In a year marked by sudden and increasingly frequent changes, the launch of the latest Instagram Reels feature was seen as a turning point in the world of social media. After its introduction to the U.S. market on August 20, 2020, Reels gradually made its way around the world, eventually reaching Serbia. The new feature from Instagram is essentially a response to the popular platform TikTok, aiming to “steal the show” and provide a similar (read: identical) option for creating skippable, short-video content for its users.
So, what exactly is Instagram Reels and what does it allow us to do?
Unlike IGTV, Instagram realized that in order for Reels to be used more effectively and frequently, it needed to create an option in a more prominent location within the existing interface. In this way, Reels is very similar to Instagram Stories, even being accessed through the same camera. Below are a few key points about Reels’ features:
- hort video content in a full 9:16 portrait format;
- Duration of up to 15 or a maximum of 30 seconds – for now;
- Created using the Reels camera, or they can be directly uploaded from the mobile device’s gallery;
- Can be filmed in a single take or in a series of short frames;
- Exclusively a mobile-only option for uploading content from mobile devices.
Chances are you’ve already noticed Reels on Instagram, even if you haven’t consciously recognized them.
Reels can be posted both in Stories and on the Feed, with a display in the Reels gallery on the profile itself, and they can also appear on the Explore page. In fact, they’re everywhere. They feature a recognizable clapperboard icon, and recently, the central icon for posting standard content to the Feed, the button most commonly used and familiar to all of us, was replaced with the Instagram Reel option – quite a clever move, right?
What are the similarities and differences between Reels and TikTok?
Both platforms offer users tools to create short video content, which is viewed through scrolling rather than tapping or swiping left to right, which was the case with previous options. Video creators have a wide range of editing tools at their disposal – the most notable being the ability to add music, filters, stickers, and transitions. This encourages users to interact with such content, whether through comments or by creating a “duet” video with the original post.
Like TikTok, Instagram Reels drives engagement rates beyond the limits of previous content-sharing formats.
When comparing accounts with 1,000 to 100,000 followers across platforms, the findings are as follows:
The average engagement rate on TikTok is 7.7%, while on a classic Instagram post, it stands at 3.8%. Those who have already tested the reach of Reels have concluded that, on average, the engagement rate (ER) is 22% higher than that of Stories, and 77% higher than that of a traditional video that records paid ThruPlays views. These numbers support the conclusion that Instagram is making a concerted effort, through algorithm changes, to encourage the potential of Reels among early adopters and brands, rewarding their posts with greater visibility and high organic reach.What will be “penalized” is the recycling of TikTok content – the presence of a TikTok watermark in a video reel will have a negative impact on its visibility and reach.
The noticeable differences lie in the fact that TikTok’s target audience is already a well-formed army of users accustomed to this form of short-video culture, while Instagram is still in the process of introducing its long-time members—who are used to a more holistic visual content experience—to the world of challenges, duets, trends, and jokes. If we look at the user demographics, TikTok boasts an impressive 27% of the highly coveted 13-17 age group from Generation Z. 85% of TikTok users are under the age of 34, with 42% falling within the 18-24 range. On the other hand, on Instagram, 75% of users are in the 18-24 age group, and among them, one in four is a boomer.
Using Instagram Reels on Business Accounts
For private users, it’s already crystal clear what Reels can do. But now you might be asking—how can this feature be used on brand and business accounts? It’s worth noting that not all Reels are just about dancing and music. In fact, since business accounts don’t have the option to add music, you’ll likely need to find other ways to make use of these videos—meaning, you’ll have to upload pre-edited and prepared content. If you’re creating guides, “how-to” tutorials, or videos showcasing products, services, or advice in your industry, you can definitely create videos that are suitable for the Reels section.
For example, if you’re in the fashion industry, there are plenty of fun ideas for showing off outfits. Videos with so-called “transitions,” where one scene ends and transitions into the next, are more popular than ever. If you have a product that requires assembly, you could make an engaging video showing the product’s creation process from start to finish, avoiding the dull before-and-after posts.
Instagram Ads Formats for Reels
Now that we’ve established that Reels are highly suitable for Instagram Business accounts, the question “Can all of this be boosted?” naturally follows. The answer is—currently, no. It is predicted that Instagram will allow sponsorship sometime this year, but that’s purely speculative. Given that 75% of Instagram users visit a website or make a purchase after encountering an Instagram ad, imagine what could happen if a 15-second video had a subtle “sponsored” label, with a “swipe up” moment!
Let’s return to what Reels currently offers, and for both small and large businesses using the magic of social shopping, this can be a total game-changer. Yes, we’re talking about product tagging. Shareable, skippable, and even shoppable! We still need to test and monitor this feature, which we consider a huge opportunity in the Serbian market, as it has already witnessed astronomical growth in e-commerce across all fronts in the last year.
One of the advantages of Instagram Reels is the establishment of a connection between brands and influencers.
The increase will become evident once many “influencers” seize the opportunity for partnerships and start creating branded Instagram Reels using the Branded Content Tagging feature. Therefore, through the official method of revealing sponsored content, we can expect an additional rise in collaborations between the two parties.
n conclusion, this is an opportunity for those who are skilled, eager, and ready to jump into the fast lane, taking advantage of opportunities before everyone else. Test it out— we like it, and we’re already achieving skyrocketing results in performance for our clients across various industries.
Source: Instagram, Social Media Examiner, Later, Talking Influence