What Are TikTok Reels?
TikTok Reels are a video format that was introduced to the TikTok platform in 2020. Reels allow users to record and edit 15-60 second multi-clip videos set to music or other audio. They function similarly to TikTok’s standard short videos, but have a few key differences:
Reels can be longer than typical TikTok videos, going up to 60 seconds rather than the 15-60 second range for regular TikToks. Reels also introduce new creative editing tools, like timer and countdown features, allowing users to seamlessly transition between clips. TikTok’s standard videos don’t offer multi-clip editing in the same way.
Additionally, Reels provides a dedicated space for the vertical video format on TikTok’s Explore page. This allows Reels to be more discoverable by users looking specifically for that format. TikTok’s main feed still shows a mix of regular short videos and Reels.
So in summary, TikTok Reels are a long-form, multi-clip video format on TikTok focused on creatively edited content. The key distinction from regular TikTok videos is the expanded length, editing capabilities, and dedicated Explore space that Reels provide.
Reels History and Launch on TikTok
Reels was originally launched by Instagram in August 2020 as a feature to compete with the growing popularity of TikTok (1). When Reels first launched on Instagram, it was available in over 50 countries including the US, India, France, Germany, Japan, Australia and the UK.
While Reels saw initial success on Instagram, TikTok was still dominant in the short-form video space. So in December 2021, TikTok launched Reels globally on its own platform to allow its users to create Reels content (2). This enabled seamless cross-posting between Instagram and TikTok using the Reels format.
By bringing Reels to its own platform, TikTok aimed to keep users engaged within the app rather than losing them to Instagram. The global launch helped cement Reels as the leading short-form video format across social platforms.
(1) https://variety.com/2020/digital/news/instagram-reels-launches-tiktok-copycat-1234725509/
(2) https://www.reuters.com/technology/facebook-launches-reels-globally-betting-fastest-growing-format-2022-02-22/
Creating Reels on TikTok
Creating a Reel on TikTok is easy and intuitive. Here are the basic steps to create a TikTok Reel:
1. Open the TikTok app and tap on the plus (+) icon at the bottom of the screen to open the content creation page.
2. Select “Reel” from the options at the bottom.
3. You can now record a new video clip for your Reel by tapping and holding the record button, or you can upload existing videos from your camera roll.
4. Edit your Reel using TikTok’s editing tools. You can trim clips, add effects, insert text, and more.
5. Add music to your Reel by browsing TikTok’s music library or using your own audio.
6. Adjust settings like timer and speed.
7. Add any final touches and tap “Next” when you are done editing.
8. Add a caption, hashtags, and location if desired.
9. Post your Reel for others to see!
TikTok provides a variety of powerful tools and features to enhance Reels, like filters, transitions, text overlays, green screen effects, and more. Using these can take your Reels to the next level.
Optimizing Reels for Maximum Views
Going viral on TikTok takes creativity, understanding your audience, and tapping into the latest trends. Here are some best practices for creating Reels that maximize views:
Leverage popular TikTok challenges and effects. Look at the Trends page to see the latest viral challenges, then put your own spin on them. Using trending audios, stickers, filters, and effects also helps your Reels get more exposure.
Hook viewers right away. Lead with your most engaging content in the first 2-3 seconds before people start scrolling. Consider starting with a hook, cliffhanger, or a strong visual moment to capture attention.
Use captions and text to enhance the narrative. Well-placed captions and text can build suspense, humor, or emotions to keep viewers watching. Use strategic captions to reinforce the storytelling.
Encourage engagement. Ask a thought-provoking question or prompt a call-to-action to get more comments. Engagement signals to the algorithm that your content resonates with viewers.
Be consistent and post frequently. Posting high-quality Reels regularly keeps you top of mind. Set a sustainable posting schedule to stay engaged with your audience.
Analyze performance and refine. Check Reels Insights to see your top performing clips. Double down on what works and improve weaker areas.
Follow trends selectively. Capitalize on trends and challenges that authentically fit your brand. Avoid inauthentic bandwagon content as it may backfire.
Understand your niche and audience. Tailor content to your niche’s interests and sense of humor. Make content you think your ideal audience member would love watching and sharing.
Promoting Your Reels
There are several strategies you can use to increase the visibility of your Reels and reach a larger audience on TikTok:
Hashtags – Using relevant hashtags allows your Reels to be discoverable by people searching for those tags. Research popular and niche hashtags in your topic area. The more specific the hashtag, the better chance your Reel has of ranking high in hashtag search results. You can include up to 100 hashtags per Reel.
Sounds – TikTok has an extensive music library you can use in your Reels. Songs and sounds that are trending will help increase discoverability. You can also use lesser known sounds and aim to start a new trend.
Effects – TikTok’s AR effects can be used to enhance your Reels. Leverage current popular effects for greater visibility.
In addition to above strategies, you can promote your Reels by cross-posting to other platforms like Instagram and YouTube, collaborating with influencers in your niche, and running TikTok ad campaigns through TikTok Promote.
TikTok Reels vs. Instagram Reels
Though they share many similarities, there are some key differences between TikTok Reels and Instagram Reels:
TikTok Reels allow videos up to 60 seconds long, while Instagram Reels are limited to 30 seconds. TikTok’s longer max length gives more creative freedom. However, Instagram’s shorter length may be better suited for brands looking to repurpose existing video assets (Source).
The TikTok platform seems optimized for discovery through its powerful “For You” algorithm that surfaces content based on user preferences. Instagram relies more on existing follower reach. This means TikTok could attract more new followers, while Instagram provides a stronger connection to an established audience (Source).
TikTok has licensing deals with major music companies like Sony and Universal to allow use of popular songs. Getting rights to use music can be more complex for brands creating Instagram Reels (Source).
In summary, the pros of TikTok include stronger discovery potential and more music licensing options. The pros of Instagram include broader creative repurposing options and leveraging existing followers. The ideal platform depends on brand goals and target audience.
TikTok Reels Algorithm
The TikTok algorithm plays a key role in determining which Reels gain traction and visibility on the platform. According to Later.com, the TikTok algorithm evaluates Reels based on factors like watch time, completion rate, likes, comments, saves, shares, captions, sounds, hashtags, mentions, and more [1]. The goal of the algorithm is to show each user content that is most relevant and engaging to them.
Some key factors that can boost a Reel’s ranking include:
- Getting lots of engagement (likes, comments, shares) shortly after posting
- Using popular songs, sounds, hashtags, captions that are trending
- Keeping viewers watching until the very end of the Reel
- Getting repeat views of your Reel from the same accounts
- Using relevant keywords in the description
According to Hootsuite, the TikTok algorithm heavily weights how long people spend watching your video as well as whether they finish watching it. The algorithm rewards engaging content that keeps viewers watching [2]. Therefore, creating captivating Reels with interesting visuals, angles, transitions is key. The TikTok algorithm aims to personalize each user’s For You feed to reflect their interests and preferences.
Brands Using TikTok Reels
Many big brands have found success using TikTok Reels as part of their marketing strategy. Reels allow brands to showcase products, behind-the-scenes content, user-generated content, and more in a fun and engaging way. Some examples of successful brand campaigns with Reels include:
Gymshark – The athletic wear brand uses Reels to showcase high-energy workout videos and users wearing their products. Their videos feel authentic and align with their target demographic of young, fitness-focused users.1
Fenty Beauty – Rihanna’s makeup brand creates Reels showcasing makeup tutorials, product launches, and collaborations with influencers. The videos highlight the diversity of their products and reinforce Fenty’s mission of inclusivity.2
Dunkin’ – The coffee chain engages viewers with funny behind-the-scenes Reels of their products being made and barista challenges. They also encourage user-generated content with branded hashtags.3
What makes these campaigns work is creative videos tailored to the TikTok platform, engagement with influencers, and showcasing products in an authentic way. Aligning content with their target audience and brand story has allowed these brands to find success with Reels.
Reels Metrics and Analytics
When creating Reels on TikTok, it’s important to analyze performance data to optimize content. TikTok provides built-in analytics to track key metrics for Reels.
Some of the most important metrics to track for Reels include:
- Views – The number of times your Reel has been viewed.
- Likes – How many people have liked your Reel.
- Comments – The amount of engagement and feedback received.
- Shares – The number of times your Reel has been shared.
- Play Time – The total duration your Reel has been viewed.
- Traffic Sources – Where views are coming from (Hashtags, FYP, etc).
To explore analytics on TikTok, simply head to your profile, click on the three dots in the right-hand corner, tap ‘Creator Tools’ and then ‘Analytics’. This will showcase metrics like views, likes, comments, shares and more (Understanding your analytics | Creator Portal).
There are also third-party analytics tools available like Hootsuite which let you compare TikTok and Instagram Reel performance side-by-side. Tools like these provide further insights beyond TikTok’s built-in analytics (4 TikTok Analytics Tools That Do the Math for You).
Analyzing Reel performance data is key for creators to iterate and improve their content over time. The right analytics shed light on what works and what doesn’t for your target audience.
The Future of Reels on TikTok
As TikTok continues to grow in popularity, we can expect to see new developments and innovations in Reels. Here’s what the future may hold for Reels on TikTok:
TikTok is likely to introduce more advanced editing tools and features for Reels, like augmented reality filters, visual effects, multi-clip editing and green screen capabilities. They want to make it as easy and fun as possible for users to create high-quality Reels content.
We may see more in-app shopping and e-commerce capabilities added to Reels, allowing viewers to easily purchase products featured in videos. This could make Reels an even more powerful prospect for brands and advertisers (The Future of Reels and What it Means for Your Brand).
Instagram Reels poses stiff competition, and TikTok will have to continue innovating to stay on top. They may integrate more Instagram-like features into Reels, like remixing other people’s videos and using popular song clips. The TikTok algorithm may also become more personalized (The Future of TikTok: A Look at What’s to Come (2023-2025)).
Live-streaming functionality may be built into Reels, blurring the lines between pre-recorded short videos and real-time engagement. This could open up new creative possibilities for content creators.
Overall, Reels is still early in its development, and TikTok is likely to make it a primary focus going forward as short-form video explodes in popularity. Users and brands can look forward to an evolving, feature-rich Reels experience in the years ahead.
