The Better Marketing Blog

In a world where short-form video is king, Instagram Reels has emerged as a powerful tool for brands to engage with their audience in new and exciting ways. However, many businesses struggle to make the most of this feature, missing out on potential engagement and brand growth.

1. Sephora: Engaging Tutorials and Product Highlights

Sephora uses Instagram Reels to share short, engaging makeup tutorials and product highlights. These Reels often feature influencers or makeup artists demonstrating the use of a particular product, showcasing the product’s versatility with a personal touch that resonates with viewers.

Sephora’s Reels are visually appealing, educational, and relevant to their audience’s interests: high-quality makeup products and trendy techniques. Put another way, like all good Instagram Reels business examples, these videos drive engagement and sales by providing value. 

2. Red Bull: Action-Packed Sports Content

Red Bull leverages its strong association with extreme sports by posting Reels that capture high-octane moments from events or athlete performances. These Reels often include thrilling stunts, behind-the-scenes footage, and user-generated content from Red Bull-sponsored athletes. 

Red Bull’s Reels reinforce its brand identity through content that is exciting, shareable, and highly engaging. By keeping its adventurous viewers on the edge of their seats, these Reels foster a strong connection with the brand. (As its slogan goes, “Red Bull Gives You Wings.”) 

3. Dunkin’: Playful and On-Brand Content

Dunkin’ uses Instagram Reels to create fun, playful content that showcases its products in a lighthearted way. These Reels often feature popular TikTok influencers trying out new drink combinations or in comedic situations, tapping into current social media trends and popular culture to go viral. 

Dunkin’s Reels are relatable and entertaining, making them highly shareable. By incorporating influencers and user-generated content, Dunkin’ is able to reach a wider audience while staying true to the brand’s fun, energetic vibe.

4. Nike: Inspirational Athlete Stories

Nike’s Instagram Reels have a strong focus on inspirational storytelling, usually featuring athletes that have overcome personal or sports-related challenges. These short videos highlight both professional and amateur athletes, embodying the spirit of Nike’s “Just Do It” philosophy.

In a community that values persistence, perseverance, and discipline, Nike’s Reels create a powerful connection between the brand and its athletic viewers. The strong storytelling and motivational themes encourage viewers to achieve their own goals—with the implicit message that Nike products can help them do that. 

5. Louis Vuitton: Fashion Show Highlights and Behind-the-Scenes

Louis Vuitton uses Instagram Reels to offer exclusive peeks into their fashion shows, including behind-the-scenes footage, model preparation, and quick highlights of their latest collections. These Reels often feature stylish, well-edited clips that capture the luxury and excitement of the brand.

Through inside looks at their fashion shows, Louis Vuitton cultivates a sense of exclusivity and desirability. The Reels’ high production quality mirrors the superior craftsmanship of Louis Vuitton’s products, attracting high engagement from fashion enthusiasts.

6. Glossier: User-Generated Content and Testimonials

Glossier frequently features user-generated content in their Instagram Reels, showcasing real customers using their products. These Reels often include testimonials, skincare routines, or makeup tutorials created by loyal customers, which Glossier then reshares in later Reels.

By amplifying its consumers’ own voices, Glossier uses a sense of trust and authenticity to build an engaged community around its products. Potential customers can see real-life examples of product performance before they purchase, helping to boost conversion rates.

7. LEGO: Creative Building Challenges

LEGO uses Instagram Reels to launch creative building challenges that encourage followers to participate and share their creations. For example, the company might post a Reel challenging fans to build something unique with a specific set of LEGO bricks, and then feature the best submissions in a follow-up Reel.

LEGO’s Reels tap into their community’s creativity and passion for building. By continually engaging its audience through interactive challenges, LEGO also generates a wealth of user-generated content that can be showcased in future campaigns.

8. Netflix: Sneak Peeks and Highlights

Netflix uses Instagram Reels to share sneak peeks, trailers, or highlight scenes from upcoming shows and movies. These Reels often feature attention-grabbing moments or cliffhangers that leave viewers eager for more, encouraging them to head to Netflix to watch the content in full.

Taking full advantage of its vast content library, Netflix’s bite-sized teasers quickly hook viewers to increase viewership and subscriber engagement. (It’s a masterclass in how to increase engagement on Reels!) 

9. Gymshark: Fitness Challenges and Workouts

Gymshark regularly posts fitness challenges, workout routines, and gym tips in its Instagram Reels. These Reels often feature Gymshark athletes or influencers demonstrating exercises, encouraging followers to join in and share their progress.

Gymshark’s Reels align directly with the brand’s fitness focus, walking a tightrope between inclusivity (“this could be you”) and exclusivity (by appealing to a specific community of dedicated gym-goers). By providing valuable content that aids or motivates viewers in their own fitness journeys, Gymshark ultimately fosters a sense of community that drives engagement.

10. Airbnb: Travel Inspiration and Local Experiences

Airbnb uses Instagram Reels to showcase beautiful travel destinations and unique local experiences available through the platform. These Reels often include stunning visuals of accommodations, outdoor adventures, or cultural activities, all aimed at inspiring viewers to book their next trip.

Marketer’s Takeaway

So what are our recommendations from these successful Instagram Reels examples?

• Focus on storytelling. Your narrative should be multisensory, using not only high-quality visuals but also carefully curated music. (You can use trending songs to enhance the appeal even further.) 
• Consider the format. With Instagram Reels, less is often more. Every aspect of your Reel should consider how to package your narrative in under ninety seconds. This will not only boost human engagement but will also please the ever-important algorithm.
• Track your key metrics. Comparing your views, shares, and engagement rates across Reels can provide valuable insights for your future Instagram Reels marketing strategies. Watch what works, and double down on your winners.

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