David is a best-selling author, speaker and trainer. He is also CEO of IPD, a world-class marketing agency based in Tampa, Florida.
Social media is where the consumers are. Facebook, Instagram and TikTok have taken the place of radio, television and newspaper ads. The full-page ad in yesterday’s top magazine has transformed into posts on various social media platforms.
This is the digital age, and companies are scrambling to create relevant content that will drive traffic and convert these consumers into clients.
Just as social media has forever changed the way we market, social media marketing has, in turn, changed social media. The new Instagram Reel features are the direct result of companies using the platform for advertising purposes, as Instagram seeks to not only keep the engagement and interest of current users but to compel companies to continue using Instagram marketing to reach consumers.
In July, Instagram introduced the ability to schedule and auto-publish Instagram Reels directly in Buffer. For those who are regularly advertising their brand on Instagram, this crucial feature can be a game changer for your marketing efforts. Here’s how:
1. They are actively being promoted.
Last year, Director Adam Mosseri stated that Instagram was “no longer a photo sharing app.” Many users have taken notice of the apparent competition between Instagram and TikTok, as Instagram has recently sought to gain more of the market share that TikTok currently has.
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Since August 2020, Instagram has been using Reels to mimic the short-form video style of TikTok and is actively pushing and promoting this feature to level out the playing field. By taking the time to create content for Instagram Reels now, businesses can start early and get more eyes on their posts while this feature is still relatively new.
2. They receive better engagement.
In some cases, Instagram Reels are experiencing 22% more engagement than traditional Instagram video posts. This new ability to schedule Instagram Reels is yet another method of Instagram promoting the feature and Instagram marketing in general.
When it comes to Instagram marketing, engagement is key. You don’t just want views, you want comments, direct messages, likes and shares! You want consumers to actively engage with your content so you can interact and build rapport with them.
3. They’re everywhere.
Instagram Reels can be found everywhere from the explore tab, hashtag search and audio search to its very own feed, where users can scroll through a collection of different reels that are tailored toward the activity of the individual user on the Instagram app. You can’t miss them, and that may be why this feature has gained so much traction within the last year and a half.
4. They have received positive reviews from users.
Many users have described Instagram Reels as virtually identical to TikTok videos. While there are minor differences between the two types of videos, consumers generally seem to enjoy Instagram Reels to the same degree as TikTok videos. It is a short-form video that can be quickly watched and digested as many or as few times as one wants. It feels natural and comfortable for those who spend a lot of time on TikTok, so the transition to Instagram Reels feels smooth.
Why Scheduling Reels Should Matter To You
So, why should the ability to schedule Instagram Reels matter to you from a business standpoint?
All of the benefits listed above have been studied and taken note of from the beginning of Instagram Reels. Until recently, however, you were only able to post a Reel in real time. There wasn’t an option to schedule a Reel for a later date, which meant that you or a member of your organization had to be available at a specific moment to post a Reel.
Now, through Buffer, we have the ability to schedule Instagram Reels ahead of time and effectively manage content in a timely manner. By taking the time to formulate a Reel schedule, you can not only provide regular content but form an Instagram Reel campaign. This is a more effective and efficient method to plan out your Instagram marketing strategy, ensuring that your team has the time to create content, schedule their posts and then devote their time to other ventures.
By utilizing daily Reels, paired with music and audio clips that are actively trending on Instagram, you have the ability to not only reach a broader audience but compel this audience to engage with your content. This effectively boosts your Instagram marketing at absolutely no cost to you. Post your Reels and be sure to include a trending sound bite or song to further this reach and engagement. Take advantage of this current trend on Instagram, and it just might “reel” those customers in.
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Author: David Villa, Forbes Councils Member