Instagram Reels have become the most powerful tool for Australian small businesses to reach new audiences beyond their existing followers. With the platform's algorithm heavily prioritising short-form video, mastering Reels is no longer optional—it is a vital strategy for staying relevant in the Brisbane and broader Australian digital landscape.
Why Reels Matter for Your Business
Unlike standard posts, Reels are designed for discovery. They appear in a dedicated feed where users see content from accounts they don't yet follow, providing you with free organic reach that was previously only available through paid advertising. Whether you are a local cafe in Fortitude Valley or a tradie serving the Gold Coast, Reels allow you to showcase your personality, expertise, and products in a way that builds immediate trust.---
Prerequisites
Before you start filming, ensure you have the following:- An Instagram Business or Creator Account: This provides access to analytics (Insights) and the music library.
- A Smartphone: A relatively modern iPhone or Android with a clean camera lens.
- The Latest App Version: Update Instagram via the App Store or Google Play.
- A Content Plan: A rough idea of what you want to show (don't wing it!).
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Step 1: Access the Reels Creator
Open the Instagram app and swipe right from your home feed, or tap the [+] icon at the bottom center of the screen and select 'Reel' from the sliding menu at the bottom. Screenshot Description: You should see your camera view-finder with a vertical toolbar on the left-hand side containing icons for Audio, Length, Speed, Layout, and Timer.Step 2: Select Your Audio
Tap the Music Note icon. You can search for specific songs or browse 'Trending' tracks. For Australian businesses, using trending audio is a 'cheat code' for reach. Look for the small upwards-pointing arrow next to song titles—this indicates the track is currently rising in popularity.Pro Tip: If you are a business account and find your music selection limited due to copyright, look for 'Original Audio' from other creators or use the 'Commercial Music Library' provided by Meta.
Step 3: Set Your Video Duration and Timer
Decide how long your Reel will be (15, 30, 60, or 90 seconds). We recommend keeping business Reels between 15–30 seconds for maximum completion rates. If you are filming yourself, tap the Timer (clock icon) to set a 3 or 10-second countdown so you can get into position before recording starts.Step 4: Record or Upload Your Footage
You have two choices: hold the record button to film live, or swipe up to upload clips from your phone's gallery. If you’ve filmed a project on-site—like a landscaping job or a shop fit-out—uploading pre-recorded clips is often easier.Step 5: Use Align for Seamless Transitions
If you are doing a "before and after" or a costume change, use the Align tool (it appears after you film your first clip). It shows a transparent ghost image of your last frame so you can line up your next shot perfectly. This is how professional creators make objects 'magically' appear or change.Step 6: Add Text Overlays (Crucial for Engagement)
Once your clips are recorded, tap 'Next'. Tap the 'Aa' icon to add text. Most users watch social media videos with the sound off, so adding captions or key bullet points is essential.- Critical Step: Ensure your text stays within the 'safe zones.' Avoid placing text at the very top (where the header is) or the very bottom (where your caption will sit), or it will be cut off.
Step 7: Edit the Timeline
Tap 'Edit Video' at the bottom left. This opens a timeline view similar to professional editing software. Here, you can shorten clips, reorder them, or sync them perfectly to the beat of the music. Drag the ends of the clips to trim any 'dead air' at the start or end of your takes.Step 8: Set Your Cover Image
Tap 'Edit Cover'. You can choose a frame from the video or upload a custom-designed image from your camera roll.- Local Tip: Tap 'Crop Profile Grid' to ensure the middle square of your cover looks good on your main profile feed. Don't let your head get cut off in the grid view!
Step 9: Write a Locally-Optimised Caption
Write a caption that provides value. If you are a Brisbane-based service, mention your location!- Example: "Transforming backyards in North Lakes! 🌿 Check out this weekend's project..."
Step 10: Tag Products and Location
If you sell physical products, use the 'Tag Products' feature. Always use the 'Add Location' feature to tag your specific suburb or 'Brisbane, Queensland'. This helps the algorithm show your content to people physically located near your business.Step 11: Share to Feed and Recommend to Facebook
Ensure the toggle for 'Also share to feed' is ON. This ensures your existing followers see it. Also, enable 'Recommend on Facebook' to tap into an even wider audience across Meta’s other platform without any extra work.---
Common Mistakes to Avoid
- Using Watermarked Content: Never post a Reel that has a TikTok watermark. Instagram's algorithm will actively suppress the reach of videos with competitor watermarks.
- Too Much Text: Don't cover the entire screen with words. Keep it punchy and readable.
- Ignoring the First 3 Seconds: You must have a 'hook.' If you don't grab attention immediately, users will swipe past.
- Poor Lighting: Natural light is your best friend. Face a window while filming rather than having the window behind you.
Troubleshooting
- Audio is out of sync: This often happens if you have a poor internet connection while uploading. Try saving the Reel to your drafts, restarting the app, and then posting.
- The 'Reels' option is missing: Ensure your Instagram app is updated. If it still doesn't appear, try logging out and back in. Note that some very old handsets may not support all Reels features.
- Zero views after an hour: Check if your account is set to 'Private.' Business accounts must be public for Reels to reach new people.
Next Steps
Now that you've mastered the basics of creating a Reel, the next step is to look at your Insights. Wait 48 hours after posting, then tap 'View Insights' on your Reel to see how many people you reached and how many 'Saves' you received—saves are the highest form of engagement!If you find social media management takes too much time away from running your business, the team at Local Marketing Group is here to help. We specialise in helping Australian businesses grow their digital presence with ease.
Ready to scale your local reach? Contact us today to discuss a tailored social media strategy.