If you scroll through Instagram often, you have probably come across the new video function. This is the latest Instagram feature called Reels , which was released in August 2020. The introduction of Reels comes in direct response to the insane popularity of TikTok - an app with over 1 billion downloads, making it the most downloaded free social media app. But what is behind Instagram Reels? We explain it here.
What are Instagram Reels?
Reels look like just another version of TikTok's videos, but actually this feature is more than that. Reels were developed as a new way to create and discover entertaining short videos on Instagram. If you are already a TikTok user or are familiar with how TikTok works, you will immediately feel at home with the Instagram Reels.
Instagram Reels allows you to record and edit 15- or 30-second video clips. You can then add music to your clips or even use audio from someone else's video. TikTok offers these two features as well and has helped popularize their use in short musical content..
In direct comparison: on the left a video on Instagram Reels, on the right the same video on TikTok Difference between Instagram Reels and Instagram Videos / IGTV
But why reels when there are already IGTV and normal video posts? We've rounded up some of the key differences below:
- Competition : Of course, Instagram competes with other social media platforms and is thus constantly encouraged to new formats. So the Instagram Stories were the answer to Snapchat and IGTV the answer to YouTube. Reels were now created through the influence of TikTok.
- Long-form vs. short-form : IGTV is perfect for long-form content that is usually edited like a professional video. IGTV allows you to post a full length video that can be shared with a preview on your profile and feed. Reels, on the other hand, are limited to either 15 or 30 seconds and are therefore less suitable for content-heavy topics or tutorials than for short tips or skits.
- Editing Tools: Reels users have access to an extensive editing and music library that allows them to add fun, creative edits to their videos. These options, along with using someone else's audio, are not available on IGTV or over normal IG video.
- Functional Differences: Just like YouTube, IGTV is defined by "channels" and the content posted on those channels. On IGTV, you'll see navigation tabs like For You, Follow, and Popular to see videos that the algorithm recommends to you. For example, you can resume IGTV video from where you left it. Normal Instagram videos and reels don't have these features. These cannot even be paused.
Instagram reels have their own tab in each user profile. How does the Instagram Reels algorithm work?
TikTok's success is largely due to its algorithm. The main page "For You" is generated algorithmically - based on how users deal with videos on the platform. So you will see content based on your interests and previous activities. As soon as a video is posted, TikTok sends it to a sample of users to see how it is received. If users respond positively to it, the algorithm will cause the video to be sent to more and more people. Because of this, TikTok makes it much easier to "go viral" - it's less about who you follow and more about the content you post and how others react to it.
You see Instagram Reels on your Discover page. Traditionally, Instagram's algorithm works in the opposite direction - content prioritization is based on who you're following and who you're most engaged with. While Reels' algorithm has not yet been revealed, it seems pretty similar to that of competitor TikTok: it's influenced by people you follow, content you interact with, and of course, your location..