We’re all familiar with the concept of an Instagram reel by now. This format is heavily featured on the popular social media app for good reason. Such short-form content is where videos from Facebook and Instagram collide into one feed that the all-powerful algorithm tailors to be exactly what users want, for a never-ending scroll of everything you do and don’t need to know.
If you’re trying to grow your business’s social media presence, this is something you should absolutely be taking advantage of. It’s a great way to showcase your brand and directly connect with your audience. But no matter what your motives, understanding the technique of the Instagram reel is an absolute must. Today, we’ll teach you how to optimize your content for the algorithm and the viewers, as well as the analytics.
Hook Your Audience in the First 3 Seconds
In the age of social media, attention spans are short, and it’s the infinite scroll that keeps users on the app rather than actively consuming every video they see. That’s why hooking them within a matter of seconds with your Instagram reel is crucial.
So, how do you get them to watch your video over chickens rollerblading down the sidewalk? Try these openers:
- Ask an engaging question, such as, “Did you know your hashtags could be getting your account shadowbanned?”
- Begin with vibrant, bold visuals and enticing text overlays
- Incorporate surprise or snappy movements and quick transitions to pique interest
It’s important to note here that no matter what content you incorporate into the first few seconds, it should not be misleading or “clickbaity” in any way, as this tactic could ultimately hurt its performance. And why would you want to mislead your audience just for views, anyway?
Use Trending Sounds Strategically
Trending audio is a great way to boost your reel’s exposure, as the algorithm tends to favor content that uses these popular songs and sound effects—bonus points if it gains traction early. If you want to make the most of these trending sounds:
- See what’s trending in the Reels tab and how you can relate it to your business.
- Search TikTok for crossover trends, although this is happening less with varying sound libraries.
- Ensure the audio you choose meshes well with your content and resonates with your audience.
Optimize for Visual Appeal
High-quality visuals make your reel pop in a sea of low-res videos. Many people underestimate the importance of crafting content to standards that align with their brand. This may be the age of “homemade” content, but that doesn’t mean poor quality will be rewarded. Here’s how to make sure you’re putting out visually appealing stuff:
- Use natural lighting whenever possible.
- Make sure your background is visually appealing and clear of clutter, which could detract from the subject matter.
- Add cuts, transitions, and filters that complement your brand.
- Use stickers or text over video to keep users engaged longer.
It’s great to be authentic, but polish is important too!
Keep It Short and Snappy
There’s plenty of debate on the ideal Instagram reel length, and while it’s true that people love a good story, more often than not, a short Instagram reel will outperform a long one, especially when it has a clear and strong message. Make sure you’re getting straight to the point; anticipation can be effective when used well, but you don’t want people to feel like you’re wasting their time and ultimately scroll past.
And instead of including all the natural pauses that come with your dialogue, trim the Instagram reel length down by using jump cuts to move quickly from one point to the next. Finally, laser focus is key here. Each reel should hone in on one key takeaway rather than a wide array of topics.
Add Text and Captions Thoughtfully
On-screen text can give a big boost to your reel’s performance. It can also add additional context to what’s being said in the video. The big benefit, though, is that captions will allow users to view and understand the content even when their sound is off, and that’s the case with many users. Be sure to highlight key points and quotes using readable fonts and colors that contrast with their background. Additionally, make sure you place all of this important text away from the edges of the screen so there’s no risk of it being cropped in the feed.
You can add text through your editing tool or natively through Reels. Editing in Reels also helps boost content in the algorithm as you’re making use of their native tool. Edits allow users to edit their content similarly to how TikTok users would edit content in CapCut. Users can also share content to Reels directly from Edits, and the algorithm will favor this, as, again, it’s a native tool.
Captions should not be long either, as that means users will have to click to learn more, and that may deter them. When users do choose to learn more, the caption will go over the video, which they can still see playing in the background, but may be hard for some users to read. Other creators capitalize on the fact that captions allow the video to continue to play and will make a note on the video to learn more in the caption. All of this boosts both the plays and the amount of time a user spends watching a Reel.
Post Consistently and at the Right Time
The algorithm likes to reward people who post consistently, so regular posting will keep your account active in the matrix that is the algorithm. This sends a clear message to Instagram that your content is relevant. Posting 3–5 reels per week seems to be the sweet spot.
But there’s also the matter of when to post your content. Will it perform better mid-morning or later in the evening? Sprout Social has statistic-backed thoughts on this, but it honestly depends on your audience and when they’re active. This is a classic case of needing to go to your customers rather than waiting for them to come to you. Use the ever-helpful insights tab to discover when the bulk of your audience is most active.
You can also view your analytics for past Reels and see more in-depth details of the performance and how you can pivot for better numbers in your next Reel. In addition to that, you can always experiment a little. Try posting at various times of the day and see what works best!
Use Hashtags and Engaging Captions
Hashtags can be incredibly helpful, but only if you know how to use them. If you get trigger-happy with them and #use #them #everywhere, chances are they’re not going to work—or worse, they’ll hurt your reach. Instead, you should use your hashtags to tell a story or start a dialogue. You can boost visibility and engagement with:
- 3–5 broad hashtags such as #marketing, #reels, #tips, etc.
- 5–10 hashtags that are more niche and specific to the community the content is geared towards.
- Captions that encourage engagement. Tell people to double-tap if they agree or ask for their thoughts in the comments. There should be a clear CTA with a caption and, as noted earlier, should be kept short unless you have numbers and a strategy to go along with a longer caption.
Analyze and Adjust Based on Performance
Social media is an ever-evolving beast. Something that works wonders for you today may be a pointless endeavor tomorrow. It can be frustrating, for sure, but you can stay on top of the trends by checking your insights. Focus on watch time, completion rate, saves and shares, and follower growth after specific reels to see how successful your content is—and where you could improve. This might be our favorite part of social media; you can always build off the good and the bad. Plus, you can always try something, and if it flops, you know not to take that route again.
Ready to Craft the Perfect Instagram Reel?
There’s far more to an Instagram reel than pressing record, slapping a hashtag on it, and posting it. You need to create thoughtful content that will catch people’s attention and keep their interest amidst a sea of content from other businesses and creators. You can achieve this through trending audio, accurate hashtags, consistent posting, and well-arranged visuals. Once that’s done, make sure you utilize your analytics and take your content to your audience—don’t just wait for them to come to you! Oh, and be mindful of Instagram reel size and length! Less is more here.
Looking for more social media tips? There’s a lot more where these came from! Get in touch, and we can have a conversation about unlocking the true potential of your reels and social media as a whole!
