What Is Instagram Reels and How Do You Make a Reel?

Instagram Reels are vertical short videos, set to music or original audio, that you can create and edit inside Instagram. Unlike Stories, Reels stay on your profile and Instagram recommends them to people who don't follow you, in the Reels tab and Explore. To make one, tap the + button, choose Reel, record or upload clips, add audio, text and effects, then write a caption and share.

This guide covers what Reels are, how they differ from other Instagram formats, and a step-by-step walkthrough for making your first Reel.

What is Instagram Reels?

Instagram launched Reels in August 2020 as its answer to TikTok. The first version allowed 15-second clips. Since then Reels have become the center of Instagram: the app has a dedicated Reels tab, Reels appear throughout the main feed and Explore, and the length limit has been raised several times, to at least three minutes for most accounts.

What makes Reels different is discovery. Instagram shows Reels to people based on what they're likely to enjoy, not only on who they follow. A small account can reach a large audience with one good Reel, which is why businesses and creators prioritize the format.

Reels vs. Stories vs. feed posts

A balanced account uses all three: Reels to be discovered, carousels for content people save, and Stories to stay in touch with followers.

How to make a Reel on Instagram, step by step

These steps work in the current Instagram app on iPhone and Android. Menu labels change from time to time, but the flow is the same.

1. Open the Reels camera

Tap the + button and choose Reel. You can also swipe right from the home feed to open the camera and select Reel at the bottom.

2. Record or upload your clips

• Record in the app: press and hold the record button, or tap it once to start and again to stop. Record several clips in a row to build a sequence.
• Upload from your camera roll: tap the gallery icon to add clips you filmed earlier. Most creators film with the phone's main camera app for better quality, then upload.
• Use a template: browse Reels templates to drop your clips into a ready-made timing that matches a trending audio.

Before recording, you can set a timer for hands-free filming, change the speed, add effects and use the Align tool to line up a new shot with the last frame of your previous clip for smooth transitions.

3. Add audio

Tap the music icon to search Instagram's library, use a trending sound, or keep your original audio (your voice, ambient sound). You can trim the song to the part you want and adjust the balance between music and voice. Voiceovers are added in the editing screen.

Note that business accounts have access to a smaller, licensed music library than personal or creator accounts.

4. Edit the Reel

Tap Edit (or Edit video) to open the timeline. From here you can:

• Trim, split, reorder and delete clips
• Add text and set when each text box appears and disappears
• Add auto-generated captions so people can follow along with the sound off
• Add stickers, voiceover, sound effects and filters

For more advanced editing, Meta's free Edits app offers a fuller timeline, effects and templates and exports straight to Instagram.

5. Write your caption

Write a caption that tells viewers, and Instagram search, what the Reel is about. Put the main keyword near the start ("3 easy meal-prep lunches under 10 minutes"), add a simple call to action, and use up to five hashtags, which is Instagram's current limit. Tag any collaborators or products.

6. Choose a cover and settings

• Cover: pick a frame from the video or upload a custom image. A clear cover with a short title makes your profile grid look organized.
• Share to feed: keep this on so the Reel appears in your profile grid.
• Trial Reels: professional accounts can share a Reel as a trial, which shows it to non-followers first. It's a low-risk way to test new ideas.
• Advanced settings: turn off like counts, control remixing, add alt text, or schedule the Reel for later.

7. Share and watch the results

Tap Share. After a day or two, open the Reel's insights to see views, watch time, likes, comments, shares and saves. Watch time and shares are the clearest signals that a Reel is working.

Tips for better Reels

• Hook in the first two seconds. Start with movement, the result, or a bold line of on-screen text. Don't open with a logo or "Hi guys".
• Film vertically in good light. Natural light from a window beats an expensive camera in a dark room.
• Design for sound off. Add captions and on-screen text so the Reel makes sense without audio.
• Keep it as short as the idea allows. Long limits don't mean long Reels perform best. Cut every second that doesn't add something.
• Keep text away from the edges. Instagram's buttons and caption cover the bottom and right side of the screen.
• Post consistently. A steady schedule teaches you faster what your audience likes.
• Avoid other apps' watermarks. Repost TikToks with the watermark removed, or better, export clean files from your editor.

Reel ideas to get started

If you're not sure what to make, these formats work for almost any account:

1. Quick tutorial: "How to [do something] in 30 seconds."
2. Before and after: a transformation, renovation, edit or makeover.
3. Behind the scenes: how your product is made or your day actually runs.
4. Common mistakes: "3 mistakes people make with [topic]."
5. Answer a question: reply to a comment or DM with a video.
6. Day in the life: for creators, small business owners and service providers.

Social9's free Instagram Reel ideas generator and Reel script generator can turn a topic into ideas and a shot-by-shot script.

Using Reels for a business

Reels are one of the most effective ways for a business account to reach new customers on Instagram. Our guide to Instagram Reels for business covers content strategy, a weekly workflow and how to measure results. For a wider view across TikTok, YouTube Shorts and Reels, see our short-form video strategy.

If you plan Reels alongside posts for other networks, Social9 can schedule and publish Reels to your Instagram business or creator account from the same calendar as everything else.

Summary

Instagram Reels are short vertical videos that can reach people who don't follow you yet. Making one takes a few minutes: open the Reels camera, record or upload clips, add audio and text, write a keyword-led caption with up to five hashtags, choose a cover and share. Start simple, focus on a strong first two seconds, and let your insights show you what to make more of.