Introducing the newest TikTok competitor: Reels
Over the past few months, we’ve seen a surge in our scrolling time, especially across social media – because let’s face it, lockdown hasn’t been fun. One of the fastest growing platforms is TikTok, which saw a 115% increase in users during lockdown (TikTok; 2020).
With TikTok facing being banned in the US if they aren’t sold by their respective Chinese parent companies by 15th September 2020, Instagram has created what they hope will be the perfect product to fill the gap. Enter, Instagram Reels: a new way to record 15-second clips set to music on Instagram. It’s essentially a brand new way to create exciting and engaging video content from Instagram Stories.
Similar to TikTok, Instagram users can record and edit together 15-second video clips, add some music, and share to their stories – but specifically add them to the new Reels tab on their profile – all the Reels will also appear on the Explore page so anyone can see your creation.
All Response Media viewpoint
Instagram is a key platform within our inventory of advertising, and it is a slightly more visual way to advertise. Although Instagram Reels isn’t readily available (yet) to add to our placement mix of advertising, we believe it won’t be long until we can select Reels as an option to feature. If Instagram Reels operates in a similar way to TikTok, only a small number of brands utilise this advertising platform so cost per thousands (CPMs) could be incredibly cheap.
In the meantime, brands can do huge things organically on Instagram Reels. The algorithm allows brands to be put in front of users without them already being a fan. On most social media channels, brands don’t necessarily need a personality to get in front of users! This offers a great opportunity for businesses to show a more human, less picture-perfect side. This can be great for building the brand to user relationships and strengthening the brand community. Stay tuned!
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