Introducing Instagram Reels Auto-Publishing in Buffer


It’s finally here. Yesterday, after two years of waiting, Instagram unveiled its Reels API on all social media management platforms.

We were so excited that we started building immediately and now …

Today, I automatically write, schedule and publish Instagram Reels they are now available in Buffer.

Do you want to try it? Connect your Instagram account to Buffer for free. It works like any other post in Buffer. You can create drafts, post them immediately, or add them to your queue and they will be sent when you need them.

At the moment, Reels programming is available in our web application. We will be adding it to our mobile apps very soon!

10 Reasons to Start Programming Reels

We can’t lie, we’re very excited to start programming Reels. There is a lot of evidence that Reels dramatically increases your commitment, reach and follow-up.

But is all this true? Well, we decided to do our own analysis.

We took a look at all the Instagram posts we’ve posted this year to determine how important video content really is. And we looked for reliable evidence on the net. Here is what we found. 👇

1) Rollers generate 22% more engagement than regular Instagram posts (font)

Instagram actively promotes Reels throughout the app. They appear all over Instagram (more on that later) to grab users ’attention. It’s not uncommon for them to gain so much commitment.

2) 68% of marketers plan to increase video activity on Instagram (font)

Marketing Charts asked 2,897 marketers (most of whom work for small businesses) if they plan to increase the number of videos they will post.

For Instagram, a whopping 68 percent said they would increase the number of videos they would post (compared to a 43 percent increase on TikTok and only eight percent on Snapchat). Only two percent of marketers said they would decrease the amount of Instagram videos they would post.

68% of marketers plan to post more video content on Instagram

3) Rollers get more engagement than traditional Instagram videos (font)

Conviva analyzed the Instagram accounts of professional clubs in the NFL league and found that Instagram Reels gets 67 percent more engagement than traditional IG videos.

Despite this, one in five NFL clubs has yet to release Reels on the platform.

4) Rollers are the most discovered content on Instagram

The main reason Reels gets so much engagement, impressions and reach is because they appear all over Instagram.

You’ll find Reels on the Explore tab, after a hashtag search, in the Reels feed, and using an audio search (when you click on any piece of music).

Where the reels appear in the Instagram app

5) Instagram prioritizes videos over photos (font)

In 2021, the head of Instagram, Adam Mosseri, came out and said that Instagram “is no longer a photo sharing app. ” Instagram, on the other hand, is seen as a short-form video platform and will prioritize these videos over images.

To find out if what Adam said came true, we decided to analyze the performance of the videos posted to our Buffer Instagram account over the past year. 👇

6) Videos generated 5.63% more comments than regular posts (font)

We’ve found that our audience is much more likely to join the conversation if we post video content. The rollers make our followers chat and increase comments by 5.63 percent in 2022.

7) Rollers are 25% more likely to be saved (font)

This is one we did not expect. Sure the reels generate more involvement, but we didn’t expect users to save them for later.

But maybe we shouldn’t be surprised. With video content generating so many more impressions, it’s no surprise that these posts are saved more. But how many more eyeballs attract Reels? This is what we looked at below.

Start programming Instagram Reels now in Buffer

8) Buffer video content got 83% more impressions (font)

That’s right, we almost doubled our impressions after posting a video. This clearly validates what Adam Mosseri said about Instagram becoming a video platform first. The algorithm prefers video content and will seek to show it to fans before any regular posting.

Want to increase your visibility, start sharing Reels. But what about the likes?

9) Videos get 2.1 times more “Likes” than regular posts (font)

On average, the videos we posted to our Instagram account got 209 likes per post. Meanwhile, regular image posts got only 101 likes.

Rollers increase tastes by 2.1 times

10) You can always program up to 10 reels with buffer (free)

It’s quick to get started with Buffer, and with a free account, you can schedule 10 reels at a time.

Why wait? Increase your reach, increase your engagement, generate more likes, all without spending a penny on ads (or Buffer).

Try Reels in Buffer today!





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