This study investigates the effectiveness of Instagram Reels and short-form video content in driving brand engagement among digitally active consumers, with specific focus on the Indian digital marketing landscape. Using an exclusively secondary research methodology, the study synthesizes evidence from over 30 published academic journals, industry benchmark reports, and platform analytics publications spanning 2010-2024. Theoretical grounding is provided by the AIDA Model, Uses and Gratifications Theory, and Engagement Theory. Key findings reveal that entertainment value and authenticity are the strongest drivers of brand engagement with Instagram Reels, followed by influencer credibility and content informativeness. Industry benchmarks consistently demonstrate that Reels outperform static posts in engagement rate (3.8% vs. 1.4%), brand recall lift (+26%), and click-through rate (+35%). These findings carry significant implications for marketing practitioners seeking to optimize social media strategies and allocate digital advertising resources effectively in competitive content environments.
Raulo et al. (Mon,) studied this question.