Get inspired with Reels - Westwing reaches 52 million weekly views with seasonal Reels on Instagram
Munich, 14th December 2021. A simple DIY Reel on how to create a bow with leftover wrapping paper turned into a viral hit for Westwing’s Social Media Team — the short video format created 13 million views. Since the beginning of the Advent season, Westwing generates more than 52 million views with Christmas Reels on Instagram every week. Want to know how to create successful Instagram Reels and how they become a viral success? Insights from Antonia Nägele, Teamlead Social Media Growth at Westwing, on how to turn a static Instagram account into an entertainment channel.
Westwing’s Christmas Reels reach more than 52 million weekly views on Instagram. Is inspiration that meets the Zeitgeist what followers want to see?
It was great for us to see that our first seasonal Reel went viral — a simple DIY hack about how to create gift bows from leftover wrapping paper. The engagement of our community was very high. We received many positive comments like “great idea”, “mega tip” and lots of emojis, that showed us that we have great potential here and what our followers are interested in. We put all our efforts into expanding Instagram Reels, multiplying the success. Apparently people like what they see and follow us to see more.
What are your three top tips for creating a successful Reel?
It is a mix of multiple factors if a Reel turns out successful. Here are my three top tips to create a viral hit:
- Overall, a catching concept of the video is the biggest view driver. Generally seasonal DIYs, hacks and recipes that can be easily recreated at home and look extraordinary have the highest success. For our DIY Reels you do not need a lot of “ingredients” or material — that is why they also work on an international level. Take on simple topics, such as napkin folding, gift wrapping or the art of table setting — these are all subjects that many can relate to during holiday season and make your home special.
- It is not expensive to recreate our DIY tips at home: With everyday objects like napkins or paper you can turn something very simple into extraordinary decoration for your home, like leftover wrapping paper into a beautiful gift bow.
- Picture language and music are key! Christmas music captures the atmosphere and the spirit of the seasonal time. If the Reel is then also recorded in a beautiful way: We most likely have a viral Reel!
Are Reels driving the overall Instagram success?
Yes, 100%! We see a direct correlation between our account reach and Reels views. In the past weeks 52 million people saw our short videos per week, this is crazy! The more people see our Reels the higher the impact on our follower growth. Our guiding principle is: Viral content is key.
Do you think Reels and entertaining content are the future of social media?
Definitely. Even Instagram CEO Adam Mosseri announced that the platform will increase their focus on overall video formats. I see video, especially short-form video, as a new way to entertain all age groups with easy to consume, highly relevant and especially authentic content. Potentially even social media content will replace TV? Who knows what the future holds.
About Westwing
Westwing is the European leader in inspiration-based Home and Living eCommerce with EUR 433 million of revenue in 2020. Through its ‘shoppable magazine’, Westwing inspires its loyal Home Enthusiast customers with a curated product selection and combines that with gorgeous content. With unparalleled loyalty, Westwing is generating more than 79% of orders from repeat customers. Westwing’s mission is: To inspire and make every home a beautiful home. The company was founded in 2011 and is headquartered in Munich. Westwing went public on the Frankfurt Stock Exchange in October 2018 and is active in eleven European countries.