Reels are the fastest route to new audiences right now. Here's how to brief creators for video that actually gets distributed.
Reels remain the single biggest discovery engine on Instagram. But the algorithm rewards retention, not production value — and that changes how you should brief.
Win the first second
The opening frame decides whether a Reel gets watched. Brief creators to lead with the hook — the payoff, the question, or the bold claim — not a slow brand intro.
Design for sound-on and sound-off
Captions and on-screen text mean your message lands whether or not the audio plays. Trending audio helps distribution; clear text helps comprehension.
Optimise for saves and shares
Content people save or send to a friend gets pushed hardest. Useful, surprising, or genuinely funny beats polished-but-forgettable every time.
