For the past several years, social media strategists around the world have been predicting that “video content will soon account for 80% of social media posts.”

The time is finally upon us. The truth is, if used for good, that can be a great thing.

We’ve always heard that a picture is worth a thousand words, so imagine how many words a video can conjure up. Since the inception of Instagram in October 2010, the platform has been globally known and appreciated for sharing “Instagrammable moments” in the form of photography. It was all about those grunge filters back in the early 2010’s, and over the years the hype evolved to favor well-lit, gorgeous imagery as social media influencers became normalized.

In today’s world, Instagram Reels are now taking over our feeds and introducing us to new topics, communities and perspectives. As Instagram has recently confirmed, the algorithm favors original content in the Reels format. In fact, it already accounts for 20% of time spent on the platform.

What are Instagram Reels?

Instagram Reels are short-form video formats that typically pair video content with relevant, often trending, audio clips. Some are funny, some are emotional, some are even educational. There are many different ways to make Reels, and it’s all about what works best for your audience.

So what is the opportunity for brands?


Consumers these days crave relatable content and authenticity like never before. They strive to find brands that align with their personal values and interests while providing products they desire. People want to know the mission behind the brands they support.

As you probably have already experienced, video content has a way of depicting a scenario that is able to “hit people in their feels” like no other kind of content. Reels are relevant because they oftentimes tie music in for added emotion, provide voice-over audio for behind-the scenes instances, or even include filters for different kinds of trends.

The best way to learn what will work for you and your brand is to spend some time scrolling through Reels and see how brands similar to yours are using them. Then take the pieces that inspired you and create original content that aligns with your brand and company culture. Always strive to give your brand a real personality, and to be approachable.