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The rise of Instagram Reels
Instagram started life as a photo app. A place for nice pictures, holiday snaps and the occasional latte.
Then video arrived and quietly took over the room.
Today Instagram Reels sits at the centre of how many brands communicate online. Short, vertical, fast-moving videos appear in feeds, explore pages and stories. For many organisations, Reels have become one of the most reliable ways to reach new audiences.
The reason is simple. Reels are designed for discovery. Instagram actively shows them to people who do not already follow an account, which means strong content can travel far beyond an existing audience.
Instagram Reels combine visual storytelling with the pace of social media.
Instead of asking someone to watch a long video, the format delivers a quick idea, moment or message in a few seconds. That makes it ideal for modern attention spans.
A well-crafted Reel can introduce a brand, explain a concept, highlight a product or simply create a memorable moment which encourages people to engage.
Reels video production now sits at the centre of many social media strategies.
Marketing teams use Reels across campaigns because the format works across awareness, engagement and storytelling.
Common uses include:
Not every short video performs well on Instagram.
Reels work best when they are designed specifically for the platform rather than repurposed from traditional video content.
Effective Reels usually include:
At Simply Thrilled we treat Reels as their own creative format rather than a smaller version of a traditional film.
Our process often begins with understanding the audience and the message. What do viewers care about? What will make them stop scrolling?
From there we design ideas which suit the rhythm of Instagram itself.
Simply Thrilled has produced more than 500 videos for over 100 organisations across sectors including healthcare, education, charities and commercial brands.
Those films have generated more than 53 million views online along with over 900 thousand likes and 80 thousand comments.
These results show the value of storytelling which connects with audiences rather than simply broadcasting messages.
By combining creative thinking, efficient production and platform knowledge, we help organisations create Reels which audiences actually want to watch.
Many Reels perform well between 7 and 30 seconds, although Instagram allows videos up to 90 seconds long.
Yes. Instagram often recommends Reels to people who do not follow the account which posted them.
Yes. A single filming session can generate a large number of short clips suitable for social media.
People use Instagram differently from traditional video platforms.
Most viewers are scrolling quickly through their feeds, deciding almost instantly whether to keep watching. Because of this behaviour, the opening moment of a Reel often determines whether the video succeeds.
A surprising visual, a bold statement or a compelling question can create just enough curiosity to keep the viewer watching for a few seconds longer.
Over time these small decisions – framing, pacing, editing and storytelling – add up to Reels which perform far better across social media.
