Episode #76 - Kirsti Lang from Buffer Explains Why Instagram Reels Are Best for Reach But Not Engagement

Kirsti Lang is a marketer and creator based in Cape Town. By day, she's a senior content writer at Buffer. By night, she's a podcaster and creator, cultivating an audience of ambitious marketers looking to level up their productivity, tech stacks, and careers.

In this episode, host Daniel and Kirsti Lang, content marketer at Buffer, explore data-driven Instagram strategies, focusing on content types, reach, engagement, and optimal posting times.

**Show Highlights:**

Introduction to Kirsti Lang (0:00-1:30): Kirsti introduces herself as a content marketer at Buffer, specializing in social media, productivity, and career growth.

Buffer's Data-Driven Approach (1:30-4:00): Kirsti explains Buffer's data-driven approach to understanding social media algorithms and helping users make informed content decisions.

Best Time to Post - Debunking the Myths (4:00-7:00): Daniel and Kirsti discuss common misconceptions about the "best time to post" and how Buffer's research offers a new perspective.

Reels vs. Carousels: The Reach vs. Engagement Dilemma (7:00-16:00): Kirsti reveals Buffer's findings that Reels offer the highest reach, while Carousels drive the most engagement (12% more than Reels, 114% more than single image posts).

Best Time to Post - The Data Revealed (16:00-24:00): Kirsti shares the best Instagram posting times (generally 3 PM-6 PM in the audience's time zone, specific times provided for each day), emphasizing their universal applicability.

Weekends vs. Weekdays - Is it Worth Posting? (24:00-28:00): Kirsti advises prioritizing weekdays (especially Monday and Friday) for posting over weekends due to higher reach.

The Importance of Content Quality (28:00-31:00): Kirsti stresses that high-quality content, including engaging hooks and authentic visuals, is crucial for success, even with optimal posting times.

Following Kirsti and Buffer (31:00-33:00): Kirsti shares her social media handles and encourages listeners to explore the Buffer blog.

Kirsti's Content Creation Setup (33:00-44:00): Kirsti describes her workspace and the simple tech she uses for video creation (Shure MV7 microphone, phone, budget tripod).

Video Editing Tools and Process (44:00-47:00): Kirsti discusses her end-to-end video editing process using CapCut and her plans to explore more advanced tools.

Find Kirsti online at:

Instagram: ⁠@itsmekirsti⁠

Buffer: ⁠Blog⁠

Read all the articles discussed in the episode:

⁠Data Shows Instagram Reels are Best For Reach — But Not Engagement⁠⁠

The Best Time to Post on Instagram in 2025: We Analyzed 2 Million+ Posts to Find Out⁠

Find me on ⁠Instagram⁠: ⁠@danielhillmedia⁠

Find me on ⁠TikTok⁠: ⁠@danielhillmedia⁠

Thanks for watching!