The Instagram algorithm is an everchanging cycle of updates and improvements to enhance user experience. As marketeers, it is our job to ensure we are staying on top of these changes and helping you to understand how to work with the platform and not against it.
In 2020, Meta launched a huge platform update and brought Instagram Reels into the mix.
What are Reels?
Instagram Reels are short-form, vertical videos that can be up to 60 seconds long.
Instagram users can record and edit together video and photo clips set to music and share them to their Feed, Stories, and the Reels explore page. Reels are discoverable to anyone via suggested content, hashtags and the explore page. This means, their reach potential is a lot higher than the standard Instagram post. Reels give the user a ‘full screen’ experience. Meaning the audience’s focus and attention is fully on the video content on screen.
The benefits of Reels to a business
Utilising Reels in your Instagram content strategy is not only a great way to boost engagement, but Reels will also encourage new audiences to discover your page.
Understanding how to connect with your audience with your content will certainly boost that reach. A proven technique we often see and suggest to clients is to share ‘insider content’. Users love “insider” content that helps them feel like they really know your business. “How your product is made” or “behind the scenes” videos can help you come across as authentic and relatable. This is also a great opportunity to show the people behind the business and showcase your team.
Reels don’t have to be high production. A common misconception is that you need a high quality, expensive camera to shoot videos or bags of time to film, edit and upload content. Often the low value videos that take less than 10 minutes to film, ‘blow up’ online! Authenticity is the key to viral videos.
How does the Instagram Reels algorithm work?
- Have high engagement (such as comments, likes, shares, saves, and watch time).
- Use creative tools like text, filter, or camera effects.
- Have vertical dimensions.
- Use music from the Instagram music library and/or original audio you create or find on Reels.
With this in mind, creating Reels that are entertaining, inspiring or experimental could be hugely beneficial.
How to track Instagram Reels analytics
To understand if your Reels are hitting the mark and engaging your audience, you should keep track of their performance. Instagram makes this easy — Business and Creator accounts can access Reels analytics in Instagram Insights.
Reels-specific performance metrics include:
- Accounts Reached
- Plays
- Likes
- Comments
- Saves
- Shares
In Insights, you can look up the performance of individual Reels as well as see how the format is contributing to the overall performance of your account.
Reviewing your analytics is super important for social media management to help you understand what you need to change about your content, what you need to do more of, and if you are successfully reaching your audience.
Need clarity on your social media? Youbee Media provides marketing consultancy, TikTok marketing, and ongoing social media management to support your growth.
