How do you create a Reel on Instagram and reach your target audience?
Have you noticed how your Instagram feed has radically changed in the last few months? And more importantly, how Reels and video content has been taking over the platform?
Since the introduction of Reels in 2020, many thought it would be one of several features that users and brands could use on the platform. But little did we know that Reels would become a pivotal element in their social media strategy.
So where to begin? The latest updates from Instagram have shown that brands need to keep up with the changes if they want to have the chance of attracting the attention of their audience.
It can all sound very daunting but that’s where Sandford’s Digital Team is here to support you on this digital journey. In this article, we share helpful tips on how to create a successful Reel that will stand out on Instagram and reach your target audience. All tips we share below are tailored to the needs of interior designers, architects, product designers and luxury brands.
Start by refreshing your knowledge on Reels by reading this Journal article that introduces the concept of Reels and how interior designers, architects, and product designers could use them to reach more audiences and engage them with captivating content. We have also outlined the changes to Instagram’s algorithm in this article.
The importance of Reels in 2022 and beyond
As we outlined in our last Journal article, the average engagement rate for feed posts (excluding Reels and IGTV) has decreased by 44% since 2019, according to the research led by Later. You might have seen the impact of Reels on your brand’s Instagram yourself: static posts receive less exposure and reach far fewer people than they used to before.
Users are also spending 30% more time on Reels than they did in the prior quarter (Bloomberg UK). The video format of Reels is more likely to capture viewers' attention and is more engaging than a traditional static post. And as if this weren't enough, Adam Mosseri (Head of Instagram) has also announced that the platform is pushing suggested video content from users that aren’t following your brand’s account. The algorithm selects the content relevant to each user based on the user’s previous activity and does not necessarily show content shared by the accounts you follow as it used to.
There is a growing opportunity for brands in this new shift - reaching new customers on the platform whose interests are similar to your brand and ultimately, raising your brand awareness.
We have gathered the latest updates below:
You might have noticed that every video shared on Instagram that is shorter than 15 minutes is automatically posted as a Reel, like it or not.
If you were using Instagram Boost to sponsor your static posts, know that you can also boost Reels to increase their potential and reach even more audiences than organically. To note though, this feature has specific restrictions in place to allow you to do this (original audio only, not shared to Facebook)
A new feature that might be useful for influencers and creators is the Reels Remix feature which allows them to create new content from an existing one (this is a copy of a similar TikTok feature).
Reels can now be scheduled through social media management platforms, which eases the scheduling process for many social media managers.
Source: Instagram
How to integrate Reels in your digital marketing strategy: tips and tricks from Sandford’s Digital Team
We are mindful that having a wide range of videography of your products and projects ready to be posted as Reels often represents a budgetary challenge for many brands as professional videography adds a substantial cost to the marketing budget. So we have put together an easy-to-follow guide on how to create a Reel below without the need for such high-quality production every time:
Tip #1: Make it real
The videos for your Reels don’t always need to be professionally shot, even though it is important to have some professional videography in stock. There are other ways to obtain video content to create good Reels and hit your marketing objectives for Instagram. For example, behind-the-scenes content is a good way to bring your audience closer to your brand and understand the production process.
Tip #2: Craft branded slideshows
If you aren’t able to create video content as often as you’d like, make use of the photography you already have to create a Reel. Spend time researching trending music that will fit your branding and add text to emphasise the benefits of your product or service.
Tip #3: Make collaborative Reels
Whenever possible, co-create Reels with your collaborators to highlight your involvement in other projects. Make use of the ‘Collaborator’ tag, which will allow the Reel to appear on your feed too.
Tip #4: Include the wider team
If your team isn’t too camera-shy, let them take part in the Reel. Ask the sales team and other members to appear in front of the camera to showcase the product or project, communicate their benefits, or share your company’s latest updates. Remember that Reels featuring people will always receive more engagement.
Tip #5: Stay on top of the trends
Make sure you know about the latest trends to understand which types of video content have been receiving the most engagement. The same rule applies to trending music, which can have a positive impact on the success of your Reel. Researching and understanding the latest Reels trends is a time-consuming process but vital for the success of your brand on Instagram.
At Sandford, our experienced Digital Team has been keeping a very close eye on the latest social media developments, including the ever-changing digital landscape.
Did you know we offer Reels packages to support your social media efforts? From one-offs to monthly support for Reels creation, we’re here to help you navigate this new feature. Get in touch with us and we’d love to help you.
