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Since their launch in August last year, Instagram Reels have become a prominent feature of the platform. Reels are short 15 to 30 second video clips with audio, fun effects and creative transitions, similar to the type of content seen on TikTok. They can be found at the forefront of the Instagram app, located in the middle of the main navigation bar at the bottom of the screen, as well as on the Explore page. As soon as the Reels icon is tapped, Reels from popular and trending accounts begin to play automatically, giving users an immediate snapshot of the content being produced by top creators. They’re certainly a great way to engage and intrigue your audience - but how can they be used for marketing purposes? We’re delving into the pros and cons.
Pros of Instagram Reels
New Features Maximise Exposure
With Reels still being relatively new on the scene, now is the time to take advantage of them. When social media platforms introduce new features, their algorithms tend to prioritise content which has been created using them. Instagram users are reporting higher reach and engagement on their Reels than other types of content due to the freshness of the tool. So, if you’re looking for a way to boost your brand’s presence on the platform, start incorporating Reels into your strategy to increase your chances of being seen.
Reels are Easy to Make
When we think of traditional video content, we think of large budgets, long timescales and busy production teams. However, Reels are designed to be short and simple so they don’t require a lot of investment and can be made inside the app. They’re not only quick to create, but quick to consume too - which means viewers can get to know you and your brand without having to spend a lot of time or exert too much effort. There’s also no need for you to set up a new account or build a new audience like you would if you chose to migrate to TikTok - Reels allow you to benefit from your existing Instagram community.
Valuable Insights
Last month Instagram announced the launch of insights for Reels, meaning users can now monitor metrics such as the number of plays, accounts reached, likes, comments, saves and shares. This update enables creators and brands to track and analyse how their videos are performing, who is watching them and how to improve.
Excited to introduce Insights for Reels, Live and Reach to help creators and businesses better understand how your content is doing ⭐️📊 pic.twitter.com/oTvUGYK0sy
— Instagram (@instagram) May 24, 2021
Shopping Integration
Since December last year, users have been able to shop through Instagram Reels. Brands can tag products in their Reels and provide details about the items seen in each video clip, providing customers with a fast and hassle-free way to browse and buy.
As of today you can shop with Reels. Creators can tag products in Reels, and, if you're interested, you can find out more about them inline. I'm excited to see how this helps people find and share new things you love. pic.twitter.com/vA26LF6Bpm
— Adam Mosseri 😷 (@mosseri) December 10, 2020
Cons of Instagram Reels
Reels Can’t be Scheduled
As social media marketers, we know it’s important to schedule content in advance in order to save time, stay organised, ensure platform compatibility and work towards specific goals. Instagram Reels, however, like Stories, can’t be scheduled and have to be posted manually on the app. This can pose a few issues regarding time consumption and consistency.
Unsuitable for Some Businesses
Depending on the industry of your brand, video content just might not be applicable to your marketing strategy. Reels work well for creators in sectors such as food and hospitality, fitness, fashion and beauty, but may not be suitable for businesses whose services don’t have an eye-catching visual presence. Similarly, locating your target audience is key - depending on their age group, your desired demographic might not watch Reels often or could prefer TikTok, as outlined in this study.
A study revealed that Instagram Reels are better for brands and TikTok is better for influencers https://t.co/JNDUVYKctZ pic.twitter.com/eAiLT06uLj
— Forbes (@Forbes) February 22, 2021
Summary
Overall, the advantages of Reels are plentiful - especially for marketers who want to keep all of their content in one place and aren’t looking to overcomplicate their strategies by diversifying too much across multiple platforms. Plus, with the feature still being in its infancy, there’s definitely scope for it to grow and evolve into something much bigger. But, just like any social media tool, Reels aren’t for everyone, with alternative options better suiting some types of businesses. Has your brand given them a try yet?
