Instagram is undergoing a huge amount of change at the moment, as it looks to compete with the social media app of the moment, Tik Tok. To do that, Meta are focusing a lot on Reels. In it’s most recent earnings call, Meta said that Reels now makes up more than 20% of the time that people spend on Instagram, while video overall accounts for 50% of the time that users spend on Facebook.

Reels will continue to be the format that’s prioritised in the feed for the foreseeable future, but the format isn’t the easiest for brands & small business owners to get to grips with. To help these brands & small businesses, Instagram has released 6 tips that should help them improve their short-form video approach:

1. Nail the hook: Keep your objectives in mind. If brand lift is your aim, highlight your brand in the first few seconds of your Reels. If the intent is conversions, showcase your product or service in action. Instagram also recommends you keep your storytelling short and sweet. ‘Short-form videos mean short time limits and even shorter attention spans! Use your content wisely.’
2. Get creative with transitions: ‘Experiment with transitions in your Reels to entertain your viewers and show off your brand’s personality. You can also use creative features like augmented reality effects, custom audio and timers to keep things fresh.’ If you don’t really know where to start here, check out what other brands & creators are doing and test some different variations to find your brand’s sweet spot.
3. Match the rhythm: Like Tik Toks, it’s highly recommended you sync your content with sound, it’ll grab and retain the audience’s attention. ‘Reels is already the biggest engagement growth driver on Instagram, and over 80% of Reels are viewed with sound on. Also, try to use auto-captions.’
4. Keep it on trend: This is a tip that we’ve been advising for years, but here Instagram reinforces it, keep an eye on the latest trends and try and tie your content (eg Reels) into them where possible & relevant. ‘Take part in cultural moments, trending topics and popular challenges that are relevant to your brand. Create and encourage your audience to remix your Reels, or spark a conversation with them in the comments section. Try adding relevant hashtags to optimize exposure for your content.’
5. Explore collaborations: If you want to tap into the power of reels, look to partner with skilled creators. ‘Partner with creators to tell your brand story in new and fresh ways. Collaborating with influencer voices drives more engagement, authenticity and awareness. Campaigns that include Branded Content ads saw +123% lift in awareness, +112% lift in association, and +67% lift in consideration and motivation, showing that creators can help boost brand impact.’
6. Be authentic: ‘Reels is a place where authenticity thrives, so create Reels that are true to you and that reflect your brand values.’

If you have any questions, or need help creating Reels for your brand, let us know, either in the comments below or send us a message.