营销人员需要了解有关Instagram卷轴

在过去的两年中，使用了两个最受欢迎的应用程序Gen Z和年轻的千禧一代是Instagram和Tiktok。

当Instagram稳定地吸引超过10亿活跃用户since its 2016 debut, TikTok made news when it surpassed1 billion global downloadswithin 18 months of its launch.

这两个网络都有可靠的好处和娱乐因素。虽然Instagram的视觉布局使用户可以从他们喜欢的帐户中查看图像，视频，故事和实时流，但Tiktok提供了无休止的简短，有趣的视频剪辑的供稿。

But, late this summer, as countries including the U.S.考虑由于隐私问题而禁止Tiktok，Instagram推出了一些新的音频和视频编辑功能，这些功能与用户在Tiktok上找到的非常相似。可以在Instagram应用程序的“故事”部分中访问的这套新的移动功能被称为Instagram卷轴。

Aside from allowing users to record videos with sound or audio overlays, the Reels camera and editor also includes the following features:

• More editing tools：其中包括增强现实效果，过渡以及加快视频加快或减慢视频的能力。
• Audio attribution: If a user uploads native audio, other users can overlay the sound in their videos while the app credits the original user's account for it.
• 可缝合的装备：这使用户只需长时间拍摄或更快的摄入量即可共享视频。
• Shareability on the Instagram Feed, Explore, Stories, and your profile:Depending on the privacy settings of your profile, you can share Reels with just friends on your Stories or profile, or publicly in the Reels area of Explore.
• 仅移动：与Instagram个人资料和故事不同，您无法在桌面上查看或上传卷轴。

Right now, it's worth noting that ads are not yet supported in the Reels area of Instagram Explore. But since Reels show up in this public part of the app, and can be seen by people who don't follow your brand, your business has the opportunity to reach new audiences across the globe.

在这篇文章时，我们也不知道Instagram算法如何用于向观众展示卷轴。但是，根据我们对Explore中的卷轴饲料的探索，它似乎很像Tiktok，因为它按位置，您关注的人以及与您最近参与的内容相似的内容优先考虑帖子。

为什么Instagram推出了卷轴

According to Instagram -- whichstarted testing Reels in Brazil in November 2019并于今年8月在全球范围内启动该功能 - 该品牌希望为用户提供更多的内容创建机会。

"We’re excited to introduce Instagram Reels: a new way for anyone — people, creators, and businesses — to create and discover short, entertaining videos on Instagram," notes an Augustannouncement from Instagram.

While Instagram hasn't acknowledged TikTok's success or competition as a reason for launching Reels, several tech journalists have suggested that this was a strategic move.

“ Instagram的简短视频功能Reels于周三启动。Instagram在其最大的竞争对手Tiktok的脆弱时间涌入。Reels允许用户创建15秒的剪辑，例如Tiktok，并在Tiktok中公开或与朋友共享，或与朋友共享。Instagram应用程序。CNBC's Jessica Bursztynsky.

While Reels is Instagram's first attempt at launching similar features to TikTok, this certainly isn't the first time a Facebook-owned company has launched similar video editing offerings.

In 2018, amid TikTok's early success,Facebookquietly launched一个名为Lasso的竞争应用。

Lasso, which offered similar portrait-style feed and video editing tools to TikTok, had fewer than 80,000 app downloads by June 2020. In July, one month before the launch of Reels, Lasso was停产.

"We place multiple bets across our family of apps to test and learn how people want to express themselves. One of these tests was Lasso, our stand-alone short-form video app, which we have decided to shut down. We thank everyone who shared their creativity and feedback with us, which we’ll look to incorporate in our other video experiences,” a Facebook spokesperson toldTechCrunch.

在这一点上，了解上述历史，一些营销人员可能会想知道：“ Instagram卷轴会成为我品牌的绝佳替代品，还是会像其他Tiktok竞争对手一样失败？”

The question above is fair. After all, as a marketer, you'll only want to invest time and money into platforms with a solid track record, loyal audience, and great brand awareness opportunities, rather than those that could be discontinued a short time later.

虽然如果禁止Tiktok，Z可能已经被Z植入了Tiktok与Orbob综合博彩下载acle和Walmart的合作关系has ensured that this app will remain active in many countries -- at least for now. This means that even if Reels is successful, some audiences might still spend all of their time surfing TikTok.

另一方面，Instagram是一个广泛使用的平台，以前已经成功启动了竞争社交媒体功能。记得当该品牌推出的故事and eventually超过了Snapchat的用户数量, which launched this feature first?

目前，尚不清楚卷轴是否会像tiktok一样成功。但是，由于该功能仅要求您扩大Instagram策略，而不是从头开始构建Tiktok策略，因此它仍然是品牌测试高度实验性的短形式内容的好地方。

如果您对Instagram卷轴很感兴趣并准备好尝试一下，下面我将介绍品牌已经使用该功能的方式，创建卷轴内容的步骤，以及一些外卖营销人员应牢记，当他们将其构建到自己的身上时Instagram营销。

How Brands Already Use Reels

Emmy Mae Bridal

时尚和美丽非常适合卷轴，这是澳大利亚昆士兰州艾美奖新娘的卷轴所示。

在Emmy Rae的卷轴中，该品牌向声音优雅的音乐展示了他们的婚礼服装的视频和图像。尽管我们无法嵌入卷轴，但这是公司发布的最近内容的屏幕截图。bob全站app

Earth Official

The travel industry is also finding Reels to be an excellent way to reach people. In this piece of Reels content, Earth Official, an account that highlights travel content, deals, and influencers, shows beautiful footage of Thailand's lantern festival with native audio.

Critical Care Now

如果您的业务不完全面对消费者，则卷轴可能仍然适合您的Instagram策略，这取决于您培养受众的能力以及内容团队的创造力。

In the Reels post below fromCriticalCareNow, an informative Instagram account run by resuscitation expert Haney Mallemat, Mallemat educates viewers about central and peripheral arterial lines used in the emergency response field.

Think the topic of the Reel above was too informative or formal for Instagram's audience? Think again. At the time this blog post was written, this Reel had more than 30,200 views. Pretty amazing for content that isn’t the latest dance move.

Haney's Reel might be so engaging because he's done a great job of building a large, niche audience of over 24,000 Instagram followers and learned what types of content they value. While more followers could certainly get you more views, creating Reels around what your audience and similar users want to watch can also take your engagement a long way.

要了解有关如何将Instagram卷轴用于业务的更多信息，请查看此视频。

Have I piqued your interest yet? Let's dive a little deeper into how to use Instagram Reels for your business with a step-by-step tutorial, below.

1. Enter Reels mode within Instagram Stories.

要开始使用卷轴，请打开Instagram Stories相机和Tap Reels。

2. Explore the editing tools.

Before and after you record footage on your Reels camera, you'll see four editing icons on the left side of your camera screen.

The tools you'll see include:

• 声音：Which enables you to add a pre-recorded sound from other users or Reels' featured song list to your content.

• Playback Speed:这使您可以加快或减慢内容。

• 效果：点击看起来像表情符号大纲的图标，可让您在视频中添加贴纸和过滤效果。卷轴的过滤器类似于Instagram的故事，并且两种视频格式之间的许多效果交叉

• 计时器：If you can't hold down the Record button for the full clip, but want to make a video that lasts for a certain amount of time, you can tap this icon to set recording time for your clip. When you press record, a countdown of three seconds will appear on your screen before Reels starts to record. Then Reels will automatically film for the amount of time you designated.

3.保持记录开始拍摄或上传预录视频。

Once you press and hold the record button, you'll start filming a clip. If you let go of the record button, but still have time left in your Reel video, you can hold the record button again to start a second clip that will begin immediately after the first ends.

当您为卷轴录制一个或多个剪辑时，屏幕顶部的进度栏向您显示了剩下多少录制时间。

Alternatively, if you've already recorded a great video or TikTok that you think will be engaging on Reels, you can tap the camera icon to upload clips from your camera roll.

4.添加最后一刻的效果。

If you didn't add effects before the video started recording, but want to after seeing how it came out, you can add stickers, drawings, and text to your Reel before publishing.

When you are finished, tap the arrow at the bottom when you’re ready to publish. Again, these effects are nearly the same as those you'll see on Instagram Stories.

5.准备发布您的卷轴。

When you press the arrow after reviewing the video and adding any last-minute effects, you'll be taken to the post screen, where you can choose a cover image, write a caption, add hashtags, and publish your video to Reels.

6. View your Reels.

一旦您发布了一个或多个卷轴，此内容将出现在探索页面上，以及您的个人资料中的选项卡。

7.分享您的卷轴。

Along with posting Reels for Explore audiences, you can also post them to your feed which will also cause them to appear on your main profile grid. Reels can also be sent as direct messages or even posted to your Instagram Stories. Unless you share a Reel so it appears on your main grid, the content will behave like a Story and disappear within 24 hours.

8. Monitor your performance.

Currently, to view any insights for a Reel, you need to view the post itself. At this time, there isn’t a way to view the analytics of your Reels within Instagram Insights. Instead, look at the likes and comments to get a sense of engagement.

9.从其他帐户观看卷轴。

要访问卷轴，只需进行搜索，您就会看到一个特色的卷轴。点击它，然后您可以轻松滚动浏览夹子。从那里，您可以关注用户，并直接在卷轴上分享，分享和评论。您可以通过搜索主题标签找到有关特定主题的卷轴。

Instagram卷轴要记住什么

当您考虑卷轴，Tiktok和其他新兴社交媒体平台中的营销策略时，在确定渠道或功能是否适合您的团队时，权衡优点，缺点和关键营销要点很重要。

当您考虑卷轴时，这只是要记住的几件事：

Reels competes against a unique, viral sensation:

尽管Instagram的受众群体忠于其平台，但许多Z世代用户都习惯于去Tiktok进行病毒视频和一般娱乐。由于该应用程序在短时间内引起了惊人的粉丝忠诚度，因此您可能会发现卷轴没有Tiktok视频可能拥有的病毒机会。

在tiktok上有效的方法可能无法在卷轴上起作用

Tiktok是一个高度实验性的平台，拥有年轻但庞大的全球观众。由于这些因素，关于您应该和不应该发布的内容的规则不多。同时，Instagram已经存在多年，观众略年，并且有一些内容规范或受众期望

If you've already posted a handful of TikTok videos and want to test them on Reels, you can consider uploading a few, watching how they perform, and learning more about what works well on both platforms.

However, as you learn the differences between TikTok and Instagram audiences, you might find that high-performing TikToks aren't as engaging to your Reels audience. If this is the case, you might want to consider creating specialized content for Reels.

There aren't ad opportunities just yet.

尽管当您考虑测试卷轴时，您还需要牢记上述要点，但您也需要记住它提供的机会。例如，如果您已经掌握了Instagram，知道受众想要什么内容，并且渴望在不使用时间和资源来构建完整的Tiktok应用程序策略的情况下测试Tiktok风格的内容，那么卷轴可能是您的绝佳选择。bob体育苹果系统下载安装

如果您确实开始测试卷轴，那么掌握Instagram营销技能和Instagram平台知识以确保您的个人资料，其他内容以及 - 最终 - 您的卷轴将对您的品牌介绍并针对品牌知名度进行了优化。

一定要看看我们Instagram营销的最终指南, or sign up for the free HubSpot Academy course below.