In one of our most recent posts, we wrote about the trends that are in existence in the digital world and how your business can harness algorithms to better expose your brand. A mere two days later, Instagram announced its new feature, Reels, which is essentially Facebooks’ (Instagram’s parent) retaliation to TikTok. So, what does this mean for agribusiness, does it make a difference, and does it have lasting implications for how we market ourselves?


Many of us are aware of the consumer adoption categories (Innovators, Early Adopters, Early Majority, Late Majority, Laggards) and a worthwhile activity is to question where you as a business, fall. When it comes to new features in software, do you adopt the change at an earlier or later stage? But why even ask this question? When it comes to marketing your business and getting in front of the right audience, it is worthwhile taking advantage of favourable algorithms at an early stage. While your competitors sit back and continue with their current content plans, your business can adopt the software early and become masters of it. This is not to say that you should drop the current content plan that is in place, rather include this new type of content.

Ok, so what is this type of content?

Instagram Reels, almost identical to TikTok, is made for short 15 second videos which can be put to audio and music. This content can be edited within the app itself and does not have to be a high production piece. In fact, authentic video clips tend to perform better when they have a clear message – humour always comes up trumps! There are some machinery companies that are already on top of Reels, producing light-hearted content which quickly displays features and benefits in an eye and ear catching fashion.

The importance of a content plan cannot be overstated. For agribusinesses and personalities alike, the platforms are in existence for you to portray your message to your audience. Instagram Reels is simply another outlet to build your community and grow your reach on Instagram (which will come across to Facebook too). It is a fun and engaging way to share viral (and creative!) snippets with your audience.

While competition in this space is low, now is an opportune time to avail of this feature and master it before all the rest. With Facebook being the giant that it is, all statistics show that Reels are here to stay, and Facebook’s creator studio are now providing more functionality to users to edit within the space itself. This further validates the point in our previous article that short-form video content is here to stay.

Whatever your brand or business, there is a creative opportunity waiting for you. So, are you going to be an innovator, early adopter, early majority, late majority, or a laggard?

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