Years ago, Instagram was all about creating the perfect grid. Now? Video content is where it’s at. The platform has changed, and Reels have taken center stage, rewarding creators who know how to capture attention in seconds.
If you’ve been hesitant to hit “record,” now’s the time. The numbers speak for themselves: Reels outperform every other type of content on the platform.
The Data’s In: Reels Outperform Other Content
If it feels like your Instagram feed is mostly Reels as of late, you’re not imagining things. Short-form video content is officially running the show. Over 2 billion people interact with Reels every month, which is nearly everyone on Instagram.
And when it comes to performance, Reels win by a landslide. They reach 36% more users than carousel posts and 125% more than regular feed posts. Engagement is a similar story; Reels average 1.23% engagement per post, compared to 0.99% for carousels and just 0.70% for photos.
But here’s the wild part: Only about 20% of creators post Reels regularly. That means there’s still plenty of opportunity out there, and if you lean into Reels now, you can achieve major reach gains by showing up where others aren’t.
Create a Reel They Can’t Scroll Past
If creating a Reel feels intimidating, join the club. Thankfully, all you need to get started is a smartphone. If you’ve got some cash to spare, consider upgrading with additional equipment like lav mics, lights, tripods, etc.
Beyond that, you need content ideas. But I’ve got good news: Brock Johnson (@brock11johnson) broke down his recipe for Reel success at Instagram Summit by Manychat, and I’m here to recap it for you.
ICYMI: Manychat CEO Mike Yan Reveals the Future of Instagram Automation at IGSxM 2025
Brock Johnson’s top secret formula 🤫
Brock suggested that Reels that follow the SHARE model have the best chance of gaining traction, receiving comments and shares, and possibly even going viral.
SHARE is an acronym that stands for:
- S: Simple
- H: Hook
- A: Authentic
- R: Relatable
- E: Entertaining
Simple
Keep your message short and easy to understand. As Brock says, “The more complex you make your content, the more you stroke your own ego — and the fewer views you’ll get.”
Viewers are scrolling fast; they don’t have time to decode jargon or long-winded intros. Use simple words, direct sentences, and visual clarity so your message lands instantly. If a fifth-grader wouldn’t get it, simplify it.
Hook
The hook is everything. You have about two seconds to earn someone’s attention, so make your first line impossible to ignore.
Brock suggests keeping hooks between five and eight words and leaning into curiosity or negativity. I know — going negative sounds crazy. But the fact is, “three mistakes killing your Reels” will consistently outperform “three tips to improve your Reels.”
Authenticity
Authenticity matters in the era of AI-generated everything. (BTW, hi — real person writing over here 👋.)
When it comes to Reels, Brock suggests cutting down the time between the idea and its execution. Don’t overedit or rehearse every line. Record when inspiration hits, even if it’s not perfect. People connect with imperfection, and the less time you spend trying to be flawless, the more your audience will actually trust you.
Relatability
Specific stories beat vague statements every time. The more specificity you include, the more people will see themselves in your content. For example, instead of “When your post flops 😢,” say “When your Reel gets seven likes 😢.”
Honesty creates connection and builds community, so don’t be afraid to share the moments your audience has lived too — the frustration, the small wins, the awkward fails. This is how you become more human and more memorable.
Entertaining
No matter your niche, entertainment is non-negotiable. That doesn’t mean you need to dance or wear costumes, but you do need to give people a reason to care. As Brock puts it, “Every creator — yes, even in boring industries — needs to ask how to make their content fun to consume.”
A little surprise, humor, clever editing, or storytelling tension keeps viewers hooked. If you need inspiration, Instagram’s @creators account frequently posts tips about how to make engaging content. And ours (@manychat) isn’t so bad either. 😉
How to Get Your Reel on the Explore Tab
Landing on the Explore page is a good goal for anyone trying to expand their reach. The algorithm rewards engagement and creativity, so a few key moves can dramatically boost your chances of making it there.
- Time it right: Post when your audience is most active to give your Reel the initial engagement it needs. Check your Insights to identify the golden hours when your followers are online, and stick to a consistent posting schedule. (And if you need more help: Stop Guessing: Here’s Exactly When to Post on Instagram.)
- Use trending audio or formats: Reels that use popular sounds or formats are more likely to surface on the Explore Page because Instagram prioritizes what’s already capturing attention. (And guess what? We’ve covered this in depth, too: How to Find and Use Trending Songs for Instagram Reels.)
- Respond to comments quickly: The more back-and-forth activity you generate in the first few hours, the better the chances of your Reel being picked up and promoted. BTW, you can use Manychat to do this, so you don’t have to be glued to your phone (yay, fresh air!).
- Add on-screen text and captions: A lot of users watch Reels without sound. Including captions or text overlays helps keep them engaged and boosts completion rates (a signal the algorithm loves).
- Keep it short and loopable: Shorter Reels (under 15 seconds) tend to perform better because people rewatch them, increasing your average watch time.
Reels are undeniably the best Instagram content format for discovery, which is why you should optimize them for the Explore page. That said, if you just want to rack up the views, you can share your Reel to your Instagram Story.
Trial Reels: Worth Experimenting With
Meta released Trial Reels in late 2024. Trial Reels are shown to non-followers first.
To share a Reel as a trial, take the usual steps, then tap the ‘Trial’ toggle. After you share it, your followers won’t see it in the Feed or Reels tab.
Approximately 24 hours later, you’ll be able to view key engagement metrics — views, likes, comments, and shares. If it’s doing well, you can choose to ‘share with everyone’ so your followers can see it and increase its reach.
Just keep in mind: If you’re going to experiment, do it with purpose. Try different hooks, angles, or formats, then study the results. Which hook kept people watching? Which format got shared the most?
Trial Reels can absolutely help you reach new audiences and discover what resonates, but only if you treat each one like a data point, not a random roll of the dice.
Reel in the Engagement 🎣
Reels are your best shot at getting seen and connecting with new followers on Instagram. Follow the SHARE model, post consistently, and the views, likes, and comments should start rolling in.
And remember — you don’t have to do it all by yourself. Manychat can help you automate comments and DMs, so you can focus on creating content that converts.
Already have Manychat? Get our template for turning Reel comments into sales.
✋Frequently Asked Questions (FAQs)
1. How do I know if my audience actually wants more Reels from me?
Check your Instagram Insights. Look beyond views — pay attention to watch time, shares, and follows driven by each Reel. If people are rewatching or sharing, that’s your signal that the content is resonating and worth scaling.
2. What’s the difference between a Reel that performs once and one that keeps working for me?
Reels that focus on evergreen pain points or emotions (not just trends) continue to perform well weeks later. The algorithm surfaces Reels that consistently generate engagement — so content that’s timeless, useful, or funny in a universal way remains discoverable for longer.
3. Does responding to comments actually affect how the algorithm ranks my content?
Yes, and fast responses matter most. Early engagement tells the algorithm your Reel is creating conversations, which increases its visibility in Explore and suggested Reels.
4. How can I tell if I’m using a trend too late?
If you’re seeing a trending audio everywhere, you’re likely late. Use Instagram’s Reels tab or @creators posts to spot trends as they emerge — ideally when they have fewer than 10,000 uses.
5. Should I care more about reach or retention?
Retention wins every time. A Reel that people watch all the way through (or rewatch) will outperform one that gets lots of initial views but quickly drops off. Focus on storytelling, pacing, and looping to maximize watch time.
