If you haven’t jumped on the Instagram Reels bandwagon, what are you waiting for?
When it comes to Instagram in 2021, the Reels features allows us to take our brand to the next level by bringing our audience in one place. Yet, some have pointed out, Instagram is becoming a very crowded place, focusing on a very complex set of features and formats (Reels, Guides and so on).
I’m not saying by any means you should not focus on any other platform. However, if you love Instagram, and your audience is very strong and engaged, I believe that you should use Reels most effectively by helping you build in the know-like-trust factor.
You might be wondering, what is know-like-trust anyway? It’s a marketing concept that is based on the idea that we need to get our audience to know us, like us, and trust us, to take specific action alongside a marketing funnel.
This is very important because it shows the progression of the relationship we want to build before we can turn our audiences into customers.
The reason why I love this idea is that it helps us humping up how we can make the most of any tool by really following this simple process.
When it comes to Instagram Reels, as a specific feature on Instagram it allows you to tap into the format to strengthen different stages of your relationship with your audience through video, which in itself is a very powerful driver.
Overall, I like to be able to come up with at least three categories of content for each platform (or format, in the case of podcasts) and make sure they each build one core aspect of the customer journey.
Just starting? Focus on only one step of the journey to ease into Reels as part of your strategy.
For this example, I’m going to provide you with one idea for each stage of the relationship-building process.
How to foster brand awareness with Instagram Reels
First and foremost, we have to “know” – this is about brand awareness, about people potentially not knowing who you are, and encourage engagement. This can also be done via simple calls to action that do not push conversions.
This is a great place to be because you can shape the idea people have about your brand your business and your services. When it comes to “know”, one of my favourite things that you can do within Reels is giving very short snippets of yourself, and who you are. And I’m not talking about what you do, or what you sell. I’m talking about things that may make you more relatable, maybe a gentle reminder like the example above.
Tap into an emotional connection and give a bit more of a behind the scenes aspect to give people a better understanding of who you are, especially if they are an existing and engaged audience – can kill two birds with one stone.
Engage with your current audience
The second stage is the “like”, which is all about engagement and it can be harder to encourage. A lot of the time engagement can be achieved by providing snippets of information, inspire your audience and give them something potentially practical that they can put into place. When it comes to Reels this can be done by delivering tips and knowledge to your audience. The beauty of this is that you can do it in a variety of ways.
Whether you want to use text overlays, or a relatable “meme” style comedy audio, the possibilities are endless – what I would encourage is to try and create something unique and slightly different. Give snippets of lessons and little nuggets that people can take straight away. These also tend to be the most viral reels you can create.
Encouraging conversions through Instagram Reels
Last but not least, “trust” is rooted in credibility and social proof. This is really where when you’re talking about a service or product, something that you do you. Think about Reels as a way to foster credibility and expertise.
Social proof done in a fun way can be very beneficial: spotlighting your clients or audience by letting them tell the world who they are and why they love you. You can share some results in a fun and engaging way making sure you can deliver that as a snapshot, to get people to remember you within those 15 to 30 seconds.
If you are trying to bring more variety to your Reels and you are stuck, tapping into your explore page as a way to find those little elements of know-like-trust can be powerful.
Create different collections to save reels based on their main goal: is it brand awareness, engagement, or credibility?
I believe that if you can make the most of the platforms that you love and you’re in, you’re going to be able to amplify your audience even further.
Reels shows to be a rising format in 2021 because video seriously is here to stay, and its simplicity makes it appealing to the audience. I would recommend taking some time to define how can use it to encourage the know like trust factor more effectively with your strategy.
New to Reels? Find out more about the hottest Instagram feature here
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My name is Fab Giovanetti and I am a writer, author, marketing consultant, founder of the Creative Impact Group and professional troublemaker. I help people grow their online audience and monetise their content and unleash their potentials as creatives.