What is Instagram Reels and how does it work?
Reels are short, dynamic videos with background music or custom audio. Unlike Stories, which disappear after 24 hours, Reels stay on your profile as a type of post. This feature is similar to TikTok. The Reels section allows you to watch videos in a continuous feed (both content you follow and recommendations).
Instagram introduced this feature in 2020, and by 2022, it became available in Ukraine, offering local brands a new way to engage audiences. Instagram Reels is now widely used by SMM specialists for business promotion on social media.
Why use Reels?
As mentioned, Reels is Instagram's version of the popular TikTok. However, unlike regular videos, Reels remain on your profile and are accessible to all users, not just your followers. This is a significant advantage since it allows you to attract new users without spending on ads.
Key benefits of Instagram Reels:
- You can choose the length of your video;
- Access to a vast library of audio tracks, which is a huge advantage because selecting music with copyright restrictions used to be a challenge;
- The ability to create and edit videos within the app, which simplifies the process of making a great video without needing external editing tools;
- A wide range of effects and filters, which can be applied after creating the video;
- The option to pin the video to your profile or leave it in the Reels section.
These advantages make Reels a valuable tool for companies, provided it's used correctly for marketing.
How to use Reels for Instagram promotion?
As a content strategy, Reels currently plays a leading role. In terms of marketing, it serves as a form of free promotion. Here are three reasons why this new feature can benefit your brand:
- New to the market – Before 2022, Reels was not fully available in Ukraine, so it's still gaining popularity.
- Captures audience interest – While high-quality photos and Stories have become common in Instagram profiles, this video format allows companies to stand out, as not everyone fully utilizes the new feature yet.
- Stand out from competitors – Not many brands have started using Reels as a marketing tool, giving you an advantage over competitors who are still figuring it out.
Tests show that Reels’ reach far exceeds that of other Instagram features.
How to effectively implement Reels and achieve results
Two key questions: What are the nuances of creating these videos? How do you use Reels for marketing?
The main reason to use Reels as a content strategy is that these videos are seen by more than just your followers—other Instagram users can also view them. This means you can attract new followers without paying for ads. We've previously discussed other methods of free promotion in our article How to Gain Instagram Followers in 2023 – Free Methods.
When discussing Instagram and its tools for brand profiles, remember the importance of originality and the visual appeal of both photos and videos. The quality and creativity of your content are crucial when developing a content plan for promotion.
How to Upload Reels on Instagram
- After opening the app, click the middle button at the bottom (play icon) – this will open a feed of recommended Reels videos.
- In the top right corner, click the camera icon to record or upload files from your gallery.
- Add videos/photos from your gallery or record new ones.
- Arrange and trim as needed. The editing panel allows you to adjust the order of clips, trim, duplicate, etc.
- Add music (and filters/effects if desired).
- When posting the video, choose a cover, write a caption, and decide if you want the Reel to appear in your profile feed or only in the Reels section. After posting your first Reel, a new \"Reels\" tab will appear in your profile.
Key Features of Instagram Reels
- Duration: Initially, the video length was limited to 15 seconds, then extended to 30, 60, and now 90 seconds. However, more time doesn't always mean better results. To maximize viewer engagement, 15-second videos or shorter are considered most effective. Keep in mind that views matter more than likes on Reels. A short, looping video can generate more views, leading to greater exposure. However, this may not suit every niche. For instance, clothing or tech brands may require videos of at least 15 seconds, but no longer than 30, to maintain viewer interest.
Tips: Content that gets recommended by the platform is determined by likes and comments. Evaluate what resonates with your target audience (what they repost and comment on) and pay attention to the timing of your posts. Make sure your content is informative, add trending music (but harmoniously), and be creative with your approach. Don’t be afraid to speak or joke. Stay on theme with your profile to retain followers and attract new ones.
How to View Reels Statistics on Instagram
Instagram provides detailed stats for each of your Reels, helping you assess audience engagement. This allows you to identify early on what works and what doesn’t with your audience.
To view your Reels stats:
Open the video → tap on the settings “...” in the top right corner → open \"View Insights.\"
Instagram will show you:
- Reach stats (accounts reached and views);
- Engagement stats (likes, comments, shares, and saves).
You can also view Reels stats over a specific time frame:
Go to your profile → open Insights → “Content You’ve Shared” → Reels.
From here, choose the metrics and time period you're interested in, for example, the last 30 days, and select the \"views\" metric.
How Reels Differ from Stories and IGTV
Like IGTV (Instagram’s version of YouTube), Reels are optimized for mobile viewing. However, IGTV hasn't been as successful as Reels and is now mostly used for live stream replays.
The functionality of Stories and Reels differs: in Reels, you can’t tag locations, ask questions, or mention other users. Still, the engagement rate of Reels (3-15 second videos) is 1.5 times higher than that of Stories.
Reels don’t disappear after 24 hours like Stories, and they’re visible to all Instagram users, not just your followers. This significantly increases your reach and can boost new follower counts by 50%.
How Follower Count Affects Reels Reach
Having a smaller audience doesn’t mean your Reels will have low view counts. On the contrary, Reels can help increase your follower count.
The main goal of Reels is to attract a broader audience. Instagram promotes content with high engagement, regardless of your current follower count.
Reels are a powerful tool to boost your reach and get your profile noticed on Instagram.
If you're still unsure about whether to start using Reels on Instagram, the answer is yes—you absolutely should. This new feature won’t harm your profile. Since Reels is still gaining momentum in Ukraine, it's important to jump on this trend and capitalize on the benefits. Use this opportunity to set yourself apart from competitors who may soon be looking to you for inspiration.
For even faster business growth, we also recommend using paid promotion methods, such as ordering targeted ads on Instagram and Facebook. A comprehensive SMM promotion and targeting service can help you achieve your marketing goals much faster.
If you need a consultation regarding your advertising strategy and business promotion on social media, the IT company Intent Solutions offers free consultations on comprehensive internet marketing for your business.
"