By BOOMMer Ciara Bonner.
With social media platforms constantly emerging on the app store it is vital that current platforms find ways to keep up or overtake their competitors. Instagram have done just that with the introduction of Instagram Reels. A response to the rising platform TikTok, the Reels function provides users with the means to create short videos, include music, and use special effects setting it apart from the Instagram TV or story functions already available.
Now, with all these creative tools on the one platform being so accessible to all users, it was inevitable that businesses used this as a means to market. Standing to help brands and marketers get more eyes on their content and drive higher engagement, fashion giants Louis Vuitton are just one example of a world renowned company taking full advantage of the tool with their high quality and creative reels averaging a whopping 5 million views. Using the function to promote new collections, LV have used the explore page on Instagram to engage with users who don’t even follow them, putting their brand in front of a new audience every time they post.
Reels not only feature products, but influencer marketing has been a major factor in promoting videos on the platform. Partnering with influencers is an incredibly effective strategy for raising brand awareness and growing your audience. Walmart (the American Superstore) have been one brand that’s partnerships with influencers, such as Avani (a public figure with 13.7 million Instagram followers), have been effective in growing engagement with younger demographics on their profile.
The positives for Instagram by introducing this function is that now all of a user’s attention can be on the one platform due to the evolution of the app from just posting photos to creating content on Stories, IGTV, and Reels. Moreover, the introduction of Reels on the platform has also seen a growing interest from users above 25 who are less likely to use TikTok despite the two platforms now having similar functions with this new feature.
However, the aforementioned explore page consists of a mix of photos, sponsored posts, videos, and Reels making it vital for brands to make their Reels stand out from the rest. But their renegading opposition (TikTok for those of you who aren’t down with the kids) have an algorithm that tailors clips for users based on their previously liked videos. Therefore, is TikTok the better platform to be seen for certain target markets?
Either way, the Reels function provides a creative opportunity for all sizes of businesses and brands to explore as a new marketing tool. With the function very much in its infancy, it is still too early to tell how effective it will be however there is no harm in giving it a try it as many companies have shown. As long as the correct content is being produced do the tools really matter?