Just realized that I ignore reels from brands and always try to consume content from people. And this is as default, from previous experience outside instagram.

It nails down to stories (literal storytelling) or what feels like a story (because most of them are faked now).

So it’s difficult for brands to market directly, but there are exceptions like Nuphy (mechanical keyboards).

But the entry barrier for a new brand is high. At least for a niche target in my demographics.