Instagram Reels has, in just a few years, developed into an important tool for creating online visibility for businesses, brands, and influencers.
As consumers increasingly demand short, visual, and engaging formats, it becomes essential to understand how Reels works – and, just as importantly, why it is necessary to include it as a permanent part of your marketing strategy.
In this blog post, we take a closer look at what Instagram Reels actually is, which opportunities it opens up, and how businesses and brands can incorporate it into their communication and digital strategy.
What is Instagram Reels?
Instagram Reels is a short video format that makes it possible to share up to 3 minutes of video content with sound, effects, and editing tools directly in the app.
The content is not only shown to your followers but is also distributed in Instagram’s Reels feed, where it has the potential to reach far beyond your existing audience.
The format was originally launched as Instagram’s answer to TikTok, and the inspiration from this platform is clear.
It is all about short, catchy videos that can be watched, shared, and interacted with in just a few seconds. The visual expression is at the center, with strong emphasis on creativity, sound, and entertainment value.
Why are Reels important for businesses?
There are several strong reasons why Reels has become such a vital tool in modern marketing. Most importantly, user attention and interaction are increasingly directed toward this type of content.
Reels also hold an algorithmic advantage over regular posts and stories. This means Reels have a much higher chance of being shown to people who do not already follow you, thereby significantly increasing visibility.
At the same time, Reels are designed to be highly digestible. Users can quickly decide if the content is relevant, entertaining, or inspiring – making the format an ideal tool for delivering messages effectively and efficiently.
For businesses that want to strengthen brand presence, showcase products, share tips, or invite followers behind the scenes, Reels is an obvious choice.
A format at eye level
One of the factors that makes Reels particularly effective is its ability to appear more informal and personal than traditional marketing formats.
Although the content may be carefully planned and edited, it is often experienced as more authentic and less polished – something that in many cases increases credibility.
Reels work best when they are created at eye level with the audience. This means businesses should think carefully about how they communicate naturally, relevantly, and relatably. It is not about being “perfect” but about being present and relevant.
Reels also open up opportunities to experiment with different formats, styles, and themes on a smaller scale. This might include short guides, user-generated content, trends, behind-the-scenes footage, or product demonstrations – all delivered in an accessible way.
Changing audience behavior
The visual, fast, and entertaining format aligns strongly with how users interact with content today. Particularly younger audiences – but increasingly also wider age groups – expect content to match their habits and behaviors.
Read more about generation XYZ and their behavioral and purchasing patterns.
Many users spend a significant portion of their time in the Reels feed, giving businesses the chance to reach them when they are most receptive. This, of course, requires content that is relevant, engaging, and value-driven.
That is why it is important to have a deliberate strategy for how you work with Reels. This might involve keeping up with current trends and sounds or producing recurring formats that build recognition and relationships over time.
A flexible part of your strategy
Reels should not be seen as a replacement for other social media activities, but rather as a complementary format that integrates with existing content types. It can be used effectively in campaigns, brand building, product launches, or as an ongoing part of your content plan.
Furthermore, Reels provides a platform for creative experimentation. Large budgets are not necessarily required to get started – and because the format is “living,” it is easy to quickly identify what works and what does not.
This gives businesses the ability to adjust and improve their content continuously, based on interaction, views, and feedback. With the right measurements and data, you can gain insights into which types of Reels drive engagement and thereby build a stronger, data-driven foundation for content production.
Far from a temporary trend
Instagram Reels is no longer just a novelty or a passing trend. It is now a firmly established format in digital marketing, and users increasingly expect that brands and businesses are capable of mastering this form of communication.
It is not necessarily about going viral or producing spectacular videos, but about being present in the format where your audience spends time – and meeting them with relevant, engaging, and relatable content.
Reels provides opportunities to strengthen relationships with your audience, increase visibility, and communicate values and messages in a way that fits into the visual culture shaping today’s social media landscape.
For businesses and marketing teams that have not yet started using Reels, it might be the right moment to ask: How can we use this format to create more value for our followers while at the same time strengthening our brand?
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