For a platform that’s over a decade old, Instagram keeps proving it knows how to stay relevant. From photo filters in the 2010s to Stories in the Snapchat era, and now Reels in the short-form video boom, the Meta-owned app continues to shape how we connect, create, and convert followers into communities.
Despite the rise of TikTok, the unpredictability of X (formerly Twitter), and the clunky resurgence of Facebook, Instagram remains the backbone of many creators' and brands' digital presence. And at the center of that strength? Reels.
The Reels Engine: What Keeps It Running
Instagram Reels were Meta’s answer to TikTok’s virality. But in classic Meta fashion, it didn’t just copy—it embedded Reels into the app’s DNA. Reels aren’t a separate platform or secondary tab. They’re interwoven across feeds, Explore pages, DMs, and even Stories.
This makes them:
- Discoverable: A well-performing Reel can surface to people who don’t follow you
- Reusable: Repurpose TikToks, YouTube Shorts, and older Stories into new Reels
- Sticky: The format encourages binge-watching, boosting watch time and algorithmic favor
And because Reels are visible across so many surfaces within the app, creators can now reliably increase Instagram Reels views with the right mix of strategy and storytelling.
Why Reels Still Outperform Other Formats
If you’re weighing where to spend your creative energy, here’s why Reels continue to punch above their weight:
- Short-form video remains king. Studies show average attention spans have shrunk further, especially among younger audiences. Reels hit the sweet spot: long enough to say something, short enough to keep watching.
- Instagram’s algorithm prioritizes engagement. Comments, shares, and replays help elevate Reels more than static posts.
- Reels feed the full funnel. From brand discovery to product demos, this format works whether you’re building awareness or prompting clicks.
Even platforms like YouTube, long known for longer content, have embraced short-form. (Check out these strategies for getting more YouTube likes if you're diversifying platforms.)
Real Growth, Real Fast: Who's Winning with Reels
1. Local businesses
From salons and cafes to real estate agents and fitness trainers, local brands are finding big wins with small video edits. A 15-second clip showing a haircut transformation or a ‘behind the counter’ story adds human warmth to their brand—and reaches far beyond their postcode.
2. Journalists and commentators
Legacy media might still love broadcast segments, but modern media thinkers are turning headlines into 30-second explainers. It’s news with a face, context with a caption.
3. Solo creators
Writers, comedians, dancers, designers—Reels is the democratic engine of attention. You don’t need gear, just a phone and a clear idea. And yes, good lighting helps.
Five Tips to Boost Your Instagram Reels Performance
- Front-load the hook: You’ve got 2 seconds to stop the scroll. Use bold visuals or questions.
- Use captions: 85% of social video is watched without sound.
- Leverage trends, but stay on brand: Use trending audio, but make it yours.
- Post consistently: Volume helps the algorithm learn what works.
- Engage back: Comments and DMs signal relevance. Don’t just post and ghost.
Pro tip: Don’t just chase trends—test formats. A mix of explainers, skits, voiceovers, and text-only reels keeps your feed interesting and your audience engaged.
Where It's Heading
Instagram continues to invest heavily in video. Monetisation tools for creators are expanding, businesses are seeing stronger ROI, and integrations with Meta’s broader ad ecosystem keep improving.
And while TikTok faces regulatory scrutiny in some countries, Instagram’s cross-platform resilience and privacy familiarity give it an edge.
The Bottom Line
If you’re building an audience in 2025, Instagram—and specifically Reels—still deserves your time. The format is flexible, fast, and still at the heart of discovery. Whether you’re aiming for a million views or just want 10 new loyal followers, Reels remain one of the most powerful, accessible tools in your kit.
