How to Use Instagram Reels in Your Marketing Strategy
November 12, 2020Stephanie Zygomani
Instagram Reels have been around for more than a month now, and you’re probably feeling the pressure to create something.
The question is, what do you create?
Short videos, access to use music, and effects are what make Reels different from an IGTV or Instagram story, and very similar to its opponent/direct competitor.
Whilst TikTok has faced a rapid growth, Reels allow you to reach the Instagram user base which is a slightly different audience. TikTok is most popular with 16-24 year old’s whilst Instagram is most used by 25-34 year old’s.
With Reels native to the Instagram platform, this means attention doesn’t have to move across apps anymore as it can all stay on the Instagram app which has every marketer asking themselves… how do I use it to get traffic and sales?
Here are 4 ways to use Instagram Reels to get traffic and conversions on your products and services.
- Generate Content That Educates
Instagram uses the same algorithm for ranking and showing top Reels as they do for regular feed posts and stories. Being funny, creative and entertaining are keys to get maximum exposure on Instagram, and Reels is no exception.
Along with providing entertainment, it’s a bonus to be able to teach your users so that they recognize you as a niche expert and leader. For example, you could try to generate informative content about the influence of COVID-19 on your industry. You can showcase your leadership in the industry to both users and competitors.
- Leverage User-Generated Content
Firstly, you save time and money whilst still obtaining quality videos. Secondly, you’ll get the chance to increase your engagement rates because those users will share your content, which automatically increases the reach of your brand.
Product reviews and testimonial videos are great user-generated content that can significantly help you showcase your products. Your product reviews/case studies will show your happy customers.
If you’re selling a physical or digital one-time product, then you’ll post product reviews. If you’re selling a service, then you’ll post case studies.
Instagram Reels is going to give you the opportunity to get really creative around how you show your reviews and case studies. You can use the effects, music, and countdown timer features to create native-looking reviews and case studies that entertain your followers.
For product reviews, you can use user-generated content as your product review (you can upload videos and photos as a Reel and take your own).
For your case studies, you can grab a past case study used in your sales process, take the headers from each section, and use those as text on your own video where you explain how you got those results. This text helps visual learners understand what you’re talking about while you discuss the details verbally.
- Use Different Types of Video Marketing on Reels
It’s vital to have clarity around the different types of videos that brands can produce. Using the right type will help you smash your video marketing targets, whilst using the wrong type of video for your purpose will basically be a waste of time.
- Behind-The-Scenes Content
Behind-the-scenes content builds the relationship between you and your customers. Since you’re doing this to a larger audience, you’re building that relationship at scale. Short videos are perfect for behind-the-scenes content, which goes a long way to humanize your brand and tell your brand story. In this way, Instagram Reels is a perfect medium to engage with your audience on a personal level and gain their trust.
For example, you could share parts of the manufacturing process of your products. This can be significantly helpful in terms of customers loyalty.
If you own an ecommerce fashion company you can use Instagram Reels to show the behind-the-scenes of you choosing your fabric and getting the samples delivered for approval. These Reels can act as a bridge between brand and customer, making you more human and giving your customers someone to relate to behind the scenes.
- Share Your Company Story
Instagram Reels has the potential to make a basic brand story into a super interesting one. Instead of going to an About Page on a website and reading through a brand story, a prospect can watch a dynamic story on Reels. This story can include music and old photos, case studies, and where you are today because of everything you experienced while getting here.
This wouldn’t be regular content that you post, but having an Instagram Reels that shows who you are and why selling these products or services goes back to the reason we post BTS content.
It’s personable, it’s relatable, and it builds relationships.
- Company Culture Videos
Company culture videos help tell your brand’s story. They show off your company’s personality and make it stand out among the countless niche accounts out there. Event videos and branded videos are two popular videos that companies use to broadcast their cultures.
- Product Videos
No surprises here – product videos are for showcasing your products and getting people interested in them. Product demo videos and product launch videos are examples of product videos that you can use in your marketing strategy.
- Leverage the Power of Influencers in Your Reels Marketing
Collaborating with Instagram influencers is one of the most effective means of increasing brand awareness, especially for small and mid-size companies.
Instagram is king in the world of influencers, and many of them make millions on Instagram each year.
Instagram Reels is another chance for both businesses and influencers to increase their followers and earn more money.
Try to find the most relevant and highly-engaged influencers in your industry to build long-lasting relationships with. Collaborating in creating videos or even sharing your previous videos can be greatly useful in your marketing strategy.
Instagram Reels has opened a gateway to businesses and marketers for new opportunities to strengthen their brand’s presence on social media. By using Reels, you can introduce your new products or events transparently and include your customers as part of your story.
And there you have it—here’s what you can create on Instagram Reels.
Just like in every marketing strategy, the key is to test and check. Test new content and check the metrics to see how well your audience engaged with the content. Improve and repeat. And then do it all over again.