Let's get real about Instagram Reels: most small business owners are either terrified of making them or obsessed with going viral. Both approaches miss the point entirely. It's about sustainable content that attracts the right people, not viral moments that bring random followers.
Looking to hit metrics such as views, likes, and followers are often referred to as "vanity metrics". They feel really good about yourself, but they might not actually reflect reality, unless you're in a very specific niche.
We recommend that you forget about going viral and focus on going valuable. A Reel that gets 100 views from your ideal customers is infinitely more valuable than one that gets 10,000 views from people who will never buy from you. Viral content often attracts the wrong audience and doesn't translate to business growth.
Educational content performs consistently and builds trust. Share quick tips, explain your process, answer common questions, or break down complex topics into digestible pieces. This positions you as the expert and gives potential customers a taste of what working with you would be like.
Behind-the-scenes content builds connection and trust. Show your workspace, your planning process, client meetings (with permission), or how you handle challenging situations. People buy from businesses they trust, and transparency builds trust faster than perfection.
Client results and testimonials work incredibly well on Reels. Before-and-after transformations, client success stories, and testimonial highlights all perform well because they provide social proof while showcasing your expertise. Always get permission before featuring clients.
Keep production simple and focus on value over fancy effects. Good lighting, clear audio, and helpful content beat complex transitions and trending sounds every time. Your smartphone and natural lighting are perfectly adequate for creating engaging Reels.
