What's happened to 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 get discovered across audiences. Take note of that claim, because since then Reels has only grown its market share on Instagram!
That has a lot to do with the explosion of TikTok, which has become a worldwide addiction with over a billion monthly users. TikTok's popularity has therefore forced Instagram to redirect its algorithms, so that Instagram Reels are prioritised more in our personal feeds.
For you as a business, this means you can no longer get by with simple posts to grow and capture 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 effect Reels have on your Instagram profile's reach and engagement.
It's time to put your work gloves on, so you can grow your follower count and get more attention for your business in 2023. And I've put together the ultimate how-to guide, so Reels can become your strongest tool!
What are Reels?
Instagram Reels are vertical videos that, since July 2022, can be up to 90 seconds long. Where Reels really stand out is that users don't just see Reels from the profiles they follow, but from all Instagram profiles on the platform.
Reels let you create interactive videos where music and audio clips are at the heart of the experience. Reels also let you edit the video sequence directly in the Instagram app, so you don't need any other tools or apps to get the job done.
You can share Reels to your story and your feed, where they automatically appear in the ‘Reels’ and ‘Explore’ tabs.
The face behind a brand is what consumers today are hungry to experience. Instagram users want to see branded content they can relate to and that brings them closer to the products or services they buy. That's why Instagram Reels are 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’ counts as soon as a user taps into your Reel.
Instagram Reels' algorithm
Since the Instagram Reels feed consists of suggested content, it's a huge advantage to get to know the algorithm. I'll give you a quick run-through of what Instagram itself has said about its algorithm, and what you can do to get your Reels prioritised.
1. People watch your whole Reel
Instagram likes it when people watch your whole Reel. That's why you should also think about how long your video sequence should be. If you make a Reel of up to 90 seconds, the chance of it being watched from start to finish will be far lower than if you made a 10-15 second video.
In my experience, 5-10 seconds is the optimal length for an Instagram Reel.
Short and sweet!
2. Your Reel has high engagement
Make sure to encourage interaction when you create a Reel, so you can get as many likes and comments as possible. Another trick to get the exposure and the algorithm going is to ask your colleagues to watch, like, comment on and save it.
3. People click on the sound you've used
People tend to click on the sound if they're thinking of using it themselves. That's why it's a good idea to do a bit of research before you start producing your Reel. One trick is to use TikTok and find out what's trending there in terms of music and audio clips.
Instagram is around 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 format and quality are top-notch
Does your Reel fit the 9:16 format while also being high quality? Then you'll get a little extra love from the algorithm. Another tip is to use effects and filters from the Reels workspace, which give your Reel an extra wow factor.
Instagram doesn't like it when:
- You reuse videos with watermarks or logos from other platforms such as TikTok.
- You post political content or anything else that goes against Instagram's guidelines.
- You upload a low-quality Reel.
Everything you need to know about Reels Ads
In June 2021, it became possible to advertise in the Reels placement.
According to Instagram, Reels is the best placement for reaching users who don't follow you and for getting discovered worldwide.
Unlike organic Reels, you can upload a video lasting up to 60 seconds. The video will then loop if the user doesn't scroll on. Users can also like, comment on, save and share Reels ads, which gives you the opportunity to create interaction with your target audience.
What matters if you decide to advertise on Reels is that you adapt the creative to match what users expect to see when they watch Reels. Make sure to use music from Instagram's music library or ‘trending sounds’, and use effects such as ‘transitions’.
Do plenty of research and gather ideas and inspiration for how best to present your product, so 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 made this guide, many more ways of accessing the Reels feature have appeared.
1. From the ‘Reels’ feed
Tap the Reels button at the bottom of your screen and then the camera icon in the top right.
2. From the ‘Story’ feed
Open Instagram Stories 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 top right. Then select the ‘Reel’ feature.
Step 2 - Record clips or add them from your camera roll
Now it's time to start making your Reel. And there are several options.
But first, remember to set a length for your Reel. You do this by tapping the clock icon on the left. Here you can also access the music library, effects, speed and much more, if you'd like to choose these before you start recording or adding video clips.
You can record clips there and then by tapping the ‘record’ button in one of the Reels workspaces, or you can add existing clips from your camera roll. You can also add photos from your camera roll.
Once you've recorded or added a video clip, you can delete it again, 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 for the fun and creative part of making an Instagram Reel!
When you're happy with the length and order of your video clips, you can use a range of tools to edit your Reel, so it fits your business perfectly and hopefully grabs your audience!
Tap the music icon at 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!
Remember 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 users can create Reels with your audio by selecting "Use audio" from your Reel.
When you tap the 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. That gives your Reel the finishing touch!
Step 4 - Share your Reel on Instagram
It's time to share your Reel on Instagram!
You share your Reel by tapping the ‘Next’ button. Choose a cover image, 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 publish your first Reel by tapping ‘Share’.
Well done!
