Lately, there’s been a big push in marketing to say that creating Reels—or short-form video content—will solve nearly any business challenge. There are plenty of ads out there suggesting that if you just hire a Reels agency, your business will thrive. But is this true? Can Reels really fix everything?
The truth is, your choice to use Reels (or not) should depend heavily on knowing your audience and understanding what platform works best for them. Let’s dive into why knowing your audience matters more than hopping on any trend and why Reels might not be the cure-all everyone claims.
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Why Knowing Your Target Audience Is Key
Every social platform has unique features, user demographics, and content styles. Reels may perform exceptionally well on platforms like Instagram or TikTok, but not all target audiences are on those platforms.
For example, if you’re trying to reach B2B professionals, LinkedIn might be your go-to—and text-based content is more popular there, with less users preferring Reels and other short-form videos. So, should you put your efforts into Reels if your audience isn’t there to watch them?
Consider both the demographics and psychographics of your audience:
- Demographics include basic information like age, location, gender, and job title.
- Psychographics cover lifestyle, interests, and other behavioral characteristics.
If your target audience consists of B2B decision-makers, professionals who rely on LinkedIn, or audiences that aren’t frequent users of Reels-driven platforms, you’re better off focusing on content that aligns with their habits, like long-form blog posts, in-depth YouTube videos, or even in-person networking events.
Don’t Get Caught Up in the Reels Hype
There’s a lot of pressure to create Reels because it’s trendy and highly engaging on certain platforms. Many “experts” might encourage you to jump on this trend as a universal solution.
However, what works well for one business or audience may not work for yours. Blindly following advice to create Reels, without evaluating if it fits your audience, can waste valuable time and resources.
Instead, keep your focus on:
- Where Your Audience Engages: If they’re on LinkedIn or prefer long-form content, Reels might not be the best approach.
- The Content That Resonates: Blogs, emails, YouTube videos, and even podcasts might be more effective.
- Your Own Comfort and Authenticity: Choose content types that align with your style and brand voice. Authenticity matters just as much as format.
Explore Different Ways to Reach Your Audience
Once you’re clear on who your audience is, choose content formats and platforms that fit both your goals and theirs. Here are some alternatives to Reels:
- Blog Posts: Perfect for audiences that value detailed, informative content. Great for SEO and building authority over time.
- YouTube Videos: Excellent for providing value through longer videos, tutorials, and insights.
- Email Newsletters: Great for nurturing leads and delivering targeted content.
- Offline Networking: For some service-based businesses, connecting face-to-face is still one of the best ways to build trust and relationships.
Find a Strategy That Works for You
In the world of service business, content needs to vary greatly. Some entrepreneurs feel most comfortable with social platforms like Instagram or Facebook, while others thrive on platforms better suited for their target audience, like LinkedIn or their website blog. What’s essential is that your content aligns with where your audience spends their time and that it feels genuine to you.
For me, I find that YouTube videos and long-form blog posts are a natural fit. They allow me to share insights without the pressure of constant engagement on platforms like Instagram or Facebook. That approach won’t work for everyone, but it’s what’s most effective for me and my audience.
Listen to Your Business, Not Just Trends
Ultimately, the best strategy is one that’s built around your unique business, audience, and comfort level. Don’t feel obligated to chase trends if they don’t serve your goals. As you define your strategy, keep in mind:
- Not every "expert" suggestion will work for you.
- Your business is unique, and so is your audience.
- Staying consistent with content that feels authentic will always resonate more than following trends that don’t align with your brand.
Following trends like Reels without assessing their fit can lead to wasted time and missed opportunities. Understand your audience first, create the type of content they truly want, and build your strategy based on what you know will work—not just on what’s popular.
Read more about virality and its true value in social media marketing here.
I hope this gave you clarity on your Reels creation process and overview of social media marketing. Stay tuned, and if you found this helpful, be sure to subscribe to our newsletter for more social media, marketing, and advertising insights. See you in the next guide!
And while you’re here, I’d like to invite you to the Marketing Lounge – a Facebook group and safe space for like-minded self-starters, entrepreneurs, and marketers. If you’re from Seoul, South Korea, you can look forward to book club sessions, workshops, and more. Feel free to join!
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Hyein
I’m an award-winning global marketing expert running HY Marketing in South Korea. We help businesses succeed in South Korea, Japan, and English-speaking markets through social media and Facebook ads.
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