Instagram Reels is the latest big feature to come to the Instagram app. It was released globally in 2020 and is a direct competitor to TikTok, allowing all users to create 30 -second videos that can be edited within the app, with accompanying music clips. As well as featuring on the normal Instagram timeline, Reels content also has its own dedicated endless-scroll page within the app which, again, is similar to TikTok’s ‘For you’ page. 

The endless nature of the Reels timeline, and the bite-sized, short-form content offered within it, can really keep users engaged in the app for long periods of time, making it easier for them to discover new creators to follow. Because of this, brands and influencers are already rushing to Reels as they did when Instagram Stories was first released in 2016. 

Let's have a look at some of the reason why food and drink brands should be using Instagram Reels: 

You probably already have followers 

A lot of food and drink brands already have a strong following on Instagram and haven’t yet dipped their toes into TikTok, so there is all possibility that pre-established momentum alone will make Reels the dominant player for brands. At the moment Reels can admittedly feel like TikTok’s echo, with once-native TiKTok content being repurposed by users for Instagram. But as we see brands and influencers become more comfortable and familiar with Reels, and the former in particular begin to leverage the value of their pre-existing audiences with the new format, we should see Instagram’s platform develop its own identity. 

Viral rewards for early adopters 

As with any major new feature, early adopters will be rewarded with visibility and reach. From the day Reels was launched, it was clear that Instagram would increase the reach of content from brands and creators who were getting stuck in and utilising the new feature. As such, we’re currently seeing even the most simple of videos getting hundreds of thousands of views, and tons of engagement. This video from Burger King is a great example of a simple but effective success. 

There’s currently huge potential to capture new audiences 

There’s important audience growth potential hidden away in the way that Reels works. Consider the fact that with the Reels tab being basically a video-based explore page, with content being surfaced to users from all across the platform, your Reels content could be seen by anybody, anywhere. It’s an incredible opportunity to be discovered by thousands of new potential followers and customers outside of your current follower base. You’ve just got to create content good enough to keep them watching.

Because the second thing to know is that if you want to maximise the reach of your Reels in this new land of opportunity, watch time is now key. The way in which the Reels algorithm works is different to normal feed posts. Instead of pushing content that gets lots of physical engagement (comments, shares, and saves), Reels decides what its users see based on watch time and likes. So if you’re looking to get your content in front of as many eyes as possible, the aim is to get people to watch until the end of your video. 

So, in short, achieving that is all down to creativity. That’s what users want and there’s tons of it already being shared as people explore the potential of the new format. But now is the time to get involved in order to win big with Reels, because there’s no doubt that the more crowded it gets, the harder that will become.