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Reels - Instagram Glossary

Reels are Instagram's short-form vertical video format, up to three minutes, distributed heavily to non-followers. Reels receive substantially more algorithmic distribution than static posts, which makes them the primary reach engine for almost every account trying to grow.

The trade-off is real and worth naming: reels reach strangers, but strangers convert to followers at a low rate. Accounts that post only reels often see follower counts rise while enquiries stay flat, because a viewer who watched three seconds of a trending audio has no relationship with the business behind it.

The accounts that use reels well treat them as the top of a funnel, not the whole funnel. Reels for reach, carousels for depth, stories for relationship, DMs for conversion. Optimising reels in isolation produces an audience of people who like videos, which is not the same as an audience of buyers.

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