Instagram wants people to keep watching for longer. That is why the platform gives video in Reels the most reach. Reach is the number of unique people who see your content. For businesses, that creates opportunities, even if you are small and have few followers.
Many business owners think they need a studio or a video team to make Reels. That is not true. In this article you will read what works in 2024, how to make Reels with just your phone and how to use them as ads too.
Why Reels get so much reach
A Reel is a short, vertical video that is shown full screen. Instagram also shows Reels to people who do not follow you yet. This means you reach new people without having to pay for it directly.
Reels often perform well as ads too. They are often cheaper per result than a static image. A result is the action you want, such as a click, an enquiry or a purchase. The cost per result tells you what such an action costs on average.
That is a rule of thumb, not a guarantee. Every account, audience and industry is different. So always test with your own content and look at your own figures.
The first two seconds decide everything
People scroll quickly. You have about two seconds to make them stop. Those first seconds are also known as the hook, the element that grabs the viewer.
So start with movement, a question or the result. A logo or an intro is the worst way to begin. It gets swiped away immediately.
These openings often work well:
- A question your customers really ask, such as: “Why is my boiler so loud?”
- The end result first, and only then how you got there.
- Movement on screen, for example someone picking something up, opening it or pointing at it.
- A statement that makes people think, such as: “This is what most companies get wrong with their website.”
Keep the rest short. As a rule of thumb, 15 to 30 seconds is a good length. Include one message. If you want to say more, make more Reels.
Always add subtitles
Most people watch without sound. They are on the train, on the sofa with someone next to them or at the office. Without subtitles, they miss your message.
Use the caption feature in Instagram or in a video app. Then proofread the text. Automatic subtitles regularly contain mistakes, especially with technical terms and company names.
Keep a few things in mind:
- Use large, clear letters with enough contrast.
- Keep sentences short, so they can be read at a glance.
- Do not place text too low or too far to the right. That is where Instagram’s buttons and your caption appear.
Sound is still a nice extra. A voice or music makes your Reel more enjoyable for those who do have the sound on. But the video must also work without sound.
Authentic beats polished
A Reel does not need to look perfect. It mainly needs to feel real. People come to Instagram for people, not for advertising. A video that feels like an ordinary Reel is therefore watched for longer.
Think of ideas like these:
- A colleague showing how something works.
- A customer explaining in their own words what they experienced.
- A behind-the-scenes look: what does a working day look like?
- The answer to a question you get often.
You need very little. A phone, daylight and a quiet spot are enough. Hold your phone steady or lean it against something. Make sure the sound is good, even though many people watch without it. A good microphone is a nice bonus, but not necessary to get started.
A typical example: imagine you run a small installation company and want more enquiries for heat pumps. One of your engineers uses his phone to film a 20 second video showing a common mistake in an existing installation. He opens with the question “Why won’t your home get warm?” and keeps talking calmly while pointing at the installation. Subtitles run over the footage. There is no intro, no jingle and no logo. Just a clear question, a real person and a useful answer. A Reel like this feels like help, not like advertising. As a result, people watch for longer and are more likely to respond.
Reuse content smartly
A good Reel often works on other channels too. You can post the same video on TikTok, YouTube Shorts and Facebook. One recording, four channels. That saves a lot of time.
A few tips for this:
- Record in vertical format, 9:16. That fits all four channels.
- Keep the original file without a watermark. Some channels give videos carrying another platform’s logo less reach.
- Adjust the caption for each channel. On LinkedIn or Facebook, a different tone is sometimes appropriate than on TikTok.
Here is how to get started in five steps:
- Choose a question your customers often ask.
- Start with the question or the result and record it on your phone.
- Add subtitles and check the text.
- Post the Reel on Instagram and reuse it on other channels.
- After a week, see which Reels perform best. If you like, put some ad budget behind them.
That last point is a smart order of play. You first test for free which content resonates. Then you invest money in what has already proven itself. That way you spend less on guesswork.
Also measure what a Reel delivers. With tracking, you can see which videos lead to enquiries or sales. Tracking means you monitor what visitors do on your website after seeing an ad. Without that measurement, you only look at views, and those say little about your revenue.
Frequently asked questions
How long should a Reel be?
As a rule of thumb, 15 to 30 seconds works well. Short enough to watch to the end, long enough to make one point clearly. If you have more to say, split it into several Reels.
Do I need to post a Reel every day?
No. Consistency matters more than quantity. One or two Reels a week that you can keep up work better than posting every day for a week and then nothing at all. Start small and build up.
Can I also use Reels as ads?
Yes. You can promote a Reel or set it up as an ad in Meta Ads Manager. That is the environment where you manage your ads for Instagram and Facebook. Choose a clear goal, such as enquiries or website visits, and measure what it delivers.
Book a free 30 minute introductory call
Do you want to get started with Reels but are not sure where to begin? Or are you already making videos and want to know how to get more out of them? Book a free 30 minute introductory call with Adventio Marketing in Amersfoort.
Together we will look at your goals, your current content and your ads. You will get practical ideas you can use straight away, with no obligation. Get in touch with us and choose a time that suits you.
