Need help developing a winning Instagram Reels strategy? Wondering how to create Reels that both entertain and sell?
In this article, we’ll explore a short-form video strategy that helps you connect, engage, and sell across Instagram and beyond.
The Importance of Short-Form Video
Instagram has become a powerful platform for businesses and creators to connect with their audience. But with so many people vying for attention, how can you make your content stand out?
Short-form video has become crucial for businesses in 2024. To understand why, we need to look at how the Instagram algorithm works. The algorithm considers many different factors when deciding whether to recommend your content, but the most important one is how much of your video people watch.
“The number one statistic and analytic that they look at is consumption rates. They will take a look at when people are scrolling through your page and looking at your content, what is the consumption percentages for any given piece of content,” content strategist Eden Hazan explains. In other words, the algorithm cares about how much of your video people watch, if they watch it until the end, and if they watch it multiple times.
Video gives you more ways to grab people's attention and keep them watching. With video, you can do fun things with visuals, add trending music, use sound effects, and use eye contact and body language. These elements help you create content that people want to watch from start to finish. This sends positive signals to the algorithm, which can help more people discover your content.
“Content has always been king, but video content now is king,” Eden says.
What's Working in Short-Form Video Today
To make your Instagram Reels stand out, consider these key elements:
Hooks: Having a strong hook at the beginning of your Instagram Reel is paramount. With attention spans at an all-time low, you need to give viewers a reason to stop scrolling within the first few seconds. For example, let's say you're creating a cooking video. Instead of starting with ingredients, you might begin with a close-up of the finished dish, like a cheese pull from a grilled cheese sandwich. This immediately grabs attention and makes people want to watch the whole video to see how it's made.
Transitions: For Eden, transitions are his “cheese pull”—the transformative element that grabs attention and makes people want to watch the video again. Transitions can be as simple as a quick change of scene or outfit, but they create a visually interesting moment that captures the viewer's attention.
“The reason why they're so effective is because they work well with human behavior and human nature and the need that when you see something happen that quick, specifically a transition of, you know, teleporting from one place to another, you gotta see it again.” Check out YouTuber Zach King for examples of transitions in short-form video.
Storytelling: In 2024, there's a trend toward more storytelling-based content. Rather than directly selling products or services, brands are finding success by sharing stories about their business or founders. This approach helps build a deeper connection with the audience.
“You will see right now on Instagram and a lot more actually on TikTok brands are more and more beginning to stop selling their product or service and doing so in a way that's a lot more witty and creative just by storytelling about the business or founder,” Eden says.
Instagram is not primarily a sales platform but a place to build your brand. When people feel connected to your brand's story, they're more likely to choose you over a competitor.
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GET THE DETAILSTrends: While not exclusively related to short-form video, staying aware of trends in your industry and on the platform is important. Participating in relevant macro and micro trends can help boost engagement and visibility.
#1: How to Categorize Your Instagram Reel Content
Many people make a big mistake when posting Instagram Reels: they don't have a plan—a social media strategy. They don't know what's happening in their industry. They're unaware of what people are talking about, what others are posting, or what conversations are happening.
Instead, they just post something every day without thinking about it. This is like walking in the dark—you might get somewhere but don't know where you're going.
Having a strategy is much better. It's like having a map and a flashlight. When you have a plan, you know what to post, understand your audience better, and your posts are more likely to connect with people.
Consider categorizing your IG Reel content into three main buckets: Sell Shots, Engagement Shots, and Culture Shots.
Sell Shots
A sell shot is content designed to sell your product or service. It typically has a strong call to action. When creating a sell shot, be clear about what you're selling and why people should buy it—be clear about the value you're offering.
However, sell shots in 2024 are different from what they used to be. Instead of just showing your product on a plain background, include multiple elements that might catch people's attention.
For example, if you're selling a coffee mug, you might show it being used in a beautiful location, like a park or beach. You could have an attractive model using the product, wearing stylish clothing or shoes. This way, different aspects of the image might catch other people's attention, but they all lead back to your product.
Sell shots are a great place to use transitions. For instance, you could show the mug being placed on a table, and when it touches the surface, it changes color. This creates a visually interesting moment that captures attention while still showcasing your product.
Engagement Shots
The goal of an engagement shot is to get more shares, saves, and comments on your content so that you can later retarget those engaged people. Unlike sell shots, engagement shots aren't about selling directly. Instead, they focus on educating or entertaining your audience.
For example, if you run a gym, an engagement shot might be a video teaching proper form for a specific exercise. If you sell coffee mugs, you might share a “life hack” about using the mug to organize office supplies. The idea is to create content people will want to save for later or share with friends.
“In an effort to really maximize your ability to craft the right relationship with your customers and your followers and your fans, you need to immerse them in content that feels like they are being entertained and educated,” Eden says. “You're telling your story, and they're there to support you when you show up to sell.”
Trends can be a great source of engagement content. By putting your own spin on a popular trend, you can tap into the interest of your existing audience.
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Culture Shots
Culture shots are often overlooked, but they're crucial in 2024. A culture shot is your chance to connect with your audience more deeply. It might involve telling your company's story, sharing behind-the-scenes content, or highlighting your company culture.
The goal of a culture shot is to help your audience feel connected to your brand. When people understand and respect your story, they're more likely to support you when you do ask for a sale.
For example, if you're a founder of a coffee mug business, you might create a Reel that says, “Hi everybody. Today, I want to mix it up a little bit. I want to tell you how my family got into the coffee mug business. My grandfather was among the first people in Canada to bring coffee mugs from Europe.”
This kind of content helps people feel like they know you, making them more likely to choose your product over a competitor's. It's about building an emotional connection with your audience beyond just trying to sell to them.
#2: How to Get Your Reel Content to Work: The ‘4-3-2 Rule’ for Content Mix
Now that you understand the three types of short-form video content, how do you balance them? Eden suggests using the “4-3-2 rule:” 4 Engagement Shots, 3 Culture Shots, and 2 Sell Shots. This ratio helps you maintain a healthy balance in your content. You're providing value and building relationships most of the time, which makes your audience more receptive when you do make a sales pitch.
However, this ratio isn't set in stone. You might adjust it based on your goals. For example, you might increase the number of sell shots during a big sale or holiday season. But if you do this, remember to balance it out later with more engagement and culture content. The key is to maintain a healthy relationship with your audience.
Think about this mix in terms of a 9-square grid on your Instagram profile. This visual approach can help you plan your content and maintain a good balance.
Creating Hybrid Content
As you become more comfortable with these different types of content, try creating Reels that combine elements of sell, engage, and culture shots. This can make your content more effective and interesting. For example, you might start a video with an attention-grabbing transition (engagement), then tell a brief story about your brand (culture) before ending with a product announcement (sell).
The key is to be strategic and intentional about combining these elements. By creating hybrid content, you can potentially achieve multiple goals with a single post, making your content strategy more efficient and effective.
Timing Your Reel Content for Maximum Impact
When you post Instagram Reels, each type of video content matters. Consider how people's moods and behaviors change throughout the week. On Mondays and Tuesdays, people are just back at work and might want a distraction. This is a good time for culture shots, where you share stories about your brand.
Mid-week, on Wednesdays and Thursdays, people are more focused and might be ready to make purchases. This could be a good time for sell shots. On weekends, people are often busy and not thinking about work or shopping. This might be the best time for engagement shots—fun, entertaining content that people will want to share with friends.
Also, pay attention to other factors like weather and current events. For example, if it's beautiful outside, people might not be on their phones as much, so it might not be the best time for an important announcement. Similarly, you might want to delay any planned promotional content if there's a major news event.
Note: The first 20–50 minutes after you post Reels are the most important, as this initial engagement can significantly impact how the algorithm treats your post. By timing your posts strategically, you can maximize this initial engagement.
Frequency of Posting
How often should you post your Instagram Reels? It depends on your business and your audience. You might post more frequently to build up your presence when you're just starting out. But over time, you'll need to find a sustainable rhythm. With his new brand, Dream Crust Pizza, Eden posts 4–6 times a week to establish the brand's presence.
He suggests planning your content 2–3 weeks in advance. This gives you structure and flexibility to adapt to current events or trends. But don't plan too far ahead, as things can change quickly in the world of social media.
To determine your ideal posting frequency, closely monitor your performance week by week. Pay attention to how your engagement and sales are affected when you post more or less frequently. This data-driven approach will help you find the sweet spot for your brand.
The Importance of Testing and Adapting Your Instagram Reel Content
One key point Eden emphasizes is the need to test and adapt your strategy constantly. What works for one brand might not work for another, and what works today might not work tomorrow. Review your content performance regularly—at least once a quarter. Look at what types of content performed well, how often you posted, and how your engagement and sales were affected.
It's also important to have a testing mindset. For example, for the past two months, Eden has been testing different types of content to see what resonates with his audience. He discovered that ASMR-style videos of pizza being sliced and eaten, along with reaction videos, perform exceptionally well for this brand.
Also, don't just look at your own content. Keep an eye on your competitors and others in your industry or niche. Stay aware of trends and be ready to adapt your strategy. Conduct internal and external analysis to keep your finger on the pulse of what's happening in your space. Remember, the goal is to curate, maintain, and nurture the right relationship with your audience.
Eden Hazan is a content strategist who specializes in short-form video. He's co-founder of Social Drop, an agency that helps quick-service restaurants with their social marketing. He also runs The Reel Coach to help creators and business owners level up their content strategy. His membership is the REEL Creators Club. You can find him on Instagram.
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