When to Use Instagram Reels
By MJ Gabriel, Account Executive
Everyone says it because it’s true: if you want to be seen on Instagram, you have to be on Reels. Reels is how an account with only 47 followers can get 15k likes and over 100k views while static posts aren’t getting more than a hundred eyes on them. Yes, this is a true case study from my personal life, and I have observed this same proportion with our Cincinnati communications agency’s own Instagram account: take what you’re getting on your static posts and multiply it by ten – that’s what you’ll get on your Reels. Not a shabby equation.
That being said, Reels isn’t a silver bullet. While Reels can certainly be helpful for certain companies and situations in industries ranging from government to hospitality to infrastructure, it won’t be right for every brand, business or post. So how do you know if using Instagram Reels is right for you? Here are three questions you can ask yourself to reach an answer:
Who are You?
Knowing who you are as a brand will determine if Instagram Reels will be beneficial for you. Do you have a more lighthearted tone that lends itself well to “snackable,” casual and funny content on your social media? Will leaning into these qualities benefit you, bring positive attention to your account and open you up to new customers? Or will it just be meaningless fluff that does nothing for you, or even worse, actively damage your reputation? Reels can be a risk, but if it suits your brand, they can be invaluable.
Who are You Trying to Reach?
Static posts are great for a small group of engaged and aware followers, but if you want to get onto the “for you” pages of as many people as possible, short-form video will get you out there. But keep in mind that because of the insane reach potential of Reels, you might be reaching an audience that will never be able to or want to use your service. Do you really need Jim Bob from Timbuktu following your water utility? Probably not. But are you a multi-location snow cone shop whose main audience is kids, pre-teens and high school students? I know where your audience is.
Note that though Reels often appeals to a younger audience, that is not the only demographic on there. Though this author may be Gen Z with a “for you” page with Gen Z humor and trends, content such as “Get Ready with Me,” recipes, “Day in the Life,” and other trends appeal to an older audience and are just as popular on Reels.
What are You Trying to Say?
Some content just lends itself better to a video format. Glimpses into your company’s personality and culture, event recaps and montages, and other light viewing content were made for Reels. Save more serious stuff like your big announcements and acquisitions for static posts.
Next Steps
So you’ve decided making Reels aligns with your brand, audience and content goals, and you want to work this into your digital media strategy. Now you want to know how to optimize your Reels to appeal to Instagram’s algorithm. Unfortunately, that topic could be a blog of its own. Looks like I’m borrowing an infamous Reels technique and making you wait for a Part Two. 😊
Rasor is an award-winning marketing agency in Cincinnati, delivering marketing and communications, copywriting, design and video production to industries including healthcare, municipal and infrastructure and B2B/B2C. Want to learn more about how Rasor can help you take your social media strategy to the next level? Contact us at info@gorasor.com or 513-793-1234.