30 - Increase Your Instagram Engagement 15 Seconds at a Time

Abstract: There is no denying the dominance of social media in everyday life. In 2021, an estimated 48% of American adults said they get their news from social media. The explosion of TikTok sent social media platforms like Instagram into a frenzy to keep up with interactive short-form videos. Instagram released “Reels” on August 5, 2020 as a way to stay competitive against TikTok. According to Instagram, the platform currently has 1.4 billion active users worldwide, making it the fourth largest social media platform. Since releasing Reels, Instagram has increased its focus towards short-form videos and agencies should be aware of effective engagement strategies. For example, professional dermatologists have turned to Instagram Reels to promote literacy and provide accurate information to health consumers and prospective patients. By creating a strategy behind Instagram Reels, agencies can amplify their audience, help drive the narrative of their message, and be a resource of education. The San Gabriel Valley Mosquito and Vector Control District was an early adopter of Reels by posting its first Reel on August 18, 2020. Since then, the agency has created a strategy to amplify its reels by using trending audio, creative transitions, geo-tagging, an engaging two-second opening, and reusing content. In 2021, the District posted 63 reels and averaged 1,586 views with 26 post engagements. But, in 2022, with a refined strategy, the District posted 59 posts and averaged 3,504 views with 72 post engagements. Another aspect that makes Instagram Reels valuable is that they get broadcasted to everyone and not just account followers. By content being shown to a wider audience, Reels allow agencies to be a part of the larger narrative and reach an audience that could be looking for education.