Since August of 2020, Instagram introduced reels, which has created a new opportunity for marketers to reach out to its audience, especially given how well videos do (but how difficult they are to create).
However, despite that, the question still remains:
Are reels that effective?
Reels Vs. Posts – Are They Effective?
What Is A Reel?
In short, reels are looping, vertical video clips that last anywhere from 15 to 90 seconds.
Their features include things such as captions, creative editing tools, and the Instagram music library.
Reels can be created on the app itself, or uploaded via third-party apps, and they can be published in the primary feed in the same way a post can be.
What Makes A Good Reel?
Instagram’s algorithm is incredibly advanced as far as which reels and posts it favours.
If the reel is likely to inspire a trend, uses the creative tools provided by the app, and are generally polished in a way that’s appealing to the viewer, then the likelihood of it growing in popularity is significantly higher than an unpolished one would be.
You get bonus points if the first 2 seconds are engaging, and there’s a surprise twist at the end.
What Is A Post?
Instagram posts are the (generally) static images you see in somebody’s feed.
Their reach is also more heavily influenced by the use of hashtags, and they can be combined to create a carousel of several images at a time.
When To Use Reels Vs Posts
Usually, posts function better if you’re looking for evergreen, static content.
Something that’ll never expire or go out of date. Posts are also more curated.
With the ideal amount of copy being between 138 to 150 characters, it’s important to make sure that it’s succinct, and brings your message across effectively.
And, given the ability to create carousels, they’re great for brands who want to promote any user-generated content (UGC) by showing off a series of static images to better express a service or product offering.
On the other hand, reels are great for showing off the effects of a specific product.
Beauty brands, for example, are benefiting greatly from making use of this short-form video, because it has the ability to show that there’s no behind-the-scenes editing to make something look greater than it actually is.
Products which are best-shown in-action stand to gain more from reels than posts.
So – Are Reels That Effective?
In the debate of reels vs. posts, you need to decide what you want to achieve with your message.
Think of it like this:
Reels Are Great For:
- Educational content showing products in action
- Announcements and behind-the-scenes videos hyping up brands.
Posts Are Great For:
- Snapshots of professional photoshoots and promos
- High-quality photos
- Videos with multiple angles of your product
- Posts aimed at driving discussion and back-and-forth with audiences.
Instagram has stated that reels and posts aren’t treated the same.
That being said, it doesn’t mean that both mediums can’t earn more reach if done properly.
Whichever you prefer, it’s important to remember that posts and reels both show up on your feed – the aesthetic of which is also going to determine how likely a person is to view all of your content.
And never forget your #hashtags.