State of Instagram reels according to my perspective is the big brands like Wendys, IKea and others are repurposing the tiktok videos to IG and along that still creating original photo content for IG.
While the small businesses in niches like candle, clothing and interior design, architecture are more reliant on using new to new reels template and trending audios in your niche.
With that demand of small businesses looking for trending templates and audios. More and more IG marketers are also focused on sharing trending audios and templates with users.
Also, the reels isn’t as good as Tiktok algorithm works to target the audience. That’s why formats that are viral are different, the type of content you need for real is not that high comparing to Tiktok.
At the end, it’s hard to fond brands soley dedicated to IG but you can IG girl bosses alerting you about an early trend.