This is why you should be using Instagram roles

The Reels feature on Instagram has opened up a whole new opportunity for businesses using the social media platform. Instagram roles are videos that can be up to 60 seconds in length and can be found on an account’s profile page, as well as on a platform-wide basis under the Roles tab at the bottom of the screen.

Instagram Reels provide an opportunity to share creative content in a captivating and very trendy format. While a reel is posted from an account’s profile, images are more likely to end up on the Discover page, where featured content is featured on Instagram.

Recommended content can introduce consumers to new accounts, increasing the reach of a profile. We’ll take a closer look at Instagram’s Explore feature and how to get your roles viewed by viewers there.

The Discover page

The Explore page is an important facet underlying Reels’ success. The average engagement rate on Instagram varies by industry, but is in the 1-3% range. The Explore page offers an incredible opportunity to broaden your audience and increase engagement.

The Explore page statistics speak for themselves: 200 million users view the Explore page on Instagram daily and half of all Instagram users visit the Explore page monthly. Its value to any business using Instagram is clear: the more people see your content, the more likely they are to engage with it.

Obviously, Reels are a lucrative tool to promote your business on Instagram. Here are a few more reasons why you should consider using Instagram roles in your social media marketing efforts.

Increase Engagement

Instagram launched a video feature nearly a decade ago, allowing users to post 15-second videos to their profile. While roles are thought to be the same, they are in fact a very different resource – and not just because they appear on your profile in a different way.

A study of professional sports leagues using Reels showed that, compared to standard videos, the Reels showed a staggeringly higher engagement on average. The NFL is the most active league when it comes to using roles, and they have an average of 67% more engagement compared to standard video content.

Data shows that roles are much more beneficial than standard videos, especially with profiles with established audiences. For example, the NHL’s account averaged fewer than 4 rolls in a month and still saw a more than 50% increase in engagement. Using Instagram Reels is a smart and strategic move to improve your content and its performance on the highly competitive platform.

Stay on top of trends

The Reels feature is another example of how staying on top of social media trends can be very beneficial to a marketing strategy. Reels’ format is similar to TikTok’s format, where catchy, short videos have amassed more than 600 million users worldwide. TikTok caught the attention of many Instagram users and as a result, Instagram decided to introduce their own version of short vertical video: Reels.

Short and engaging videos are currently the focus of social media. That’s what consumers are looking for and responding to the most. Trendy vertical videos are a tool any business can use to diversify their content, reach new audiences and increase their engagement. Staying on top of trends is key to social media marketing, and right now Instagram Reels are a tool to keep a close eye on.

Explore your creative side

Given its impressive stats of how many people are on Instagram every day, it provides an excellent opportunity for businesses to get creative with content. The Reels feature is another great way to use if you want to boost your brand’s creativity.

About 80% of all Instagram users follow at least 1 company on the app. That baseline lends itself to a higher probability of users following more than just one business — which is where your business comes in handy. Using Instagram roles to attract new customers is a great way to get creative and drive traffic to your profile and website.


Vertical, short videos have taken the internet by storm since the start of the pandemic, and Instagram’s Reels feature lets you capitalize on that trend without leaving the Instagram app. Reels provide another creative way for a business to share content and amplify its social media presence. Reels can help any business get creative, explore new strategies, and increase their overall brand awareness on Instagram. If you’re looking to spice up your Instagram strategy, Reels is a great place to start.

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