Reels is among the new features you’ve likely noticed on either Facebook, Instagram or both.
It’s definitely how Facebook (which owns Instagram) is attempting to combat the popularity of TikTok, a newer social video app that is exploding among younger audiences.
As of 2021, Facebook has 2.9 billion monthly active users, while TikTok has reached 1 billion monthly active users.
Similar to how Facebook copied the Stories feature from Snapchat, it’s going with the same playbook for Reels from TikTok. The strategy effectively rocketed the use of Instagram Stories over Snapchat Stories. However, time will tell if this will happen against TikTok with Reels.
But what is Reels? And why should your business use them?
What is Reels?
Reels is a feature where users can create and share fun, short videos using a catalog of music and other media. More specifically, they are 15-second, multi-clip videos that can have sound, music and other effects added to them.
If you’re familiar with TikTok videos, then you’re familiar with the capabilities of Reels.
The purpose of Reels is to entertain and inspire creativity.
Why you should try Reels
There are three reasons why you should consider incorporating Reels into your social media marketing strategy.
Improved visibility and discoverability
Because Reels is a prioritized feature on Instagram and Facebook, the platforms are giving prioritized status to all Reels-related content you post.
This expands to users’ news feeds, the “Explore” section of Instagram and a dedicated Reels section on Instagram (located in the center of the navigation bar).
In other words, prime-time visibility for your target audience.
The reason for the prioritization is because Facebook and Instagram want to encourage users to start using the feature, so now is the time to jump in and experiment.
Opportunity to make your brand more personable
Because of the nature of Reels, the feature offers your brand the opportunity to share fun and personable content that will entertain your audience and show a potentially relatable side of your brand.
Just make sure that whatever you experiment with and create on Reels is true to your brand. Being fun and using music and effects in your video clips can quickly go off track if you’re not paying attention.
When a social media feature is new, it can take many brands a while to adapt to it and start using it.
The sooner you can begin experimenting with Reels, the further ahead you can get on your own competition. Think of it this way: Even just experimenting now will make you the experienced brand when your competition is just starting to experiment.
Keep in mind that the use of Reels on Facebook or Instagram is not a substitute for your brand’s presence on TikTok. If you’re trying to reach a younger target audience, TikTok should be part of your strategy as long as it’s a relevant space for the users you’re trying to reach.
In other words, it doesn’t matter how the battle for users between Facebook and TikTok ends up. TikTok is a relevant social media app for now and still deserves consideration.
See our 15 tips to market your brand on TikTok.
For some inspiration, check out Walmart and Sephora since they are major brands that are already using Reels.
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