Instagram's tips for Maximum Reels Engagement

As you’re likely aware, the team at Meta really wants you to use Reels.

Instagram recently revealed that Reels makes up 20% of all users' time on the app, while video overall now accounts for 50% on Facebook. That’s not surprising, given the amount of optimisations they’ve made to put video first.

As the Reels function evolves, Instagram is working to consolidate all video functions into it, already making each video on the app available under the Reels tab.

The team also recently shared their six tips for maximising performance on the feature, and  they all come down to a similar principle: shifting to meet viewers’ shorter attention spans (thanks, TikTok).

Number 1: Nail the hook

Keep your objective front of mind, and highlight your brand within the first few seconds of the clip - remember, time is valuable and you don’t have much of it. Be intentional to risk being swiped away. Their advice: ‘If the intent is conversions, showcase your product or service in action.’

Number 2: Get creative with transitions

Experiment with transitions to both entertain your viewers and show off your brand’s personality. Stay attuned to your competitors and how they’re working their content, and tap into Reels Templates to help you keep on top of viral trends.

Number 3: Don’t skimp on the audio

Music has been instrumental (pardon the pun) in the rise of TikTok, and Instagram notes that over 80% of Reels are viewed with sound on, so synching your content to music can play a big role in maximising your content performance. IG also suggests using captions to enhance engagement as well as promote inclusivity.

Number 4: Stay trend-focused

Whatever you’ve been taught about shying away from trends where fashion is concerned - throw it out the window here.  Reels and TikTok engagement is all about aligning with the organic feel of the feed, which also involves being up with, and engaging in, the latest trends, wherever you can. Number 5: CollaborateThe app is big on collabs right now, having recently rolled out co-authored posts. Instagram says ‘collaborating with influencer voices drives more engagement, authenticity and awareness. Campaigns that include Branded Content ads saw +123% lift in awareness, +112% lift in association, and +67% lift in consideration and motivation, showing that creators can help boost brand impact.’

Number 6: Be authentic 

Authentic content works best in short-form video. Just as we’re experiencing a shift away from influencer marketing and towards user generated content, your reels should be authentic to your brand and feel natural. People are looking for real, unvarnished connection and content within Reels, which can then help them to connect with your brand ethos and approach.

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