INTRODUCTION
According to a survey by Animoto, consumers prefer videos over other types of content brands post to social media. In addition, more than 70% of respondents said videos have influenced a product purchase.
Short-form video, in particular, is gaining popularity thanks to video-sharing apps like TikTok. Instagram recently released its own short-form video feature called Instagram Reels. With Reels, you can create 15- or 30-sec. videos with overlayed text, filters, audio, special effects and stickers, much like what you see on TikTok.
Following are some tips on how to use Instagram Reels for retail marketing.
HOW TO CREATE INSTAGRAM REELS
Instagram Reels may resemble Stories at first glance, but there are some notable differences. For instance, you can include different forms of content, like photos and videos, in Stories. Reels, on the other hand, are only compatible with video. You also can add captions to Reels, and they can receive public comments, similar to regular posts.
In addition, Reels can appear in three different locations on Instagram: the main feed, the Explore tab and the Reels feed, which is a scrollable TikTok-like feed comprised of countless Reels. Plus, Reels won’t disappear after 24 hours.
To make a Reel, go to your store’s Instagram account and swipe right to access Reels. You also can click the plus sign in the top right corner of your screen and select Reels from the list of options. Once you’re on the Reels screen, set the length of your Reel to 15 or 30 sec. and apply additional settings. For instance, you can speed up or slow down the video, set a timer or add music or effects.
Choose a video (or videos) already saved on your device or tap the Reels button in the center of the screen to record a new video. Add additional clips by clicking the Reels button again, or move on to the next steps.
Click the back arrow if you’d like to trim your video or discard unwanted clips, or tap “Preview” to view your Reel and add more features. You can adjust volumes, add music, record a voiceover or include stickers, drawings or text from the Preview screen. You also can swipe to add filters.
Select “share to” when you are ready to move on to the final steps. Here, you will choose a cover image, write a caption and add hashtags. If you have Instagram Shopping set up for your account, you also can add product tags to your Reels, like you can with posts and Stories.
Instagram users can then select the “View Products” button to buy, save or learn more about the products tagged in your Reels. This can help drive product discovery for your brand, generate traffic to your store and hopefully increase sales.
Click “Share to Reels” when you are ready to publish your Reel, or save it as a draft to use later. You also can choose to share your Reel to your Instagram Feed if you’d like.
TIPS AND BEST PRACTICES FOR RETAILERS MAKING INSTAGRAM REELS
When you use Instagram Reels for retail, make sure to showcase your products in an entertaining and engaging way. Reels are meant for quick consumption, so you’ll need to captivate viewers in the first few seconds. Use humor, education (e.g. “how to”) and trends to pique interest, but only if it makes sense for your brand. It is more important to create authentic content.
Fashion retailers, for instance, could show clips of trending styles or highlight the versatility of a single garment within their store. They also could create educational Reels that show how to mix-and-match pieces or funny Reels that feature a fashion faux pas.
Share behind-the-scenes content to show what life is like at your company. For example, you could show the process of staging your brick-and-mortar store or various stages of product development. Similarly, show off your team’s personality in your Reels or let them promote your products with “staff picks” segments.
You also can incorporate product teasers into your Reels strategy or show how your product solves a problem.
Odds are you will need to promote the same products multiple times, just don’t be too sales-y about it. Take multiple clips that you can use later or repurpose popular Reels when you can. You also could incorporate user-generated content to showcase your products in a different way. Make sure to ask permission and give credit if you are using content created by others.
While there is no “correct” way to make Instagram Reels for retail, there are some best practices to keep in mind. Reels are intended to use video taken from smartphones, so don’t use overly polished professional footage. Plan to use sound in all of your Reels. Like in TikTok, music and audio are center-stage in Reels. You also should tag your products to encourage sales, but avoid overpowering your Reel with too much text or irrelevant stickers, and definitely avoid creating anything that could be construed as an ad.
If you are new to Reels, take a look at what other retailers are posting to familiarize yourself with how they work. You want to make a good first impression with Instagram shoppers.