Instagram reels have taken the world by storm, with over 2 billion monthly active users as of 2023 and this format is still gaining popularity. Businesses, bloggers and influencers can’t afford to miss this opportunity as reels can help them sell and advertise their products and services, promote their brand and attract new customers faster and easier. Reels are short, catchy and engaging videos that can showcase your offerings or personality in a creative way. In this article, you will learn how to create and use reels on Instagram to grow your online presence and achieve your goals.
Instagram Reels: What is it?
Reels are Instagram’s answer to TikTok: short videos that you can create and share within the app. Reels have features similar to TikTok: you can add text, stickers and music from a library of songs, choose various effects or make a clip or remix (similar to duets).
There are different ways to find reels on Instagram, such as:
From the Reels tab: Tap the Reels icon at the bottom of the screen to see reels from popular and trending accounts on Instagram.
From the Explore tab: Tap the magnifying glass icon at the bottom of the screen to see a mix of reels and regular posts from accounts you may like. You can also use the search bar to find reels by hashtags, accounts or audio.
From the profile tab: Tap the profile icon at the bottom of the screen to see your own profile. You can also search for other accounts and tap on their profile. Then, tap the clapperboard icon to see all the reels they have posted.
The first two sections are the main traffic drivers. Having your videos show up in recommendations and in the reels feed can boost your chances of gaining more followers. The account tab, on the other hand, is more focused on increasing the views and interactions with your existing videos.
Reels were destined to become a hit long before their launch. A few years ago, when Snapchat was on the rise, Instagram introduced the stories format and quickly won over the public. The numbers spoke for themselves. The network also tried to rival YouTube with IGTV but such videos are mostly used for saving live streams or other long-form content. The demand for the reels section is sky-high now. So far, it seems like a successful attempt to challenge TikTok’s dominance in short video formats.
Some of the main benefits of Reels are:
Wider exposure: This engaging format can make your content available to a large and diverse audience.
More advertising opportunities: You can reach more potential customers with ads as Reels become more popular and Facebook expands its advertising functionality for this feature.
High virality: You can create highly viral content with short videos that people are already used to consuming quickly and in a concentrated way, similar to TikTok’s approach.
Format possibilities
Reels are vertical short videos that you can edit with effects, filters, stickers and captions. They are different from Stories in the following ways:
Reels can be 15, 30 or 60 seconds long, whereas Stories are limited to 15 seconds;
Reels are public and can be discovered by anyone on the Explore page or the Reels tab, while Stories are only visible to your followers or people who visit your profile;
Stories disappear after 24 hours unless you save them as Highlights, Reels stay on your timeline until you delete them;
Unlike Stories, Reels can be remixed by other users;
Stories allow you to attach external and internal links.
Basic guidelines for posting Reels videos:
The standard Instagram Reels size is 1080x1920 or 9:16;
The acceptable formats are MP4 and MOV;
The video codec is H.264.
The format has many features, though the selection of AR effects is not as large as on TikTok, but the base for video design is impressive. Some of the main features of Reels are:
Speed up or slow down your video up to 4x or 0.5x, respectively. Adjust the speed of the audio track as well;
Choose from a variety of masks and AR effects;
Use automatic retouching to smooth your skin. The default level is 50% but you can increase or decrease it as you like;
Change your background with a green screen function. Pick an image from the suggested ones or from your gallery;
Delay shooting video for up to 10 seconds with a timer;
Create clips by splitting your video into segments and rearranging them in any order. The only condition is that the format must not exceed 30 seconds;
Seamless transition between two clips with an alignment function.
How to use Instagram Reels to your advantage?
TikTok has been one of the most popular social media platforms in the past few years, attracting a huge amount of traffic. According to Statista, the number of TikTok users has almost doubled between 2020 and now. These engagement figures show that the short, vertical video format is in high demand. Therefore, TikTok’s success inspired Instagram to create another feature within the app for blogging and business development.
Reels can have a positive impact on your profile from the get-go. Instagram rewards accounts that make use of all the app’s features. This way, your blog can gain more exposure meaning that more users will see your posts.
For personal profiles
Reels are a hybrid of IGTV and stories, and they can be saved in the feed. These videos can get more views by making the audience watch them repeatedly and letting new users see all the previous videos. With reels, not only can users get a glimpse of a blogger, but they can also see the blogger’s journey, understand their personal brand and stay on their profile for much longer. Reels are ideal if you want to do unboxing, demonstrate unusual or rare items, share life hacks and time lapses of daily activities and introduce yourself, your day and hobbies in the format of short snippets. Through these videos, users can connect with the blogger’s persona and follow them, thus growing their audience.
For professional purposes
Reels can be a powerful tool for business accounts. The short and catchy videos can capture the attention of the viewers and leave a lasting impression. Unlike boring and lengthy presentations, reels can convey the message in a snap, saving time and energy for the busy modern audience.
They can also reveal the behind-the-scenes of the business, the product-making process, the company culture or the individual employees. The customer can feel more connected and engaged with the brand, as if they speak the same language. Moreover, this video format can highlight the benefits and features of the products using real-life examples and testimonials. This approach can quickly boost the business to new heights.
How to make Instagram Reels?
Reels are easy to record — as with all Instagram formats, they have user-friendly features and a clear interface.
Video creation
There are different ways to create Instagram Reels within the app, depending on where you access the Reels camera. Here are some of them:
From the Reels tab: Tap the Reels tab at the bottom of your screen and press the camera icon on the top right. You’ll see a variety of creative editing tools on the left side of your screen to help you create your reel.
From the home screen: Tap the “+” icon on the bottom of the screen and tap “Reel” on the bottom menu. You’ll see the same editing tools as before.
From the Stories camera: Swipe left from Instagram’s home screen to access the Stories camera. From there, tap “Reel” from the bottom menu.
To begin filming a video, tap the circle at the bottom of the screen, similar to Stories. You can also upload a video from your gallery. To do that, tap the gallery icon at the bottom left.
Feature overview
Instagram Reels have many effects and actions to spice up your videos. You can access them from the left of the recording button and add them before or after filming.
For example, you can adjust the speed of your video, apply filters or AR effects, add stickers or GIFs, draw with different brushes and colors, record a voiceover, change the background with the green screen or use templates for quick and easy Reels.
There are many options to choose from, so you can unleash your creativity and make your Reels more fun and engaging.
Music
There are different methods to add music to a Reel, depending on the source of the music. Here are some of them:
To add music from Instagram’s music library, tap on the Audio icon on the Reels creation screen. In the pop-up window, you can discover the trending tracks, the suggestions from Instagram or browse for music by category. You can also adjust the part of the song you want to use with the slider at the bottom. The track length is limited to 60 seconds, just like the video. You can also record your own voiceover or mute the sound completely.
To add music from a video on your phone, tap on the Audio icon and press the Import button. Select the video and use the selection bar to choose the part with the desired audio.
Music in Reels is a great way to promote yourself. You can use your own soundtracks instead of the default ones. The more popular your sound becomes, the more other users will use it in their videos. This way, the audience can discover your account and follow you.
Timer
The timer icon looks like a clock. It is useful if you are filming a video by yourself. You can set the timer, step back, and start filming. You can see the countdown to the recording on the screen.
You can also use the alignment function in the settings. This feature helps you combine multiple clips into one. You can align the objects from the current and previous frames to make smooth transitions. This feature is great for creating trending videos, for instance, in the fashion segment with outfit changing.
Text
After you finish recording, you can add texts or stickers to your video. It works the same way as adding them to a photo. You can also pin a text to a specific spot or set a timer for it to show up. Reels has a bar at the bottom of the screen where you can drag the slider to place the text on the right part of the video.
These are some of the effects and actions that are available for Reels but there may be more in the future as Instagram updates its features. You can experiment with different combinations and see what works best for you.
Cover creation
The final step is to add a cover and publish your video. The cover is the image that the user will see before opening the video. Covers can appear in the recommendations or the feed. They are meant to attract user attention and make the audience want to watch your Reel. In other words, covers entice users to watch more.
You can add a cover in the “Cover” section, after you tap on the “Share” button and see a preview. You can choose one of the frames from your video as the cover or upload a custom image. You can create covers in various editors: from Photoshop to Canva. You don’t need to clutter it with small text or flashy patterns. Minimalism, elegance, simplicity and clarity are trendy. If you like bright, vivid colours, you can use a pastel background and bright accents.
A good example of a beauty blog cover is one that has large, clear, sharp objects, no extra text, matching colours and diverse photos. Such covers are sure to catch the user’s eye.
The Reels tab is vertical. So, it makes sense to create vertical covers too but keep in mind the dimensions of other Instagram sections where your videos can be seen.
1st picture — Reels vertical cover, 2nd picture — the same in the feed. If the second version doesn’t fit the size of the format, it might look unappealing.
The cover is displayed differently depending on where you publish it:
In the post feed, the aspect ratio is 1:1, 1080x1080;
In Reels, the aspect ratio is 9:16, 1080x1920. You can also use 600x1067, but the quality will be lower;
In the general feed, the aspect ratio is 4:5 or 1080x1350.
Video publication
When you are ready to publish your video, you can preview it and turn on the slider for “Also share to feed”. You can set or disable comments as well, if you want. Then, just tap on the publish button and your video will be live.
If you don’t publish your video, it will be saved as a draft. To access your drafts, follow these steps:
Open the Instagram app and tap your profile icon at the bottom right corner.
Tap the Reels icon in the centre, below your bio.
Tap the Drafts folder at the top left corner. You will see all your saved Reels drafts there.
If you want to publish a video from this section, you need to select it and continue editing. You can store as many videos as you want in this tab.
How to remix
Remixes are like TikTok duets. You can record your reaction to a video you like. In this format, you see two videos on the screen: the original on the left and the remix on the right.
Here’s how you can do it:
In Reels, open the video you want to remix and tap on the three dots menu.
Choose to create a remix and the screen will split in half. Tap on the record button and shoot your video.
Then, you can edit your video as usual. You have access to all the settings and effects and the publication procedure remains the same.
How to watch and download Reels
You can watch Reels in the feed, the recommendations or the profiles. If you want, you can save a video. To do that, open the video, tap on the three dots menu and then select “Save”.
To find the saved video, go to your main profile page, tap on the top menu and select “Saved”. You will see the video there.
This way, you don’t store the video on your phone but only add the Reels you like to your favourites. You can also download a video to your phone, with one condition: it has to be your own video. To do that, open the video, tap on the three dots menu and select “Save video” instead of just “Save”.
You can't download other people's videos to your phone from the app directly. But there are some workarounds. Here are some methods to download other people's Reels:
Screen recording. You can use the built-in or installed apps on your smartphone for this.
Using third-party websites and apps. For example, a useful tool is Inflact. The site is easy and simple, and you only need a link to a video. You don't need to register on the service if you want to download one video, but you need an account if you want to download videos regularly.
Using Google Chrome extensions.
How to get your Reels recommended
A recommendation is a collection of posts that match user preferences. It is based on their past activity: the accounts they have visited and the posts they have saved. If your Reels video gets featured, more people will watch it, meaning that you will gain a lot of new followers. Without your video in the feed and recommendations, you can’t expect to grow your organic traffic from this format.
Instagram is a tough nut to crack when it comes to promotion, especially for Reels videos. To boost your chances of reaching new audiences and growing your account, here are some tips and tricks you can use:
Go public. If your account is private, only your followers can see your content. That means you’re missing out on potential viewers who might discover your videos through recommendations.
Use hashtags wisely. Hashtags are essential for getting your videos in front of the right people. You should use a mix of trending, thematic and branded hashtags to increase your visibility. Unlike TikTok, Instagram doesn’t have a dedicated place to find trending hashtags, so you’ll have to do some research. You can start with general tags like #reels, #instagram, #reelsvideo, etc. and then look for more specific ones in the explore section or by tapping on the tags. One drawback of hashtags is that they can be cluttered with irrelevant content, so choose them carefully. You can also get inspiration from popular videos in your niche.
Announce your Reels in stories. After publishing a Reels video, don’t forget to share it in your stories as well. This way, you can remind your followers to check it out if they missed it in their feed. This method boosts your engagement and views.
Create eye-catching covers. When users scroll through the feed, the first glimpse of the video they see is its cover, so it should be attractive and relevant to the video content, so that users will want to click and watch more.
Make viral videos. The best way to go viral on any social network is to create funny and dynamic videos that people will love to share and comment on. The algorithms will notice the high interest and engagement and push your videos to more users. This will help you grow your account and reach new fans.
Shoot original content for Reels. Many users simply repost their TikTok videos on Reels, but this is not a good strategy. Instagram has announced that it will not promote videos that have watermarks or logos from other apps, or videos that are low-quality or blurry.
Use trending tracks. Music is a key element of Reels videos, as it sets the mood and tone of the content. Using popular songs can help you get more views and interactions as users will be drawn to the familiar sound. You can also use music as a way to join challenges or trends that are based on specific songs.
Use trending effects. Reels may not have as many effects as TikTok but there are still some that stand out and catch users’ attention. You can use AR masks, filters and transitions to spice up your videos and make them more appealing. You can also try the before/after format which shows a contrast or a transformation in your video.
Tailor your content to your target audience. You should always keep in mind who you are creating videos for and what they want to see from you. If you post content that is irrelevant or boring, people will not watch it or follow you. For example, if you are a beauty salon, posting videos about car repair will not interest your potential customers who are looking for beauty tips or services. The more you align your content with your audience’s needs and interests, the more likely they are to become loyal followers.
Motivate your users. A classic but effective way to increase engagement is to motivate your users to take action. You can ask them to leave their opinions in the comments, share your videos with their friends or follow you for more content. You can also create games or contests that involve your users such as “suggest a name for my new song”.
Analyse trends. Trends come and go quickly on social media, so you need to stay in the loop if you want to succeed. You should monitor what topics, styles and features are popular among influencers and users in your field, and try to incorporate them into your own videos. However, don’t just copy what others are doing; add your own twist and personality to make your videos unique and memorable.
How to avoid getting your videos ignored
If you want your clips to get more views and engagement, make sure you don’t post any of these:
Low-quality videos that are blurry, noisy or hard to see;
Boring or outdated videos that don’t spark any interest or interaction;
Videos with frames or borders that look unprofessional;
Videos with too much text that cover most of the screen. Keep your captions brief and relevant. Save the long texts for posts;
Horizontal videos that don’t fit the Reels format. Go vertical instead.
How to manage your Reels videos
If you want to remove a video from Reels, you have a few options. Here are some simple steps to follow.
Hide a video
If you want to hide a video that you don’t like or don’t want to see, you can do this:
Go to the Reels section and find the video you want to hide.
Tap on the three dots menu and choose “Hide” or “Not interested”.
The video will disappear from your feed and you will see fewer videos like it in the future.
Delete a video
If you want to delete a video you posted, you can do this:
Go to the Reels section and find the video you want to delete.
Tap on the three dots menu and choose “Delete”.
Confirm your decision and the video will be gone for good.
How to check your Reels stats
To see how your Instagram Reels are performing, you need to have a business or creator account. You can view your Reels insights in two ways:
From the Insights overview: You can go to your profile, tap the menu icon at the top right corner, and select Insights. Then tap on Content You Shared and choose Reels. You can see the total number of Reels you posted, their reach, impressions, likes, comments, saves and shares. You can also filter them by time period and sort them by different metrics.
From the individual Reel: You can go to your profile, tap the Reels icon below your bio, and select the Reel you want to check. Then tap on the three dots menu at the bottom right corner and select View Insights. You can see the number of plays, accounts reached, likes, comments and shares for that Reel.
When you analyse your video performance, you should pay attention to these key metrics:
Reach. This shows how many people saw your video. For regular posts, a good reach is 50-60% of your followers. For Reels, there is no clear benchmark yet, as it depends on many factors. Sometimes, your reach can be similar to your posts but sometimes it can be much higher if your video goes viral.
Engagement and interaction rate. It shows how many people liked, commented or shared your video. For regular videos, a decent engagement rate is 10% of your followers. For Reels, the engagement rate tends to be higher, but there is no exact number to aim for yet.
Reels interactions. This is a special metric for Reels videos. It shows the total number of interactions, including likes, comments and shares.
FAQ
Can I repost my TikTok videos on Reels?
You can, but it’s not a good idea. Videos that have watermarks or logos from other apps will not get much exposure, as Instagram won’t promote them. You should create original content for Reels if you want to get more views and reach.
How can I add music to my video?
When you upload a video to Reels, Instagram will let you choose a song from its library. You can browse the trending tracks or search for the one you want. You can also pick the best part of the song and adjust it to your video.
What is the best time to post Instagram Reels?
It may vary depending on your audience and your goals but a general rule of thumb is to post between 10 a.m. and 12 p.m. on weekdays. However, you should always test and analyse your own data to find out when your followers are most engaged with your Reels videos.
How to add a text to Instagram reels?
To do so, you can open the app, tap the Reels icon, create or select a video, tap the Aa button, type and adjust your text and drag it on the screen. You can also change the timing of your text by tapping on it at the bottom and dragging the timeline.
What are the dimensions of Instagram reels?
1080 pixels (width) x 1920 pixels (height) for vertical videos
9:16 aspect ratio for full-screen viewing
4:5 aspect ratio for feed preview
