Instagram launched Reels in August 2020, bringing short-form, multi-clip video into the Instagram ecosystem. Reels gave users editing tools, audio and a path to reach broader audiences through Explore. It also made clear that Instagram was responding to TikTok’s rise.

For SMBs, Reels changed the social content calendar. Businesses that had relied mostly on static posts needed to think about quick demonstrations, tips, process videos, product reveals and short educational clips.

Video became a repeatable habit

Reels did not require every business to become an entertainment brand. It did require a willingness to show more motion, personality and proof. A service business could show a before-and-after result. A retailer could show product details. A restaurant could show prep or specials.

Brand Fuel Digital CEO/Founder Paul Burns says short-form video works best when it removes doubt. “Show the work. Show the result. Show the person behind the business. The simplest video can build more trust than a polished graphic if it answers the customer’s real question.”

What SMBs should have created

• Quick demos: Show how a product or service works.
• Behind-the-scenes clips: Make the business feel real and approachable.
• FAQ videos: Answer common sales questions in under a minute.
• Repurposed content: Adapt blog and email ideas into short videos.

Brand Fuel Digital’s View

Instagram Reels made short-form video part of mainstream social media marketing. SMBs should use it to show expertise and proof, not just to chase every trend.

Sources: Meta announcement introducing Instagram Reels and WIRED coverage of the Reels launch.