We’ve long since known that video is by far the superior online content. It has an 80% higher reaction rate than a post with a static image, and with apps launching everywhere (we’re looking at you, TikTok), the world has become significantly more video-centric.
The rise of TikTok has been jaw-dropping, so it’s no wonder its ripple effect can be seen on other platforms as they try to find ways to compete with the famous app by prioritising video.
These platforms’ forerunners are Instagram, having created and prioritised Instagram Reels.
How are brands taking advantage of Reels?
According to Mark Zuckerberg, Reels now account for 20% of the time people spend on Instagram. And the way people interact with content is changing dramatically. Instagram chief, Adam Mosseri, has said that people now share more to their stories and DMs than they post to their main feed.
Instagram has been prioritising Reels for a while, and this is set to continue, as it uses the algorithm to send more videos to a larger audience. This is excellent news for brands because it could mean a much larger reach and increase engagement.
Let’s look at the numbers
Considering the sheer popularity of video and Reels, it’s no surprise that brands are increasingly incorporating Reels into their content strategy.
In Q2 2022, almost half of the brands on Instagram published at least one Reel, compared to only 30% a year ago. It looks as though the sports sector is taking the most advantage of Reels, with over 60% of profiles sharing Reels – though other industries are close behind.
However, it’s interesting to note that, even though brands are familiar with the format, Reels only make up a minority of all brand content published on Instagram. At the same time, there is no definitive answer to why it could be due to a lack of resources to bulk-produce video content.
On average, Reels only represent 7.5% of a brand’s content. This excludes Stories.
While that number may seem small, it’s imperative to recognise how rapidly Reels are growing.
What content are brands posting on Instagram instead?
Habits are hard to break, especially if you have a small or social team that cannot produce high-quality videos. Video strategy isn’t always straightforward; much effort and time go into it. So, what content are they publishing on Instagram if they’re not making Reels?
Interestingly, the majority of the content that brands published on Instagram in Q2 2022 were single image and single video posts. However, Carousel posts only made up 20% of brand posts.
Thousands of brands miss a massive opportunity by posting only static images when carousels and Reels are significantly more engaging.
One of the benefits of Reels is that they are incredibly flexible in how they can be shared with audiences, making them a lot more versatile than feed posts. Followers can easily share Reels between themselves through stories and DMs, and they can use the discover option to find Reels on the Explore page.
Not only does the Instagram algorithm continue to favour Reels content, but since the start of 2022, Reels have become the most engaging post type on Instagram.
Should brands stop posting traditional content?
Now, don’t suddenly decide to drop your traditional formats to focus on Reels. It’s still vital that you still share your static images and single videos.
This is purely because brands that include various content, including different post types, see the most engagement and success on Instagram.
Global brands are already reaping the benefits of Reels. Those ahead of the curve and jumped on the Reels bandwagon early have seen fantastic results across many industries, including Retail, Automotive, and Entertainment.
Conclusion
There’s no denying it, short video content is here to stay, and social media teams wanting to keep up with their competitors must embrace it.
Time and effort should be put into creating a content strategy that relies heavily on video content, specifically content designed for Reels.
So, it’s time to talk to your social team, get them educated in quick video production and how to maximise your reach and engagement through Reels. You’re bound to see a difference!
Many companies have understood that this is no small task and have gotten experts to create their strategies and content for them. This is definitely a quick and easy (and cost-effective) way to deal with the increasing social demand.
However you go about it, whether using experts or training up your own social media team, get posting Reels as soon as possible, and you’ll see great results!
