Instagram Reels

Instagram's short, vertical video format, which the platform heavily distributes to non-followers through recommendations.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Instagram Reels is Instagram's short-form vertical video format, supporting music, effects, and editing tools. The platform heavily distributes Reels to non-followers through recommendations in the Reels tab and feed. That reach makes Reels a key format for brands and creators seeking discovery, and Reels ads can run between organic videos.