Why Reels should be Part of Your Instagram Strategy

Back in the day, Instagram feed posts were all you needed to achieve success on the platform. But like most content creators have noted, things are changing, and for the past few months, it’s been all about Reels.

Although originally criticised as a “TikTok copycat,” Instagram Reels has gained positive feedback from brands, influencers, and users alike. In fact, many creators have embraced Reels while still growing their presence on TikTok (and other platforms) too.

So, what are Instagram Reels and how do they work?

In short, the new feature allows users to create and share (up to) 60-second videos. 

Reels, like TikTok, lets you record and edit short-form videos, add sounds and effects, and then share the videos with your followers.

Reels are entertaining, immersive videos where you can creatively express your brand story, educate your audience, and get discovered by people who may love your business. People come to Reels to participate in cultural trends, collaborate with the community and discover new ideas.

How have they affected other types of posts?

Believe it or not, the average engagement rate for Instagram feed posts (excluding Reels and IGTV) has decreased by a whopping 44%. 

Why? Well, in short, because of Reels. 

In the two years since it was globally launched in 2020, it has become a popular feature for all types of content, including humour, artistic reels, behind-the-scenes, how-to tutorials as well as product showcases.

Since 2021, Reels has also incorporated paid ads. And with 81% of Instagram users searching for products or services, these ads have become an effective way for marketers to reach new customers.

It’s time to get on board if you want to see growth

While Reels are currently the app’s top priority, other types of posts have (for now) been moved to the back of the line in terms of importance.

Because of this, brands and creators who have embraced Reels are experiencing their highest reach and engagement levels to date.

Social media scheduling service Later, for example, saw a 500%+ increase in their engagement rate since incorporating Reels as part of their Instagram strategy. In 2019, Later’s average engagement rate was 1.28%, and now, in 2022, it has sky rocketed to 9.09%.

What Does This Mean for Your Instagram Strategy in 2022?

There is no denying the facts. To increase Instagram engagement, you need to incorporate Reels.

In addition to your regular feed posts, they’re a great way to reach new audiences on Instagram.

Research shows that the average adult Instagram user spends roughly 30 minutes per day scrolling through Instagram, watching Reels and discovering new brands and communities.

The good news is that you don’t need to be a video-editing pro to create Reels. Simply use the templates provided to add music to your footage, remix your images, or add a few motivational quotes to your videos, and you’re good to go!

All you need is a spark of originality and a healthy dose of trial and error.


Your engagement rates may have declined over the last few years, but rest assured, you’re not alone. It’s been the same story for many accounts, including our own.

The good news? Pivoting your strategy and seeing results is still totally possible. Instagram is not “over”, it’s simply evolving, and with every evolution comes a new opportunity.

Are you ready to embrace it?

Still scrolling? Let’s chat.