9GAG's Pivot to Instagram Reels Content Strategy

9GAG, one of the largest meme communities on the internet, decided to deploy a Reels-focused content strategy across Instagram and Facebook in late 2022. This move proved to be a hit, securing 850M+ Reels plays on Instagram in just 60 days, along with a 48% increase in plays compared to the previous two months.

Embracing the Short-Form Video Format

Traditionally, 9GAG offered followers memes in image format or longer-form video content. The shift towards the short-form video format of Instagram Reels opened up a new creative opportunity for the team and their collaborators.

• Published over 130 Reels in a 60-day period
• Discovered new talents for collaborations and sponsored opportunities
• Ability to bring their own ideas to life through Reels

Curating Content for a Global Audience

With 9GAG's international audience of Gen Z and Millennials, the team used audience insights to identify memes that would resonate across cultures, genders, and backgrounds.

• Chose topics that resonate globally
• Preferred memes with minimal text or simple language
• Experimented with different content types on Instagram Reels

Creating Viral Moments with Creator's Content

Inspired by the participatory nature of Reels, 9GAG launched a Finger Trick Remix Challenge using a creator's video as the source. The challenge went viral, becoming one of the brand's best-performing Remix Reels with 13.7M+ plays.

Elements of a Successful Remix Challenge

Embracing Instagram Reels for Video Content

According to Karen Cheng, Head of Social at 9GAG, "With Reels, we get to collaborate with new creators who are passionate about Reels and discover new content types that work for our audience. We also started to create our own Reels and brought our ideas to life. We see Reels as the major video format on Instagram now."

Benefits of Instagram Reels for 9GAG

• Higher average video views and impressions
• Collaboration with Reels-focused content creators
• Opportunity to create and share their own Reels content
• Increased engagement and viral potential