Get Reel: Boosting engagement and visibility with short-form videos on Instagram

Instagram is one of the most popular and well-known social media apps in the world. It has become a melting pot for the different types of content people can create on social networks. The introduction of Threads, Instagram’s competitive answer to X (formerly Twitter), is the latest iteration of parent company Meta’s efforts to bring aspects of other popular social media platforms to Instagram. In 2016, the app introduced Stories – vertical full-screen posts that disappear after 24 hours – that mirrored one of Snapchat’s signature features. Most recently, Instagram introduced other unique features like highlights (a way of preserving stories on a user’s main profile) and notes (60-character “status updates,” to share with your followers).

Even with all of the features the platform offers, one of its biggest successes has been the introduction of Reels, its competitive product to TikTok, a video-sharing social media platform. Following TikTok’s surge in popularity during the pandemic, Instagram launched its Reels feature in August 2020, and it has remained a staple of the platform since. Reels offers a lot of opportunities to both individuals and businesses seeking to expand their social media presences. We’re sharing a few ways it can help boost professional brands.

It’s easier than ever to capitalize on trends 

Reels serves as an excellent introductory tool for those looking to grow their audience through video content, and it’s accessible to anyone with an Instagram account. New short-form video trends surface across social media platforms daily, so it’s important to act quickly if you’re looking to include your business in a new trend. Reels offers hundreds of video templates where you can easily insert your own content and instantly create a video to share, or you can create something new by uploading and editing your content. The best part? You don’t have to download any editing software or have an advanced computer set up. You can shoot, edit and post a Reel all within the Instagram app!

Reels tells stories efficiently

Reels offers a powerful platform for businesses to succinctly showcase their brand in under 90 seconds. At Pierce PR, we have created short day-in-the-life videos and photo compilations via Reels that capture the essence of our brand, offering a snapshot of our team and culture. The brevity of Reels aligns with modern attention spans, providing a quick, engaging and easily digestible way to present content. By encapsulating core values and offerings within this short timeframe, businesses invite viewers to glimpse into their world without demanding a substantial time investment. This format not only allows companies to showcase what makes them unique, but it also respects the audience’s time, fostering a more receptive and engaged viewership. 

There’s an increased ability to “reel in” more viewers 

Reels has become a powerhouse for engagement, consistently outperforming static posts by accruing higher views month after month. The algorithm’s preference for Reels, often served prominently on the Explore page, contributes significantly to their increased visibility. Reels that incorporate trending sounds or leverage popular hashtags further amplify the discoverability of the content. Sound clips, especially catchy or trending ones, have a way of capturing attention and drawing in users, while strategic hashtag use increases the likelihood of appearing in searches and related content feeds. This dual strategy enhances the reach of the Reel and elevates the overall visibility of an account, exposing businesses to wider audiences and fostering organic growth. 

At Pierce PR, we consistently see a significant spike in views and engagement when we incorporate Reels into our clients’ content on Instagram. For example, last summer we created a Reel for our client, DWP Live, with videos from a photoshoot at their headquarters and a trending sound clip in the background. The Reel performed over 140% better in both accounts reached and likes garnered compared to our static posts. If you’re looking to expand your audience reach and have creative content to share, Reels are the way to go. 

As clients turn to us as experts in the digital marketing and social media space, we’re often asked for recommendations for growing an engaged audience at a sustainable rate, and we frequently build the implementation of Reels into their social media strategies. These videos have the ability to quickly jump on or create trends, grab viewers’ attention through storytelling and secure an increase in views through Instagram’s unique algorithm. Expanding your audience and sharing your company’s story is just a few clicks away, thanks to Reels. We’ve been getting Reel—have you?  

Have questions about Reels and how it can help your company? Get in touch with us today.

Olivia Toliver Beasley and Carson Grace Burchette are account coordinators at Pierce Public Relations.