I love Instagram reels. But as an Instagramer and a marketer, there are a lot of hidden gems within this addictive platform. I covered Instagram Marketing for businesses extensively a few years back and recently went in depth about how many people are making a living using Instagram.
Instagram reels are just the latest innovation by the Meta-owned platform. In many ways, reels are my substitute for television shows and, many times, YouTube. I prefer Instagram reels over TikTok since reels exist within the Instagram app alongside other videos, stories, and posts. It’s the entire social experience without being pigeonholed into watching one format style of content. Reels are also directly sharable on Facebook, ensuring you gain more visibility and reach for your work.
Because of its viability and nurturing by Meta, Instagram Reels have become a cultural phenomenon, rivaling both YouTube, been relatively successful with companies such as the NBA, Sephora, and Red Bull, have driven millions of views, and continue to grow in popularity worldwide using Instagram Reel Ads. The NBA saw 22% more engagement, with 20 out of 30 teams using Instagram Reels with wild success.
But what are reels, and how can marketers take advantage of the new and upcoming features of Instagram?
What are Instagram Reels?
Instagram Reels are short-form videos created on the Instagram app using audio, effects, and other creative tools. Instagram reels are similar to Instagram stories. However, reels suite of editing tools is more robust, can be lengthier, last indefinitely, and have a greater reach on Instagram.
Many reels only fall between 15 – 30 seconds. However, you can make reel videos up to 90 seconds in length, with the goal of grabbing the attention of the viewer in the first 5 seconds. You can find reels on your Instagram feed mixed in with other image and video posts and through the Reels Explore page at the bottom of the Instagram app.
The best way for some to understand reels is by comparing them to Instagram Stories.
Instagram Stories vs. Instagram Reels
Instagram stories have some distinct differences from Instagram reels.
- Location: Instagram stories can be found at the top of the Instagram app or by clicking the profile picture of any user. Reels are slightly different as they appear on the user’s Instagram feed, Reels tab, and the Search and Explore page.
- Availability: Instagram stories disappear after 24 hours unless you save them in your highlights. In contrast, Instagram Reels stays in your reels tab and feed.
- Length: For Instagram stories, a video’s maximum length is 15 seconds, and for a picture, it is 7 seconds. If you upload a video to Stories over 15 seconds, Instagram will automatically break down the story into 15-second increments. On the other hand, Reels can be longer, up to 90 seconds.
- Reach: Most people who view Instagram Stories are the account’s followers. Reels are great at driving new viewers since they have algorithmic preferences. Reels do better to reach people who do not follow you, maximizing your opportunity to drive engagement.
- Saves: Users can save reels for later viewing while they can not save an Instagram story.
- Editing tools: Instagram Reels gives users access to more editing options than Stories. These options include audio editing, A.R. effects, alignment of several clips and pictures, Timer, and Countdown. You can also control your actions’ speed. Two of my favorite features are the “Remix this Reel” feature and the use of the “Template Feature.” These two features do a great job of quickly getting you started with Instagram Reels without having to learn every feature and tool immediately.
- Sharing: Instagram Reels can be shared as stories or posts. Users can share reels and stories to other apps or Instagram users’ D.M.s. The only difference is that stories disappear in 24 hours.
Instagram Reel Ads
According to Instagram’s Business Team, Instagram Reel Ads is the best place on Instagram to reach people who don’t follow you and a growing global stage where anyone can discover brands and creators.
Instagram Reels became an essential placement for Facebook (Meta) Ads around mid-June 2021. If you are familiar with Facebook Ads, you’ll know that there are 15+ “placements” or places to serve ads throughout the Facebook Ads Network.
The Facebook Ads Network consists of four platforms Facebook, Instagram, the Audience Network, and Messenger. These platforms have various placements that are grouped into groups: Feeds, Stories and Reels, In-Stream, Reels Overlay, Search, Messages, In-Article, and Apps and Sites. Instagram Reels, of course, belong to the Stories and Reels group of placements. This group of placements shares the characteristic of having a recommended fullscreen, vertical (9:16 aspect ratio) format. The Instagram Reel placement, however, has a longer runtime of a maximum of 60 seconds.
You’ll also notice the new placement of Reels Overlay. Reels overlay is another way for content creators to make money on their content. When an advertiser selects Reels Overlay as a placement, that advertiser can serve ads on relevant Instagram and Facebook Reels.
Reel content creators can allow ads to serve as overlays by adding a Sticker Ad to their Reel. By allowing Reel Overlay ads to display on their Reels, content creators earn a portion of the ad revenue. As the content creator’s reels are served, Instagram’s algorithms choose ads to display in this Sticker Ad frame suited to the viewer.
Instagram Reels ads appear on the Reels tab, in the feed, and on the Search and Explore page. People can comment, like, view, save and share Reels ads.
It’s interesting to note that Instagram Reel Ads performed better than TikTok Ads, as seen in a study by the Ad design platform Creatopy. The study found that it was cheaper to reach an audience on Instagram than on TikTok, with a CPM (cost per thousand clicks) of $1.67 vs. a CPM of $4.38 for TikTok.
Getting Started with Instagram Reels
According to Instagram’s Business Team, Instagram Reel Ads is the best place on Instagram to reach people who don’t follow you and a growing global stage where anyone can discover brands and creators.
Instagram Reels became an essential placement for Facebook (Meta) Ads around mid-June 2021. If you are familiar with Facebook Ads, you’ll know that there are 15+ “placements” or places to serve ads throughout the Facebook Ads Network.
The Facebook Ads Network consists of four platforms Facebook, Instagram, the Audience Network, and Messenger. These platforms have various placements that are grouped into groups: Feeds, Stories and Reels, In-Stream, Reels Overlay, Search, Messages, In-Article, and Apps and Sites. Instagram Reels, of course, belong to the Stories and Reels group of placements. This group of placements shares the characteristic of having a recommended fullscreen, vertical (9:16 aspect ratio) format. The Instagram Reel placement, however, has a longer runtime of a maximum of 60 seconds.
You’ll also notice the new placement of Reels Overlay. Reels overlay is another way for content creators to make money on their content. When an advertiser selects Reels Overlay as a placement, that advertiser can serve ads on relevant Instagram and Facebook Reels.
Reel content creators can allow ads to serve as overlays by adding a Sticker Ad to their Reel. By allowing Reel Overlay ads to display on their Reels, content creators earn a portion of the ad revenue. As the content creator’s reels are served, Instagram’s algorithms choose ads to display in this Sticker Ad frame suited to the viewer.
Instagram Reels ads appear on the Reels tab, in the feed, and on the Search and Explore page. People can comment, like, view, save and share Reels ads.
It’s interesting to note that Instagram Reel Ads performed better than TikTok Ads, as seen in a study by the Ad design platform Creatopy. The study found that it was cheaper to reach an audience on Instagram than on TikTok, with a CPM (cost per thousand clicks) of $1.67 vs. a CPM of $4.38 for TikTok.
Getting Started with Instagram Reels
Once you have your video idea in mind, it’s time to start up the Instagram app. Opening the camera within Instagram, there is an option called Reels. Clicking on that will bring up video options. Here, you’ll find a few options.
The first option is to upload videos. If you’ve already made your video, upload it to the app, picking the video from your camera roll. If you’ve got more than one video, it’s easy to pick more than one at a time. Be sure that the videos are in the order you would like them to appear before moving on.
Your following options are to pick audio, effects, and more. If you’re not looking to add any of these extras, clicking the recording button will set you on your way.
Once you’ve created your reel, it will be saved as a draft. Once there, you can add a short bit of wording, a description, that will be shown at the bottom of the reel when it comes up on the algorithm. It’s a good idea to put a link in your description section.
When that is done, click upload or post, and it will be let loose into the algorithm. Your video can be further pushed to consumers and viewers by sharing it on the Explore page, tagging different accounts, or sharing it to different accounts using the share feature.
For Reel Ads, save your video and download it. From there, take it over to Facebook Ads Manager and follow the steps to upload it. This includes getting approval from Facebook for the ad and picking Instagram along with Facebook to promote your ad.
Pointers to Key in Mind when creating Instagram Reels:
- You have 90 seconds to make an impact. Your first few seconds count the most. Facebook reports that they typically see a higher drop-off rate for Reels 45 seconds or longer and lean on our ’15 seconds or less’ guidance with video content, including Reels.
- Facebook has numerous native editing and creative tools, so there is no need for production-level videos for Reels.
- Relatability is one of the main factors in whether a user will engage with your content. Therefore, simple videos perform better than high-production quality videos.
- The key to great Reels is nailing the audio and captions. Reels are Instagram’s answer to TikTok, and just like on TikTok, syncing the right sound to your Reel is crucial. Thankful, Instagram makes this process as easy as possible by providing a vast audio library.
- You already have images or videos suitable to create a great Reel. Dont be afraid to use static images with fun effects.
Key Tools of Instagram Reels
Audio
Instagram’s vast audio library has many hit songs and popular audio from other creators. Hit songs are usually upbeat and catchy. Associating your brand with good music can put viewers in a good mood and indirectly attract them to your brand.
According to Forbes, music is one of the three things needed for a successful ad campaign, and a Reel is very much an ad campaign of its own. Every viral Reel consists of great visuals, audio, and captions. Nail this combination, and you’re setting yourself up for success.
Forbes suggests that you shouldn’t think like a fan when picking music. In simple terms, don’t pick your favorite music. Attempt to place yourself in the mind of your consumers. Think of what will inspire them and what fits your brand.
One last thing to consider is licensing. If the video is only going to stay on Instagram or Facebook and comes directly from Instagram’s audio library, there shouldn’t be much problem. However, importing licensed audio without permission could open you up to unwanted attention. It can lead to serious legal trouble, including fines and lawsuits.
Effects
There are plenty of effects to choose from on Instagram Reels. Effects can include fun filters, voice changers, and stickers to add to your reel. These effects can be timed and edited on the app.
You can turn effects on and off at different times in the video. Filters are fun for influencers and interactive brands. Voice changers are better for creators and influencers but should be used cautiously when promoting a brand. If the viewer can’t understand you, they definitely won’t be buying your Product.
Stickers are a fun tool that encourages people to interact with your reel. Stickers can include simple graphics, famous people or memes, memorable quotes, time stamps, countdowns, links, polls, and hashtags. These can promote your brand and even direct people to your store.
Captions
Instagram video captions are a massive benefit if your goal is to increase your audience reach.
One of the most significant benefits of captions is that your Instagram videos become searchable via the Search and Explore tool. Captions give users an additional anchor to find your content rather than being restricted to searching for hashtags, image captions, or alt tags. This huge searchability helps drive more people to your reel’s posts and profiles.
One of the best benefits of captions is that they are inclusive to the hearing impaired, allowing them to access and enjoy your content with the same enthusiasm as everyone across your reels. With this in mind, Instagram, here’s some pointers on creating great captions:
- Keep it Simple
- Think Memes
- Use Song Lyrics
- Ask Questions
- Build Suspense
- Use Popular Sayings
- Use sarcasm and irony
- Have Fun
Other Tools
Other tools offered for Instagram Reels are timers and countdowns, speed control, and automatic alignment.
Speed control is effective if your video comes too slow or fast. Talking and making content at an exciting pace can be difficult. Sometimes we need a little help. Speeding up your content, can pack more information in a short time.
Timers and countdowns will count down to the start of the recording, helping you get ready and prepared to talk and take action. The automatic alignment will ensure that your video stays upright and focused.
An Instagram Reel can promote your business and build up profits with a little bit of creativity and some marketing know-how. Your ads can reach a wider audience and gain a following using links, hashtags, and sound effects.
It takes some work, but Instagram Reels and Reel Ads are an effective way to reach consumers and have a little fun.
