Instagram Reel

An Instagram Reel is a short vertical video of up to 90 seconds, published in Instagram's dedicated Reels feed. Reels have significantly higher organic reach than static posts and are the highest-performing content format for triggering Comment-to-DM flows.

What is an Instagram Reel?

An Instagram Reel is a short vertical video of up to 90 seconds that is published in a dedicated Reels feed on Instagram. Unlike Stories, Reels are permanent (they stay on the profile) and are shown to users who do not follow the account — this is what makes them Instagram's primary discovery format.

Why Reels have higher reach than static posts

Instagram's algorithm prioritises video content in the Reels feed and shows it to non-followers based on interest signals. A Reel with good engagement (watch time, shares, comments) can reach multiples of a profile's follower count. Static posts and carousel posts, by contrast, are shown mainly to existing followers. For businesses trying to grow their contact list through Comment-to-DM, Reels are therefore the more powerful trigger format.

Reels as Comment-to-DM triggers

The Comment-to-DM mechanic works on any Instagram post type — regular posts, carousels and Reels. However, Reels generate more comments because they reach more people. The caption on a Reel is where the keyword call-to-action lives: "Comment GUIDE and I'll send you the free checklist to your DM."

Because Reels are shown to non-followers, the Comment-to-DM flow can convert people who discover the account for the first time into direct contacts — without them needing to follow the account first.

Technical details

  • Maximum length: 90 seconds (short formats of 15–30 seconds typically perform best for engagement)
  • Aspect ratio: 9:16 (vertical, like a phone screen), 1080 × 1920 px recommended
  • Caption: up to 2,200 characters; the keyword call-to-action should appear in the first 125 characters (the visible part before "more")
  • Audio: original audio or music from Instagram's library; trending audio can boost reach further
  • Discoverability: Reels appear in the Reels tab, in the main feed and in the Explore tab

Best practices for Reels with Comment-to-DM

  • State the keyword call-to-action both in the caption and verbally or via text overlay in the Reel itself — repeat it at the end
  • Make the benefit of commenting clear: "Comment PACK for the free sample pack" is stronger than just "Comment PACK"
  • Keep the keyword simple and all-caps so it stands out visually in the comment section
  • Use trending audio where relevant to extend organic reach

Reels and SendSeven

SendSeven's trigger Instagram comment received fires on comments under any post type, including Reels. Once connected, every qualifying comment on a Reel triggers the flow and lands the person in the unified inbox as a contact. No distinction between post types is needed in the flow setup.