The Influence of Instagram Reels on Content Consumption Trends among Gen Z

Abstract

The rise of Instagram Reels has transformed social media content consumption, particularly among Generation Z. In this work, the authors explore how these short-form video Reels format, transformed the viewing behavior, the levels of engagement and the content of preference among the Generation Z. The questionnaire used in the study was distributed among 120 respondents aged 18-25, which made it possible to identify such factors as ad entertainment value, the ability to discover the content, and the influence of Reels on fashion trends and buying patterns. The findings suggest that Reels have become a dominant platform for daily media consumption, with Generation Z favoring its quick, visually-driven content. The study also highlights how influencers and brands have effectively used Reels to engage this tech-savvy generation. This research contributes to a deeper understanding of social media’s evolving landscape and its impact on content consumption behaviors.