iWorld
GUEST ARTICLE: A rundown of the remarkable growth of Instagram Reels in 2023
Mumbai: TikTok dominated social media for the longest time, with a robust user base of over 120 million as of 2019. Despite close competition and a nearly equal extent of popularity, Instagram’s growth in India could not match up with that of TikTok. But with TikTok’s exit in June 2020 and the emergence of Reels in the same year, Instagram made its way to the top and continues to block the coveted spot with new updates and unrivaled features.
How? We will find out. First, let us understand the basics.
What are Instagram Reels?
Instagram Reels are short-form videos that allow users to record, edit, and string together multiple clips to produce an engaging video in just a few minutes. The video clips can range from 15 to 30 seconds and be merged with audio clips or music and enhanced with fun elements like filters or Instagram stickers. Unlike Instagram Stories, Reels do not disappear within 24 hours after uploading them; instead, they stay on the timeline for as long as one decides to retain them.
In terms of usage, this feature is easily understandable and doesn’t demand much time or external resources. Users can select the Reels tab on Instagram and press the camera icon on the top right. A Reel can either be recorded in a single stream or series of clips or pre-recorded and uploaded later.
For those who want to add music to the footage can tap the audio icon and select music from Instagram’s library. Alternatively, adding original audio by importing the file is possible. The seamless transitions between different clips can be attained by accessing the aligning and editing feature. Upon reaching a point of satisfaction, users can preview the Reel, add a cover photo, and write an interesting caption that resonates with the video.
Reasons behind the popularity and acceptance of Reels
Ever since Instagram introduced Reels, the new feature has grabbed the attention of younger audiences for various compelling reasons, such as:
Short Content Format: In today’s fast-paced digital world, capturing and maintaining the audience’s attention is essential for social media success. Reels’ short content format catered to the shrinking attention span of users by delivering succinct, fun, and engaging messages, thereby increasing their likeability.
Content Versatility: Reels are incredibly flexible and versatile. Scroll through the explore page on Instagram, and you will find Reels being used in every way possible – whether it is for sharing personal finance tips and makeup hacks or cooking tutorials and educational content. In addition to entertaining the audience, Reels helped users stay connected with their followers, showcase their creativity, and improve engagement. In a way, this web of infinite Reels has attracted and retained users on the platform.
Wider Reach and Better Engagement: Users that embraced Reels saw a tremendous rise in their follower count, engagement rates, and overall profile visibility. This helped them reach newer users and serve the videos to a larger audience. The sharable nature and potential for virality encouraged users to create more content and add to the platform’s exposure.
How are marketers leveraging Instagram Reels to grow business
Given that Instagram Reels can be made seamlessly, allow for plenty of creativity, boost reach and engagement, and help generate leads and sales, brands are purposefully making it a part of their social media strategy. In fact, brands skeptical of this format are now swiftly investing in short-form video content, partly due to its resemblance with TikTok. But fast forward to today; there are some Instagram Reels that you do not want to miss!
Britannia’s Reel Ad with content creator Danish Sait for Nutri Choice Protein is one of them. In the video campaign that read “Make Protein Routine,” Sait can be seen lifting weights and exercising while playfully and effectively getting his message across, including Nutri Choice cookies.
Similarly, the popular clothing brand – Bewakoof – which boasts over 1.7 MN followers on Instagram, has often grabbed the limelight for their approach to launch a new collection via Reels. Besides selecting impactful models & influencers and creating smooth product-focused videos, Bewakoof demonstrates a portfolio of its products using fresh and unique content formats on the platform, thereby breaking the monotony and making the timeline aesthetically pleasing.
Reels should be a top priority for brands looking to build awareness and win more customers via Instagram. They are worth the time and an important content format for business owners and marketers to leverage!
The bottom line
We all need to keep up with the ever-evolving paradigm of social media to remain relevant. Until now, it was TikTok and Twitter. Now, it is Instagram and the Reels feature. Tomorrow, it can be something else!
The author of this article is C Com Digital founder and managing director Chandan Bagwe.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
