Instagram Reels, a short-form video portal within the Instagram social platform, offers many potential benefits and revenue opportunities, as explained by David Arkin and Emilie Lutostanski of David Arkin Consulting in a recent Local Media Association webinar.
In the session, Arkin explained how much Reels have grown in popularity, emphasizing their ability to engage younger audiences and adapt to changes in social media algorithms, particularly Instagram’s and Facebook’s shift toward prioritizing video content.
“Reels offer a unique opportunity to tell stories in a different way while monetizing that audience,” Arkin said. He stressed the importance of planning, using trending music, and keeping content conversational to drive engagement.
Lutostanski expanded on successful strategies, such as using templates for brand consistency and targeting evergreen topics like events and attractions.
“The best Reels balance entertainment and information, bridging the gap between what audiences know and what they need to know,” she said.
Examples included reporter-led explainers, community guides, and action-packed sports highlights. She also showcased creative collaborations with local creators to enhance reach.
The webinar also addressed monetization, presenting case studies where media organizations integrated Reels into broader campaigns. Arkin shared examples like promoting YMCA programs or highlighting regional attractions, which included short videos tailored to specific audiences.
“By integrating Reels into sponsored content packages, publishers can offer additional value to advertisers,” he noted.
The speakers emphasized automation tools, such as ManyChat, to streamline audience interactions and improve ROI.
“Automation allows for personalized engagement, whether through email acquisition, direct links, or feedback collection,” Lutostanski said.
Interactive examples from the session demonstrated how publishers could use minimal resources to create engaging Reels, including stock footage and simple editing techniques. Lutostanski explained, “Reels with clear call-to-actions, such as maps or event guides, often perform exceptionally well.”
During the Q&A session at the end, Arkin and Lutostanski addressed topics like Instagram’s paid promotion options, collaboration with local creators, and the benefits of Reels over static photo content. Though video is prioritized in algorithms, they explained, photos could still be effectively used in certain contexts.
Reels are a flexible and effective tool for engagement and revenue growth. “The key is to start small, experiment, and refine your approach,” Arkin said.
The webinar recording is available here: How to start making revenue from Reels right now
Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.