In 2023 so far, the most viewed Instagram reel is a comedy skit by Khaby Lame titled “When you try to open something quietly” with over 650 million views. Khaby Lame is currently the most followed creator on Instagram.
What are Instagram reels?
Instagram reels are short, entertaining videos that users can create and share on the Instagram app. Reels can be up to 30 seconds long and typically feature music, effects, and creative editing. Users can record reels using their mobile cameras, upload existing videos, or borrow audio from other videos to create reels.
Reels gained huge popularity after Instagram launched the Reels feature in August 2020 to compete with the growing short-form video app TikTok. Top brands, influencers, creators, and everyday users now use Instagram reels to showcase content, go viral, gain followers, and be discovered.
Why are reels so popular?
There are several reasons why reels have become hugely popular on Instagram:
- They are fun and easy to make. Instagram provides a wide range of AR effects, editing tools, and music to help create professional-looking reels.
- Reels are discoverable. Instagram pushes popular reels to the Explore page allowing creators to get mass exposure.
- Brands use reels for promotions. Businesses big and small leverage reels for low-cost but high-impact marketing.
- Influencers use reels to engage followers. Reels allow influencers to showcase personality and creativity.
- Instagram actively promotes reels. The app suggests accounts to follow based on reels you like and view.
Top reels of 2023 so far
Here are some of the most popular reels on Instagram this year:
1. Khaby Lame – “When you try to open something quietly”
This comedy skit reel by Senegalese-Italian creator Khaby Lame pokes fun at overly complicated life hack videos. It shows Lame casually opening a package, in response to an absurd hack that uses scissors, knives and tapes in an attempt to quietly open it. This simple reel has amassed over 650 million views and 35 million likes.
2. Zach King – “Harry Potter transition”
Digital creator Zach King is popular for his mind-bending magic trick transitions. In this reel he magically transforms into the fictional character Harry Potter in a split second. The transition effects are executed perfectly, leaving viewers baffled. The reel has over 185 million views currently.
3. Bella Poarch – “M to the B”
This reel features social media star Bella Poarch lip-syncing to the track “M to the B” and showcasing fun dance moves. Her lively expressions and energy resonated with millions of viewers. The reel has above 180 million views and 29 million likes.
4. Kimberly Loaiza – “No se va”
Mexican social media influencer Kimberly Loaiza created this dance reel set to the popular Latin track “No se va” by Grupo Frontera. Her smooth moves are perfectly in sync with the beats. The reel has over 125 million views and is growing in popularity.
5. Charli D’Amelio – “Toosie Slide”
Charli D’Amelio is TikTok’s most followed creator. This Instagram reel shows her dancing to Drake’s “Toosie Slide” against a moving backdrop. Her fun spirit and on-point choreography helped the reel gain above 100 million views and 16 million likes.
Who are the most viewed creators on Instagram reels?
Here are some of the creators with the most viewed reels in 2023:
- Khaby Lame – The most followed account on Instagram. His comedy reels receive millions of views.
- Zach King – Famous for magic trick transition videos and editing. Gets 100+ million views.
- Bella Poarch – Her lip-syncing and dance reels are hugely viral. Has multiple 100+ million view reels.
- Kimberly Loaiza – Influencer known for trendy dance videos. She consistently gets 50-100 million views.
- Charli D’Amelio – Leading personality on TikTok. Her dance reels on Instagram also gain tens of millions of views.
What makes a reel go viral?
There are a few key factors that can help a reel gain widespread popularity on Instagram:
- Creativity – Unique concepts and transition effects capture viewer attention.
- Entertainment value – Humor, talent, interesting visuals – all make a reel more engaging.
- Trending music – Using viral sounds and popular tracks helps reach more people.
- Relatability – Reels based on common topics and situations can quickly catch on.
- Influencer power – Collaborations and shares from influencers give a major boost.
Leveraging combinations of these elements in a reel can help it take off and get placed on Instagram’s coveted Explore page. Popular reels also benefit greatly from Instagram’s algorithm which pushes fast-growing videos out to new audiences.
Tips to create popular reels
Here are some tips to give your reels the best chance at gaining traction:
- Use trending hashtag challenges and songs
- Follow viral video formats and trends
- Show off talent or skills
- Feature interesting transitions and effects
- Highlight your brand’s personality
- Collaborate with relevant influencers
- Promote reels across other social platforms
- Engage followers by asking questions
- Post consistently and analyze performance
Why brands should use Instagram reels
Here are some of the key reasons companies should be utilizing reels as part of their Instagram strategy:
- Build brand awareness – Reels provide high visibility with the potential to reach new audiences organically.
- Showcase products creatively – Reels allow brands to highlight offerings in an engaging, dynamic format.
- Increase user-generated content – Contests and branded hashtags in reels can drive UGC.
- Humanize your brand – Fun, behind-the-scenes reels show your brand personality.
- Low cost marketing – Producing reels in-house provides an affordable promotion channel.
- Drive sales – Swipe up links, coupons codes and shopping tags in reels can lead to direct conversions.
With reels being actively promoted by Instagram currently, it is the perfect time for brands to start experimenting and see memorable results.
Reel ideas for businesses
Here are some creative reel ideas businesses can try out:
- Product demos and tutorials
- Spotlight loyal customers and user-generated content
- Show behind-the-scenes office culture
- Share employee highlights and human interest stories
- Recreate viral trends with your product
- Highlight product features in an educational format
- Use polls and questions to engage your audience
- Partner with influencers in your industry to co-create content
- Show off products in real-world settings
- Publish short-form episodic branded content
The engaging storytelling nature of reels presents exciting possibilities for brands to experiment with marketing strategies and form deeper connections with their online community.
Leveraging influencer reels for promotion
Collaborating with influencers provides a major opportunity to extend a brand’s reach on Instagram reels. Businesses can leverage influencer reels in several ways:
- Send free products to influencers to feature in organic reels
- Sponsor influencer takeovers of the brand Instagram account
- Pay for sponsored influencer posts promoting products/services
- Leverage influencer promo codes and track sales
- Run branded campaign contests for users to create reels
- Host brand events and invite influencers to create reel content
It is key to find influencer partners who are a natural fit in terms of audience, niche and brand values. Measurement and tracking of conversions from influencer content is important.
Measuring reel performance
Brands should closely analyze key reel metrics to determine content performance. Important metrics to track include:
- Views – The total number of times a reel has been viewed.
- Reach – The number of unique accounts that have seen the reel.
- Impressions – This shows how often the reel was served to viewers.
- Engagement rate – Likes, comments, saves and shares divided by total views.
- Audience retention – The average time viewers watched the reel.
- Traffic source – Where views are coming from – Hashtag Challenge, Reels Feed, Profile, etc.
Regularly monitoring these metrics helps identify best performing reel content styles and placement. Brands can then double down on what resonates most with their audience.
Conclusion
Instagram reels provide an exciting new avenue for brands to reach wider audiences and engage followers through short-form video content. As reels continue to gain prominence in 2023, companies need to take advantage of this fast-growing format and be a part of popular trends to maximize visibility.