How to Post Reels on Instagram

If you want to add a collaborator to your post on Instagram, you will need to use the Instagram app. We typicaly recommend using the Instagram Business Suite for scheduling posts. You can still schedule posts and then add collaborators after they post if you wish to do that. Currently, there is no way to add an Instagram collaborator via Meta Business Suite. For information about posting Reels to Facebook and Instagram via Business Suite, click here.

You took the time to create the content, or you paid to have it made. Make sure it performs well.

High-quality video content only performs well if it’s posted intentionally. Small technical choices — from how a Reel is uploaded to how it’s presented — can significantly affect reach, engagement, and discoverability.

Here are current best practices to help your Reels work as intended.

Step-by-Step Guide to Posting Reels on Instagram

Below is a basic overview of the steps to upload a Reel. For more information and best practices regarding each point, click the text to jump to that section of the page.

1. Upload Reel
2. Create a Caption with Hashtags
3. Choose a Cover Image
4. Add a Collaborator
5. Share or Schedule Your Reel

How to Upload a Reel on Instagram

Uploading reels to Instagram is not difficult, but it does have a learning curve. There are a lot of details to consider when posting content and this guide aims to simplify that process for you so you can post confidently!

Tap the + icon (Create) on your home screen, then select Reel.

Select a video from your gallery.

These instructions are best suited for users who already have a video to upload, whether you utilized content creation services or created the video yourself. If you are looking for instructions on how to create a Reel in Instagram, click here.

Edit or trim the video if necessary and select the blue Next button.

If your video does not include music, consider adding audio — especially trending audio — to your video. Make sure the volume is very low if you are speaking over the audio. Music options may be limited if you are using a professional account (such as a business account) or monetizing your content. For more information about Instagram audio, click here.

Add or paste your caption

Write captions with intention. Both short and long captions can perform well.

Short captions work best for announcements, highlights, and simple calls to action. Long captions work best for storytelling, event details, and community-building content.

A mixed approach over time tends to perform best.

Newer accounts or accounts with smaller followings tend to perform better with captions that clearly describe the content, incorporate relevant keywords, and avoid common algorithm suppressors. Many creators find that calls to action pushing users off the platform are deprioritized in feeds. This can vary. For more information about best practices for Instagram captions, click here.

Be sure to include relevant hashtags. Gone are the days of using 20 hashtags — fewer, more relevant hashtags tend to perform better.

Edit the cover photo

Select a frame that best suits your grid. If you are working with a collaborator, be sure to review their grid as well and select a frame that works visually for both accounts.

Alternatively, you can upload a cover image for your Reel if you don’t have a still frame you like.

Add a Collaborator

Select Tag people, then tap Invite collaborators. Search for the account(s) you want to collaborate with.

Collaborations should be relevant to the other account and serve its business or audience interests. Overly broad collaborations may not trigger the desired engagement.

Sometimes posting spontaneously works out. However, if you have a professional account, you can see exactly when your followers are most active — which can help your post perform better and reach more relevant people. Learn more about checking active follower times here.

Select the Share button to post immediately.

To schedule your Reel, select More options above the Save Draft and Share buttons.

Select Schedule this Reel and choose the date and time. It’s best to select a time and day when your followers are typically online.

Learn When Most of Your Followers Are Online

If you are new to Instagram or don’t yet have many followers, your insights may be limited. In that case, think about when people typically have downtime and post around those windows. For local audiences, lunchtime and between 3:00–6:00 PM can be effective.

1. Open Instagram and go to your profile (bottom-right icon).

2. Tap Professional Dashboard at the top of your profile, under your bio and link.

3. Tap New Followers. Here you’ll see follows and unfollows, top content, top locations, age range, gender, and Most active times.

4. Under Most active times, select a day of the week to see when your followers are most active.

Common Mistakes When Posting Reels on Instagram

Even strong video content can underperform if a few key details are missed. Below are common issues that can limit reach and engagement. Even when you do everything right, sometimes the algorithmic stars don’t align in your favor. That doesn’t mean your content failed — or that it wasn’t worth creating. Social platforms constantly shift, audience behavior changes, and not every post will perform the same way. Don’t give up. There’s always something to learn from how content performs, and in some cases it may be worth reposting, adjusting timing, or testing the Reel again with a trial audience.

Uploading without a caption.
Captions provide context for both viewers and the algorithm. Reels posted without captions often receive less engagement and are harder to discover.
Using too many hashtags.
Large blocks of hashtags are no longer effective. Fewer, more relevant hashtags (typically 3–5) tend to perform better.
Not inviting collaborators correctly.
Tagging an account is not the same as inviting a collaborator. Without a collaborator connection, the Reel will not appear on both profiles and may have reduced reach.
Choosing a weak cover image.
Blurry frames, mid-motion shots, or low-contrast images can discourage taps and make your grid look inconsistent.
Posting at random times.
Posting without checking follower activity can cause Reels to miss early engagement windows, which affects overall performance.
Reposting content with watermarks.
Videos reposted from other platforms with visible watermarks may be deprioritized by Instagram.
Assuming scheduling hurts reach.
Scheduling through Instagram or Meta Business Suite does not reduce reach. Poor timing or weak presentation is usually the issue.