The Future of Reels and What It Means for Your Brand

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If you’ve used Instagram recently, you may have noticed that your feed has become overrun with short-form videos – also known as Reels. And while it is easy to notice the similarities between the Reels feature on Instagram to TikTok, it’s increasingly apparent that Instagram Reels is shifting from a wannabe to a legitimate rival. 

In fact, in terms of average watch rate, Instagram Reels outperform TikTok, with 13.08% compared to TikTok’s 9.06%. 

So, what does this mean for the platform, and what optimizations are being made to encourage users to use this feature more frequently than before? Let’s discuss.

PRIORITIZATION OF REELS ON INSTAGRAM

With the increasing popularity of short video consumption on social media platforms, it should be no surprise that Meta is prioritizing Reels on Instagram. As of May 2023, Reels continues to be the fastest-growing format across Meta apps, with a 57.4% increase in usage in 2023 (SocialInsider). 

As Meta continuously strives to stay ahead of consumer behavior, Instagram Reels were recently extended to be 90 seconds long. Although the algorithm does not specifically push Reels onto users’ feeds, the feature was designed to be algorithmically advanced and preferable to users. As users are more attracted to the feature, the algorithm, along with AI, will continue to serve users with these placements.

Image Courtesy of Instagram 

THE FUTURE OF REELS

Although it is impossible to predict the future of Reels on the platform, it is safe to assume that short video content consumption is here to stay. Recent shifts in consumer behavior indicate that audiences are increasingly engaging with short-form video content, both organically and through paid advertisements. As a platform, Meta encourages brands to utilize a combination of paid and organic reel content to establish a connection with users. Short-form video content also enables brands to be discovered by users who may not have interacted with their content before, due to algorithmic preferences.

SO WHAT SHOULD YOU DO?

It is important to understand how Reels can be beneficial to your brand and marketing strategy. Reels can be optimized depending on the overall goals you or your client may have, such as engagements or saves. 

According to SocialInsider, the average reach rate for Instagram Reels is 30.81%, which is double the amount of other formats on Instagram, and an average impression rate of 33.83%. Keeping these numbers in mind, a shift to short-term video content with Reels can be an effective way to generate brand awareness and stay top of mind with digital consumers. 

And with 70% of shoppers looking to Instagram for their next purchase, you should be taking advantage of Reels’ high average reach and watch rate to ensure your brand stands out from competitors.

Getting Started:

If you’re interested in testing Reels implementation with your audience, we recommend ensuring that you have high-quality videos that are 1080px x 1920px with a 9:16 aspect ratio. This is the best size for a user’s mobile phone and will utilize the entire screen. Don’t forget to keep in mind that Reels can be up to 90 seconds long! And remember to:

• Keep it natural – A massive 79% of people say User-generated content (UGC) highly impacts their purchasing decisions
• Utilize trending audio – Keeping up with the latest trends helps your brand resonate with consumers
• Remain consistent – The almighty algorithm will reward your brand when you deliver consistent, fresh content

CONCLUSION

In a nutshell, putting the spotlight on Instagram’s Reels feature is a win-win for folks browsing and brands trying to get their messages out there. For the marketing crowd, these bite-sized videos are a nifty way to reach potential customers and make a real impact. And on the flip side, people can tweak their content feed to see more of what resonates with them.

And if the ever-looming TikTok ban ever came to fruition, being established on Instagram Reels will be vital for your brand’s success.  

Curious about adding Reels to your paid social media strategy? We’re all ears! Just give us a shout.

Laura Valdes

Laura Valdes is a Senior Account Manager at Adlucent with extensive experience in Brand Management, B2B, B2C marketing, and Bilingual marketing. Having worked with numerous clients and marketing channels over the years, she has developed a natural interest in the constantly evolving digital landscape of modern-day marketing.