Instagram Reels: A Run Down and Review
By Shannon Gallagher
Instagram has entered the chat.
Opportunistic, or innovative? On August 5, 2020, Instagram took to revealing its newest platform feature, Instagram Reels. Instagram Reels is a new way to record, edit, and share 15-second video clips with audio, effects and other in-platform creative tools. Sound familiar? That’s because the new IG feature has sparked a lot of comparison conversation with its rival in social media, TikTok.
So, What is Reels, and How Does it Work?
Instagram Reels is an IG-specific video-editing tool that allows Instagram users to create, edit, and publish 15-second videos to followers on their feed. If a user’s account is public, their content may also appear on the Reels page, a new addition to Instagram’s Explore section — allowing users to reach new audiences on a global stage. This feature is now available in the United States and across 50 other countries.
While we don’t know much about how the Reels algorithm works, we can take an educated guess. It will be influenced by who users follow, what content they interact with most, what they are searching for, and geographic locations. We also believe that trending reels will be circulated throughout the feed as well.
Like its platform competitor TikTok, Reels has a library full of audio options and other creative features that are available for users to splice and spruce up their videos.
Who’s Using Reels?
Some of the brands that we’re seeing use Instagram Reels and basking in overnight success already are: Louis Vuitton, FastAndFood, and My Paris Portraits. We’ll continue to update this list as we see new brands utilizing this feature.
Why Now? And Will the Feature Stick?
Short answer: It’s complicated. Instagram is rolling out Reels at an interesting time for its competition. TikTok has seen an impressive digital rise over the last 12 months, but has also been the focus of a trending online controversy over the last couple of weeks.
According to Adweek, TikTok generated the most app downloads ever within one quarter. With the rise in downloads, also came a rise in audience numbers. In the early days of TikTok, we saw the platform operate as a hub for teens and young adults. However, now we’re seeing the demographics expand and unite, captivating creators across a vast spectrum of ages, genders, and locations. TikTok has a huge fan base, and following that continues to flourish daily.
So, what’s up with the TikTok controversy? Government officials are concerned that the social media app harvests data for use under the Chinese ownership. We’ve seen countries like Australia, and the United States express their worries about the app — with India banning the platform all together. Most recently, U.S. President Donald Trump has expressed his plans to ban the TikTok platform unless they get bought out by Microsoft and America gets a cut.
What does this mean for Reels? It’s no surprise that given the current climate of controversy, Instagram has developed a similar platform as an alternative. And this Facebook-owned platform may be well-positioned to succeed given its parent company’s hierarchy and standing in the social media sphere. We can assume that Reels will take-off based on the large following of the IG platform itself.
This isn’t the first time Instagram has rolled out a feature to successfully take on a competitor. In 2019, a large number of Snapchat users migrated to Instagram for their new Stories feature. The reason? It is simply easier to have content all in one place. One place to see Stories, one place to chat with friends, and, obviously, one place to share memes and funny videos.
IGTV vs. Reels
In addition to competing with TikTok, one has to wonder if Instagram is also competing with itself and its already established IGTV feature. But are IGTV and Reels similar? From a strategy standpoint, is one more valuable than the other?
The answer to these questions depends on what a brand hopes to get out of these features. IGTV allows for videos up to 10 minutes within the app, where, at 15 seconds, Reels are much shorter. Reels are much more likely to produce a viral outcome due to their time constraints, and the need for the content to engage immediately. It’s much harder for a 5–10 minute video to climb the viral ranks. Depending on the story a brand is trying to tell, 15 seconds might not be enough time, or it might be just the right fit. On the other hand, brands may want to create content for both features! As we say time and time again, it’s all about knowing your audience and what they’re searching for.
Another key feature difference is the in-app editing ability. In Reels, users can create and edit content, using filters, audio, and effects, all within the Instagram app. IGTV videos must be edited in a third-party app or program, and then uploaded to Instagram as the final product.
VERB’s Perspective
Here at VERB, we’re certainly not afraid to share our opinions. And while we were discussing TikTok vs. Reels, a lot of interesting points came up. Many of us like having our video content in a separate app, all in one place. While the temptations of having content live in one app might be tempting for some, others simply enjoy the experience of TikTok, their branding, and their story.
While small but mighty, we can also see plenty of differences between the two platforms. For example, the ability to duet with other creators on TikTok is a feature not yet available on Reels. It is important to note that the notoriety of some of the famous TikTok sounds, memes, and trending content will be hard to imitate on the Reels app as well.
A few of us have also noticed, almost immediately upon launching, that reels has become a “resharing” platform. We’re seeing a lot of reuploaded TikToks on the Reels app. This will likely make it harder for the algorithm to come up with new and unique content that users will be motivated to watch.
Another note worth mentioning is that TikTok has built itself as a safe space, a family community. It’s a space where users can enjoy getting creative and experimental, somewhere that aesthetics don’t really come in to play all that much. Contrast this with carefully curated Instagram feeds, and one has to wonder if Reels users will feel as comfortable using the feature as they do using TikTok
But it’s not all bad, we also see exciting opportunities for “Reel” success in business or commercial ventures. Reels is a new way to build your community, engage with your current followers, and grow your reach. We know that social media users are always craving more content, so why not use Reels to feed your already established following? Or, use the feature to attract new followers? Reels might also offer an excellent opportunity to venture into new digital marketing strategies and touchpoints.
Is Reels the Real Deal?
So, what do you think? Are you Team TikTok or Team Instagram Reels? Is this serendipitous timing for Facebook’s platform or a more calculated move? Can you see yourself using Reels in the future? Let us know!
Shannon is a Social Media Strategist with VERB Interactive — a leader in digital marketing, specializing in solutions for the travel and hospitality industry. Find out more at www.verbinteractive.com.
