Instagram, once a platform for sharing photos, has evolved into a popular destination to publish images, videos in short form, and other ephemeral contents. It’s not always easy for social media managers to decide what type of content they should create. You may be wondering:
What is the best way to use Instagram stories?
It’s not a guessing-game to choose between Instagram stories and Instagram posts. You can make the best choice each time you publish if you know the benefits of each type of content and how it can help you achieve your marketing goals.
In this article we will break down the differences in Instagram posts and reels. From creative elements, algorithmic benefits, to ROI potential. This will allow you to produce more high-performing content that is suitable for your clients or company.
What is an IG Reel?
Instagram reels are vertical videos (1080 x 2080 pixels) which can be displayed in both the main feed as well as the reels feed. The reel can be displayed on the main Instagram grid as well as on your account’s reels page.
Here’s an example of the @agorapulse account on Instagram. The reel (left), displays both on the main grid (center), and the reels tab.
Instagram’s first reels, launched in 2020, could have been as short as 15 seconds. By April 2023 they will be able to last 90 seconds, or even as little as three seconds.
You can shoot them all in one shot, whether you want to make a super-short or long reel. You can also combine multiple videos to give them a dynamic and fast-paced feeling.
The reels give social media managers an incredible amount of creative freedom. Instagram allows you to add many creative elements to short-form videos.
Stickers that provide design flair and interactive features for your followersAudio available from Instagram, including royalty-free music optionsVoiceovers to highlight the unique personality of your brandCaptions that include up to 2,200 text characters, emojis, or hashtags
Instagram reels – pps
Technically, everything is possible in the Instagram application. From adding elements to the video directly within the app. You can do even more by integrating third-party applications into your workflow.
Adobe Express is a great tool for making technical edits. For instance, I can adjust aspect ratios, change playback speed and remove audio. It’s free, so it fits into the workflow of any social media manager.
Canva is another social media marketing app that’s free (but also offers paid subscription options). This app is great for adding text overlays and royalty-free music.
Capcut can be a good choice for your editing reels if you create short-form videos for Instagram and TikTok. Capcut allows you to add green screens, create voiceovers and collaborate.
Agorapulse makes a great choice for scheduling reels. It’s equally useful whether you have a small team or a large one. Agorapulse allows you to publish reels on your mobile device or receive a push notification.
You can use this dashboard to moderate comments, respond to DMs and analyze results, whether or not you are publishing content through Agorapulse. Agorapulse allows you to share reels with stakeholders.
Want your boss or client to approve your Instagram videos before they are published? Agorapulse allows you to set up approval workflows for both internal and external stakeholders. This will allow you to work efficiently while not compromising your brand.
What is an IG Post, and how do I use it?
Instagram posts are static images (1080 x1080 pixels or1080 x1350 pixels), which appear in your feed and grid. The feed posts may include graphics or photos, but must be static images. Instagram will phase out video posts by July 2022. All videos are now individual reels.
The post must include at least one image. They can have up to ten creatives, including a mixture of videos and photos. When you add multiple creatives to a post they are displayed in an interactive format, like the example below taken from the @agorapulse Instagram account.
Instagram’s built-in editing tools are far less than those for reels. The mobile app allows you to access:
Audio and music that make feed posts more engaging. Captions that can accommodate up to 2,200 characters of text and emojis.
Instagram pps for posts
Third-party apps can be very helpful in creating this type of content, as Instagram does not offer many editing options. Add free photo editing apps and design tools to your workflow.
Snapseed makes it easy to edit photos on your mobile device. This app offers basic tools such as brightness, color, and contrast adjustments, but it also has an HDR function that will make your images really pop.
Canva’s overlays and more complex designs are a great resource. Canva’s templates make great starting points for Instagram graphics. It also integrates with Agorapulse, so you can import your designs directly into the scheduling app.
Agorapulse simplifies Instagram engagement and listening. You can manage multiple Instagram profiles from a single dashboard without having to switch between tabs.
Agorapulse also offers approval options for feed posts. You can send an image or carousel to external or internal users for their approval before it auto-publishes.
What is the difference between a post and a reel on Instagram? Six Key Differences
The format is what appears to be the most significant difference between posts and reels. The decision to choose the best Instagram content is not just about design. Take a look at the differences between posts and reels.
Instagram reelInstagram PostFormat optionsShort form videoSingle images, carousels, and interactive toolsStickers and reminder buttonsTags, and message and reminder buttonsAlgorithmsUser Activity DataPost and author dataAverage ReachPotentially lowerOften lowerAverage EngagementTypically lowerUsually higherReturn of investmentYour mileage will varyYour mileage will vary
1. Format Options
Technically speaking, Instagram posts and reels have different formats. The first is a video in short form, whereas the second is a still picture.
It seems like a pretty clear distinction, right? There’s actually more overlap between the two types of content than you may think.
You can use videos, for example, in Instagram posts. They must be part of a rotating carousel. The videos must also be square (1080×1080 pixels) or in portrait (1080×1350 pixels), instead of the short-form video format (1080×2080 pixels).
You can also use reels to post photos and graphics, either on their own or with video clips. Instagram displays a still photo for five seconds when you add it to a reel.
2. Interactive Tools
You now know that source material does not necessarily determine the type of content you post on Instagram. How else can you decide?
Interactive capabilities are important for many social media managers. This is especially true if you’d like your followers to interact with your content in the Instagram application.
Tags for products and location are supported in both reels and posts. You can tag your products if you run an Instagram store to encourage people to browse through and purchase items from the content. If you own a physical shop or venue, location tags can help you increase foot traffic.
Both types of content allow for message buttons. You can invite users to initiate a conversation in Instagram by adding a message button.
You can also use Instagram reels or posts if you want your followers to opt in for reminders. Both content types are compatible with reminders. These send notifications in-app about virtual or in-person events, such as content uploads or products drops.
However, posts don’t allow interactive stickers. In order to increase engagement, it is better to use reels. You can do this by hosting polls and quizzes or inviting your followers with their own content.
3. Algorithm factors
Instagram’s algorithm differs slightly for posts and reels.
Information about the post, and information about your account are the two factors that matter most for posts. Posts are the best way to connect with followers that regularly engage with your material.
The user’s interaction history and activity are the most important factors for reels. In other words reels are better for connecting with people who don’t follow you but may be interested in what you have to say.
Instagram’s in-built insights show the number of followers and non-followers that view each post or reel. These analytics can help you ensure that your content is reaching the right mix between engaged customers and new followers.
4. Average Reach
Short-form videos typically have a much greater reach because the reels algorithm works together with the reels feed to bring your content to more users who are new. Instagram actually encourages users who create engaging reels to qualify for recommendation.
If your main goals are to increase Instagram metrics such as reach and brand recognition, then posting reels will be your best option. If you sort the top content in your Agorapulse dashboard by reach, then you will probably see a lot of reels.
Does that mean that posts will never be able to reach as many people as reels? Not at all. The example report shows that an image and a carousel appear in the top content report for the account, which suggests it is still worthwhile to publish high-quality photos.
Using high-performing hashtags is a great way to promote any kind of content. Agorapulse’s hashtag report will help you determine which hashtags get the most interaction so that you can add them first to new content.
5. Average engagement
Engagement analytics, however, tell a very different story. Carousels are the most engaging across industries. This data is confirmed by the example below, where carousels are prominent in the top content report.
If you’re looking to increase engagement, publishing engaging carousels will be your best option. This doesn’t mean that you should ignore reels as a way to boost engagement.
Think about the way you can engage your audience when you create storyboard reels. You can ask followers questions to get them to respond, or you can show situations that are entertaining, educational or relatable.
Sort your Agorapulse report of content by engagement to get a better understanding of what your audience likes. Open and review the top-performing reels. Look for patterns and elements you can repeat.
6. Return on Investment
Reach and engagement can be useful in increasing your audience and brand awareness. If your marketing goal is to generate leads or drive sales, then you need to know which content type will give you the best ROI.
You can’t find a single answer to this question. Review your account analytics and determine the best answer for your company. Agorapulse’s ROI report allows you to pinpoint which campaigns are driving website traffic, sales, and revenue.
Add a UTM code in the URL to track ROI. Google Analytics Campaign URL Generator is a great resource for creating UTM code.
You can still include trackable URLs within DMs, even though you cannot add tappable links to Instagram content. Agorapulse includes campaign tracking so you can add tracking codes from your dashboard. You can calculate ROI more accurately if you create different tracking templates for DMs resulting from Instagram reels vs. Instagram posts.
Click the Untracked button on your Agorapulse Dashboard whenever you add a link to a DM reply. Select a tracking template, or create one. Use your ROI report as a guide to determine your most profitable content and to help you develop your Instagram strategy.
Use IG Story or Reel?
Posting Instagram reels for your Instagram feed is a great way to create short video content. When should you use Instagram Stories instead?
Instagram Stories, like reels, use a vertical full-screen format (1080×1920 pixels). They can also support photos and videos. The built-in tools in Stories include text overlays and drawing, as well as stickers.
Stories support interactive stickers. You can use them to poll your followers or run countdowns. Links are also supported by stories, which makes them perfect for sending customers to landing pages.
Instagram stories, unlike reels, disappear after 24 hour. They’re therefore best for content which isn’t always relevant. Stories are good for:
Sharing behind-the scenes content that does not fit with your grid aesthetic. Linking to external resources.
Stories have the highest potential ROI of all Instagram content. This is because they work so well at driving website traffic. How can you tell if stories are driving leads and sales for your business?
You can create a landing page that you can link from Instagram stories. You’ll then know that any sales that originate from the landing page were derived from a story.
There’s a way to include Instagram stories data in your ROI report. Add the link in the caption box when you schedule a Story from your Agorapulse Dashboard. Click the Untracked button to add a template for tracking and complete scheduling.
You’ll get a notification when it’s time for the story to be published. The Agorapulse app copies the tracked URL so that you can paste it into a link sticker within the Instagram app.
You can view your ROI report after publishing the article to see which Instagram activities resulted in the most website traffic, sales, and revenue.
The Difference Between Instagram Reels and Posts
It’s easy for social media marketers to assume that reels are a priority, as Instagram is increasingly moving towards short-form videos. Instagram’s posts, stories and reels serve different purposes.
Use the above guidelines to align your Instagram content and marketing goals. You can maximize your ROI by tracking links and regularly checking reports.
Take control of your Instagram content with a demo!
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