August 2020: Reels lands on Instagram
Covers August 2020. Part of our search timeline: a month-by-month look at the changes that shaped SEO, AI search, paid ads and social media, written in November 2026 for local businesses with the benefit of hindsight.
Quick answer: Instagram rolled out Reels in August 2020, bringing short, vertical, TikTok-style videos into the app. That was when short-form video moved to the centre of social media marketing, and Reels are still one of the best ways to reach people on Instagram who don’t already follow you.
This search timeline entry, written in November 2026, looks back at August 2020. For trades and local service businesses, Reels opened up a simple way to show real work, from a before-and-after driveway to a quick tour of a finished bathroom.
Instagram’s big launch that summer
Instagram launched Reels so users could make short videos with music and effects, then share them in their own section of the app and on Explore. Most people saw it as Instagram’s answer to how fast TikTok was growing.
How it changed social media for local firms
Businesses that had leaned on polished photos needed a different approach: quick, genuine video that grabs attention within seconds. Those that adapted early often reached many more people than their follower numbers would suggest.
That suited trades well. A landscaper filming a garden going from overgrown to finished, or a cleaner showing an oven before and after, didn’t need a studio to make something people wanted to watch.
Making Reels work for you today
- Build short videos around the questions customers ask you and the things they search for.
- Hook people within a couple of seconds, and use captions so the video still makes sense on mute.
- Post each idea on TikTok and YouTube Shorts as well as Reels.
Frequently asked questions
What’s a good length for a Reel?
As long as it takes to get the idea across, and no longer. Lots of effective Reels come in under 30 seconds, though tutorials can run for longer.
Can Reels help people find me in search?
Yes. Instagram’s own search reads your captions and on-screen text, and from July 2025 Google results can include public posts from business accounts.
Sources and further reading
Want help with this? Our social media service plans and creates Reels that show off your work. Get in touch.
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