Let’s talk about Reels. You’ve seen them. You’ve probably scrolled past 47 of them before finishing your coffee. They’re short, vertical videos that somehow manage to be both addictive and occasionally informative. And yes, they’re Instagram’s answer to TikTok; which basically means they’re trying to keep you from wandering off to other apps for your dopamine fix.
Now, if you’re a marketer, here’s the real question: are you using Reels, or are you still posting static images like it’s 2016?
Reels, in a nutshell
Instagram Reels are short-form videos, usually capped at 90 seconds. Some users get up to 15 minutes, but for most of us, it’s a tight little window. And that’s actually the point. You’ve got to grab attention fast, make your point, and leave people wanting more. Think of it like speed dating, but for content.
They live in a few places: the Reels tab, your profile grid, the Explore page, and sometimes right in the main feed. And here’s the kicker: Instagram’s algorithm pushes Reels to people based on what they like, not who they follow. That means your content can reach way beyond your usual audience; which is gold if you’re trying to grow.
What makes Reels tick?
Instagram didn’t just copy TikTok’s format; they brought their own toolbox. You can stitch together multiple clips, play with AR effects, add timed text, adjust speed, mix audio, and basically edit like a mini Spielberg. You can even remix someone else’s Reel, which is Instagram’s way of saying, “please start a trend.”
There’s also a music library, or you can use your own sound. And if you’re feeling lazy or just short on time, templates let you plug your content into a pre-set format. It’s fast. It’s easy. And it works, especially when you’re trying to ride the wave of whatever trend is peaking this week.
Why marketers should care (a lot)
Let’s get into the numbers. Instagram’s algorithm loves Reels. If you’re posting consistently and your content’s halfway decent, the platform will reward you. Reels are shown to people who’ve never even heard of your brand; it’s like free advertising, but with less paperwork.
According to Instagram, Reels are prioritized based on what users engage with, not who they follow. So if someone’s into skincare tutorials, and you’re posting Reels about your new serum, there’s a good chance you’ll show up in their feed—even if they’ve never clicked on your profile before.
And the engagement? It’s better than most other post types. Socialinsider found that Reels average a 1.23% engagement rate. Compare that to 0.83% for carousels and a measly 0.56% for static images. So yes, Reels work. They pull people in, keep them watching, and make them interact.
Reels also play nice with shopping features. You can tag products directly in your video, link to your Instagram Shop, and basically turn your content into a storefront. It’s frictionless. People see it, like it, tap it, buy it. No need to send them off to a separate site or hope they remember your brand later.
And if you’re already making content, here’s a bonus: Reels can be shared to Facebook too. One video. Two platforms. Twice the reach, half the effort. Which, let’s be honest, is the kind of math we all like.
Check out this guide from Social Media Examiner for more on using Reels for business.
How to not mess this up
Okay, so you’re sold. But before you start filming your cat wearing sunglasses, let’s talk about what actually works.
First, the hook. You’ve got three seconds to stop someone from scrolling. That’s it. Say something surprising, show something weird, or start with movement. Static intros are dead weight.
Use trending audio. This isn’t just about being cool; it’s about being seen. Instagram boosts content that uses popular sounds. Same goes for hashtags. They’re not magic, but they help.
Make it vertical. This isn’t YouTube. Your video needs to be 9:16, full-screen, and crisp. Blurry footage or weird cropping? That’s a fast track to irrelevance.
Add captions. A lot of people scroll with the sound off. If your whole message is in the audio, you’re missing them entirely. Plus, captions make your content more accessible. Always a good thing.
And post regularly. One Reel won’t change your life. But a steady stream of content, backed by performance data from Instagram Insights, will tell you what’s working and what’s just noise.
Reels aren’t optional anymore
Look, attention spans are shrinking. People want fast,
entertaining, snackable content. Reels deliver that. They’re not just another feature; they’re the engine driving Instagram’s current strategy.
You’re not just posting Reels. You’re building visibility at scale.
So, next time you’re planning your content calendar, maybe skip the 10th inspirational quote graphic. Film a Reel instead. You might be surprised what happens when you stop playing it safe.
That’s the breakdown.
We’ll be back with more.
Until then, keep building.
– Perfect Sites Blog