts with long captions, still plays a big role in building deeper interactions.

The best strategy is to use both formats. By combining Instagram’s video-first approach with strong text-based posts, brands can boost engagement and stay relevant. To succeed, focus on your audience’s preferences and balance video and text for the best results.

If you’re looking for support with your Instagram strategy, reach out to a full service marketing agency for help.

Here’s another great resource on Instagram content.

FAQ

Which gets more engagement —video or text?

Videos, especially Reels and Stories, receive about 30% more engagement than text posts. However, carousel posts with text are also effective.

How can I improve my Instagram strategy for 2024?

Use both video and text. Reels will drive quick engagement, while carousel posts with detailed captions help create stronger connections.

Do Gen-Z users prefer video or text?

Gen-Z favours video because it’s fast and engaging, but they also respond well to well-crafted text stories.

What are the best practices for video content?

Keep videos short—under 60 seconds—add captions, and use popular audio to boost visibility.

How does Instagram’s algorithm treat video vs. text posts?

Instagram’s algorithm prioritises video content like Reels, but well-crafted text posts, especially carousels, still perform well.