โœจ    All ๐Ÿ—ž๏ธ    Announcement ๐Ÿ“–    Tutorial ๐Ÿ“ฃ    Inspiration ๐ŸŽ“    University ๐Ÿค”    Behind
Logo
Junwoo
2025-03-26 10:40:09

University
5 Types of Instagram Reels Small Commerce Businesses Should Try Right Now

Instagram Reels have become an essential marketing channel for commerce marketers, not just an option. In fact, according to Meta's announcement in the second quarter of 2023, the daily view count of Instagram Reels worldwide has reached 200 billion views.

Reels captivate viewers with short, addictive music and engaging videos, and since they are favored by Instagram's algorithm, they have a higher chance of reaching new customers compared to regular feeds.

For these reasons, many commerce companies are actively using Reels to tell their brand stories and promote their products.

Of course, it might be hard to relate if we only bring up examples from large brands with substantial capital. After all, small-scale commerce can't even consider the luxury of flashy studios, lighting, professional camera equipment, and production.

Therefore, in this post, we will explore five types of content that small-scale commerce companies frequently upload to Instagram Reels. We aim to provide practical assistance by introducing the purpose, representative examples, and production techniques of each type, allowing practitioners to apply them immediately.

Let's dive into the world of commerce marketing through Reels!

1. Product Introduction

Product introduction Reels are, quite literally, content that showcases the allure of a product intuitively. Whether you're launching a new product or want to highlight a popular item, you can vividly capture the features and uses of the product in a short video.

The goal of these Reels is to instill a "must-have" desire in customers and stimulate purchases. Brands in fields where visual appeal is crucial, such as fashion, beauty, and food, particularly enjoy using this format.

It's because they can emphasize the product's USP within a short time and showcase details that are difficult to convey through feeds or images.

Example to Consider

American athleisure brand Senita produced a Reel demonstrating how to style a new jumpsuit in three different ways.

< Channel Link: https://www.instagram.com/senita/reel/C-5vQaMSRQP/ >

These videos go beyond just making the product look "pretty"; they show specific scenes and usage tips, making it feel much more realistic from a customerโ€™s perspective.

The key point is that instead of professional models, relatable individuals demonstrate how to use the product, making it more approachable for customers.

Shooting/Editing Tips: When creating product showcase reels, consider these points:

  • Show the product from multiple angles: Instead of showing just one shot, capture the product from various angles and scenes. Display the details up close and include shots of the product in real usage or worn to make it feel more dynamic. For example, if it's a fashion item, include front, back, side views, and a wearing shot.
  • Feature people with the product: Whenever possible, include people (models, staff, customers) alongside the product. Featuring everyday people adds a human touch to the brand and can engage viewers more effectively than simple product shots. Seeing real people use the product builds trust and helps viewers imagine themselves using it.
  • Emphasize key messages: In short videos of about 15-30 seconds, clearly highlight the key strengths of the product you want to convey. In the first few seconds of the video, prominently display the product name and key points (e.g., "Waterproof Fabric", "New Product 20% Discount") in text or mention them in narration. Capturing attention early is crucial to keeping viewers engaged until the end.
  • Frequent and Consistent Uploads: When it comes to product showcase videos, frequency matters. Quickly compile short clips taken with your smartphone to create engaging reels. If production isn't too difficult, consider uploading multiple videos regularly to increase your algorithm exposure. Experiment with various product-related videos and stick to the styles that receive positive feedback.

    • 2. Tutorials / Tips

    Tutorial or tip-style reels provide content that demonstrates how to use a product or shares related know-how.

    By offering useful information from the customer's perspective, you can naturally showcase your product, display your brand expertise, and build trust.

    For example, a beauty brand could create short videos on makeup application techniques or product tips, while a kitchenware brand might focus on recipes or cooking tool usage.

    The goal of this educational content is to make potential customers feel "informed," thereby increasing their affinity for the brand and ultimately driving purchases. The joy of "discovering something new" is particularly important in short-form content, with over 60% of TikTok users motivated by discovering new things according to surveys.

    This trend also applies to Instagram Reels, where well-crafted tutorial videos can be saved, shared, and go viral.

    Examples to Consider

    Global haircare brand Olaplex distributes a series of short reels demonstrating how to use their hair products.

    The basic format involves showing step-by-step application processes with quick cuts, accompanied by a voiceover.

    With a prepared script, such as "Take an appropriate amount and apply it evenly to your hair," relevant scenes are inserted to match the narration.

    < Channel Link: https://www.instagram.com/reel/DHTSgNIxdEs/ >

    This short yet informative Olaplex tutorial reel is crafted to answer the burning question of โ€œhow to use the product effectivelyโ€ while seamlessly promoting the product itself. It's a win-win situation, donโ€™t you think?

    Moreover, many beauty brands are gaining popularity by producing reels with themes like โ€œ5-Minute Daily Makeupโ€ or โ€œSkincare Routine for Beginnersโ€ as educational content.

    Shooting/Editing Tips: When creating tutorial-style reels, the key is to keep them educational but not boring.

  • Pose a Problem and Hook: Start the video by posing a problem or question that grabs the viewer's attention. For example, asking โ€œStruggling with frizzy hair every morning?โ€ or โ€œDoes cleaning your coffee machine feel daunting?โ€ presents relatable scenarios that draw viewers in. Including such a hook within the first 3 seconds can encourage users to keep watching.
  • Keep It Concise, Step-by-Step: Break down the content into the fewest possible steps. Rather than cramming too much information into one video, focus on a few key tips. Each step should be a short clip of 1-3 seconds, and if needed, speed up the footage to keep the flow engaging. For instance, if itโ€™s a cooking recipe, show just the main steps like prepping ingredients, cooking, and the final dish, while skipping over minor details.
  • Use of Subtitles and Graphics: In tutorials, text subtitles are especially important. Since many people watch videos with the sound off, make sure to display crucial explanations or step numbers on the screen. Even if you use voice narration, include the same content in subtitles to ensure all viewers can understand. Additionally, using simple graphics like arrows or circles, or even emojis, can help highlight key points on the screen, guiding and aiding understanding.
  • Background Music and Voice Balance: Add gentle background music to tutorial videos, mixing in narration or sound effects when needed. Using trendy, popular tracks can boost views, but keep the volume low to avoid interfering with information delivery. Conversely, if there's no narration, increase the music volume and edit cuts to the rhythm, making the video feel more lively.
  • Add a CTA (Call To Action): After the tutorial, encourage viewers to take action with a short closing statement or screen. For example, "If you found this helpful, give us a like," "Leave your questions in the comments," or "Check the captions for product details." Clearly indicating the next steps for those who watched the educational content can increase engagement and ultimately lead to product purchases or inquiries.

    • 3. Events / Promotions

    If you're a commerce business, you can use Instagram Reels to share news about various events or promotions.

    When aiming to effectively promote marketing events like sales periods, new product launch events, prize draws, or seasonal limited campaigns, short videos can set the mood and encourage participation.

    The primary goal of event/promotion reels is to highlight "don't miss out" opportunities to followers and potential customers, prompting quick actions (purchase, entry, visit, etc.).

    Reels can also be exposed to non-followers through the algorithm, making them an ideal channel for spreading important promotions widely in a short time. Especially by utilizing music and subtitles, you can create compelling ad-like videos with higher attention-grabbing power than static banners or images.

    Case to Note

    Jessica Nguyen, a culinary influencer from Australia, was originally a company employee but started sharing cooking recipes on Instagram after losing her job in early 2020.

    She grew her fan base by sharing the process of making food for home parties on her personal channel. During this journey, her homemade chili oil garnered significant interest.

    < Channel Link: https://www.instagram.com/reel/CUlmCxjgUN7/ >

    Followers began asking if they could purchase the chili oil, and initially, she started selling the product in response to follower requests without any elaborate campaign.

    As the number of interested followers grew, she adopted a drop-style sales strategy. Whenever Jessica could produce a certain quantity of chili oil, she treated it as a "limited batch," announcing the release schedule on Instagram and taking orders on a first-come, first-served basis.

    Each drop had limited stock, and once sold out, purchasing was not possible until the next production. This scarcity marketing actually heightened the buying enthusiasm among fans, and some customers even joined a waiting list to get their hands on it.

    During drops, she would upload reels highlighting the product's unique features (e.g., scenes of adding this chili oil to various dishes) and inject a bit of excitement into followers with phrases like "Drop happening this weekend โ€“ set your alarms."

    Shooting/Editing Tips: When creating event reels, the key is to make an impact in a short time and make viewers want to participate immediately.

  • Highlight Key Information: You need to ensure that the core details of the event or promotion (such as discount rates, duration, participation methods, etc.) are clearly conveyed in the video. Within the first 1-2 seconds, it's recommended to prominently display key phrases like โ€œ50% off for 3 days only!โ€ or โ€œComment for a free giftโ€ in bold captions. This helps to catch attention and stop the scroll. Additionally, include detailed event information in the video description caption so viewers can get more information.
  • Choose Music to Set the Mood: Enhance the video atmosphere with background music that matches the nature of the event. For example, if it's a limited-time sale, use upbeat and fast-paced music to create urgency, and for a holiday promotion, choose music that highlights the seasonal theme. Editing product images or text rhythmically to the beat can result in an ad-like level of polish.
  • Clarify Participation Methods: Provide a clear call-to-action so viewers know what to do to participate in the event. Include action instructions like โ€œVisit the website now to get a discount,โ€ โ€œTag a friend and share this post,โ€ or โ€œCreate a reel with the XX hashtag to participateโ€ at the end of the video or in the caption. Especially for reels contests that encourage UGC, it's good to briefly outline the rules and show the designated hashtag on the screen. For example, โ€œPost a reel with the #BrandChallenge hashtag.โ€
  • Create a Sense of Urgency and Scarcity: Events often come with time limits or quantity restrictions. To trigger FOMO (Fear of Missing Out), use countdown effects or mention the remaining time. For instance, phrases like โ€œ24 hours left!โ€ can be made to blink, or you can insert a timer GIF. Additionally, emphasizing reasons to hurry, such as โ€œExpected to sell out soon!โ€ can easily draw immediate reactions.

    • 4. Reviews / Testimonials

    Review/Testimonial-style reels contain content featuring real customers or influencers sharing their experiences with a product.

    When encountering a new product, nothing holds more sway than a good review. Especially with video reviews where faces are visible, the trust factor skyrockets, leading many commerce companies to share satisfied customers' genuine reactions through reels.

    The goal of this type of content is to present social proof, guiding potential customers towards trust and purchasing decisions. There's no stronger advertisement than the message, "Others tried it and loved it," so skillfully incorporating reviews into short reels can yield significant results.

    Additionally, by appropriately leveraging UGC, companies can engage in authentic promotions without needing separate advertising shoots, making it efficient from a business perspective.

    Case Studies to Consider

    Sephora frequently showcases influencer product reviews on Instagram Reels using the hashtag #SephoraSquad. (Though they're a large company, this method can be tried by commerce companies regardless of size, so we share it here.)

    For instance, a beauty creator from the Sephora Squad received great feedback by making a reel about their experience using a skincare serum for 6 weeks. The video featured the phrase โ€œI used the XYZ Serum for 6 weeksโ€ while demonstrating the before-and-after effects, a format that holds particularly strong persuasive power in the beauty sector.

    < Channel Link: https://www.instagram.com/reel/Cb1lXoFFkvq/ >

    In Sephora's video, the creator candidly revealed her initial skin concerns (acne) and compared her improved skin condition after 6 weeks, conveying strong trust in the product's effectiveness.

    The important point is that the content felt authentic because the creator was a real person with genuine concerns, not a perfect model.

    Such honest and realistic reviews make viewers wonder, "Could I get the same results?" and increase curiosity about the product.

    As a result, inquiries and sales of the product noticeably increased. A satisfied customer's word can be the best marketing, even without the brand emphasizing it directly.

    Another example is Penguin Books, which created a reel in slideshow form from reading verification photos sent by followers.

    They compiled photos of readers with books and tagged each corresponding reader. This is a great example of a UGC reel that repurposes user-generated content.

    Once it gains momentum, you can continuously receive new photos from customers, enabling endless content creation.

    Through this, Penguin Books visualized actual readers' satisfaction and provided a sense of reward (pride in being shared) to participating followers, encouraging more voluntary mentions in a virtuous cycle.

    Shooting/Editing Tips: When creating or using review-style reels, focus on the following:

  • Real Customer Appearance: If possible, have real customers or fans appear and share their testimonials. Authentic voices and expressions carry more trust than employees acting. Ask loyal customers for short selfie videos or to film themselves using the product. A brief 15-30 second clip explaining "why they love the product" is enough.
  • Utilize Before & After Comparisons: If you have a product that shows a clear transformation, make sure to showcase that change. For cosmetics, diet products, or interior design services, placing before-and-after photos or videos side by side can convey the effect at a glance. Content that "speaks for itself" leaves a strong impression without needing lengthy explanations. Adding a smooth transition effect between the before and after scenes can enhance the professional feel.
  • Boost Credibility with Subtitles: If your video includes customer interviews or voiceovers, be sure to add subtitles. On small smartphone screens, voices can become muffled or background noise may interfere, and as mentioned, most users watch videos on mute, making subtitles essential. Displaying the speakerโ€™s name or username (e.g., โ€œโ€“ John Doe, 3-month userโ€) can further increase trust.
  • Credit When Using UGC: When regramming or editing customer-uploaded videos, always tag the original creator to give credit and express gratitude. This is not only for legal/ethical reasons but also because tagged customers might share it with their own networks, amplifying promotional impact. Additionally, other followers might think, "If I participate, I might get featured," encouraging them to add the brand hashtag and post their reviews.
  • Short and Varied Testimonial Collection: Compiling short comments from multiple customers into a single reel is a great strategy. For instance, linking together 3-5 short, five-second praises can create a โ€œWords of Recommendationโ€ video lasting about 20 seconds. Seeing people from diverse backgrounds consecutively adds entertainment value and gives the impression of a product endorsed by many, boosting credibility.

    • 5. Brand Story / Behind the Scenes

    Lastly, reels in the format of brand stories and behind-the-scenes moments.

    This type of content focuses more on the brand's philosophy, values, and behind-the-scenes stories rather than the product itself. The main goal is to emotionally connect with customers and enhance their loyalty to the brand.

    For instance, it includes a variety of elements such as the production process, the journey from packaging to delivery, the daily life of the team working in the office, the founder's reflective growth story, and even the hilarious bloopers from the filming set.

    Through such content, customers get to see the human side of the brand, making it feel less like a company selling products and more like a familiar friend.

    Especially for Gen Z consumers, who value the authenticity of a brand, these genuine stories behind the glamorous image are garnering a lot of positive response.

    Examples Worth Noting

    A brand named Collins, which makes fragrance products, frequently posts reels sharing the process of creating new products, drawing in customer interest.

    < Channel Link: https://www.instagram.com/collinslife_co/ >;

    As you can see from the thumbnails of each video, they openly share the challenges faced during product creation, with titles like "We checked every corner of the market but eventually gave up" and "What we struggled with until the end."

    Even though itโ€™s a brand, they present their behind-the-scenes stories with sincerity, as if writing a personal diary.

    This transparency has led many followers to leave comments of empathy and support, ultimately resulting in increased brand loyalty. By continuously sharing the production process in this manner, Collins made customers feel involved and part of the new product launch journey.

    We also cleverly linked campaigns and marketing by offering release notifications to interested customers.

    This kind of storytelling, which honestly reveals the frustrations and dilemmas leading up to a product launch, forms a strong bond that simple advertisements can't achieve.

    Shooting/Editing Tips: Remember these three things when creating brand storytelling reels.

  • Share Behind-the-Scenes: The key is to show scenes behind the curtains that are usually unseen. Let your audience sneak a peek into the process of making your product, packing and preparing for shipment, brainstorming sessions in the meeting room, and a busy day preparing for an event. These glimpses add a "human touch" and increase the intimacy with the brand. Even without special equipment, you can capture moments with your phone and edit them later. The raw authenticity is often more appealing than overly professional staging.
  • Humor and Humanity: Don't shy away from sharing funny bloopers or outtakes. Showing moments of mistakes and laughter, or episodes during filming, can showcase a more human side. "Oh, this brand has a quirky side?" This unexpected side can actually build more affection. Just ensure that the mistakes don't undermine product reliability. The right amount of humor and honesty adds depth to your brand.
  • Emphasize Team and Culture: It's great if employees or the founder themselves appear. Create reels introducing employees by interviewing one person each week, or show off your company culture with themes like "This is how our team works happily!" For example, an employee might share their work tips or introduce their favorite company lunch menu. Even small stories are welcome. Such content conveys the company's values and atmosphere, giving followers the feeling of conversing and connecting with the brand.
  • Utilizing Storytelling Techniques: Even in Reels, using a narrative structure can enhance engagement. Incorporate a conflict-resolution structure, or add surprising twists or emotional points. For example, create a narrative like Collins' "Failure -> Overcoming" story, or share a touching tale behind your product's creation. Even though it's a short video, if you consciously follow the introduction-development-conclusion flow, you can create content with a clear message and lasting impact.
  • Consistency in Brand Identity: While being creative and trying new things, make sure to maintain your brand's tone and manner. Pay attention to ensure that elements like colors, fonts, and music choices align with your brand image, making your identity more recognizable with each view. With this consistency, people will recognize your brand even as they scroll past Reels, saying, "Oh, this is that familiar brand," which also helps in boosting brand awareness.

    • Conclusion

    We've thoroughly explored five types of content that small commerce businesses can relatively easily apply on Instagram Reels, along with examples and tips on video shooting and editing.

    Shall we summarize briefly?

  • Maximize product appeal through narration (visual impact, various angles, emphasizing real usage scenes)
  • Naturally promote products with informative content that helps customers (step-by-step explanations, eliminate boredom with captions and fast editing)
  • Impactfully spread news of discounts/events and encourage participation (emphasize key messages, create urgency, clear CTA)
  • Build trust by sharing positive experiences of real users (genuine stories, before & after use, form a community with UGC)
  • Build empathy with the brand's philosophy and backstory (on-site sketches, human touch, storytelling aligning with brand identity)

    • Looking at successful cases of small commerce businesses operating Instagram Reels, the key point is not about being a one-off but about finding a style through consistent management and experimentation.

    Doing all five formats regularly is practically impossible, right? It's more realistic to start with the one format that suits us best, and gradually expand the range based on customer feedback.

    Also, consistently monitor comments, views, and shares to gather data on which topics and presentations are effective.

    Instagram Reels trends change rapidly, so it's crucial to swiftly leverage trending challenges or audio. However, don't lose sight of the core brand message and deliver it consistently.

    Even though short videos require a lot of effort, the potential brand impact and sales boost are significant. Imagine our first Instagram Reel using the tips we've shared!

    Go to Article
    ๐Ÿ“ฃ Videostew Success Story: Meet 'Jalhaja,' a 55-Year-Old Full-Time Homemaker and YouTube Creator with 150,000 Subscribers From the early days of Videostew, our dedicated user ‘Jalhaja’ has been a loyal customer from our perspective. After more than a year of consistent use, we requ...
    Videostew Success Story: Meet 'Jalhaja,' a 55-Year-Old Full-Time Homemaker and YouTube Creator with 150,000 Subscribers
    Junwoo 2025-05-19
    ๐Ÿ—ž๏ธ [Update] Some Feature Improvements Notice Increased Character Limit for Text EditorWe've boosted the maximum character limit in Wizard Mode from 5,000 to a whopping 10,000 characters. More room for your...
    Junwoo 2025-05-07
    ๐ŸŽ“ YouTube Shorts Aspect Ratio and Layout Guide (2025) Why is 'Aspect Ratio' the First Step for YouTube Shorts?Have you ever heard of the concepts of lean back and lean forward?Lean back is literally a way of consum...
    YouTube Shorts Aspect Ratio and Layout Guide (2025)
    Junwoo 2025-05-01
    ๐Ÿ—ž๏ธ [Update] Added 10 new openAI voices Try out the voices used in chatGPT voice mode directly in Videostew. We've added 10 AI voices provided by OpenAI.If you want to create interactive videos betwee...
    [Update] Added 10 new openAI voices
    Junwoo 2025-04-30
    ๐Ÿ“– Instantly Transform Real Estate Listings into Promotional Videos If you're a real estate agent creating promotional posts for properties on Naver Blog, why not easily manage a YouTube channel too with this method?With Videost...
    Instantly Transform Real Estate Listings into Promotional Videos
    Junwoo 2025-04-23
    ๐Ÿ—ž๏ธ [Update] Script Generation Feature Enhanced with GPT-4.1 Model All script generation features have been powered by the GPT-4.1 model.Starting with an idea or a website URL is the best way to experience its performance.Espec...
    [Update] Script Generation Feature Enhanced with GPT-4.1 Model
    Junwoo 2025-04-18
    ๐Ÿ—ž๏ธ [Update] Text Timing Just Got More Precise ๐ŸŽฏ When you break lines while entering a text script within a slide, the text appears in sync with the timing.We've significantly improved the accuracy of the text...
    [Update] Text Timing Just Got More Precise ๐ŸŽฏ
    Junwoo 2025-04-11
    ๐Ÿ“– How to Automatically Convert News Articles into Short-form Videos: A Guide to Using Videostew Why Media Outlets are Diving into Short-form VideosRecent statistics reveal that videos under a minute are gaining explosive attention on social media and mobil...
    How to Automatically Convert News Articles into Short-form Videos: A Guide to Using Videostew
    Junwoo 2025-04-08
    [Stop]