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Within the dynamic realm of digital marketing, Instagram Reels have become a potent instrument for brands to enthral viewers and accomplish their goals. In order to better understand how effective Instagram Reels are as a marketing tool, this study looks at how much they can raise brand exposure, engagement, and eventually conversions.…….. . . . The study examines the salient characteristics of Reels that enhance its marketing efficacy, such as its focus on concise and captivating video content and the extensive user base of the platform. This study explores how organizations might use interactive components included in Reels, including as polls and quizzes, to encourage audience engagement and motivate desired behaviours. Additionally, the study investigates Reels' potential for organic reach by looking at how the algorithm gives interesting Reels priority and exposes them to a larger audience. The study also examines the effects of sponsored Reels and branded content on brand integration inside the Reels format, acknowledging the growing trend in these areas. , By breaking down these components, the study hopes to offer insightful information about how companies may use Instagram Reels as a potent marketing tool to engage with their target demographic, foster brand loyalty, and succeed in the cutthroat world of digital marketing. Keywords: Instagram reels, Marketing, Consumer Behaviour, Instagram, Short Videos.
Ms. V. Indu (Mon,) studied this question.