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May 18, 2022
Hot off the press, Instagram’s new home Feed of full-screen Reels, Stories, and Posts is live!
Head of Instagram, Adam Mosseri, revealed today why they’re making the change:
“We’re moving Instagram to a place where video is a bigger part of the home experience, where the content is more immersive — it takes up more of the screen — where a larger part of Feed are recommendations.”
This update represents a major UI change, with a strong focus on more suggested Reels content on Instagram’s new home Feed.
So, what does this mean for your content strategy? Marketers should plan to create more vertical videos (Tik-Tok-like full-screen) so that your content will appear as a suggested Reel to your target audience.
If you haven’t added Reels to your current Instagram strategy (or have been avoiding being behind the camera), it will be essential for your content to reach the right audiences and scale engagement on the platform.
Numerous studies suggest that while TikTok may be better for creators and influencers, Instagram Reels might be better for brands.
Markerly, an influencer marketing agency, conducted a study that found that celebrities, creators, and influencers receive 2x more likes and overall engagement on TikTok compared to Reels.
They analyzed posts from 80 influencers and 10 brands on both Instagram and TikTok. Additionally, their study found that when brands (such as the NBA) post the same vertical video on TikTok and Instagram, the video will receive more likes on Reels (450,000) than on TikTok (63,000).
Instagram accounts that have started to share Reels (like Vista Social’s own Instagram account) have seen an increase in reach and overall engagement.
Modern marketers know that the best way to see massive success on social media is all about evolving with new platform updates.
Thankfully, Brooke DeVard Ozaydinli, Instagram’s Creator Marketing Manager, shared 11 tips for creating Reels for brands and agencies.
If you haven’t heard, on April 20, 2022, Instagram chief Adam Mosseri tweeted an announcement that Instagram is now ranking based on originality:
As he puts it, “If you create something from scratch, you should get more credit than if you’re re-sharing something you found from someone else. We’re going to do more to try and value original content more, particularly compared to re-posted content.”
This decision seems to be designed to decrease the number of accounts that reshare others’ content. Personally, I don’t think this decision makes much sense. Think about accounts such as @whenshappyhr, their entire Feed reshares content that is aligned with corporate humor. Some of those Reels are created by “one-hit wonder” accounts that had one lucky Reel go viral.
But, like most Instagram algorithm updates, I’m sure it will change at some point. But, for now, marketers must adapt to these changes to ensure their content doesn’t get penalized and impact their engagement rates.
At the end of the day, you can still reshare a Reel, but it comes down to finding one that is aligned with your branding and target audience. Just because you found it funny or relatable doesn’t mean your audience will.
When sourcing for an Instagram Reel to repost, type into the Instagram search a hashtag or keyword related to your industry. For example, if you’re a business coach for content creators simply type in “content creators”. The first three squares in the search grid preview will be Reels, from there scroll through until you find one that’s a good fit.
Marketers will also want to look at engagement metrics on Reels. Don’t repost a Reel that has 30-50 views. Go after Reels that have 5K+ views because even if there’s some drop-off, you most likely will see thousands of views come in. Especially, with Instagram’s new home Feed prioritizing full-screen vertical videos.
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