It’s a Reel job: How experts shoot quick, cool videos for Insta and more

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.

Gogia says that the ever-changing template is just what she needs to get creative. But in the same breath she acknowledges another challenge: “We have to deliver content that educates the consumers about the brand or their range in a way that doesn’t feel like an advertisement.”

For an ad showcasing a clothing brand, Kathak dancer Shivani Verma was roped in. She modelled the outfits as she danced in the packed, busy lanes of Varanasi, embodying Radha. An old Bollywood number played in the background.

Trends change every day. Beyonce’s song, This Ain’t Texas, is the background score of the moment. That means, it’s already dated. Ahuja says her strategy is to stay on top of what’s trending is to be permanently plugged in. “I’m on Instagram all day, every day, whether it’s for research, random scrolling, reaching out to brands, sourcing for a shoot or more.”

The algorithm isn’t all powerful. It’s learning from us as much as we’re learning from it. Rana, who also creates his own content, says creative folks shouldn’t rely on it too much. “What keeps you ahead is consistently creating high-quality engaging content that focuses on storytelling.”

Same tools, new tricks. Trends keep changing. But tools and techniques don’t evolve that quickly. Most insta-crew members recommend understanding the filters, extensions and user options already available to create new work. Think of it as writing a new poem with the same 26 letters of the alphabet. In one ad, meant to show the versatility of a designer bag, the crew filmed transitions with a popular fashion influencer. Her outfits, occasions, locations and vibe change seamlessly. The bag she carries remains the same.

Gogia adapts her work to suit the audiences that her clients are addressing. One video she shot for a homegrown coffee brand is set amidst a backdrop of vibrant yellows and blues. It narrates a story via products and tools and has a male voiceover describing the scene. It’s like a beer ad for the coffee crowd.

It’s creative but still business. Gogia, like most creative people, knows that old rules are still in play. Professionalism counts, and it’s necessary to build a team of photographers and videographers to offer a comprehensive package to a client. Rana’s crew usually has day-long shoots for brands and 3-4 hours of filming for individuals. There are moodboards, scripts, post-production sessions. “Teams can be two or three people or as many as 50,” he says.

Ahuja admits that the field is tougher and more competitive than what film-school graduates are used to. Untrained crews clutter the space, offer services for cheap, lowers standards. There are no end credits on a Reel. Good work is often plagiarised and amplified without acknowledgement to the OG creator. Clients rarely keep track of weekly trend changes. “You have to keep pushing yourself to make something fresh and new.”

Brace for change, again. “Content is becoming more data-driven,” says Rana. Info about the best time to post keeps getting updated, there’s immediate feedback on whether last week’s viral trend actually had an impact on last week’s sales. “With AI integrations through AR and VR, creative directors will now play a greater role in visual storytelling for brands and content creators,” Rana says.