Instagram has always been a platform centred around visuals, from selfies and food photos to stunning travel shots. Recently, Instagram introduced Reels, a feature that has quickly become essential for brands and creators. If you haven't incorporated Reels into your Instagram marketing strategy yet, now is the time.
In this guide, we'll explain what Instagram Reels are and how your brand can use these short, engaging videos to connect with your audience. We’ll cover tips from Meta on creating a successful reel strategy, including how to boost your Reels to reach more viewers. Plus, we’ll reveal the best tool for scheduling Instagram Reels in advance, making it easier to stay consistent with your content. Get ready to learn everything you need to make the most of Instagram Reels!
Instagram Reels are short, vertical videos designed to give users more creative freedom beyond the traditional square format of the main feed. With a 9:16 aspect ratio, Reels can range from 15 to 90 seconds, and users can add background audio, whether it's a voiceover, music, or a trending sound. Unlike polished, long-form videos, reels are intended to be quick, casual, and highly discoverable. You can also share Reels across Facebook and Threads for greater reach.
Joana Rocha, Senior Technical Partner Manager for Reels Ads, Video, and Threads at Meta, highlights the impact of Reels on Instagram’s traffic, noting, “Approximately 50% of time spent on Instagram is on Reels. It’s a rich, growing, creative canvas where brands can turn attention into action.”
Reels are perfect for delivering brief, engaging content, whether for entertainment or education. Users can choose a cover image to blend the Reel with their main feed's aesthetic. Instagram profiles now also have a dedicated Reels section, creating a Reels-only grid for easy viewing.
While Instagram Reels and TikTok videos are quite similar, there are key differences between them in terms of audience, features, and functionality.
One main distinction lies in the demographics of their user bases. TikTok tends to attract a younger crowd, with most users aged between 16 and 24, while nearly half of Instagram’s users are in the 25-34 age range. So, if your goal is to connect with Gen Z, TikTok might be your ideal platform. But for those looking to expand their Instagram strategy and connect with a slightly older demographic, Instagram Reels can be an effective tool.
In terms of editing features, TikTok offers a wide variety of effects, filters, and templates that users love, providing a playful and customizable experience. Instagram Reels, while somewhat limited in comparison, still offers its own unique perks. With Instagram's Reels Templates, for example, users can quickly replicate the timing of an existing Reel, simplifying the editing process and saving time.
When it comes to content discovery, TikTok's“For You”Page (FYP) is highly personalized and fine-tuned to users' interests. Instagram's Explore page, on the other hand, is still evolving in terms of personalization, aiming to offer a similarly tailored experience.
Ultimately, each platform has its strengths, and choosing between them depends on your audience and objectives. If you’re focused on growing your Instagram following and enhancing your existing strategy, Reels is a fantastic option. However, if reaching a younger, highly engaged audience is a priority, TikTok might be the better choice.
Mastering Instagram's Reels algorithm can provide a significant edge for those looking to grow on the platform. During the 2024 Meta Conference, CEO Adam Mosseri emphasized that creating engaging Reels is the most effective way to grow on Instagram. The platform's algorithm prioritizes Reels based on what it predicts will engage viewers the most, using a set of specific signals to rank content accordingly.
To make your Reels stand out, Instagram suggests creating content that is entertaining, inspiring, or experimental. Make use of creative tools like text overlays, background music, camera effects, or filters to enhance your Reels. However, it's essential to avoid low-resolution videos, Reels that are too blurry, or those that have already been posted on Instagram or recycled from another app with visible borders. These types of content are likely to be deprioritized, meaning they’re less likely to appear in viewers’ feeds or the Explore page.
The algorithm particularly favours Reels under 90 seconds, with the first 3 seconds being critical for capturing viewer attention. To increase the reach and engagement of your Reels, using relevant keywords and hashtags is key. Adding on-screen captions also boosts accessibility, helping to reach a wider audience and making your content more engaging for all viewers.
By creating high-quality, captivating Reels with these tips in mind, brands and creators can gain an edge in maximizing their growth on Instagram.
Ready to create and post your first Instagram Reel? Here's a step-by-step guide to help you get started.
First, go to your profile, tap the “+” icon in the top-right corner, and select “Reel.”
This will open the Reels camera, where you can begin recording or uploading clips. Reels can be recorded directly within the app or uploaded from your camera roll. If you’d like some inspiration, tap the “Templates” button to access recommended, trending, or saved templates.
For uploading external clips, tap the small window icon in the bottom-left or simply swipe up to browse and add videos from your gallery.
To record directly within the Reels app, hold down the recording circle at the bottom centre of the screen. You can record a continuous clip or create a Reel in segments, depending on the effect you’re aiming for. Once your clips are ready, you can dive into Instagram's editing tools to make your Reel stand out.
Reels offer options like adding text and audio, video splitting, voiceover and more to help you capture the perfect video. Instagram's tools let you add even more creative touches. Use text overlays to convey information, or the draw tool to add unique designs. Include stickers like closed captions, GIFs, and other elements to engage viewers. For added flair, explore Instagram's AR effects and filters or add audio from the music library, record a voiceover, or include sound effects to complete your Reel. If you want to refine your Reel further, tap “Edit Video” to adjust individual clips.
This will let you change the speed, split or replace clips, and discard sections as needed to create a seamless flow.
Once you’re satisfied, press the arrow in the bottom right to move to the final screen. Here, you can choose a cover photo, write a caption, and select options like tagging people or adding a location. You can also decide whether to share your Reel on Instagram for more reach.
Finally, tap “Share” to publish your Reel! Congratulations, your first Instagram Reel is now live, ready for your followers to enjoy.
TIP: Want aesthetic cover photos? Download free Canva templates for Instagram Reels covers to give your content a polished and professional look.
Now, let's dive into how you can post Instagram Reels without needing the mobile app! There are several ways to upload Reels directly from your computer, including the Instagram Browser version, Meta Business Suite, and third-party apps. Each has its own benefits and limitations, so let's explore the best option for you.
With recent updates, Instagram now allows creators and brands to upload Reels directly from their web browsers. Here's a quick guide:
Meta Business Suite (formerly Facebook Creator Studio) helps businesses manage their Instagram and Facebook content from a desktop browser.
Using a scheduling app is one of the best ways to post Reels from your computer. With third-party apps like Sked Social, you can upload, schedule, and auto-post Reels directly from your desktop. This option streamlines content creation, scheduling, and analytics into a single platform.
Pros: Perfect for businesses managing multiple social media platforms; includes scheduling and analytics for seamless content management. Cons: Requires a subscription for full features, though these tools offer a range of professional resources to justify the investment.
Whether you’re looking for a quick upload solution or a more comprehensive content management tool, these options will make it easy to share Reels from your desktop. Give them a try and find what works best for your workflow!
Boosting a Reel on Instagram is an effective way to increase visibility and engagement, making it especially beneficial for creators and businesses looking to expand their reach.
Go to your Reel and tap either the three-dot icon or “Boost post” option at the bottom right corner, then select “Boost Reel.”
Enter the ad details, including your marketing goal, target audience, budget, and duration. Adjust these settings to align with your campaign objectives.
After reviewing the information, tap “Boost post.” And that's it! Your Reel is now set to reach a wider audience, bringing more engagement your way.
Boosting a Reel is that simple, yet highly effective in gaining traction on Instagram!
With 69% of videos watched without sound, on-screen text and captions are essential for boosting engagement on Instagram Reels. Captions not only cater to viewers who watch silently but also make content accessible to those with hearing difficulties.
To add subtitles, use Instagram's closed caption sticker. Tap the sticker icon, select “Captions,” and wait a few seconds for the app to transcribe the audio.
Once ready, review and edit the captions as needed. For maximum visibility, position captions centrally to ensure they’re clear on all parts of the Instagram app.
Instagram Reels trends evolve rapidly, so staying on top of them is key. Spend a few minutes daily exploring the Reels tab and other creators’ profiles to spot trending sounds, music, or audio clips. If you notice popular audio clips, click on the music to see how widely it's used, and save it for future content. For ongoing trend inspiration, bookmark a resource that tracks Instagram Reels trends.
A strong call-to-action (CTA) in your Reels can drive traffic to the link in the bio, helping guide viewers to other content, products, or offers. Add this CTA via on-screen text, a verbal mention, or even in the caption.
Going viral often begins with finding your niche and posting consistently. With so many unique interests on Instagram, there's an audience for everything. Whether you’re a bakery sharing behind-the-scenes moments or a skincare brand giving product tips, consistency is key. Even if initial posts don’t gain traction, keep going. To reach niche audiences, consider collaborating with influencers who align with your brand; tools like Later or Sporoutsocial simplify the process of finding the right influencers.
Adding 3-5 targeted hashtags can help the Instagram algorithm categorize your content and show it to relevant users. For instance, hashtags like #VeganRecipes, #PlantBased, and #WhatVegansEat indicate that your Reel is about vegan cooking, increasing the chances it appears to users interested in similar topics.
Tools analysis of thousands of Instagram Reels reveals that the ideal time to post is early in the morning. Posting earlier allows accounts to stand out with less competition and capture attention from users during their first scroll of the day, even if that happens a few hours after the post goes live.
To reach new audiences, increasing the frequency of your Instagram Reels, along with a strategic use of hashtags and keywords, can make a significant impact. However, the focus should always be on quality over quantity; creating valuable, engaging content is key. Use your Reels insights to understand what resonates with your audience and experiment to find the best posting strategy for your unique account.
After putting in the effort to create, edit, and share a Reel, you’ll naturally want to see how it performs. Key metrics to track include comments, shares, likes, and engagement rate. For Reels specifically, views provide an essential video-specific metric that can offer deeper insights.
Instagram's native insights or analytics tools like Later and Sprout Social allow you to monitor your Reels' performance within comprehensive dashboards. You can view insights for each post alongside the rest of your Instagram content, giving you a holistic view of your overall Instagram strategy.
These tools streamline your analytics by consolidating Instagram data with metrics from your other social channels, offering a complete perspective on audience reception and engagement. This can help you see how your Reels resonate across Instagram , uncovering valuable differences in audience preferences and behaviour on the platform.
If you’re already enjoying Reels, spotting trending sounds should come naturally. Simply open Instagram and scroll through the Reels Explore page. Look for the small arrow next to the audio icon, which indicates a trending sound.
When you tap on the trending sound, you’ll see details like the audio source, the number of Reels made with it, and a collection of Reels that have used it — perfect for inspiration!
If you’re ready to create, just tap the “Use audio” button to film with the trending sound.
Ironically, TikTok is also a great source of Reels inspiration! Scrolling through TikTok's For You Page can reveal niche trends.
To find trending sounds, type “trending sounds” in the TikTok search bar, filter results to “this week,” and you’ll discover creators sharing current trending audio and tips for using them. This cross-platform approach can help you jump on trends early, adding variety to your Reels content.
Now is the perfect time to dive into Instagram Reels. These short, engaging videos are ideal for building a more connected and interactive audience. With the tips in this article, you can begin experimenting to see what content resonates best with your audience. Once you find your groove, using boost options can amplify your reach and increase your brand's social ROI. Having the right tools in place will also make it easier to integrate Reels smoothly into your overall social media strategy.
Reels are short videos you can easily create and enjoy watching on Instagram. They are a fun way to connect with your community over entertaining videos that inspire anyone to join in.
Although you can create reels up to 15 minutes long, they shouldn't be over 90 seconds, according to Adam Mosseri, CEO of Instagram, as they can hurt distribution, and the algorithm will not prioritize longer reels.
Better For Entertaining Content. Reels are a newer way of sharing content on Instagram. They are similar to posts, but they can be up to 30 seconds long and include music, effects, and other creative elements. Reels are designed for people who want to create fun, entertaining content.
When you post a Reel, you also get the chance to appear in the Reels explore feed. This means that if you create an awesome Reel, you can get in front of a much bigger audience than just your followers and this means you have the chance to grow your following in a BIG way!
