Reels
Social MediaAlso: Instagram Reels · Facebook Reels · Short-form video
Quick definition
Reels are short-form vertical video content on Instagram and Facebook, designed for entertainment-first discovery. They are currently the highest-reach organic format on Instagram and are algorithmically favoured by Meta as a response to TikTok's growth.
Where it shows up in the data
Reels are distributed beyond your existing followers through the Explore tab and the dedicated Reels feed. This non-follower reach is the primary reason Reels outperform other content types for account growth.
The algorithm measures whether users keep watching after the first 3 seconds. A weak hook leads to high drop-off, which suppresses distribution. The first visual and audio frame must earn the viewer's attention immediately.
Using trending audio or original audio affects distribution. Trending audio tracks can boost reach as Meta pushes content using that track. Original audio builds your brand's audio identity but does not benefit from trend distribution.
Reels skew slightly older in audience and have a higher proportion of brand and business content than TikTok. TikTok has more native creator culture and first-mover entertainment content. Both reward native vertical video but the audience mindset differs.
What it actually means
Reels are Meta's primary mechanism for content discovery beyond existing followers. When a Reel performs well (high completion rate, saves, shares), the algorithm distributes it to non-followers with similar interests. This is fundamentally different from static posts, which are primarily shown to existing followers. For businesses with small followings, Reels are the fastest way to grow reach organically without paid advertising.
A Reel posted natively with a strong hook in the first three seconds will outperform a polished brand video every time.
How it shows up
Reel performance is measured by plays, reach, completion rate (how many watched to the end), saves and shares. Completion rate and shares are the strongest signals of algorithmic distribution. A Reel with 70% completion rate will be distributed far more widely than one with 30% completion at the same view count.
The Australian context
Australian brands have been slower than US counterparts to adopt Reels for B2B content. This represents a meaningful organic reach opportunity: less competition, same algorithmic distribution advantage. Industries like trades, professional services and hospitality have seen strong results from Reels showing process, people and expertise.
Where people get this wrong
Related terms
Common questions
How long should a Reel be?
For most business content, 15 to 30 seconds is the sweet spot. Educational or tutorial content can extend to 60 to 90 seconds if the content holds attention throughout. The key metric is completion rate, not views.
Do hashtags still matter on Reels?
Meta has stated that hashtags have a minimal impact on Reel distribution compared to content signals like completion rate and engagement. Use 3 to 5 highly relevant hashtags rather than a wall of popular ones, and focus your energy on content quality.
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About New Rebellion
New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.
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