Do you need to be creating Instagram Reels for your brand?

Back in August of 2020, Instagram Reels emerged with a digital bang all over the world for users to add more video focused content to their accounts.

Although Instagram only allowed creators to post 15 second videos with limited options for music and editing, Reels became incredibly popular and soon the platform developed more features than ever, encouraging users to keep creating and keep posting.

Reels have been labelled a bit of a ‘must have’ for content creators and digi-marketers looking to keep up with the latest content ideas, in part due to their positive influence over follower engagement and also the success of bit sized video content on competitor platforms like Tik Tok. 

They have been an exciting example of how social media platforms can quickly pivot to reflect the current interests of users, however with this rapid hopping onto the next trend or focus, we marketers and brand owners are facing an ultimatum: should we invest our time and energy into Reels and are they really worth it?

Well, as a digi marketer myself weighing up the pros and cons, I say no. Not necessarily. And allow me to explain why…

FOMO + Comparinitis

Social media can be magical and truly awesome in its potential for helping you to establish an online business and connecting to a wider range of humans that you never thought possible!

BUT

social media can also be a bit of a downer and a source for some plain old comparison.

As many social media users will tell you, using platforms such as Instagram for personal use can breed some serious FOMO and a filtered picture of what the lives of our friends, family and favourite celebrities look like.

They can sometimes encourage us to feel like we’re unproductive and not doing the ‘right’ things (spoiler alert, this is a load of rubbish!).

Unfortunately the comparison trap can also carry over into our business and online brand activity as well (which is not good!).

Seeing the results of a peer posting a Reel that is edited nicely, unique in concept or simply a hoot to watch can cause unnecessary concern that we aren’t keeping up as we should, or generating the success that we could be if we posted a Reel every few days. 

But one thing to remember is that success, or what we view as success from other people doesn’t guarantee a productive outcome for what our brand might be aiming to achieve.

If you were to batch create some Reels content with fancy pants graphics, synchronised dance moves and a focus on being entertaining then you will most likely get some positive response from your followers.

However because of the popularity of Reels you may also become one of the several videos that a person watches that day and it may not result in more than a solid amount of likes and views (‘vanity metrics’ as they’re sometimes referred to).

USP + Reels

From a brand standpoint, working on what your USP (unique selling point) is will be a WAY better approach. Once you have your USP you can target your audience, then build loyalty, engagement and eventually conversions. In a way that is more organic and human! 

 Another downside to spending time on Reels is that they might not align with your overall marketing plan (this is important!).

Without a researched, well-thought-out content marketing strategy in place, you run the risk of following what everyone else is doing and not working towards your own growth in a way that is right for you.

‘Shiny Thing’ Syndrome

This is a bit of a truth bomb but just because a feature is shiny and new, does not mean that it gives you an automatic advantage.

As all digi-marketers will tell you, creating a brand takes a lot of time and patience. Something it also takes is consistency.

Understanding your niche and celebrating it, instead of getting too distracted by content styles that are unsuitable to you or don’t make sense to include in your strategy.

If you are clear about who you are from day one, this will resonate with your intended audience and they will want to continue to follow the journey they started on with you (we all love a good brand journey!).

What’s the objective?

Another tip is outlining what your objective is when being on platforms like Instagram, Facebook or Pinterest. Whether you are there to show off your craft in a more visual way, direct your audience to visit your website so that they can access your product or simply build a following on a new channel to share your brand story.

Your objective should act as a handy guide and an important piece of info to draw on when faced with new features and social media channels. In order to find and appeal to your audience you don’t need to be using every option at your disposal just because it is there.

If anything I would suggest finding the mediums and channels that will best help you to communicate the message YOU want to communicate and focus on creating quality content that conveys your brand to a T. This will show how flippin’ genuine you really are! 

Time + Energy

Another thing that needs to be addressed when considering Reels is how much time and energy you may end up sacrificing to create them.

Yes, they do look really cool and Instagram has made them very simple to navigate.

But the reality is that planning, filming and editing can take a LONG time even for a video as short as 15 seconds.

If you don’t have a film or editing background this can add on even more time learning and practising the skills to create video content that you are truly happy with.

For any Reel you make you should be thinking about whether you are comfortable dedicating hours to producing them and if video is even something that would help your brand engage your audience.

Although video is very ‘in’ at the moment it might not be the most effective use of your time and that is more than okay awesome human!

Look to the platforms and mediums that will work best with your schedule and your abilities. This will allow you to create consistently and avoid feeling overwhelmed with the amount of work or time required. 

My thoughts in summary

If you take anything away from this it should be that social media and digital marketing will always be changing.

ALL of the time.

Sometimes new features or platforms can take the world by storm and bring with them an expectation to dedicate your time (and content strategy) to using them. But you should never feel pressure or an obligation to do this. Why? Well they might not serve you or your biz in an effective way.

Instead, focus on your goals and values as a brand. Whether they align with this new feature and if it can deliver your brand message well.

If it can’t, then stay true to yourself and your pathway, trust in your ability to understand your audience and work on creating consistent, quality content that is authentic no matter where or how it is displayed. If you do this, your audience will always find their way to you and continue to support you in your journey. Reels or no Reels. 

You’ve got this!