Aussie companies jump onto Instagram Reels to make an impact with short, sharp entertainment-based content in first influencer campaigns

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Australian Eggs and Warner Music Australia are the first Australian companies to launch dedicated influencer marketing campaigns on Instagram Reels, proving short, sharp, entertainment-based content is here to stay.

 

Adopting the new platform with ease to amplify their most recent campaigns, both Warner Music Australia and Australian Eggs enlisted influencer agency Born Bred Talent to bring their campaigns to life alongside the launch of Instagram Reels in Australia this week.

Born Bred Talent founder and director Clare Winterbourn said working with an iconic local brand like Australian Eggs to launch an innovative campaign was a career highlight because it was a great concept and message, and was also an opportunity to generate support for Australian farmers who have been severely impacted over the last 12 months.

Says Winterbourn: “Instagram influencers already have an engaged community on the platform, and so do many brands, so Reels is an opportunity to reach an active audience in a new way and capture attention with entertainment-based content.

“We’re excited to launch the first two Australian influencer campaigns on Reels and continue to experiment with new content formats to bring campaigns to life in a unique way.

“Both campaigns are already doing really well, and the content is great, so that’s a really positive sign that there is an appetite for this style of content on Instagram, and consumers are on board with the new format already.”

Colin Fairley, who is the co-founder of integrated social agency GROUND and worked alongside Born Bred Talent and Australian Eggs on the influencer campaign believes it’s critical for brands to be able to quickly adapt in order to authentically communicate with audiences: “When our trusted partners at Born Bred Talent came to us with the prospect of Reels we jumped at the chance to bring the #EggsMyWay campaign for our client Australian Eggs to a younger demographic with the authentic voice of creators.”

Warner Music Australia head of marketing Dan Ellis said he is constantly exploring new and innovative ways to present music to content-hungry audiences, and Reels was a big opportunity to launch an influencer campaign to promote the latest Ava Max single Kings & Queens in a creative way: “The launch of Reels is an exciting prospect that is sure to amplify the world of User Generated Content, which is now a key pillar in all of our marketing campaigns and Reels presents greater opportunities for us to convert content consumers into invested fans of the artists we promote.”

Content creator Jasmine Txo, who is represented by Born Bred Talent, said she is excited to embrace Reels and grow her audience on Instagram, just as she has done on TikTok: “I’m keen to create more content for Reels and engage with a new audience on Instagram through Reels, as it is the perfect platform for my style of content, which is fun, candid and entertaining.

“It’s great to see a new content format on Instagram that doesn’t require polished or overly styled content, so it allows people like me, and so many other content creators and everyday users, to engage with the Instagram community in a new way.”

With the uncertainty and brand safety concerns that surround TikTok, Winterbourn said it was the perfect time to launch Reels into the Australian market and provide an alternative platform for entertainment-based content: “For brands that were hesitant to activate campaigns and strategies on TikTok, Reels is an exciting opportunity to engage consumers who enjoy short, sharp video content on a platform where influencers and brands already have an engaged and active audience.”

Instagram Reels allows users to create and share 15 second videos set to audio with their existing Instagram community and is now available in the Instagram app for all users in Australia.