Creating engaging content that rank high might be one of the important KPIs of content marketing. With shorter videos gaining demand, video marketing has now become even more relevant and mandatory for a business to grow. And this is where Instagram Reels can be your marketing MVP.

If there’s one thing we know for sure, your audience on Instagram loves to engage with content they can relate to, so they can feel more connected to who they buy from. This is a good opportunity for businesses to join the conversation and speak directly to their target customers through valuable Reels, one video at a time.

According to a recent statistic, Reels receive 22% more engagement than regular video content, and it’s not without reason. Video content keeps viewers engaged and makes information easier to process. Even 98% of marketers agree that videos convert better compared to other forms of content. Knowing all this, now is a great time to start utilizing Instagram Reels and benefit from them. 

So, how do you make engaging Reels that stand out from the crowd?

We’ve written everything you need to know about using Instagram Reels for business and how to leverage them into your marketing strategy. Keep scrolling to dive right in!

What are Instagram Reels?

Before we start unveiling the how-to, let’s get to know the Reels feature first. Instagram Reels are short-form, vertical videos that can be up to 90 seconds long and are easily discoverable across the platform. This feature comes with easy-to-use editing tools like stickers, effects, and an extensive audio library that allow you to create video content straight in the app.

Why are Instagram Reels important for marketing?

If you still haven’t started creating Reels for your business account, it’s time to rethink your social media strategy.  

Since TikTok started to gain popularity in 2020, social media platforms, including Instagram, have started to encourage users to create more video content. Even in July this year, Instagram CEO Adam Mosseri shared a video on Twitter announcing the plan to make the shift to video as a part of their effort to make the platform a better experience and stay current in the way people interact online. 

As one of the fastest-growing social media platforms with over 1 billion active users who also use the platform to check on their favorite creators and brands, it’s obvious that creating Reels for your business can be one of the effective ways to grow your business and widen your audience.

How to leverage Instagram Reels into your marketing strategy

Leveraging Reels in your marketing strategy is not hard, but not quite easy. Here’s some of our best advice on creating engaging Reels:

1. Keep up with the latest Reels trends

To step up your Reels game, you have to start familiarizing yourself with what’s trending on the platform. Be it in the form of audio to use, editing style, or even sayings, try to implement them in your content. It would also be good if you keep an eye on what’s happening on TikTok because more often than not, Reels content are mirroring what’s trending on TikTok.

But keep in mind, while trends are great, we would advise you not to jump on any trend just for the sake of it. If you feel like a certain trend doesn’t speak to your business, skipping it is always OK, and instead, you can create original content that will resonate with the audience you want to reach.

2. Create original content

While Instagram claims that Reels are easily discoverable across Instagram, creating original content is key if you really want your video content to show up on the explore page. So, what is original content and how can you make one?

Basically, good original content has a mix of value and relatability. For starters, you can start creating original content by identifying what your Reels are going to be about, what action you want your audience to take, how you will present video content that is a niche to you and your business, and last but not least, what your audience will get from watching your content. This way, your audience can receive information that they can’t get anywhere else. Who knows? Your content could reach new users and turn them into loyal followers!

3. Don’t forget the killer video hooks

Hooks are interesting things creators use at the very beginning of videos to reel in their audience. So, to make your short videos scroll-stopping enough, make the first few seconds of your video content as captivating as possible to grab your audience’s attention. Be specific, depict emotions, emphasize the problem you’re solving, and most importantly, include eye-catching visuals because your hooks are what compels your audience to keep watching. Try opening your videos with hooks such as “Watch till the end!”, “This one is for ____”,  “Stop scrolling!”, “Want to eat the best plant-based food in ____?” or “How to get the cheapest ____ online”.

4. Keep the videos short and sweet

Once you perfected your hooks, here’s another thing for you to take notes on: don’t beat around the bush when it comes to creating video content. The average, if not most, people tend to watch video content from businesses all the way through if they are less than 60 seconds. It’s best for you to cover the key message within the first 15 seconds! 

5. Use trending audio

When a song or audio is trending on Reels, you may want to see if you can use it for future Reels content. Using songs or audio that are gaining popularity means an increased chance for your content to be put in front of a whole new audience, which can lead to increased engagement, reach, and followers.

But how do you know which song or audio is taking off? The simple answer would be: you’ll hear it every time you’re scrolling. On a serious note, when you’re scrolling through the Reels tab, you’ll find a tiny arrow next to the audio’s name, which tells you that the audio is trending. 

Unfortunately, due to copyright concerns, business accounts have limited access in using commercial music. But fret not, you still have access to use trending Original Audio made by creators. The options are countless as you can find remixes from music creators like Austin Millz (which has been used in over 201K Reels) to the more fun and relatable audio from lifestyle content creators like Deana (which has been used in over 99K Reels).

6. Create informative captions

Sure, Reels are about creating engaging video content, but the captions you write are as important because compelling captions can create more engagement.

When writing captions, be sure to include searchable text about the topic you’re talking about in your Reels. You also need to include a strong call to action, whether it’s for your audience to watch all the way to the end, like, comment, and share, or for them to purchase something.

Another thing, your captions can also be the extension of the video content that further elaborate your message in the videos. And if you’re planning on writing lengthy captions, make sure they are filled with valuable information.