Making Reels come true

Filters. Collabs. Transitions. Clips that last 10 seconds. Making videos for Insta calls for being a new kind of genius

- Noor Anand Chawla

 

We’re Instagrammers, of course we’re gonna hire a Reel director. We’re Instagrammers, of course we view the world in a vertical frame. We’re Instagrammers, of course we know our transition points, voiceover speed, 10-second rule and timelapse style. We’re Instagrammers, of course we know how repetitive the Of Course trend is getting. In a world where all eyes are on the mobile screen, it’s no surprise that specialised crews have emerged, aiming to get the best out of the medium. Parika Gogia (@parikagogia), Nikhil ana (@nikhil.ranaofficial) and Diya Ahuja (@diyaahujaa) all stylists and creative directors, hit pause on their filming schedule to offer insights into a job where the algorithm and authentic selves fight new battles every day.

Every second matters. Reel directors don t have a three-minute music video to play with. Even a 90-second trailer is too long. They know their audience gives them only 10 seconds before they scroll on. “We have to craft a compelling visual experience that leaves a lasting impression within this slot,” says Rana. “The message must be crisp – either through content or with imagery.” And it must be something that other Reels don’t have. The current formula is a montage of 2-second clips with a few slower-paced ones thrown in. “The idea is to keep conceptualising ideas you yourself would love to watch.” shares Rana.