And let’s go get the new features on Instagram Reels, the TikTok competitor! Content creators are pursuing new ways to engage with audiences. What are the most important jobs? Reels can now last up to 90 seconds…
In 2020, Instagram introduced Reels to compete with TikTok in the same way it introduced Stories to compete with Snapchat in 2016. Currently, video is the fastest growing feature globally on Instagram, with more than 675.3 million users. Reels in particular, this short video format, attracts 22% share to me NBA teams took advantage of the feature when it launched in 2020. In addition, the platform later reported a staggering 280% increase in user interactions on Instagram since using Reels.
In an effort to compete and beat TikTok, Instagram has announced the launch of four new features.
Once again, the update focuses on creators to create effective content on Instagram Reels.
In this tweet from Instagram head Adam Mosseri, the platform will be rolling out soon:
- 90 seconds reels,
- pinned posts,
- interactive stickers
- original sound.
Reels up to 90 seconds
While marketers suggest the same ideal length of Tiktok videos for Reels – 7-15 seconds – it’s a good idea to use longer, more comprehensive content from time to time. Specifically, extending the duration of the reels provides more flexibility.
While TikTok now allows videos of up to 10 minutes in length, Instagram Reels is still targeting short stories for now. However, users can now create content up to 90 seconds.
According to statistics, 91% of users watch Instagram videos every week, and it is likely that the proportion of those who watch Reels is higher because the latter receives higher engagement.
In the testing phase for a few months, Instagram has officially launched its new option to pin posts to your profile. The new “Pin to your profile” option is available via the three-dot job menu at the top right of any post.
As Instagram explains:
“You can now pin up to three posts (images or reels) to stay at the top of your profile grid, giving creators more flexibility to express themselves on their profiles. Starting today, the feature will be available globally to all users.”
Pinned posts tend to receive higher engagement because they are the most visible content on the account. So they are best used in promotions, reminders and invitations.
Interactive stickers that people already know from Stories are now also available on Reels. It provides “more opportunities to interact with your community”. At the moment, this feature offers three options:
- slider emoji : This sticker makes heart emoji more impactful;
- Public opinion poll: It allows you to ask your audience what should happen in your next video;
- a test: In particular, it allows you to put your audience’s skills to the test.
Stickers are also useful tools to increase Reel engagement, such as Instagram Stories. Posting about five stories per day gets an impressive 70% retention rate, and the posters play a huge role in capturing the attention of the viewers.
Besides, Instagram Reels add various sound effects, from car horns to crickets to drums and more. There is also a new audio import feature to add a caption or background audio from any video of at least 5 seconds in your camera roll.
As on TikTok, audio content is just as important on Instagram. In fact, sponsored ads on the platform that include audio have a click-through rate of 12% to 16%.
As you can see, TikTok has a strong influence on Instagram and all social media in general. The short video offered by the platform offers many undeniable advantages, including the accessible, fast and non-binding aspect, which has a huge impact on the attention span of users. More and more users are becoming accustomed to fast, simple and entertaining videos, which drives creators to make more use of this content.
And you’re already using Instagram Reels in marketing or video in general in your marketing strategy? What do you think of these changes?