Real Reel Results (and why you can’t avoid them)
By Emily Bent
If you’re one of the literal billion users scrolling Instagram each month, you’ve undoubtedly noticed that Reels are everywhere. Once primarily used as a place to repost TikToks ( cue the “ I saw that two weeks ago…on TikTok!” remarks), Reels are now solidly in the marketing sphere with their own life, creative twists, and statistics to measure. Once an avoidable addition to Instagram, Reels have taken the center stage and carry a powerhouse of marketing power. If you have yet to leverage this Instagram feature, there is no better time than the present to get started.
Reels are really important
You can’t avoid the facts. Reels produce results and the gap between other types of Instagram content, like static images, carousels, videos, and Reels is only getting larger. Instagram’s algorithm is prioritizing this scrollable content while others take the back seat, and we have the facts to back this up.
June was the first month we posted Reels for a client we’ll call X. X has a large and constantly growing follower count. Their engagement rate is reliably high and they’re the longtime host of an international event that places them in the spotlight; both through traditional and modern media sources. We posted three Reels in June that boosted their Engagements by 3.9%, Profile Impressions by 23.7%, Profile Reach by 62.5%, and Web Sessions by 76.7% over the previous month. The only thing we changed over the course of the month was the addition of the Reels. We didn’t change our posting frequency or content subject matter or brand pillars. These Reels were authentic to their brand and offerings, which led to them being shared, commented on, and liked hundreds of times. Reels positively impacted their KPIs and got the client in front of a new audience who now know their brand and have traveled to their website, pushing them further down the conversion funnel. What was first a test run to see if the effort in exploring a new content avenue would be worth it for X is now a consistent part of their content strategy and mix.
Here at VERB, we’re not alone in making Reels the priority in our content strategies. Like us, 68% of video marketers planned to include Instagram video in their 2022 marketing strategy. This is a smart move considering content on Instagram Reels gets 22% more engagement than regular videos on Instagram. Instagram helps encourage these statistics by optimizing the space Reels take up on your phone screen; Reels are 8% larger than their leading competitor, any guess who that might be? With 20% of the average time users spend on Instagram being in the Reels feed, taking advantage of this feature is a no-brainer. If you haven’t started and are apprehensive of how to approach creating this new content, don’t fret! It’s much easier than you think. If you say “ Well, 2022 is almost over. I’ll just save this for 2023.”, please let me refer you back to the earlier fact that client X grew their profile reach by 62.5% with just three Reels in a single month. Did that sell you? Good. Now that you’re back on the Reels train, let’s talk about making your first piece of content.
Making and posting your first Reel
There are many ways to create Reels. We suggest making them right in the Instagram app by uploading your photos or video(s) to the Reels section and choosing from a selection of Instagram’s audio options. If you are just joining the Reels party, you’ve chosen a perfect time. Recently, Instagram made it possible for posters to utilize Reel templates. These templates let you copy clip timings so you don’t have to worry about getting lost in the weeds of making sure the beat drops at just the right moment. If you are lucky enough to be running an Instagram account that gets great UGC, we’ve found that they perform incredibly well. This isn’t a surprise considering the success of UGC static images. Going this route is also a great way to dip your toes in the waters of the Metaverse. Have you found a great UGC Reel you want to repost? Once you get permission, download the Reel using a site like Inflact or iGram, and post as usual. Need it to be easier? Facebook recently opened its API for content schedulers to be able to preschedule Reels, just like you would schedule any other type of Instagram content.
Of course, you could always get fancy and create your Reel on a separate video editing platform and then upload it to Instagram. This is a completely valid way to go, just make sure you have the correct aspect ratio, 9:16, 1080 x 1920 pixels. When capturing video via your phone for Reels, many of the same rules of photography apply. Keep a steady hand, think about your lighting, capture more than enough content, consider the composition of your video, and edit/crop after the fact. Here are some video-specific tips to keep in mind:
- Choose the best orientation: Vertical video works best for Instagram Reels.
- Try a range of angles: If you can have two phones capturing from two angles simultaneously, even better!
- Avoid zooming: Similar to photos, a bad zoom can reduce video quality.
- Turn off your flash: We don’t need those glowing eyes!
Hit the ground running
One of the great things about Instagram Reels is that rather than just being served to your current audience, every Instagram user has the chance to see your content through the scrollable explore page.
To get your content in front of as many people as possible, don’t forget that the Instagram Reels algorithm favors reels that:
- Have high engagement (such as comments, likes, shares, saves, and watch time).
- Use creative tools like text, filter, or camera effects.
- Have vertical dimensions.
- Use music from the Instagram music library and/or original audio you create or find on Reels.
With this in mind, you can create reels that are entertaining, fun, and not serious, inspiring or trendy, and experimental! Try something new, set outside of your comfort zone, and see what works.
Get ready, get set, REEL!
You are ready. The technology is literally in your hands. Go capture content and have fun. Remember, your audience doesn’t expect perfection, it expects authenticity. Stay true to your brand and trust your marketing instincts. If you need help — VERB is just a click away!
Emily Bent is a Social Media and Content 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.
