Most organic reach on Instagram now comes through Reels. Photo posts mostly reach your existing followers, whereas Reels is the format that carries you to people who don't know you yet. The rules below are drawn from practices we've tested and measured on the brand accounts we manage. At the end you'll find a sample weekly plan, Reels ideas by sector and frequently asked questions.
What does the algorithm look at in Reels?
Instagram first shows a Reel to a small audience and widens distribution based on how that audience reacts. In this initial test, the most decisive signals are: how much of the video is watched, whether it's rewatched, how many times it's sent to friends (shares), how many times it's saved, and whether viewers go to your profile afterwards. Likes still matter, but they're not as powerful as shares and watch time. We cover how the algorithm works overall in our Instagram algorithm 2026 article.
1. A hook in the first 2 seconds
If viewers don't understand what the video is about in the first 2 seconds, they scroll. Put the product, the result or the question right at the start; videos that open with a logo animation or a "hello" lose. Good hook examples: a before-and-after shot of the finished job, a short, clear question on screen ("Why does your car's paint go dull?"), an unexpected movement or number.
2. Vertical, full-screen shooting
Videos shot in 9:16 that leave no empty bars at the top and bottom are watched for longer. Instead of cropping horizontal footage to vertical, plan vertically from the start. Keep text and faces in the centre of the frame; the bottom is covered by captions and buttons.
3. Subtitles are a must
Most Reels are watched with the sound off. Burned-in subtitles increase both watch time and accessibility. Break subtitles into short lines and choose a readable typeface that fits your brand.
4. Length: 7–15 seconds is the sweet spot
Rewatch rate is one of the algorithm's strongest signals. Short videos that loop get more distribution than long explanations. For educational content and topics that need explaining, you can go up to 30–60 seconds, but every second should show something.
5. Use trending audio the right way
Trending audio brings reach, but audio that doesn't fit the brand undermines trust. Pick trends whose sound matches your brand tone. Content with speech and original audio gets saved more over the long run and builds your brand's voice.
6. At least 3 Reels a week
The algorithm rewards consistency. 12 Reels a month almost always outperforms 4 Reels a month. That's why, alongside the 6 shot Reels per month in our packages, we recommend edit-based content made from cut-downs of the same shoot. We explain how to get multiple videos out of a single shoot day in our Reels editing techniques article.
7. Cover and first frame
The cover image shown in your profile grid decides whether visitors open the video. Choose a readable title and a clear frame. Since the Instagram profile grid now displays vertical rectangles, design your cover for that ratio.
8. Reply to comments in the first hour
Engagement in the first hour after posting affects whether the video is shown to a wider audience. Be at your account during that hour, reply to comments and note questions as ideas for new videos.
9. Measure, repeat
Compare average watch time, rewatches, saves, shares and profile visits every month. Identify your 3 best-performing formats and create variations of them; don't hesitate to drop formats that don't work. You'll find how to read the report in our how to read a social media report article.
Sample weekly Reels plan for businesses
For a business posting 3 Reels a week, a balanced mix could look like this:
| Day | Format | Purpose |
|---|---|---|
| Monday | Informative short video (tip, FAQ) | Saves and trust |
| Wednesday | Process or behind the scenes | Watch time and authenticity |
| Friday | Product, result or customer review | Profile visits and messages |
We explain why behind-the-scenes content works so well in our behind-the-scenes content article.
Reels ideas by sector
- Restaurants and cafés: a dish being prepared, the menu of the day, the venue in the evening, short introductions from the team.
- Clinics and beauty salons: the treatment process (with consent), expert answers to frequently asked questions, equipment and hygiene showcases.
- Automotive and detailing: before-and-after, coating application in action, the customer's reaction on delivery day.
- E-commerce: unboxing, the product in use, comparisons of different colours and sizes.
- Corporate and B2B: production line, field work, project handovers, team and values.
The most common Reels mistakes
Posting cropped horizontal video, showing a logo in the first seconds, skipping subtitles, talking into a phone mic in the wind, using the same trending audio in every video, and posting for two weeks then giving up. And the most expensive mistake: thinking of Reels only in terms of organic reach. A well-performing Reel can be pushed to far more people with a small ad budget.
If you'd like to hand Reels production to a professional team, take a look at our social media management service; for packages and prices, read our social media management pricing article.
Frequently asked questions
How long should a Reel be?
For business accounts, 7–15 seconds is the range that performs best. For educational content that needs explaining, you can go up to 30–60 seconds; what matters is that the video is watched to the end.
How many Reels should I post per week?
For steady growth, we recommend at least 3 Reels a week. Even if you post less, it's important to post on set days without skipping.
Is shooting Reels on a phone good enough?
It's fine for everyday, casual content. But for content featuring products, your venue or ads, the difference in lighting, sound and image quality shows up directly in watch time.
Do I have to use trending audio?
No. Trending audio helps reach, but it hurts if it doesn't fit your brand tone. Videos with speech and original audio get saved more over the long run.
Does it make sense to advertise Reels?
Yes. A Reel that performs well organically usually works well as an ad too. Showing your best content to a local audience with a small budget delivers quick results.