“Where are your reels? You won’t grow without more short-form video content!”
If you’ve been anywhere near a discussion on marketing strategy, you might have heard something like this!
It’s true that short-form video content is still one of the leading mediums to reach a broader audience. But what you might not know is that Instagram Carousels have become a worthy challenger.
So, should you use one format over the other? Use them both?
We’re glad you asked!
Like it or not, we live in the generation of the “doomscroll.”
The negative? You have a few seconds to hook a new viewer, and each second matters, especially when they are unfamiliar with you or your mission.
The positive? Reels boost discovery. Viewers often find your page while scrolling through their Reels tab or on their For You Pages. The more people who see your reel and stay to watch it, the more new accounts you’re likely to reach.
Viewers love to see real-life impact. It doesn’t have to look perfect or curated, but it does need to catch their attention.
Reels are perfect for upbeat recaps from your event or short stories from your team, donors, volunteers or people you impact.
Don’t misunderstand us, though — a random photo dump or slew of graphics with statistics isn’t going to build that connection.
A digital marketing peer shared this intentional Five-Step Framework for forging connections with your audience:
Hook: You need to grab their attention on the first slide! This is best done with a provocative statement or question.
Homelessness in [your county] isn’t what you think.
Why you’re losing donors (and how to fix it).
Context: Start building your case in short, punchy sentences. You can explain the misconception or point out a reality or problem at hand.
Breakdown: In this section, you have some freedom.
You can show how things could be using simple, actionable steps. Or you could explain why your audience probably views a crisis (like homelessness) the way they do.
Remember to keep these ideas bite-sized and share only one per slide. Each slide should build upon the last (think main points in an essay working together to prove a thesis!).
Clarity: Summarize your message into one, savable slide. Consider a bulleted list or a beautiful graphic that users can share or reference later.
Action: Use your last slide to encourage your audience to share, comment, partner, donate or volunteer. This turns your carousel from a post that drives engagement to one that encourages action.
The Bottom Line
Both media have their purpose. When you harness the strengths of both, you grow more than just post views; you grow your impact!
Click here for an example to inspire your next graphic carousel design!