With the massive popularity of TikTok and its entertaining short-form videos, many of the other major social media platforms have introduced new forms of content in response. Instagram’s response, released in August 2020, came in the form of reels. Almost immediately, the marketing trends shifted to favor this new type of video content, and have more or less remained the same since then.
Many social media marketers will attest to the benefits of using reels, but do they really live up to the hype? Here’s everything you need to know about reels, how they work, and how you can use them to boost your brand’s visibility.
Are Reels Worth It?
Short answer: yes. If used effectively, Instagram reels can greatly boost your page’s engagement. The Instagram algorithm allows reel content to appear extremely high in the rankings, so they’re an excellent opportunity to grow for any business owners who haven’t given them a shot yet. There’s no time like the present to start diversifying the content you’re putting out there.
The Catch
There are, however, a few details you need to know beforehand to ensure you’re getting the best value for your efforts in producing reels. Unfortunately, you can’t rely on them entirely to carry your page. Of course, they can give you a boost in engagement, but they aren’t by any means a replacement for the balanced spread of content you’re currently publishing. This is for a number of reasons.
First of all, the reels that tend to do well are extremely short, typically 15 seconds or less. They’re designed to set up a concept and provide quick, easy entertainment without wasting any time. This makes it great for fun content such as jokes, relatable quips, or memes, but as far as making strong brand statements, they tend to come up a bit short. If you’re looking to reach out to a wider audience, reels will be a great help, but you’re better off with your standard content for appealing to your existing audience.
Second, though reels may bring in new viewers and followers, they aren’t designed for retention. As of right now, you have a better chance of going viral with reels than just about any other content format. This means that your brand is being seen by countless new people, but as mentioned before, it’s hard to convey an accurate brand image in such a short amount of time.
Though these new viewers may enjoy the reels you upload, it may turn out that your brand isn’t for them, causing them to unfollow shortly after. Because of this, you can’t really count on reels to secure new clients or make sales, but as far as pure viewership, they’ll serve you well.
How to Use Reels
The most important step to getting the most out of the reels feature is simply understanding how to use them. As mentioned before, they should be used to reach new audiences, while your standard videos, images, and carousels should be used to retain those new audiences. Relying too heavily on one or the other could either cause you to lose engagement or lose followers, so it’s absolutely vital that you strike a balance between the two.
Though establishing a solid brand image and showing your audience that they can trust you is key, having a relatable and down-to-earth appearance is also essential. This is what reels do best, perfectly designed for humorous content that may feel out of place with your other types of posts. Feel free to get creative, take risks, and watch the views roll in!
From there, continue posting the same high-quality content as ever to your main feed. This ensures that once you’ve brought in new viewers with your reels content, you’ll be able to retain them with your brand’s goals, philosophies, and enticing products. They’ll come for the fun content you post on reels, but they’ll stay for the one-of-a-kind brand you’ve established, allowing you to grow and generate leads.
Bringing it All Together
So, now that you have this information, what comes next? How you choose to capitalize on the reels feature is up to you, but ultimately, you have to take the first step. This is your opportunity to test the waters, so don’t be afraid to get out of your comfort zone a bit! As long as you have a plan and confidence, you’re fully equipped to handle whatever small business ownership has in store for you!
At NexLaunch, we’re here to help your small business prosper, as well as offer advice wherever it’s needed. If you want to read up on that advice, you can check out our blog, and if you want direct help, you can see what we have to offer here! Either way, we’ve got you covered!
