Brands are making Reels a bigger part of their Instagram strategies – Modern Retail

While Instagram is getting rid of its Shop tab, Reels appears to remain a top priority for the social app. In turn, some e-commerce brands say that creating content for Reels is going to become a bigger part of their marketing strategies. Starting next month, Instagram will redesign its app and remove its Shop tab entirely. But its short video feature, Reels was sparred from the chopping block. A shortcut for creating content will now appear at the bottom of the app, while the Reels tab moves to the right. Instagram’s plan to move away from online shopping was first reported in September last year. Instagram launched Reels, which allowed users to more easily create short-form video, in the U.S. in August 2020 — taking direct aim at rival TikTok. It hasn’t yet hit the mainstream compared to its Chinese-owned competitor. While brands that spoke with Modern Retail are still in early stages of using and testing Reels, they said they see greater reach and stronger engagement for their Reels content on Instagram. One brand, for example, reported seeing strong ‘Save’ metrics for Reels on Instagram. Meanwhile, another brand said Reels will account for at least 50% of the content it
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