It was only a matter of time before Instagram did to TikTok what it did to Snapchat with Stories. Introducing Instagram’s newest feature, Reels: the latest way to record and share short-form video.
With yet another feature added to the ever-growing roster of must-have content, marketing leads and social managers everywhere are wondering how the heck to keep up.
”In addition to static posts, Stories, and Instagram Live, we now have to be publishing vertical video?! Is this really something we need to jump on?”
Most brands won’t. Most will put it on the shelf with promises of ‘next quarter.’ If you choose to make the same call, that’s cool. You certainly won’t be alone. But you certainly won’t be ahead.
The key to success on any platform is early adoption and jumping on a new feature before it becomes mainstream with brands will give you a valuable head start. Navigating Instagram Reels for brands can be tricky but, with the right moves, you can leverage the platform’s newest feature to pull ahead of the competition and capitalize on its growth potential.
Here are 7 ways you can use Instagram Reels in your brand marketing strategy:
Reels was designed to deliver fast, fun, and creative content. There’s no need to invest in highly produced videos or spend hours editing—this unpolished content can be a relatively low lift by video standards.
Short-form video presents an opportunity for brands to show a more authentic, less picture-perfect side of their biz. When done right, this human approach to content can strengthen community and build genuine relationships with your audience.
While Reels thrives on authenticity and fun, it’s important not to confuse "unpolished" with "low quality." Your videos should always meet a baseline of clarity—good lighting, clear audio, and stable footage can make a world of difference. High-quality Reels signal professionalism and respect for your audience’s time, which helps build trust and encourages viewers to engage and share.
Quality also means content that feels purposeful and relevant. A well-crafted message that aligns with your brand values will resonate far more than a hastily thrown together clip. Use simple editing tools to trim and enhance your videos, add captions for accessibility, and ensure your brand’s visual style is subtly incorporated—whether through colors, logos, or fonts. Remember, even casual content benefits from intentional quality control.
Instagram Reels offer a unique chance to connect with your audience on a personal level, so resist the urge to make every video a hard sell. Overly promotional content can turn viewers off, leading them to skip your Reels or unfollow your account altogether.
Instead, focus on storytelling, education, or entertainment first. Use Reels to build relationships, inspire curiosity, or provide value, which naturally opens the door for conversions later. When you do showcase products or services, frame them within a helpful or entertaining context—for example, demonstrating how a product solves a problem, or sharing behind-the-scenes stories about its creation.
By balancing promotion with genuine engagement, your audience will feel less like targets and more like community members—making them far more likely to support your brand over time.
Audio is a critical component of Reels success. The right soundtrack can elevate your video from forgettable to memorable, while poor audio quality or mismatched music can detract from even the best visuals.
Instagram offers an extensive library of trending songs and sounds, which can help boost discoverability if you tap into current popular audio clips. However, it’s equally important to consider your brand’s tone and message when choosing audio. Upbeat, energetic tracks work well for lively, youthful brands, while calm or instrumental music may suit more professional or luxury offerings.
If you use your own voice or original sound, ensure it’s clear and free of distracting background noise. Consider adding subtitles or captions to make your message accessible even when sound is off, as many users watch videos muted.
Instagram’s algorithm favors content that attracts engagement quickly, so your Reels strategy should include optimization techniques to maximize reach.
Start with a captivating hook in the first few seconds to grab attention. Use relevant hashtags that align with your niche but avoid overstuffing. Craft compelling captions that encourage interaction, like asking questions or prompting viewers to share their thoughts.
Leverage Instagram’s features such as geotags or tagging relevant accounts to increase exposure. Posting consistently and at times when your audience is most active also helps your content gain traction.
Lastly, monitor your Reels’ performance through Instagram Insights to understand what resonates and adjust your content strategy accordingly.
Quick tips and how-to content is made for Reels! If you’re unsure about where to start, plan a “Top 5 ___ Tips” or “How to ___ 5 Ways” Reel based on what your audience is interested in.
For example, for our wedding client Joy, we shot content that would be helpful for couples in the process of planning their wedding, such as:
Big news! Instagram Reels are now shoppable! This presents a great opportunity to show off your products and then tag them for direct shopping.
You could create a Reel unveiling your latest product design or one that answers the top FAQs your customers have. As long as you do it in a way that adds value for your audience, Reels will not only be a way that brands can share creative content, but also a platform for marketers to push product.
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