Facebook is at it again: taking features from its competitors and raising them to full power. Instagram reels are short clips that seek to stop the overwhelming progress of TikTok and seduce more content creators. In this note we tell you everything you need to know about them.
Reels on Instagram: what is it
In the second half of 2020, Instagram launched the Reels section, a space dedicated to short videos. “It’s a new way to create and discover short clips,” they said from Facebook (now Meta) when that section was deployed on the platform.
But… what is a reel on Instagram? Is it really something new in social networks? Or is it a new imitation?
Before moving on to the comparisons, we will tell you what the characteristics of Instagram Reels are in five points:
- It is a section integrated into the social network, that is, it is not a separate application.
- Reels are short: At the time of publishing this review, Instagram allows you to create them with a maximum duration of 15 to 60 seconds.
- Just like , creators can add effects and make edits to clips. Music is also the protagonist.
- Ideally, videos are recorded in portrait format, although it is also possible to do it with the screen in landscape.
- The section has great prominence on Instagram: its icon is located in the central position. In “spectator mode”, to navigate the reels you simply have to swipe up on the screen.
Reels vs. TikTok: a declared battle on social networks
When Instagram launched its reels, it was already a machine running at full speed. In fact, the application of Chinese origin was the most downloaded during 2020, surpassing business giants such as WhatsApp, Facebook and YouTube, among others.
Recently, the social network owned by the Asian ByteDance, an impressive figure.
Without euphemisms, Instagram reels are clearly an imitation of TikTok videos. With a similar (if not identical) format, it tries to stop the advance of its competitor, seduce content creators and thereby retain advertisers by jumping on this trend on the networks.
On the other hand, it is not the first time that Facebook has copied the feature of one of its competitors: did not the famous Instagram stories appear on Snapchat?
The truth is that this is not an exclusive “sin” of the company run by Mark Zuckerberg: inspiration is common currency in the application business. To mention an example, YouTube also released its own short clips under the name “Shorts”.
Before talking about how to create this content, how true and declared is the battle between Instagram Reels and TikTok?
The following data will serve as a parameter: it revealed that Meta runs an incentive program through which it pays up to 35,000 dollars to publish short videos with a wide reach. Thus, she tries to attract more creators and, consequently, more viewers.
How to make Reels on Instagram
After reviewing the origins of this section of short clips and an obvious lawsuit in the world of mobile applications, we suggest you move on to the most practical facet of Reels: how to create this type of content?
To start with, it’s important to reiterate that Reels is a section within Instagram and not a separate app. In this sense, the entire creative process is carried out within the social network, without going to any other tool.
If you are used to it, you will not have major inconveniences. The way is the usual: you have to go to the ➕ icon, either in or in your biography and select “Reel” in the “Create” panel.
Those steps will take you to the screen where you will find everything you need to create a short video on Instagram.
On the left side are all the editing and customization options:
- the function for adding music (there is a generous library),
- the button to choose the duration of 15, 30 or 60 seconds,
- playback speed,
- editing options such as collage layouts to split the screen,
- a timer that allows you to set a countdown to start recording. To start manually you have to touch the button with the logo of the section, highlighted in the lower sector.
Below you will find several effects and also the option to use the rear camera of the cell phone (by default the front camera is activated). From Instagram they explain that the reels can be recorded “in a series of clips (one at a time), all together or with videos from the gallery.”
When the video is ready, on the sharing screen you can save a draft, change the , add text, hashtags and tag friends.
Once published, it will appear in the “Reels” tab and if it is shared in the feed it will also be seen in your timeline. In addition, they can behave like a story, publishing the Reel in that section, where they will disappear after 24 hours.
Post on Reels? On TikTok? In both?
Backed by a tech giant like Facebook, Instagram’s Reels section has established itself as the most powerful rival to TikTok.
Now, should content creators use a single platform? Is it about choosing between one and the other? Or is it possible (and convenient) to participate in both spaces?
The answers are not unequivocal: they largely depend on the particularities and preferences of each creator. However, there are some parameters to consider at this point.
One of them follows the famous advice: “don’t put all your eggs in one basket”. That means a good strategy is to post videos to both TikTok and Instagram Reels, expanding the storefront and reach.
Of course: ideally, in a content strategy it is convenient to create for each app, getting involved with the audiences of each space, which do not always share the same interests.
Another tactic is to stick to one of the applications to exploit the full potential of that space. Strictly speaking, many take that path and a Meta move accounts for that same search: the American company indicated that its creator incentive program does not apply to those who upload clips that come from TikTok to Instagram Reels.
As a conclusive answer, the appropriate strategy seems to be the following: do not “marry” any of the platforms and use them independently. In other words, take advantage of the benefits of Reels and those of TikTok, without appealing to the same content in both spaces, but looking for a synergy between them.
We hope that this guide on what an Instagram reel is will be very useful to you! If you have a business, uploading this type of content can help you reach new audiences and expand your potential customer base.
And if you still do not have an online store for your business, we recommend you! Strengthen your brand by offering an unforgettable shopping experience.
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