Reel Stories: The Evolution Of Storytelling Techniques In Instagram

Abstract

This thesis explores how creators use storytelling in Instagram Reels to build connection, express identity, and navigate the tension between authenticity and algorithmic visibility. In a media platform shaped by fast-paced attention economies and participatory culture, Reels offer a unique case study: they're very brief, visually and emotionally charged, and most of the time, strategic. Through a mixed-methods approach that combines in-depth interviews with ten content creators and an analysis of their engagement metrics, the research reveals how different storytelling techniques influence and shape audience interaction. The work is grounded in three theoretical frameworks: Prosumers and Co-Creation (Toffler, 1980), Convergence and Participatory Culture (Jenkins, 2006, 2009), and Narrative Identity (McAdams & Josselson, 2006). The findings show that while algorithm-aware practices (like using trending audio or subtitles) can enhance visibility, it is often emotionally authentic, story-driven content that creates deeper engagement and connection. This thesis contributes to the academic understanding of social media storytelling and highlights that even within the compressed format of Reels, storytelling remains a deeply human act, shaped by emotion, context, and the desire to be seen, understood, and remembered.