If I had to pick one sentence about social media that has resonated with me the most over the past few months, I would have to go with this one:
“We’re no longer a photo sharing app, or a square photo sharing app.” — Adam Mosseri, head of Instagram (June 2021)
If you’re contemplating your business’ social strategy for 2022, it isn’t a sentence you should focus on, but a word. And that word is video.
Let me break it down for you…
Your business’ presence on Instagram is now essential. According to one study, consumers list Instagram as the #1 place to stay up-to-date on their favorite brands. (Instagram Trends Research Study.) In fact, simply HAVING an Instagram account means people will view your brand as more creative than others that do not have a presence on the platform. This is known as a “halo effect.”
Video is the key to driving discovery. You can thank Gen Z’s ever-increasing interest in video for Instagram’s push to give it preference in Stories, feeds, live broadcasts, and Reels. When surveyed, 91% of active Instagram respondents reported watching videos on Instagram weekly. (Instagram Trends Research Study.) According to the head of Instagram, the #1 thing people want most when using the platform is to be entertained, and video is extremely effective in helping Instagram satisfy this desire.
There are many forms of video across social media, but Reels feels different. This summer marks two years since Instagram rolled out its catchy, short-form video feature as an answer to Tik Tok. Just today, Meta expanded Reels globally. (Facebook’s usual move when a test works out.)
"Reels is already our fastest growing content format by far, and today we're making it available to everyone on Facebook globally," Meta CEO Mark Zuckerberg
It’s not too late to start creating Reels for your business. Don’t worry, you have NOT been left behind! Sure, other creators and businesses may already have shortcuts for editing, a knack for matching the best audio, and insights into the best ways to engage their followers, but the process has also become a lot more user friendly in the meantime. You don’t have to be a celebrity creator with 1 million followers to succeed. Starting small will still give your business a significant boost.
A few tips…
Start watching Reels! Some of the best content is simply mimicking Reels that have already gone viral. Taking time every day to observe Reels will automatically give you ideas for your own brand.
Consider your most eye-catching products or imagery and starting collecting videos of these. Use vertical formatting (9:16). If you’re in the service industry, consider taking videos of completed jobs, behind-the-scenes action, or anything you think may help tell your brand’s story.
Take baby steps and learn by doing. Your first Reel is not going to be your best, and that’s OK. Simply choose a video, add fun music, and experiment with effects. Are you hoping to raise awareness for a new product? Showcase your team’s hard work? Answer a FAQ? Have a goal and keep it in mind.
Be as thorough as possible when publishing. Be sure to tag people and products, add a handful of key hashtags, and ensure your thumbnail image is how you want it to appear in the feed. Once your Reel is published, leave it be! Resist the urge to make edits and these have been known to limit reach under the algorithm.
Revisit your Reel in a couple of days and take note of how many people you reached and how many engagements you received. It’s very rewarding to see the difference between static feed posts. Enjoy your new followers as well!
Set a goal to regularly share Reels. You’ll become more confident with each Reel you share, I promise.
The bottom line? Social media products and tactics are always changing, and it can be easy to feel like you’ve been left behind or it’s too late to learn. Just remember that all other businesses are in your shoes. Everyone starts somewhere. I hope this inspires you to give Reels a try!
