A Guide to Instagram Reels: What Are They and How to Use Them
In August 2020, Instagram launched its brand new video feature ‘Reels’, and it’s been stirring up plenty of excitement and conversation amongst users, creators and brands alike. With 2M posts (as of 21st August 2020) already under the hashtag #Reels, Instagram’s influencer and creator communities are clearly embracing the platform’s new video experience.
That’s why we’re bringing you our Reels run down: everything you and your business need to know, all in one place.
What are ‘Instagram Reels’?
Instagram’s Reels feature allows you to create and discover short (15 seconds to be exact), entertaining video content. Reels are the latest feature to be added to Instagram alongside other features like Stories, Instagram Live and IGTV. So far, the feature is exciting the digital community with its massive reach and engagement potential. You’ll also notice that Instagram Reels is incredibly similar to TikTok, the latest app to take the digital world - particularly Gen Z users - by storm.
Which industries are using Reels?
Businesses, brands and creators from a huge range of industries are already embracing Instagram Reels, including Guinness World Records, ASOS and BBC Three. However, one industry in particular seems to be drawing lots of attention right now: the beauty industry. In a sphere which is saturated with video content (particularly vlogs), Reels has forced Instagram creators to adapt and produce their content in a more condensed form, in keeping with the 15-second time limit, to continue engaging their audiences. The beauty industry already has a huge community on Instagram, so the addition of Reels appears to be a naturally exciting next step for influencers, brands and users. You can already find articles springing up in some of the biggest lifestyle and beauty magazines, including Refinery29, Elle and British Vogue, about which Instagram accounts to follow for the ‘best beauty Reels’!
Reels vs TikTok
Instagram has a habit of taking ideas from other platforms and making them their own - just look at Instagram Stories, which was adapted from Snapchat’s Stories feature and introduced in 2016. With Reels, it’s clear that Instagram have created a feature which instantly resembles TikTok in a number of ways. Most notably, Reels allows users to create videos to music, has the option to add filters and transitions, and produce content which is short in length. All of these have proven effective and popular aspects of TikTok content.
What is different about Reels though, is that it is merely an additional feature alongside Stories, Live, IGTV, etc. on an already hugely popular and diverse platform.
We asked a TikTok expert...
SocialDay asked Senior Social Media Manager for Guinness World Records and TikTok expert Dan Thorne for his take on the best features of Reels:
“[My] favourite thing about Reels is the ability to swipe left and pin three comments at the top to emphasise positivity,” says Dan, “…negativity can end up being a bit of a pile on, particularly on Facebook and YouTube, so this is a welcome feature.”
And what does Dan think needs improvement?
“It’s tricky for users to even understand how to find Reels, let alone create content for it. The 15 second limit is too restrictive [and] doesn’t appear to allow manipulation of uploaded content. Reels appears to be a slightly undercooked idea that may have been rushed out in response to TikTok’s issues in the US.”
So, will Reels succeed in the current ultra-competitive social media industry?
“[Reels] is closer to Stories for newsfeed[s] than a genuine TikTok competitor. However, given the prominence of Instagram and how well established it is, Reels will likely be a hit. It will be interesting to see how things develop.”
How to use Reels
If you’re a regular user of Instagram, you may have already familiarised yourself with the new layout and features. If not, we’ve got an easy guide to introduce you to it all:
First off, head to your Instagram feed and swipe right to open the Instagram camera
Select ‘Reels’ at the bottom right
Once you’re onto your Reels camera, you’ll see a variety of editorial and creative tools on the left side of the screen. These allow you to add audio from the Instagram music library (or your own original audio), apply filters and effects, set a timer or countdown, and change the speed of your video
You can record Reels in a series of clips (one after the other), one clip all at once, or upload videos from your library. To record on the app, press the capture button to record and stop recording to end each clip. You’ll see a progress indicator at the top of the screen as you record so you can keep track of the 15-second limit
To view others’ Reels…
To see what other users are producing, simply head to the Explore page - Reels now has its own, dedicated space on there, showcasing popular shared Reels from Instagram users. To scroll them, just swipe up on each video - this is another feature which you’ll recognise from TikTok!
To share your Reels...
If you have a public account, you can share your reel to the dedicated Explore space where it has the chance to be watched and engaged with by the wider Instagram community. You can also share your Reels with your own followers by posting it to your feed. When your Reels feature certain songs, hashtags or effects, they may also appear on dedicated pages when someone clicks on that song, hashtag, or effect.
If you have a private account, you can share Reels to your feed so that only your followers can see them. This way, people will not be able to use original audio from your Reels and people cannot share your Reels with users who don’t follow you.
And it’s as easy as that!
Will you be using Instagram Reels?
Do you think it will be a contender against TikTok? Is your brand benefitting from Reels? Let us know what you think over on SocialDay’s Twitter and Facebook pages.
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