Tips for Instagram Reels and Reels Ads in 2023
Since we published this post over a year ago, Meta has packed Instagram Reels with a ton of new updates. In the true spirit of a “Princess Diaries” makeover, I’ll of course be updating this blog post so you can jump into 2023 as a true Reels connoisseur.
Here we go!
What's happened with Instagram Reels since last time?
Back in October 2021, I wrote that Instagram had revealed that Reels is one of the fastest-growing ways for businesses to reach new followers and gain visibility across target audiences. Keep that in mind—because since then, Reels has only continued to expand its market share on Instagram!
It has more to do with the explosion of TikTok, which has become a global phenomenon with over a billion monthly users. TikTok’s popularity has therefore forced Instagram to adjust its algorithms so that Instagram Reels are given higher priority in our personal feeds.
For your business, this means you can no longer rely solely on simple posts to grow and attract a dedicated following on Instagram. With an average engagement rate of 1.95%—which is at least double that of other post types on Instagram—you shouldn’t underestimate the positive impact Reels can have on your Instagram profile’s reach and engagement.
It's time to roll up your sleeves so you can grow your following and get more attention for your business in 2023. And I've put together the ultimate how-to guide so Reels can become your most powerful tool!
What are Reels?
Instagram Reels are vertical videos that—as of July 2022—can be up to 90 seconds long. What really sets Reels apart is that users don’t just see Reels from the profiles they follow, but from all Instagram profiles on the platform.
Reels lets you create interactive videos where music and sound clips are the heart of the experience. Reels lets you edit your video directly in the Instagram app, so you don’t need any other tools or apps to get the job done.
You can share Reels on your Story and in your feed, where they will automatically appear in the “Reels” and “Explore” tabs.
The face behind a brand is what consumers today are eager to experience. Instagram users want to see branded content they can relate to and that helps them feel a closer connection to the products or services they buy. That’s why Instagram Reels is a fantastic way for brands to flex their creative muscles and show who they are in a fun and visual way.
Bonus info: A “view” is counted as soon as a user taps on your Reel.
The Instagram Reels Algorithm
Since the Instagram Reels feed consists of suggested content, it’s a huge advantage to understand how the algorithm works. I’ll give a brief overview of what Instagram itself has said about its algorithm and what you can do to get your Reels prioritized.
1. People see your entire Reel
Instagram likes it when people watch your entire Reel. That’s why you should also consider how long your video should be. If you create a Reel that’s up to 90 seconds long, the chances of it being watched from start to finish will be much lower than if you made a video that’s 10–15 seconds long.
In my experience, 5–10 seconds is the ideal length for an Instagram Reel.
Short and sweet!
2. Your Reel has high engagement
Be sure to encourage interaction when you create a Reel so you can get as many likes and comments as possible. Another trick to boost your exposure and engage the algorithm is to ask your coworkers to go check it out, like it, comment on it, and save it.
3. People click on the sound you've used
People are more likely to click on a sound if they’re considering using it themselves. That’s why it’s a good idea to do a little research before you start producing your Reel. One trick is to use TikTok to find out what’s trending there in terms of music and sound clips.
Instagram is about 14 days “behind” when it comes to trends. If something is trending on TikTok, you can be sure it will soon be trending on Instagram.
4. When the format and quality are top-notch
Does your Reel fit the 9:16 aspect ratio while still being high quality? If so, you’ll probably get a little extra love from the algorithm. Another tip is to use effects and filters from the Reels Studio, which add an extra “wow” factor to your Reel.
Instagram doesn't like it when:
- You are reusing videos with watermarks or logos from other platforms, such as TikTok.
- When you post political content or anything else that violates Instagram's guidelines.
- You're uploading a Reel that's low quality.
Everything You Need to Know About Reels Ads
In June 2021, it became possible to run ads on Reels.
According to Instagram, Reels is the best place to reach users who don’t follow you and to gain visibility worldwide.
Unlike organic Reels, you can upload a video that lasts up to 60 seconds. The video will then loop unless the user scrolls past it. Users can also like, comment on, save, and share Reels ads, which allows you to engage with your target audience.
The key thing to keep in mind if you decide to run ads on Reels is to tailor your creative so that it matches what users expect to see when they watch Reels. Be sure to use music from Instagram’s music library or “trending sounds,” and apply effects such as “transitions.”
Do a lot of research and gather ideas and inspiration on how to best present your product so that it fits into the Reels universe.
Get Started with Your First Reel
Get Started with Your First Reel
Step 1 - Where is the Reels feature on Instagram?
Since I wrote this guide, many more ways to access the Reels feature have become available.
1. From the “Reels” feed
Tap the Reels button at the bottom of your screen, and then tap the camera icon in the upper-right corner.
2. From the “Story” feed
Open an Instagram Story by swiping right on your feed. At the bottom, select the "Reel" feature.
3. From Instagram's "Home Screen" feed
Tap the plus icon in the upper right corner. Then select the “Reel” feature.
Step 2 - Record a clip or insert one from your camera roll
Now it's time to start creating your Reel. And there are several options.
But first, remember to set the length of your Reel. You can do this by tapping the clock icon on the left side. From there, you can also accessyour music library,effects,speed, and much more, if you’d like to select these options before you start recording or adding video clips.
You can record clips right here and now by tapping the “Record” button in one of the Reels workshops, or you can add existing clips from your camera roll. You can also add photos from your camera roll.
Once you've recorded or inserted a video clip, you can delete it, trim its length, or change the order of your clips by tapping the "Next" button at the bottom right and then "Edit" at the bottom left. You can always go back and add more clips.
Step 3 - Reels’ Smart Toolbox
Now it’s time to get started on the fun and creative part of making an Instagram Reel!
Once you’re happy with the length and order of your video clips, you can use a variety of tools to edit your Reel so it’s a perfect fit for your business and, hopefully, captures your audience’s attention!
Tapthe music iconat the top to choose which song or sound you want to play on your Reel. Here, you can also record voiceovers or import your own audio!
Keep in mind that businesses don’t have access to all music on Instagram due to licensing restrictions.
Bonus info: If you use your own original audio, your profile will be credited. This means that users can create Reels with your audio by selecting “Use Audio” from your Reel.
When you tapthe effects icon, you can make your Reel more exciting so it stands out from the crowd of Reels on Instagram! You can choose filters, draw, edit the audio, and add text, emojis, stickers, and GIFs. It gives your Reel that finishing touch!
Step 4 - Share your Reel on Instagram
It's time to share your Reel on Instagram!
To share your Reel, tap the “Next” button. Choose a cover photo, adjust it to fit your profile grid, and write a catchy caption! Remember to use various hashtags and tag relevant profiles, collaborators, and your location.
Now you're ready to post your first Reel by tapping "Share."
Great job!
Learn Even More
Whether you're a generalist or a specialist in marketing, our experts have put together a number of helpful tips for you on our blog.
