Recently, Instagram announced they were “no longer a photo-sharing app” but instead putting focus on video creation. Cue creative entrepreneur panic. I mean, did you find yourself thinking: What does that mean for my business? I don’t know how to create an Instagram Reel? I don’t have time for another marketing tactic. Why is Instagram even doing this?
Then, friend, this week’s episode of the Priority Pursuit is for you.
Mallory Balducci, co-owner of Willow and Grace Boutique and a digital content creator is also located here in Lafayette, Indiana and joined me on Priority Pursuit to share her experience and tips on how to use Reels for your business on Instagram, including how to create and produce video content.
Instagram is an important marketing and networking tool for many creative entrepreneurs. It’s a critical way to connect, network, share what’s happening with your business, and stay top of mind with your followers. With these changes, it’s important to understand how the latest algorithm may impact how you’re currently using the social platform and what you need to know for the future (like learning how to use Reels for your business!).
Instagram’s latest algorithm change was recently announced with an enhanced focus on video sharing over photo sharing. This is a monumental change for the social platform that was founded on photo sharing. (Remember the original polaroid Instagram logo?)
Now, instead of photos, Instagram is pushing video content, such as Reels, Boomerangs, Stories, and IGTV.
This change is a direct response to Instagram’s own business goals: they are invested in keeping its users scrolling on their app for as long as they can. This shift towards video is a direct response to how they are adapting to user preferences. It’s important to keep in mind that the Instagram algorithm rewards accounts that show up and prompt follower engagement. By approaching social media as a way to connect, engage, and build relationships with people, your account can grow to be a powerful tool for your business that helps you stay top of mind.
With Instagram’s algorithm change, it can be hard to know where or how to adapt your business’ own Instagram strategy. Mallory shared these tips as a practical place to start:
This is a huge change for Instagram. That’s true, but it’s important to keep in mind that this isn’t a change that’s meant to hurt your business. This is an opportunity to adapt and adjust your current approach, which isn’t a cause for panic.
It’s going to be awkward, feel cringey, and may be the last thing you want to do. But, showing your face and sharing who you are helps create connections with followers so they can resonate with your brand.
In case this helps, keep in mind you are likely the one person that is going to watch the video over and over and over again. Most will only watch it once (maybe twice), so don’t let the pressure of the performance hold you back.
Don’t feel like you have to make a ton of changes all at once. Take small steps. Maybe you use your phone to share a look behind the scenes video on your Instagram story, share a boomerang, or check out your own Reels feed to start brainstorming ideas on how you can use video for your business.
You’re feeling ready (if a little nervous) to take your first small step towards creating video for your business account. Instagram offers a variety of video options and formats to consider.
Think of your stories as your “behind the scenes” moments. This is a great place to start if you are new to video content. You can start by taking at least two days a week to chat about your business, share something you learned, share a story, or other experiences for followers to engage with and help start conversations.
Reels are the movie trailers. They help draw people to your Instagram account and give an exciting look at your brand. Trailers are exciting and more bite-sized than a full length movie.
Also, Reels tend to have a longer lifespan than photo posts, so they can be a great way to share who you are and what you do. You may notice a delayed spike in views after publishing.
These are the full-length movies. Videos have to be at least a minute in length, which can be more intimidating when getting started. Many entrepreneurs leverage Instagram Live to record and save. However, recording Live videos is an added challenge and pressure, which can make it the hardest video format to plan and execute.
Do you remember Vine? In a similar format, Instagram Reels are short videos (typically 7-30 seconds in length) that are easy to cut and clip together, add music, and insert text or imagery. They can be viewed on Instagram in the Reels tab. Instagram is currently pushing the Reels function, which can be a powerful tool for your business.
Keep in mind that you had a lot to learn in order to get where you are today. There is a reason you became a creative entrepreneur. I know it’s easy to get frustrated and feel panic over the change, especially for my fellow photographers.
But, if your ideal client is on Instagram, then it’s time to get on board and embrace the rise of video content. You’ve worked hard to get where you are and this is just one more step along the way. I know it can feel like an extra step, but taking these steps and investing in learning how to use Reels for your business may make all the difference in separating you from your competition.
Specifically for photographers, consider these ideas to get started:
To practice and get acquainted with how to use Reels for your business, Mallory and I decided to host our very own Reels challenge in August. I hope to see you join us next month!
The Challenge: Create 10 Reels in August!
That’s just one Reel every few days. Or, if you follow Mallory’s idea of batching content, 10 Reels could be knocked out in just a couple of sessions!
If you choose to join us, I encourage you to make a list of ideas in the next couple of days!
If you’re committed to participating in the #PriorityPursuitReelChallenge:
Are you ready? We’re looking forward to seeing how your creativity fuels your own Reels and videos!
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