In the continuously evolving world of social media, Instagram Reels have become a game changer for brands looking for ways to captivate their audiences. Reels present an opportunity for companies to create content that grabs viewers’ attention through their 15-60-second video length and engaging format. As video-formatted content becomes more popular, brands are seeing more potential in Instagram reels in terms of storytelling, product promotion, and building brand identity. But why are Instagram Reels such a powerful tool in a brand’s social media strategy, and how are they utilizing reels to better their brand?
The Evolution of Reels
In August of 2020, Instagram Reels was launched. They were similar to a Tik-Tok feature that allowed users to create short videos between 15-90 seconds long, pair audio, add text overlay, and AR effects. As Instagram was driven by visuals it looked to introduce a new way to keep users engaged.
The idea of Reels came from Instagram’s recognition that video is an important factor in engaging users. People are spending more time watching videos than before. A study done by Emplifi in 2023, showed that Instagram Reels dominated over all other content on the app. By introducing Reels, Instagram allowed brands to showcase their products, engage in trends, and tell stories while enhancing their reach to viewers.
How Brands are Utilizing Reels
One of the main ways brands are using Reels is by repurposing existing video content into a reels format. Reels can be introduced in numerous ways: as behind-the-scenes footage, interviews, product features, tutorials, and more. These can all be easily produced from existing videos that brands are using in other forms of advertising or promotional material. When a brand shares a new Reel, it introduces it to a wider variety of viewers as Reels are more likely to appear in the “Explore” feed. Reels offer brands a new way to engage users without the need to always produce new content.
Brands can make the most of their Reels by adding interactive features. By using trendy audio, effects, and hashtags, brands can capture the attention of viewers which gets them to engage more. Instagram has even published tips and tricks to make the most out of Reels to get viewers engaged.
A popular strategy for brands is to utilize Reels to show products more creatively. Free People utilizes reels to repost styling content from users and to share new product lines. They create Reels that highlight their latest collections, style clothing pieces, or give sneak peeks of a new line. The videos they create capture the attention of users by having a shorter video that features multiple pieces of clothing from a recent collection in a specific setting. As the seasons are changing, Free People has promoted their new fall line through Reels. In a recent FP reel, they utilize popular audio in the reel to feature new products.
Building Brand Identity
Going beyond product promotion, Reels are a key tool for building a brand’s identity. Many brands utilize Reels to show behind-the-scenes looks, brand highlights, employees, and culture. Showing this type of content is effective because it builds trust and viewers are more likely to relate in some way.
Clemson University is a prime example of a brand that uses Reels to highlight its brand identity. Clemson builds their identity in many ways, but the most prominent ways on its account are highlighting school spirit and athletics, participating in trends, and showing campus life through reels. The spirit and traditions of the university are showcased the most, helping to build the brand’s identity and give a feel for what it is like to be a part of the community from a video.
This reel showcases Clemson’s brand identity well, as it highlights almost every aspect of the university. By consistently using reels to showcase their academics, spirit, community, and traditions the university reinforces and builds its identity as an institution. This strategy helps the university build connections with students, alumni, fans, and future students.
Conclusion: Why Reels Matter For Brands
Instagram Reels have proven to be an important tool for brands looking to enhance their social media strategy. With Reels’ ability to showcase products, connect with communities, and build brand image, they offer many engaging possibilities for viewers. Brands can get people engaged through repurposing content, creating trendy videos, or showcasing special moments. Reels allow brands to reach new customers, tell their stories, and stay relevant in a fast-paced world.
As brands continue to recognize the power behind Reels, they will continue to play an essential role in social media content strategy. While also giving brands the ability to capture the attention of users and drive more engagement on Instagram.
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