Using Short Video Format in Marketing Strategies to Rapidly Increase Reach and Engagement Rates

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The social network Instagram* * is one of the leading social media platforms today. According to the Hootsuite report for 2023, Instagram* has a monthly active audience of over 2.35 billion users. In recent years, short videos in the Reels format have become particularly popular, becoming one of the most effective tools for increasing reach and engagement. This phenomenon is due to the evolution of user perception of content: 76% of people prefer video content to other formats (Wyzowl , 2023).

This article explores the characteristics of short-form video, its impact on reach and engagement, and offers recommendations for using Reels effectively based on data and research.

Features of the short video format (Reels )

Reels are short videos, 15 to 90 seconds long, that can argentina phone number data be edited using Instagram's built-in tools*: filters, effects, music, and text. The ease and intuitiveness of content creation have made this format accessible to both professionals and beginners.

According to a 2023 study by Statista , over 50% of Instagram users* watch short videos daily, and 91% of them say that such videos motivate them to engage with brands, explore their products, or even make a purchase. This makes Reels an ideal tool for brands looking to quickly expand their reach and deepen their connection with their audience.

Why Short Videos Are Driving Rapid Growth in Reach and Engagement

1. Instagram Algorithms*

Instagram* algorithms prioritize Reels in the feed and Explore section . A study by Social Media Examiner (2023 ) found that short videos are 65% more likely to be recommended than other formats. This is explained by Instagram*'s desire to compete with TikTok and actively promote the video format.

2. Brevity and attention span

The reduction in average audience attention span is a big factor. According to Microsoft (2022 ), the average attention span of a modern person is 8 seconds, making short, snappy videos more engaging. Reels fits in perfectly with this trend, offering content that is quick to grab attention and easy to consume.

3. Viral potential

Reels have high viral potential. Virality is achieved through trending music, hashtags, and ease of reposting. HubSpot analytics (2023 ) show that 72% of users are more likely to share short videos than static images or long video content.