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By Libby Rothschild, CEO of Dietitian Boss; follow on LinkedIn.
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When you are trying to grow your business, it can sometimes feel like too much time is spent doing things that do not help you make the most money. But one thing that can support growth is content marketing, especially on Instagram, as I’ve written about before.
Reels are becoming more popular because they provide viewers with all the necessary information, often without having to read additional text or click on more links. Using Reels is an important move for any business owner or creator who is trying to sell themselves on social media.
A Reel is a video, a collection of images, or both combined in a short vertical video. Reels are usually around one minute long (or less) and can include a variety of shots you have taken, both with and without people. You can use a Reel to show off your skills. While posting photos of your products or services in a still-image format is tempting and has its place, using Instagram Reels can be a much better way to engage with customers and promote your business because Instagram’s algorithm tends to favor Reels.
Reels are essential to your strategy if you want to attract new clients as a registered dietitian. Here are some reasons why:
• Instagram prioritizes short-form content. Reels have become vital for businesses because they are available in a format requiring little space but that still conveys value (and helps users make an emotional connection). Reels are not just for companies with big budgets. Many small businesses find them valuable as well.
• Reels can connect potential clients directly with what they need. If someone sees something on their feed that interests them and would be helpful in their life or work, chances are high that they will click through to learn more and contact you or purchase your services directly through the link. Your call-to-action can give them quick access via social media channels (which means less competition).
Reels can help increase conversions on Instagram, leading to more sales for your company. Below are some tips for creating an Instagram Reel.
Step 1: Identify What Problem Your Business Can Solve
The first step is identifying what problem your business can solve. You want to determine your target customers to ensure you are targeting the right people. Ask yourself who your customers are and what they need. For example, if you help people with growth for infants (lifecycle nutrition), you will probably want to focus on targeting people who want to learn how to feed infants.
Make a list of the main topics that come up with your customers. Brainstorm! Write down all the ideas that come to mind from your research and conversations with customers so far, even if they do not seem relevant or valuable right now. The more ideas you have, the better your chances of finding something that works. Write down two to four themes.
If you are a registered dietitian educating about how to manage bloating, some themes might be “bloat-free dinner ideas” or “bloat-free grocery list.” Once you have your list of themes, creating content around them becomes more manageable.
Next, prioritize those topics into two groups: “must-haves” and “nice-to-haves.” The must-haves are the most important things your customer wants from you, whereas the nice-to-haves are secondary concerns that can be addressed later in the buying process—or might not even be relevant for some of your customers.
Step 2: Create Two To Five Videos Weekly
Next, you will want to pick a topic for each Reel. Create two to five Instagram Reels weekly and address a target audience’s problems directly. The goal is to convert them into customers while increasing your Instagram following and growing your business.
For example, if you are running a dietitian private practice, you can create an Instagram Reel that addresses common problems like “How to introduce solids to babies.” This problem is one dietitians can uniquely address to help people who need support with various nutrition outcomes.
Create a list of keywords related to your target audience’s problems or pain points. For example, if you sell supplements for people with chronic health conditions, keywords related to their health conditions and the word “supplement” may be relevant to your audience. Use these keywords in the captions of your posts so people can more easily find and engage with them on Instagram.
Step 3: Set A 60-Minute Timer
It is time to get started with creating content for your Instagram Reel. I recommend doing this:
Set a timer for 60 minutes and record two to 10 videos. At first, you will record fewer videos at a time until you can build your skills. Select particular images or videos for your Reel. You can choose from your camera roll or take new pictures or videos directly from the app. You do not need to use filters or dance. You can speak directly to the camera and use the Captions feature on Instagram to add more context to your Reel and be more inclusive.
The best thing about creating an Instagram Reel is you do not have to be an expert at video editing. The app has built-in tools that allow you to create videos quickly and easily. Still, to ensure your Reel looks excellent, quickly edit each clip before posting it. Add texts or stickers, and change the color or size of both to match your brand. Once you have made all your edits, tap “Done Editing.”
If you are looking for content to inspire your next Instagram Reel, here are a few examples that might help:
• Talk about a common nutrition problem (ideally related to your target audience).
• Explain more about a specific service you offer (i.e., courses and memberships).
• Help a customer and show what you did and why to share your brand message.
Instagram Reels are popular, fun and trendy. Dietitians who use this feature to attract clients by following my three steps have a greater chance to market more effectively and help more people.
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