On June 30, 2021, CEO of Instagram, Adam Mosseri, shared a video on Twitter that sent a shockwave through the social media world. Instagram is no longer a photo sharing app.
Instead, Mosseri explained, Instagram is leaning into becoming a general entertainment app driven by algorithms and videos. He referenced the fierce competition of TikTok and YouTube, citing research that pointed to users wanting something different from Instagram outside of just sharing photos on a grid.
TLDR: Instagram wants you to make more videos..but not just any type of video – they want you to make more Instagram Reels. More Reels = more likely to be favored in the algorithm.
Instagram Reels were introduced to the platform in August 2020 as short-form, vertical videos that can be up to 15 seconds long (the length has since increased to 60 seconds) – users can record, edit and clip together videos and images, trending sounds and text and share them to their Feed, Stories and Reels Feed. They are a great way to increase engagement, broaden reach and create a community.
In a world where creators are constantly searching for “how to beat the algorithm” we’ve gathered some tips and tricks for how you can increase your views and engagement using Instagram Reels.
1. Create as much as you can within the platform
You’re not going to get the same level of features as Final Cut Pro or After Effects editing within Instagram, but it’s no secret that social media platforms want you to actually use the features available to you within the app. Reels were designed for you to be able to make an entertaining video from start to finish – even if it’s not at the same caliber of quality that you’re used to.
If you would rather record and edit outside the app, we recommend uploading your edited video and using the text and audio features that Instagram offers.
2. Follow trends and using trending sounds
On the subject of audio features, Reels are very similar to TikTok in the sense that there are several trending sounds for users to choose from. Choosing a trending sound makes it more likely for you to get discovered in the Reels feed and increase your video views.
To figure out what sounds are trending, head to the Reels Explore page (tap the center icon on your profile’s homepage) and scroll through your Reels feed. From there, you can scroll through Reels that Instagram recommends for you.
To identify if an audio is trending, look at the bottom of the screen and look for the “trending” arrow next to the audio name. Click the arrow to see how many Reels have been created using that sound.
We also recommend following @reelstips, an IG account dedicated to sharing Reels tips, tutorials, trending sounds.
3. Start the video out with a strong hook and end it with an engaging CTA
Regardless of the style video you’re producing or where it’s going to be published – to create a successful, quality video, your audience needs to be engaged from start to finish. On apps like Instagram or TikTok where millions of videos are at our fingertips with a simple scroll, think about the value you’re providing to your audience and make it known in the first few seconds.
4. Post consistently – but think more about quality over quantity
We live in a world where we are constantly consuming content. As a result, creators feel the pressure to increase their video output across several platforms. You don’t need to post a Reel every single day to find success – in fact, we’ve found if the quality isn’t there, it doesn’t matter how frequently you post. Consistency is subjective. Find a cadence that works for you.
If you’re new to Reels all together, check out our guide on how to create your first Instagram Reel.
