What are Instagram Reels?
Short answer
Instagram Reels are short vertical videos on Instagram. They appear in a dedicated Reels feed and are recommended to people who don’t follow the account.
Reels are designed for phones: a full-screen 9:16 frame, sound on by default, and endless scrolling. Instagram recommends Reels based on what each viewer watches and engages with.
For brands, that recommendation engine is the main attraction. A good Reel can reach far beyond an account’s followers, which is why Reels from small accounts sometimes get very large audiences.
Pomera campaigns run on Reels and YouTube Shorts. See Reels vs Shorts for brands.