Instagram is always changing, which means your content needs to change, too. Social media users are hungry for video, and the algorithms reward accounts that satisfy this need.
Social video generates 1,200% more shares than text and image content combined, according to Forbes. But that’s not all: Wyzowl Video Marketing Statistics says 89% of consumers want to see more short-term videos from brands. These stats mean that static pictures and captions aren’t cutting it anymore.
At SAF Miami 2024, the Society of America Florists’ annual convention in August, social media gurus Erin Bruno, AAF, marketing director for McNamara Florist, and Megan Gerace, a digital marketer with the floral web and marketing provider, GravityFree, shared a helpful step-by-step guide to making Reels. Their advice is straightforward, easy to follow, and sure to help take your social accounts to the next level.
PLANNING
Start by using your analytics to get to know the demographics of your audience, which likely differs from one platform to the next. Armed with this knowledge, decide what your brand voice should be. The marketers posed three questions to help you decide: 1) Are you using humor to showcase your personality? 2) Are you trying to educate consumers? 3) Are you trying to generate brand awareness and sales?
RECORDING
Your video content does not need to be professionally produced, but it’s best to adhere to some best practices. For starters, shoot vertically; users interact with Instagram on their phones in a vertical format, so your video should comply. Also, add movement to capture attention in the first few seconds. Movement can include captions or transitions to hold viewer interest.
Also consider the lighting and background. Avoid distracting backgrounds with clutter and people talking. Bruno and Gerace recommend standing in front of a window for natural lighting. Lastly, be clear and concise. The majority of people interact with Instagram muted, so make sure people can understand what you’re trying to convey without sound. Captions can be a big help (to enable captions go to your profile, choose “account” then “captions” and toggle on captions).
EDITING TIPS
After shooting comes editing, and this is your chance to get creative. Here are a few of Bruno’s and Gerace’s top editing tricks:
1. Add music to Reels
2. Make multi-scene Reels
3. Find your favorite Reels filter
4. Change speed of clips in Reels
5. Add voiceover to Reels
6. Use the green screen effect
7. Use Reels templates
8. Don’t forget a good cover!
PUBLISHING
Your video is ready. Now what?
A vital component is the post caption, which should be just as good as the visuals. Make the focus of the Reel clear at the beginning of the caption and be sure to use emojis and language in line with your brand.
Wear your marketing cap and finish off your caption with a call to action. Tell your followers what to do, with a recommended split of 80% of calls to action encouraging engagement (such as commenting, reposting, etc.) and 20% driving sales. Finally, use hashtags to help increase the Reel’s visibility and discoverability. Branded hashtags are a great way to create a community around your Reels and encourage user-generated content.
EVALUATE EFFECTIVENESS
Instagram’s insights tell a comprehensive tale of a Reel’s effectiveness. In just one screen, you can see the number of plays, likes, comments, shares, saves, and follows. Use these numbers to test different styles, lengths, audio options, and optimal posting times.
See examples of successful Reels and get more details in this slideshow for SAF Miami 2024 education session “Reel It In: Mastering Reels for Marketing Success.”
Jennifer Sperry is a contributing writer for the Society of American Florists.
