Did you know that more and more people are using social media instead of Google to discover new brands? According to a Forbes Advisor study on social discovery, 46% of Gen Z participants actively seek new content on Instagram or TikTok over search engines, followed by 35% of millennials and 18% of Gen X.
If you’re not leaning into social media marketing, now is the time. And Instagram Reels are a great way to achieve your company’s growth goals. In this article, we’ll take a look at why it’s so important to understand your audience on Instagram, how you can use this intel to tailor content to them, and some Instagram Reel ideas to drive discovery and engagement.
Decoding audience preferences
Understanding what your audience likes is key to creating captivating Instagram Reels. Here’s how to get relevant insights for your IG campaign:
- Know your demographic: Who are you trying to reach? Age, interests, and online behavior will influence their preferences. For instance, teens might love dance challenges, while fitness enthusiasts prefer workout tips.
- Explore current trends: What sounds, online challenges, and filters are trending on Instagram Reels? Find out by checking the Reels icon on your homepage or searching specific hashtags and audio tracks. These are the most likely to grab attention and increase your reach.
- Look at competitor content: See what kind of Instagram Reels resonate with your target audience on similar accounts. Study their engagement and take notes on what works. Looking at what your competitors are doing can offer insights into effective content strategies.
Instagram Reels ideas that captivate
Once you know what kind of content your audience finds engaging and interesting, you can get to the fun part. Let’s take a look at 7 Instagram Reel ideas to get your creativity juices flowing.
- Behind the scenes
Showing your finalized products and services is one thing, but it’s a whole new experience to show them how you got there. Audiences love to see the people, materials, and processes behind the things they buy. Not only does it show a level of authenticity and “humanness,” it’s also a way to instill trust in the quality and integrity of your brand.
In this example, Brooki Bake House founder, Brooke Bellamy does a behind-the-scenes tour of her Brisbane bakery location. She shows viewers everything they can expect, from the front window macaron displays to the tiny oven area where all the magic happens.
- Quick tutorials
Another way to create captivating Instagram Reels is to demonstrate a valuable skill or solve a common problem related to your industry. In these Reel types, you can offer actionable tips that viewers can immediately implement themselves.
You might even use a “before and after” format to demonstrate the value of your advice. With tutorials, you’re able to position your brand as an authority in your field while giving your audience practical advice.
In this example, content coach Raoul van Mullem gives a quick tutorial on how to edit yourself to look like a giant in your own Instagram Reels. This tutorial is simple yet effective — it goes into just enough detail, including overlays and screenshots of his editing software so you can see the editing in action.
- Product demos in action
When your customers can see your product being used, it helps them form a better mental image of how they can use the product themselves. That’s why product demos are a great way to showcase the unique benefits of what you have to offer.
While a standard, straightforward product demo is better than nothing, you’ll boost your viewability if you can use the product in a creative or unexpected way. You might even consider using user-generated content (UGC) to build social proof and make it more relatable to your audience.
In this example, Hancocks home store recorded a clip from a live product demo outside in the sunshine. This Instagram Reel shows the power of their sealant by demonstrating how it can stop flowing water.
- Customer spotlight
Customer spotlights are another form of social proof that helps to build trust and credibility in your brand while also creating a sense of community among your followers.
To do this, feature happy customers using your product and sharing their experiences. You can do this in a variety of ways, from traditional testimonials and reviews to interviews and user-generated content (UGC).
In this example of UGC, influencer Safiya Nygaard uses a “green screen” lipstick from the beauty brand Ofra. Safiya puts the brand to the test: she puts on the lipstick and uses special effects to apply the green screen effect to her lips, changing her lipstick from classic colors to wild patterns and even a video of her cat!
- Answer FAQs in a fun way
Unanswered questions are one of the biggest roadblocks in turning a viewer into a customer. If they don’t have immediate access to answers, it’s all too common for them to keep scrolling or find a competitor brand that answers them easily.
That’s why you should always be researching your customers and taking note of the key questions they ask you as they interact with your brand, niche, and industry as a whole. When you come equipped with answers, you’re fast-tracking to the point where customers are more comfortable making the purchase.
In this example, nutritionist Isabel Smith puts a fun spin on a common query. She compiled a basket full of supplements and shuffled through them to illustrate all the choices customers have. To answer the questions, she used captions and pointed around the screen to make it engaging and interesting.
- Hop on trending challenges
Everyone knows the power of trending challenges. They create communities and boost the visibility of the creators behind them. These Instagram Reels are a great way to show your audience that you’re relevant to them and that you share common interests.
Stay on top of current trends and see if there are any opportunities to put your own twist on them. Is there any way to inject your brand’s personality or unique characteristics?
In this example, a fitness influencer participates in a popular partner challenge where one partner lies on their back and flips the other. This one is advanced, so it shows off the influencer’s fitness skills to excel in her brand.
- Show a before and after
Everyone loves a good transformation! Whether it’s a room makeover, a haircut, or a DIY project, before-and-after videos are super satisfying. They capture attention and keep viewers engaged as they see the process and the final result.
For instance, hair stylists can showcase the dramatic changes in their clients’ looks. Or, if you’re into home decor, you can reveal the stunning transformation of a room. Use features like time-lapse to show the process quickly and keep it interesting. Highlighting the journey from start to finish can really showcase your skills and dedication.
In this example, Dubai-based interior design company KEA Design showcases the result of its work through a before and after video. Those looking for interior design services in UAE will likely be captivated by the transformation of the space featured in the video.
Crafting winning Instagram Reels
It takes creativity and strategy to craft winning Instagram Reels. You need to focus on high-quality production, engaging captions, and strategic posting. Here’s how to nail each of these:
High-quality production
Investing in good lighting, sound, and editing makes your Reels look professional. Start with a basic ring light—it’s affordable and perfect for quick videos. Upgrade to a larger ring light or softbox for better lighting and a microphone for clear sound. The right equipment will help improve the quality of your content.
Compelling captions & hashtags
Captions tell your story in an engaging way, while hashtags help with discoverability. Using tools like Later Social and some basic competitor analysis, you can find captions and tags that work best for your IG Reels. Make sure to save your finds so you can easily access them later without any hassle.
Strategic posting
Experiment with different times and days to see when your audience is most active. Peak times often vary, but generally, mornings and evenings work well. You can also use insights from your Instagram analytics to determine the best posting times for your specific audience. It usually takes some trial and error to perfect your schedule.
Wrapping up
Before diving into any of these Instagram Reel ideas, remember that successful content creation is all about your audience. Crafting content that resonates with their interests and needs is key to grabbing their attention and keeping them engaged.
The key to long-term success is consistency and ongoing audience analysis. Keep creating Reels that resonate, and use analytics to see what’s working and what’s not. Adapt your approach based on what your audience responds to.
Lastly, share your Instagram Reels across all your platforms, both social and web. To maximize website traffic particularly, consider using Spotlight, an Instagram feed plugin, to showcase your best Reels prominently on your website. This way, you’ll grab attention not just on Instagram, but also on your website. To build trust and social proof on your website, you can showcase hashtag feeds where customers tag your brand or show UGC content using tagged posts.
