THE EFFECTIVENESS OF INSTAGRAM REELS AS A MODERN INTERNET MARKETING TOOL

Abstract

The purpose of this article is to study the effectiveness of Instagram reels, one of the modern trends in internet marketing tools. The object of study is the Instagram social platform, and the subject are Instagram reels. As a task, we singled out the study of the advantages of Instagram reels, comparing it with the Tik Tok social platform. The modernity of the topic lies in the fact that the new trend has a fairly wide recognition and opportunities: shooting short videos, simplicity of use, expansion of the target audience, as well as the availability of watching other similar videos; all of this makes this tool more interesting from the scientific point of view. The scientific novelty of the article lies in the fact that as a result of the study, the problems of evaluating the effectiveness of Instagram reels have been identified and criteria have been developed that allow solving those problems. In the article, a comparative analysis was carried out between Instagram reels and Tik Tok social media, which are competitors. The relevance of the topic lies in the fact that the new trend has a fairly wide recognition and opportunities: shooting short videos, simplicity of use, expansion of the target audience, as well as the availability of watching other similar videos; all this makes this tool more interesting from the scientific point of view. In the article, a comparative analysis was carried out between Instagram Reels and Tik Tok social site, whci are demanded competitors.