How to make an Instagram Reel go viral

Following TikTok’s rise in popularity, Instagram has pivoted hard toward short-form video content, especially Reels. According to Emplifi’s latest Social media benchmarks report, Instagram Reels have become a dominant content format, surpassing images in frequency of use. By the end of 2024, Reels accounted for 38% of brand posts, compared to 37% for images. Compared to other post formats, Reels have a better chance of going viral because they’re heavily featured on the Explore page, are favored by the Instagram algorithm, and often generate higher engagement. This shift creates fresh opportunities for creators and brands alike.

But don’t mistake reach for automatic success. Just because you post a Reel doesn’t mean it’ll blow up. There’s no guaranteed blueprint for virality, but there are proven strategies that dramatically improve your chances. Whether you’re a content creator or a brand marketer, the following tips will help you reach a wider audience and keep your followers engaged.

Let’s dive into these tips and examine examples of brands and creators who’ve gone viral on Instagram:

1. Keep Instagram Reels short while delivering a compelling story

Instagram Reels can now be up to three minutes long – but that doesn’t mean you should use all that time. The key to virality is telling a compelling story quickly enough to hold attention.

Rule of thumb? Keep your Reels under one minute. This gives you room to tell a story, demo a product, or land a punchline without losing viewers’ interest.

Alo Yoga’s Reels average around 26 seconds and consistently perform well, garnering thousands of likes, comments, and shares. Their short, high-quality, and visually engaging content is often instructional, inspirational, or aspirational, which helps maintain high engagement.

Use Instagram Insights or social media marketing tools to experiment with different lengths and fine-tune your approach based on what gets the most engagement. Your posting time matters. The first few viewers of your Reel play a critical role in determining its success. If they scroll past, Instagram won’t serve it to others

2. Post your Reel at the right time

While the content of your Reel is the most important part of going viral, posting it at the best time for your followers and target audience can improve its chances. On both TikTok and Instagram, the first few viewers of your videos essentially decide how your post ends up performing; if they scroll past and don’t engage, the algorithm is less likely to surface that video to other users.

Following best practices for when to post on social media can help you get more eyes on your content. You can also use your social media management tool to analyze audience-specific data and see when your posts perform best. Or, take the guesswork out entirely with Emplifi’s Prime Time, which gives you tailored cross-platform recommendations on posting times so you can maximize your content’s reach and impact.

3. Use Instagram Reels to show-off your products in a unique way

Whether you’re an influencer or a brand, product videos perform exceptionally well on Reels. After all, a whopping 64% of consumers say they follow a brand account for news about promotions, sales, and discounts. That means the chances of your Reel going viral are high.

Some content types to test:

• Unboxing videos
• Tutorials or demos
• Behind-the-scenes footage
• Before-and-after transformations

Sephora effectively leverages Instagram Reels to engage its beauty-savvy audience by sharing quick, visually compelling content that blends education with entertainment. Through short-form videos, Sephora showcases makeup tutorials, skincare routines, and expert tips, making beauty advice accessible and easy to follow. They also highlight key product ingredients, breaking down their benefits in simple, digestible formats. This strategy not only promotes their product range but also builds trust with consumers who value transparency and expert-backed information in their beauty choices.

Hot tip: Make sure your video is well-lit, high-quality, and visually engaging. Always include a clear call to action, and if you sell products, tag them directly in your Reels so users can shop in-app.

4. Choose the right music or audio clip to complement your Instagram Reel

Using music or trending audio in your Instagram Reel can significantly boost engagement. But the audio you choose should align with the content of your Reel and reflect your brand’s personality.

For example, if you’re highlighting a new summer clothing collection, choose vibrant, energetic music to create a fun, seasonal vibe. On the other hand, if your Reel is focused on educating your audience about a product, light instrumental music paired with a voiceover may be more appropriate.

Don’t limit yourself to just music; popular sounds, dialogues, or audio clips can also increase your Reel’s reach. The more people engage with a specific audio, the more frequently content using that sound appears in their feed.

Here are some key tips to keep in mind when choosing music for your Reel:

• Jump on trends: Reels that use audio at the peak of its popularity often get a boost from the algorithm.
• Match audio and content: Make sure the lyrics or tone of the music complement your Reel. If your video includes dialogue or a voiceover, avoid songs with distracting lyrics.
• Respect copyright: Always ensure you have the rights to use the music. Consider royalty-free tracks from reputable libraries to avoid copyright issues.
• Experiment: Don’t be afraid to test a few different tracks to see which one best enhances your video.

5. Feature user-generated content that feels authentic

User-generated content (UGC) drives trust and builds community—two key ingredients for going viral. 65% of consumers say UGC influences their purchasing decisions, highlighting the importance of showcasing real customer experiences. UGC builds trust and drives community participation—two key factors that increase the chances of your Reels going viral.

How to source UGC:

• Use a UGC platform to collect content where you’re tagged or mentioned
• Run social contests that encourage fans to create and tag Reels
• Incentivize creativity with prizes or discounts

Maximize impact by:

• Remixing community Reels into your own
• Turning comments into content (create a Reel replying to popular fan questions)
• Using Instagram’s Add Yours sticker to start a content chain

Always get explicit permission before reposting any community content. Even when reposting a customer’s photo on social media, merely acknowledging the source isn’t sufficient. Obtaining explicit permission is crucial, regardless of being tagged by an open account. Social media copyright guidelines can be vague and perplexing, making it wise to err on the side of caution. Fortunately, many UGC platforms provide tools that simplify the process of requesting consent with just one click.

Jones Soda offers a great example of how brands can use user-generated content in innovative ways. Their “REEL LABELS” campaign lets customers submit videos that are featured online and then transformed into augmented reality experiences on actual soda bottle labels. By scanning the labels with a smartphone, users can watch the videos come to life right on the product. This approach shows how combining UGC with simple AR technology can create engaging, interactive moments that connect customers more deeply with a brand.

6. Boost reach by collaborating with influencers

Instagram is prioritizing co-creation features like Collabs, Remixes, and shared Branded Content Ads. Collaborating with influencers, creators, or other brands helps you reach new audiences and builds credibility.

Ways to collaborate:

• Use the Collab feature to co-publish a Reel with an influencer or brand
• Remix another creator’s content and tag them
• Launch a shared challenge using a branded hashtag + Add Yours sticker

Influencer marketing tools like Emplifi can also help you identify creators already organically mentioning your brand.

Why this works:

• You get access to a trusted audience
• You benefit from cross-promotion
• Your Reels gain algorithmic priority as Collab posts often appear in both accounts’ feeds and Explore pages

The takeaway

To make the most of your Instagram Reels, keep your videos short yet impactful, post when your audience is most active, showcase your products with creativity and clarity, and use the right music to set the tone. Don’t underestimate the power of user-generated content, just make sure to obtain proper permission and take advantage of Instagram’s collaboration tools to reach new audiences through influencers and partners.

Consistency, creativity, and thoughtful strategy are key. Apply these tips, keep testing, and stay attuned to what resonates with your followers. Your next viral moment could be just a Reel away.