You’re done with work, you switch off your laptop, you take your phone out, and what do you do? You open Instagram and watch some Reels. That is the generation-agnostic way of content consumption now.
For creators and brands alike, Instagram Reels have emerged as a highly effective marketing tool. Granted, most of what people like watching can be categorised into aesthetic, memes, and aesthetic memes. But in this entire space, brands can find a space wherein Reels are utilised to captivate their audience. Its charm is in the fact that it isn’t ‘on the nose’ marketing. It is a lot more native, i.e., it does not break the flow or format of the content but blends into it. The idea is to fit in seamlessly with existing consumer behaviour, not change it.
These short and engaging videos do not call for a massive budget or professional gear. They can easily be shot with a phone and perform better without professional shots. Now that we know its benefits, let us understand how to create compelling Reels, maximize their reach, and boost your brand's presence on Instagram.
Guide to Creating Effective Reels
Plan, but leave room for spontaneity
As brands, content calendars and buckets have to be planned way in advance. And while that gives one the space to plan their shoots well, you need to leave room in your calendar for some spontaneity. In the dynamic world of social media, one has to account for trends. For any trend, it is important to post right when it is peaking, for the audience to relate to it, otherwise the craze fizzles out. This stands true for topical content as well. For example, Surya Kumar Yadav’s iconic catch in the ICC Men’s T20 WC became all the rage for fans and brands alike. But speaking of it 2 weeks later, will be setting it up for mockery.
The details make all the difference
A problem-solution approach is almost never the answer to Reels. It is a lot more experimental in the 30-90 second format. Sometimes, only the actions do the talking. Other times, there’s an audio which does the trick. What works every single time is attention to detail. Think about every frame, every text on screen, maybe a few gifs or visual elements to make it more engaging, the voiceovers, the sound, the caption, the cover image and the trending audios you can put with zero volume, for extra traction!
Keep all the footage, trust us
Realistically speaking, there is going to be a time when your content creation hits a lull. It can be because of a time crunch, other focus points, or simply the good ‘ol creative block. For times like that, it is best to have the footage you shot, never used, and repurpose it. You will not believe the permutations and combinations our minds can create. Over and above this, of course you need all the BTS (behind the scenes) content for the laughs and for team bonding ;)
Humanise your brand
Humans of the internet are on it to see other humans, a lot of cats and dogs, and other beautiful things. Nobody wants a brand preaching their products and services. Not outrightly any way. What works for the current netizens is content curated in a way that is not so obvious. For example, this collaboration Swiggy Dineout did with the influencer Dharna Durga, wherein the plug-in of the brand is subtle. Content coming from a human face, not just the product talking with boring CTAs, is more likely to catch the right audience’s attention.
Don’t lose your voice in the jungle
In the wilderness of trends and many many voices, it is important to ask oneself, “Does this align with my brand?”, “Is this relevant?”, “What is our brand’s unique take on this?” Every now and then, re-look at the tonality, archetype and all the peripheries of your brand ethos. Carve yourself a niche, and even when hopping on trend bandwagons, remember to make each piece of content fight for its life to belong on your page. Doesn’t go to say that everything should be perfect all the time, but why aim for lesser?
In conclusion
With Instagram’s algorithm focusing on Reels, businesses should use it to improve their engagement, gain organic visibility, and interact with their audience in a more digestible format. Keep experimenting with formats, post regularly, speak to your audience and most importantly, humanise your brand through it. With this powerful tool, you can connect with your audience more authentically and stand out on a crowded platform.
Psst! This blog was created after a lot of thought by a real person. #NoGenerativeAI