INTRODUCTION
It’s no secret that video is becoming the most popular form of content on the internet. In fact, the Cisco Annual Internet Report estimates that online videos will account for more than 80% of all traffic by 2022. In addition, social video generates 1,200% more shares than text and image content combined.
Short-form video, in particular, is gaining popularity thanks to emerging social media platforms like TikTok. If you’re like many restaurant marketers, you may not have the time or resources to build a following on a new platform. Since foodies already live on Instagram, it makes sense to take advantage of their newest product–Instagram Reels.
Launched in August of 2020, Instagram Reels are 15- or 30-second videos that can be overlayed with audio, text, special effects and stickers, similar to what you see on TikTok.
Following are some tips on how to use Instagram Reels for restaurants.
HOW TO CREATE INSTAGRAM REELS
At first glance, Instagram Reels may seem a lot like Instagram Stories; however, there are some notable differences. For instance, Instagram Stories can include still images and video, while Reels only allow video. In addition, Reels allow you to add captions (like a feed post) and they can receive public comments, which is good for engagement.
Reels also can appear in three different locations–in the Reels feed (which allows you to scroll through countless Reels, much like you see on TikTok), on the main Instagram feed and in the Explore tab, whereas Stories only appear in the Stories bar at the top of the main feed. Plus, Reels won’t disappear after 24 hours.
To create a Reel, go to your restaurant’s Instagram account and click the plus sign in the top right corner of the screen. Then select “Reel” from the list of options. You also can swipe right to access Reels, like you would to get to the “Story” or “Live” features. From here, you can set the length of your Reel (e.g. 15- or 30- seconds) and apply other settings. You can add music, speed up or slow down the video, set a timer or add effects.
Click the Reels button in the middle of the screen to record a video on the spot or select a video (or videos) saved in your camera roll or library. When you are finished recording, you can move to the next step or add more clips by clicking the Reels button again (or selecting saved videos).
Select the back arrow to trim or discard your video clips or click “Preview” to see what your Reel will look like before you post it. The Preview screen also has additional features. Here, you can adjust the audio volume or add music (if you didn’t before), record a voiceover or add stickers, drawings and text. You also can swipe to add filters or download your Reel to your device.
Click “Share to” when you are ready to publish your Reel. Choose a cover image for your Reel and write a caption, add hashtags or tag people, if you wish. You also will have options to share your Reel to your feed or save it as a draft for later. When you are ready for the Reel to go live, click “Share to Reels.”
TIPS AND BEST PRACTICES FOR USING INSTAGRAM REELS FOR RESTAURANTS
Instagram Reels can be a fun and entertaining way to maintain top-of-mind awareness with your audience. They are designed for quick consumption, so it’s important to capture your followers’ attention in the first few seconds. Humor, trends and educational content are all good for piquing interest, but make sure to stay true to your brand by creating Reels that feel authentic. Don’t force content just to fit one of those molds.
Instagram Reels for restaurants should include the most important offerings–your food and drink. For example, you could take clips of your chef preparing popular dishes or a bartender mixing signature cocktails. Your chef also could share tips, like how to prepare the perfect steak, or film a step-by-step guide on how to recreate one of your recipes.
Highlight other aspects of your restaurant, like outdoor dining spaces or live music, and your restaurant culture as well. Share videos of your staff setting up for an event or simply having fun while they work. Similarly, show off your restaurant’s personality by giving followers a behind-the-scenes tour of your establishment. Don’t worry about staging intricate videos–anything off-the-cuff will suffice for this platform.
It can be difficult to consistently produce fresh content, so feel free to reuse and recycle videos when appropriate. If you are active on platforms like TikTok, for instance, don’t be afraid to post those videos to Reels from time to time. You also could mix-n-match clips from past Reels or use them in a different way. User-generated content is another way to take the creative pressure off of you. Plus, your followers will enjoy seeing their experiences in your Reels. Just make sure to ask permission and give proper credit.
While there is no perfect formula for making a Reel, there are a few things to consider. First, keep it casual. Reels are designed to use video taken from smartphones, so don’t worry about using professional footage. You also should include music or audio in every Reel, as that is often the main focus. In fact, when you click the Instagram Reels feed, the sound automatically turns on. Finally, make sure the video is the star of the show. Avoid using too much text or bombarding the footage with a lot of stickers.
If you’re new to short-form video, take a look at Reels posted by other Instagram accounts to get familiar with how they look.