What it means for a Dubai business
Reels are how most new people find an account on Instagram today, because they are shown well beyond your followers. That does not mean they win on every measure. In our counts of Dubai accounts over 90 days, Reels drew the most likes and comments per follower for aesthetic clinics and business setup firms, while photos or carousels did better for dental clinics, real estate brokerages, interior studios and event companies.
So Reels are for reach and first impressions. Photos and carousels often do more with people who already follow you.
Example
A real estate brokerage posts one Reel a week walking through a community at street level: the park, the school gate, the walk to the metro. No unit and no price, so no permit is needed. The Reel reaches people researching the area.
Common mistake
Turning every photo into a slideshow Reel because “Reels get reach”. A Reel has to earn the watch in the first seconds. If there is no movement or story, post the photo.