Exploring the Significance of Social Media Reels and Short Videos to Promote Business Online

Abstract

Reels and Shorts are game-changing features that allow users to upload short video clips and video graphics backed up by AI (Artificial Intelligence) and VR (Virtual reality) filters with a video length of 15 seconds to 90 seconds. Although the features are adopted by both influencers and regular users, brands are not thoroughly applying these features in raising awareness and engagement due to the limited research on the field. The study focuses on the significance of social media reels and shorts in brand promotion and boosting growth creating a competitive edge. The study has implied the qualitative case study approach for determining the effectiveness of reels and shorts in the corporate realm. The data was identified and collected based on “grounded theory” where the data was collected from observing and studying the use of reels and short of Netflix and analyzing the significance of the study at hand. By analyzing the patterns of Netflix’s TikTok and Meta accounts posting, this article identifies that brands can boost both engagement and conversion by the use of reels and shorts as promotional tools. The research also outlines that brands can boost their promotion by two-fold co-existing their brand presence in both reels and shorts. Furthermore, brands should also use the platforms, tailoring the targeted demographics. As Instagram reels get around 22% engagement rate and TikTok shorts get around 18% of the engagement rate, brands should tailor their millennial segment through the Instagram Reels and iGen or the Generation Z segment through TikTok shorts.