Instagram is testing a new function that allows reels to be played faster. By simply tapping the edge of the screen, users could consume content even faster - a function that we are already familiar with from other platforms such as WhatsApp, YouTube and TikTok. What is an advantage for many users could pose challenges for content creators and companies.
Always Higher, Faster and Further?
The ability to play reels faster is nothing new in today's digital world. Platforms such as YouTube and TikTok already offer a similar function to give users greater control over the speed of their media consumption. Speeding up content meets the growing need for efficiency - users want to consume as much content as possible in as little time as possible. Instagram could soon make this possible with its latest feature.
In addition to the speed-up function, the platform is also working on a pause feature. Instead of holding your finger permanently on the screen, a simple tap could be enough to pause a reel in future.
Content Must Convince Even Faster
Users already decide in fractions of a second whether to continue watching a video or scroll on. The new speed-up function could speed up this process even further. People who play content in fast mode perceive fewer details, which means that emotional subtleties may be lost and call-to-actions have less time to take effect. This means that companies and creators need to make their content even more compact, appealing and clear. Long intros or complex storytelling approaches could lose their impact if users consume their reels even faster.
Storytelling in the Age of Speed Scrolling
The way in which content is created must adapt. Whereas in the past the focus was on elaborate suspenseful arcs and complex stories, today crisp, to-the-point clips are in demand. Companies are faced with the challenge of condensing their messages in such a way that they are effective even at twice the speed.
For brands, this means a strategic realignment:
Clarity right from the start: The central message should be visible and understandable within the first few seconds.
Targeted use of visual stimuli: Strong contrasts, quick cuts and eye-catching visual elements help to generate attention.
Emotional storytelling: With humor, suspense or inspiring moments, content can captivate even in the shortest amount of time.
Clever placement of call-to-action: Clear calls to action remain essential, but need to be integrated even more precisely and unobtrusively.
Strengthen the bond with the target group: Even in short sequences, the emotional connection to the target group must not be lost. Authenticity and identification potential are essential.
Creativity as a unique selling point: In a world full of AI-generated content, it is original ideas and unconventional approaches that really stand out. Creative minds are therefore more in demand than ever.
Building an Emotional Bond with the Target Group Despite the Fast Pace of Life
In these fast-moving times, it is more difficult than ever to establish an emotional connection with the target group. But this is exactly where the opportunity lies for brands, with authenticity being the key to success. Instead of relying on superficial advertising messages, companies should tell real stories, provide behind-the-scenes insights and build direct relationships with their users through interactive formats. Emotional triggers such as humor, nostalgia or surprise ensure that content is not only perceived but also remembered. At the same time, a clear and consistent brand identity is becoming increasingly important - recognizable visual and linguistic elements help to establish a connection even in short sequences. The future does not belong to a pure mass of content, but to content that convinces with relevance and real added value.
Reels in Fast-Forward: What Does this Mean for Companies?
The rapid consumption of reels could also have an impact on a company's brand image. Those who are not able to present content quickly and concisely run the risk of being lost in the crowd. Companies need to rethink their strategy and focus on content that is immediately captivating and not only informs the user, but also appeals to them emotionally. A short but meaningful reel that conveys the core message quickly and clearly could be more effective than a long video with a complex storyline.
In times when every second counts, companies should make sure that their content is not only quickly consumable, but also clearly conveys their brand values. It is important to strike a balance between speed and authenticity in order to reach the target group in fractions of a second.
Success with the Speed-up Function
The ability to play reels faster could pose a challenge for companies and content creators, but also open up opportunities. The trend towards ever faster consumption of content shows that users increasingly want to shape their media experiences according to their own needs. Companies need to respond to this in order to remain relevant.
If you need support in adapting your social media strategy to these new developments, we will be happy to assist you with our expertise. At projx, you receive customized solutions in all areas of online marketing. Let's work together to develop the right strategy to position your brand optimally in a fast-moving media world!
