Every week a client asks me some version of the same question: should we focus on Reels or just post photos? The honest answer is both — but not equally, and not for the same reasons.
Why Reels win on reach
Instagram's algorithm heavily favours video, especially Reels. If you want people who don't already follow you to discover your business, Reels is your best tool. A well-made Reel showing your process, your product, or a day at your business will reach 3-5x more people than a static photo will. For new audience growth, there's no comparison.
This matters for local businesses in particular. Kelowna and the Okanagan have a strong sense of community — people want to buy local, but they need to know you exist first. Reels put your face and your business in front of people who live nearby and are looking for what you offer.
Where static posts still win
Your existing followers — the people who already know and like you — engage more with static posts. A clean product photo, a before-and-after, a quote from a happy customer. These don't reach as far, but they keep your current audience warm and remind them you're still active. That matters when someone is deciding who to call.
Static posts also make your feed look polished. When someone visits your profile after seeing a Reel, what they see next either builds confidence or kills it. A clean, consistent grid of photos tells them you're professional and worth taking seriously.
The mix that works
For most local businesses, I recommend two Reels per week and a handful of supporting static posts and stories. The Reels do the heavy lifting for growth; the static content keeps your community engaged. Stories bridge the gap — quick, low-effort, high-frequency. They keep you top of mind without requiring the production value of a full Reel.
The worst thing you can do is nothing. An inactive account signals to both the algorithm and potential customers that you might not even be open anymore. Consistency beats perfection every time.
