Instagram stole the thunder from Snapchat when it introduced Instagram Stories. Well, the platform is at it again; this time with Instagram Reels. After the TikTok ban in a few countries, Instagram rolled out a new feature on its platform called Instagram Reels. (The timing couldn’t be better)
As we all know, video content is the way forward for both content creators and brands. With Instagram Reels, video content is all set to take the centre stage. Along with the new feature, the audience behaviour is also bound to change on the platform and brand managers must take note of this.
Started as a photo-sharing platform, Instagram has now transformed into an infotainment platform. With IGTV, Stories, and Reels, Instagram is surely turning into the most versatile content sharing platform. Influencers were already using Instagram Stories to boost their content and Instagram Reels is simply another way to share more video content.
Well, there’s a catch, just like TikTok, Instagram Reels is solely focused on the entertainment factor. Let’s understand this feature in detail.
What are Instagram Reels?
Similar to TikTok, Instagram Reels let you create short videos with already set audios. Reels also come with a range of editing tools to enhance your videos like speed settings, effects, and timer.
Instagram has always focused on the aspect of sharing human sentiments through its platform but with the introduction of Reels, it is moving towards entertainment. Content creators have a lot to do with this feature because just like TikTok, Reels are focused on creating viral content. It aims to keep the audience hooked with its vertical video format.
The ‘Explore’ option on the platform lets you discover Reels and that is how videos get the visibility. Curating engaging videos can surely get you the needed views and in turn, get you more audience.
Reels allow 15 seconds videos which means it is going to be quite competitive for brands to grab the user’s attention. Additionally, with all the TikTok creators now shifting to Reels, the rush of content creators is going to be humongous.
This rush also means that brands now have loads of creators to choose from to market their name on Instagram. With Instagram Reels, brands can heavily target the younger audience set that is solely interested in video content. The short attention span of this user base further makes Reels a lucrative platform for brand marketing.
Well, now that we’ve understood what Instagram Reels are, it is time to understand how to use this feature.
How Do You Use Instagram Reels?
Instagram Reels are extremely simple to follow. Having a format similar to that of TikTok, all you need to do is open your Stories section and you shall be able to find the option for Reels right there.
Once you click on the Add Story option, you will have options for Live, Story, and Reels. Click on Reels and you will see all the following features you need to create your video.
- Audio– Audio database to help you create Reels. You can also search for diverse music by clicking on the Browse option
- Speed– Select the speed you want for your videos according to your requirements
- Effects- With this option, you can enhance your videos with different kinds of effects
- Timer- This feature is to fix the time for your videos
Significance of Instagram Reels For Brand Marketers
The popularity of TikTok has already proved that video content is the future of social media content. Brands are already trying to push out more video content and with Instagram Reels, this is bound to increase.
Every new feature on social media platforms leads to a shift in the way content is consumed by the audience. The same also goes for Instagram. Brands until now were heavily focused on Instagram Stories and IGTV but all that can change.
The main aim of Stories and IGTV was to showcase the brand in its original form. Be it behind the scenes glimpses, live Q&A sessions, unfiltered conversations or asking questions via stories, these content styles made the brands look authentic and realistic.
However, with Instagram Reels, brands need to entertain the audience! The engaging video format is tricky to crack but can easily help brands go viral.
The ‘Shopping’ feature on Instagram has further encouraged the audience to spend more time on the platform which means there is a possibility that the users will also be watching Reels.
The casual style of the Instagram Reels feature will enable brands to market their products and services in an entertaining way. Additionally, Reels are a new way to connect with the audiences especially Gen Z.
This Reels feature will further encourage the brands to collaborate with content creators which can give a boost to influencer marketing. Brands can promote their Reels content in their highlights so that their new followers can see their activeness with video content.
How Can Brands Benefit From Instagram Reels?
Instagram Reels bring a lot of benefits for brand marketing. Instagram has already become a platform for brand marketing and with Reels, brands can create content that is high on creativity and entertainment. Here is how brands can benefit from the Instagram Reels feature.
Gain popularity amidst passive audience
With Instagram Reels, brands can get exposed to a passive audience base. Users are likely to discover your Reels in the explore section and that might help you target an audience base that you were not targeting before.
Can increase your followers
Even a few viral Reels can get you noticed on the platform which can lead to an increase in the number of followers. Once you start creating video content the audience will start engaging with the same. This can be a great way to increase followers. However, for this to happen it is necessary to create content that is entertaining enough.
Gives a boost to the engagement rate
Creating Instagram Reels related to your brand can also help you increase the engagement rate for your brand. Post videos that encourage user participation like tagging and commenting. This will help you engage users and which can positively impact your engagement rate.
Can improve the performance of your earlier posts
Once the user starts following your content there is a chance they land up on your profile which can give a mileage to your previous posts too. This way you can also gauge what content is working for your brand apart from videos.
Gives you an edge over your competitors
The content curation opportunities are endless with Instagram Reels and brands can use this to move a step ahead of their competitors. Even if your competitors are not creating content on Reels you can bank on the same and be a trendsetter.
Instagram Reels Examples
The Instagram Reels feature has just launched and brands have already started focusing on it heavily. Most brands have collaborated with influencers for Reels which is a smart way to market products and services. Let’s take a look at how some brands used Reels.
Bobbi Brown roped in an influencer for Instagram Reels. The Reels snapshot below shows how an influencer is using Bobbi Brown’s makeup products.
Influencer collaboration for product promotion
The influencer in the Instagram Reels below is promoting a brand’s products. The influencer has created a series of videos to promote the same in different ways.
Instagram Reels for audience engagement
The Instagram Reels glimpse below shows a video wherein the creator wants the audience to drop an emoji for wishlisting a brand’s product!
Encouraging user-generated content through Instagram Reels
The snapshot of Instagram Reels below shows Conde Nast Traveller India’s user-generated content. The brand used Reels to market UGC.
Use Reels to give audience valuable content
Brands and content curators can also use Instagram Reels to give their audience some valuable content. The glimpse of Instagram Reels below shows a content creator giving art tips.
The one thing that remains constant even with the introduction of Instagram Reels is the influencer selection. Even with Reels, content quality takes the top spot which means brands have to be careful when choosing influencers.
Instagram Reels if not curated smartly can fall flat because the feature has a huge crowd of viral content.
Make sure you focus a lot on content presentation and influencers. The most reliable way to find influencers is to rely on an influencer marketing platform.
Instagram Reels has the potential to change the content game and brands must take full advantage of the same. See to it that your Reels are engaging enough and make the audience want more. Know what you want to convey through the Reels and stick to your brand niche and tonality to attract the right audience.
Here are a few more blogs to help you with influencer marketing-