Fact: we all operate at different levels of social media knowledge. For some, the word “reels” may conjure thoughts of casting a line into a body of water. For others, it’s a part of their everyday social media routine. Here we’re going to talk about the latter. Whether you’re a newbie to the concept or a regular patron, here are 10 things to know about Instagram reels in 2022 that may prove a bit eye-opening.
But first, a quick overview
Introduced in August 2020 to compete with TikTok, Instagram Reels are short-form videos that appear on the “Reels” tab of the Instagram app. When they were introduced, their maximum running length was only 15 seconds. That has since beenbumped up to 30 seconds, then 60 seconds. The platform allowed a max Reels length of 90 seconds for some users as of May 2022.
Unlike your main Instagram Feed, which shows you posts from users you follow (plus sponsored posts), Instagram Reels dishes up content from users you may or may not be following based on an algorithm that anticipates what you might be interested in. They also appear on Instagram’s Explore page, which serves a similar purpose.
8 things to know about Instagram Reels in 2022
Brazil was the first country to get Reels.
“Reels,” then called “Cenas,” first premiered in Brazil in late 2019. Following the release, Instagram users in Brazil grew by 4.3%.
Instagram Reels may generate more engagement than traditional Instagram video posts.
In a study by Conviva analyzing professional sports teams’Instagram engagement, Reels content had better engagement than traditional Instagram video posts across all of the leagues in the study. For example, NFL teams saw 67% more engagement on Reels than traditional Instagram videos on average.
According to influencermarketinghub.com, Reels receive 22% more engagement than regular Instagram video posts. In addition, Reels are said to generate up to two times more engagement than Instagram photo posts.
Interest in Reels has surpassed Instagram Stories.
Introduced in 2017, Instagram Stories changed the way people Instagram. While the Stories platform is still hugely popular, search interest for Reels has surpassed that of Stories, as Instagram users seek to educate themselves about Reels and all its features.
Users can share Reels on their Feed and in Stories.
Reels can solely exist on the Reels tab, but cross pollinating them to a user’s main Feed and Stories only serves to boost viewership and engagement.
Reels are featured on the Explore page, which 50% of users say they use each month.
Instagram’s Explore page is exactly what it sounds like—a place for users to explore new content beyond the pages they’re already actively following. A successful Reel may be served up to users’ Explore pages who are not already familiar with your brand.
Reels ads are a thing.
Marketers, take note! In June 2021, Instagram announced it was launching Reels ads worldwide. According to Instagram, “Reels is the best place on Instagram to reach people who don’t follow you and a growing global stage where brands and creators can be discovered by anyone.”
Like regular Reels, Reels ads can appear in the Reels tab, the Explore page and in Reels on the main Instagram Feed.
Ads on Reels have a max running length of 60 seconds.
With the exception of the “sponsored” label, a Reels ad can appear as authentic as an actual Reel. Following that logic, they also have a maximum running length of 60 seconds as of late May 2022.
Reels ads are reported to reach about 10.9% of the population.
That’s a staggering statistic! Hootsuite reports that Reels ads have the ability to reach 10.9% of the population over the age of 13. After all, Instagram had more than 2 billion active daily users as of late 2021!
Summary
In 2021, a whopping 91% of Instagram users said they watch video on the platform at least once a week, according to Instagram for Business. That means that marketers looking to add Instagram video to their marketing repertoire will likely see some results. As these things to know about Instagram Reels reveal, Reels may be a great way for your brand to break into this advertising medium.
McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.
