# Instagram Reel — Platform

> Short-form vertical video on Instagram. Similar to TikTok but with brand-aware audience.

## Defining characteristics

- Vertical 9:16
- Length: 15s - 90s (sweet spot 30-60s)
- Sound-on by default
- More polished than TikTok (audience expectation)
- Brand-aware viewers
- Connected to feed/story ecosystem

## Differences from TikTok

| Aspect | TikTok | Instagram Reel |
|--------|--------|----------------|
| Audience age | Younger (Gen Z) | Mixed (Millennials prominent) |
| Polish level | Lo-fi ok | More polished expected |
| Brand presence | Disruptive | Welcomed |
| Trends | Move fast | Slower adoption |
| Length sweet spot | 30-90s | 30-60s |
| Hook urgency | 1-3s | 3-5s (slightly more patience) |
| Music library | Native + custom | Instagram + custom |

## Aesthetic expectations

### Reel viewers expect
- Cleaner visuals
- Better composition
- Considered color
- "Aspirational" feel often
- Brand-friendly polish

### Less of TikTok's
- Raw / unedited
- Lo-fi authenticity
- Maximum chaos energy

## Hook (first 3-5 seconds)

Slightly more patience than TikTok but still critical:
- Strong visual
- Clear premise
- Hook to scroll

## Format conventions

### Storytime
- Personal narrative
- Polished delivery
- Clean visuals throughout

### Tutorial
- Clear steps
- Visual demonstrations
- Brand-friendly products

### Aesthetic / Lifestyle
- Mood pieces
- Travel / food / fashion
- Music-driven

### Behind-the-scenes
- Brand or creator process
- Polished but authentic
- Trust-building

### Reel for brand
- Product in context
- Lifestyle integration
- CTA via swipe-up or bio link

## Music

- Trending sounds boost reach
- Original audio for brand identity
- Music genre matches mood
- Cuts to beat

## Captions / Text

- Required for accessibility
- Use Instagram's native text tools
- Clean, brand-consistent style
- Don't over-stuff

## Pacing

Slightly slower than TikTok:
- Cuts every 2-4 seconds
- Allow visual moments to breathe
- Build tension/anticipation
- Strong endings

## Brand integration

Reel viewers MORE accepting of brands than TikTok:
- Native product placement
- Aspirational lifestyle
- Brand storytelling
- Professional creators welcomed

## Cross-posting consideration

Many creators post same content to TikTok + Reels. To optimize for Reels specifically:
- Slightly higher polish
- Less TikTok-trend-specific references
- Brand-friendly elements

## Connection to Instagram ecosystem

Reels live within Instagram:
- Bio link CTA
- Story pinning
- Highlight integration
- Direct message engagement

Use these connections.

## Length recommendations by goal

| Goal | Length |
|------|--------|
| Reach (algorithm) | 30-60s |
| Engagement | 15-30s |
| Information | 60-90s |
| Brand awareness | 15-30s |
| Sales / conversion | 30-60s + CTA |

## Voice

- Polished but personal
- Direct
- Aspirational often
- Brand-aware
- Less raw than TikTok

## Pitfalls

- Too lo-fi (loses Reel audience)
- Overly polished (loses authenticity)
- TikTok-only references (Instagram audience may miss)
- Weak hook
- No clear CTA
