Are creators and brands ready to ride the one-second reel wave?

New Delhi: Making content in trending content formats has a greater chance of getting noticed. It's like adding a secret sauce that grabs attention, gets people talking, and makes your posts the life of the digital party.  

The recent trend in this digital party is a ‘one-second reel’ on Instagram. These tiny, looping videos are driving massive engagement and going viral at lightning speed. In total, it’s a trend that a creator or even brands can’t ignore.  

Recently, Adam Mosseri, Head of Instagram, stated that the platform will shift its focus from long-form video content to short-form, reinforcing the one-second reel trend. 

In this story, BuzzInContent.com dives into the buzz around the one-second reel trend, sharing insights from creators and experts in the influencer marketing world. They dish out why it’s a big deal, how to rock it in campaigns, and the curveballs it throws our way. 

A trend that one can’t ignore 

According to Atharva Ruke, actor and digital content creator, “One-second reels capture moments in a blink, making them perfect for sharing snippets of daily life or highlighting key points in a dynamic way.” 

Rubeena Singh, Country Manager India and MENA, AnyMind Group, admitted that while storytelling requires a lot more time to be established, such trends can be leveraged to pique curiosity and lead people to another content piece that continues and completes the hinted storytelling in the one-second reel.  

She said, “One-second reels have conversational value and offer something quirky in the feeds of the users. The appeal lies in the audience being curious as to what the creator is conveying within that one second.” 

Explaining it further, Siddharth Ostwal, Head of Brand Solutions at Finnet Media, suggested that the brands could incorporate one-second reels into their broader content marketing strategy, using them to grab attention quickly before leading viewers to more in-depth content.

Comparing its dynamic lifespan to that of static posts, Ostwal added, “Storytelling in one-second reels harks back to the essence of static posts, relying on a strong visual hook complemented by textual context. This approach ensures that even the briefest content delivers a clear and engaging message.” 

How brands and creators can use one-second reels for engagement purposes 

When it comes to leveraging the one-second reel for influencer marketing, most of it hinges on creativity and finding that 'micro-moment’ that can resonate with the audience.  

As Ruke aptly put it, the key is to be memorable and engaging, even in such a brief span.  

According to Deesha Katkar, an actor and digital content creator, the trend can be used by influencers to tease launches, share quick testimonials, or spotlight key product features. 

Even Singh of Anymind Group suggested that brands can use them to showcase flash offers, discount codes, product sellouts, and more.  

She added, “One-second reels are much more than static, yet they require a similar attention span.”

As Ostwal puts it, one-second reels are particularly relevant for meme marketing and brands focused on pop culture, although their impact might be short-lived. 

While the threat of being dynamically creative in such a short span is real, the trend also seems to cater to some particular niches of content due to its looping tendency.  

The challenges for brands riding on one-second reels 

The influence of such marketing may be as short-lived as its duration. According to Ostwal, “the return on investment in terms of branding or conversions may not be significant unless executed with exceptional creativity.” 

Tanishk Rajput, a digital content creator, called out the trend of feeding creators with a ‘false sense of success’ with his burgeoning views. He believes that such low-effort content does less to build a creator’s profile, while high-effort content helps build face value and a loyal audience.  

With such a short time span comes the challenge of brand recall. According to Urvashi Khanna, VP, Content and Brand Solutions, Asymmetrique, while one-second reels can help boost the intrigue factor and brand recall of already established brands, it will be comparatively tougher for newer brands to establish that connection in just a second.  

Rajput added that one-second reels add to the clutter and with so many reels, brands don’t really get to play the ‘recall’ card as Instagram is predominantly a scrolling platform. He opined that the views are pretty superficial since no one checks out profiles or follows anyone based on a one-second reel.

Ostwal opined that the challenges with nano-format content include the lack of calls to action (CTAs) and difficulty in community building, making it hard to monetise and maintain relevance.

Roadblocks for creators banking on the one-second reel trend 

Speaking from a creator’s perspective, Katkar added that while the trend allows creators to stay consistently active with little production effort, the pressure to keep content engaging and fresh still looms. 

Priyanshu Modi, Writer and Filmmaker, kept a view through the glamourising smokescreen and said, "People hopping on this trend are doing so because of the astonishing number of views such videos are garnering, but they are going to soon realise that in a longer period of time, such views, or reach, does not compound to anything."

Speaking on the same lines, Himanchal Gupta, Tech Creator, hopes that the trend is a passing cloud and not something permanent as certain niches may also find it difficult to fit storytelling in such a short timespan, like that of tech and infotainment. 

Sahil Mehta, a comic content creator, asserted that this trend requires minimal to no effort on the creator’s end and that, in a content-oriented ecosystem, the creator needs to prioritise the quality of content over anything else.  

Niharika Jain, Content Creator and Founder of Dumroo, echoed the sentiments and added, "For creators like me, who dedicate hours to shooting and editing, this trend can feel like it undermines the effort and artistry involved in producing high-quality content."

Addressing the brevity of such content, Vibha Sharma, VP and Business Head, 1862, Bacardi Global, Only Much Louder, said, “Not all types of content can be effectively condensed into such a brief format. The brevity of one-second reels will likely result in a high volume of content, making it difficult to stand out amidst the crowd.” 

Just a fad or here to stay? 

While the trend in itself might seem like a minimal effort, minimal return ecosystem, Ruke believed that the future of the trend hinges on the fast-paced nature of social media. He added, “As the trend evolves, balancing creativity with brevity will be essential for sustained success.” 

OML’s Sharma opined that this trend is likely to evolve into a complementary format within broader content strategies. Creators and brands could integrate one-second reels with longer videos, stories, and posts, crafting a cohesive and diverse content experience.”

She added that this synergy would not only enrich the content ecosystem but also cater to varying audience preferences, ultimately driving higher overall engagement and brand resonance.

Kunal Khandelwal, Group Head - Outreach, SoCheers added that the future of one-second reels is indeed intriguing not just for content creators but also the end viewer, as it offers both exciting possibilities and potential challenges for creators while a new form of content to consume for a viewer.

He said, "As one second reels remove the unseen barrier, soon the upcoming creators will join the wagon and leverage this format to its full potential, thus creating a more diverse and dynamic pool."

He also added sceptcicism that while such content may be snackable, its sustainability is under question.