Content that captures attention is crucial when you’re looking to make your business stand out online – and creating engaging reels is a fantastic starting point. Instagram Reels, introduced in 2020, have rapidly become a powerful tool for businesses to build audiences, impact engagement algorithms, and convert followers into actionable leads. They started as a competitive content option to halt users from disappearing to TikTok. They became so successful that Meta introduced them to Facebook. As I type, LinkedIn is rolling out an update that will put short-form vertical video at the top of your feed in the mobile app via a dedicated area. Reels allow you to share short, engaging videos with your audience while taking advantage of expansive reach on whatever social media platform you use.

Creating engaging Reels can lead to more than just social media followers for businesses. When done right, they offer a direct path to increased engagement, better discoverability in the algorithm, and the ability to convert those interactions into leads or sales. Reels provide businesses with a unique platform to tell their story, showcase their products, and connect with customers in a dynamic and immersive way.

Why Are Reels Important for Business Growth?

Due to their high visibility and engaging format, reels have become an essential part of a business’s digital marketing strategy. On Instagram in particular, the algorithm prioritises Reels over static content like photos or standard video posts, making them a prime opportunity for businesses to boost their reach. This means your content is more likely to be shown to users not yet following you, increasing the chance of gaining new followers.

Beyond discoverability, Reels offer a format that resonates well with audiences. Video content is one of the most effective formats for engaging users, and with Instagram pushing Reels across its Explore page, businesses can maximise organic engagement. In addition, Reels create a space where you can showcase your creativity and personality, which helps establish brand loyalty.

So the question is, how do you create engaging Reels so you can leverage this tool to build a loyal audience, improve engagement metrics, and convert viewers into leads?

1. Engaging Reels Start Strong: Create Attention-Grabbing Hooks

Users scroll quickly, so the first few seconds of your Reel are critical. Your audience will likely scroll past if you don’t capture attention immediately. Use this short three-second window to make a lasting impression. This could be a question that sparks curiosity, a solid visual moment that intrigues viewers, an engaging promise, or an eye-catching headline that draws them in.

For example, starting your Reel with an unexpected or bold statement can prompt users to stick around to hear more. I encourage you to use the first frame to preview what they’ll get by watching the video, making viewers curious enough to watch the entire Reel or confident that watching it will be a good use of their time. Engaging openings can significantly increase your watch time, which, in turn, improves your visibility in the algorithm.

2. Build Emotional Connections With Engaging Reels

Storytelling is one of the most effective ways to connect with your audience. Reels allow you to share your brand’s story or message in a fun and memorable way. Whether you showcase a day-in-the-life at your business, featuring behind-the-scenes content, or sharing testimonials, storytelling helps humanise both you and your brand.

By crafting your narrative, you can evoke emotions that inspire viewers to take action. Businesses that weave storytelling into their Reels are more likely to build lasting relationships with their audience. This connection translates into higher trust and loyalty, ultimately resulting in better conversion rates. Your audience should see the heart behind your brand; storytelling is one of the most effective ways to achieve this.

3. Utilise Transitions and Trends to Boost Engagement With Your Reels

One key to creating engaging Reels is to take advantage of popular trends and creative transitions. Popular transitions, such as outfit changes, before-and-after comparisons, or seamless scene switches, keep your viewers intrigued and encourage repeat viewership. Reels that are visually dynamic and fast-paced tend to perform better in engagement. Yes, they take time to create – however, it is worth it!

Leveraging Instagram’s trending audio tracks or taking part in viral challenges can also be a great way to increase the reach of your content. When you use trending sounds or themes, the algorithms may prioritise your Reel, exposing it to a broader audience. Just be sure to align trends with your brand’s identity so your content remains authentic. Remember, content for content’s sake isn’t a good move!

4. Create a Mix of Content Types

When developing a Reels strategy, aim for a mix of content types to cater to different audience needs. You can divide your Reels into three main categories:

• Promo Reels: These Reels focus on showcasing your product or service. While you don’t want to be overly promotional, you can subtly highlight your offerings and how they solve problems for your audience.
• Engagement Reels: This type of content aims to entertain, educate, inspire, or spark a conversation. Reels that show “how-tos,” tips, or answer common questions can drive shares, saves, and comments, all of which are key engagement metrics that positively impact algorithms.
• Culture Content: These Reels highlight your values, behind-the-scenes moments, or personal stories. This content humanises your brand, builds trust, and allows your audience to develop deeper connections with you.

A balanced content mix ensures that you’re not just selling; you’re also engaging and building a community around your brand.

5. Optimise for the Algorithm

Understanding how the algorithm works is essential for maximising the impact of your Reels. Instagram’s algorithm prefers content that keeps users on the platform longer, meaning Reels that are rewatched or watched in full are more likely to be promoted. Apply this to all platforms where you’re using Reels or reposting them, and you can’t go wrong. Your Reels should be compelling enough for users to watch until the end – or even replay them. (Hence, one of the reasons faster-moving Reels work well!)

Encourage users to engage with your content by including a call to action at the end of your Reel. This can be as simple as asking viewers to “like, comment, or share” the video or prompting them with a question encouraging comments. The more interactions your Reel receives in the first few minutes after posting, the more likely it will be pushed to a wider audience.

6. Consistency and Timing Are Key

As with any social media strategy, consistency is key to success. Posting Reels regularly signals to the Instagram algorithm that you’re an active creator, which can improve your chances of being featured. Instagram recently shared that the best performing influencer accounts post, on average, 10 Reels per month – use this as a guide. Establish a posting schedule that aligns with your audience’s behaviour. Analyse your in-platform Insights to determine when your followers are most active and post your Reels accordingly.

It’s also important to monitor which types of Reels perform best for your business. Track metrics like views, comments, shares, and saves to see which content resonates most with your audience. This data-driven approach allows you to fine-tune your strategy and create more of what works.

7. Conversion Through Actionable Content

Once you’ve engaged your audience, converting them into leads is the next step. Reels provide an excellent opportunity to guide users toward actionable steps, whether it’s directing them to your website, encouraging them to sign up for your email list via a lead magnet, or promoting a special offer.

Include clear, concise calls to action (CTAs) within your Reels. CTAs such as “Visit the link in bio” or “DM us for more details” help direct the attention of engaged viewers to the next step. Ensure that your CTA aligns with your overall marketing goals, whether that’s driving traffic, generating leads, or increasing sales.

So, What now?

Instagram Reels are a versatile tool for businesses looking to build brand awareness, engage audiences, and drive conversions. By creating captivating hooks, telling compelling stories, leveraging popular trends, and optimising your content for the algorithm, you can harness the power of Reels to grow your business. With a thoughtful approach and consistency, Reels can become a cornerstone of your digital marketing strategy, helping you reach new audiences, increase engagement, and ultimately convert followers into actionable leads.