In the last four months, I’ve noticed an increased importance placed on ‘reels’ in almost all of the brand partnerships that I have been working on.
Previously, posts and stories were the sum total of a ‘paid partnership’, but like many Content Creators in this field, I noticed it becoming increasingly apparent, that short-form video was fast overtaking the image/caption format of old.
As with any change, adapting my ‘branded content’ package to this trend has been a steep learning curve, but the results of several of the most recent campaigns (including this latest collaboration with KNOMO London) are tending to speak for themselves.
Personally, I still enjoy creating branded and lifestyle imagery, and will therefore continue to post traditional ‘posts’ as well, especially as I feel it remains an important string to the content marketing bow.
In this commitment to ‘cover all bases’, the ‘traditional’ partnership post ran alongside the ‘reel’ when working with KNOMO London on their latest ‘micro-packing’ campaign.
Granted, the reel might have patently out-performed the post, but given the impermanence of the Instagram algorithm, and the many petitions circulating for the app to ‘go back to its roots’, it is my personal feeling the power of the post…might one day prevail again!
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