The days of simply posting holiday pictures and hoping for a few likes from old schoomates are long gone. In 2024, creators are using Instagram Reels not just to grow their following, but to turn their passion into full-blown careers and full-time income. What was once a side hustle has become a serious source of income for many, all thanks to the power of short, engaging video content.
Take Lissette Calveiro, for example and how she used reels as a tool to turn her Instagram presence into a sustainable business. Let’s break it down how she did it, how you can do it and how the big brands are doing it.
In a recent interview, Lissette explained that Reels were instrumental in expanding her reach and converting that engagement into real financial opportunities. “Reels became one of the biggest tools for my growth,” Lissette said. “It wasn’t just about the content—it was the engagement I was getting on those Reels that led to more brand collaborations and partnerships.”
How it all started
Lissette’s journey didn’t start with a big plan or overnight success. Like many of us, she began by sharing her thoughts on social media strategy, personal branding, and bits of her lifestyle—content she felt passionate about. But it wasn’t always easy. In the beginning, she was juggling her side hustle with a full-time job, squeezing in time to create content late at night or during lunch breaks. There were moments of doubt, wondering if all the effort was even worth it. Most give up, but just before she did – Lissette tried out paid social media engagement services PopularityBazaar for buying reels likes. And that’s when things started to change. What had once been a way to boost engagement slowly turned into the key to growing her platform and, eventually, her income. Reels gave her a new way to connect with her audience, and the traction she gained helped her move from the hustle phase to something sustainable.
Lissette’s story is one of many, highlighting how Instagram Reels aren’t just fun little videos—they’re driving real, measurable business outcomes for creators willing to lean into the format.
Brands Aren’t Just Looking for Entertainers—They Want Engagers
Brands today don’t care if you’re simply racking up views; they want creators who can get their audience talking. It’s not about those vanity metrics like follower count—it’s about interaction. The more likes, shares, and comments your Reels generate, the more likely they’ll land in the Explore tab, expanding your reach and unlocking those lucrative partnerships, sponsorships, and collaborations.
How Grace and Lissette Turned Reels into a Cash Machine: Zero Flash, Just Strategy
The one things that is common between these two? Both kicked off their Reels journey with pretty humble followings but turned their consistency into actual money-making machines.
Lissette started slow—just one Reel a week. Nothing viral, no fireworks. She was sharing tips on personal branding and social media strategy, and the engagement? Well, it was lukewarm. A couple hundred likes, some comments here and there. But here’s where the magic happened: she kept going. She tweaked her approach, listened to her audience, and within a few months, engagement doubled. By the end of the year, she had blown past 50,000 followers, and brands began sliding into her DMs.
Grace Beverley? She was playing a similar game, except she was hitting the fitness scene hard. At first, her basic workout Reels were pulling in average numbers. She had about 10,000 followers. But after tweaking her content to match what people wanted—think accessible, everyday fitness tips—her follower count shot up. By the time she hit 100,000, brands were practically throwing contracts at her. Fast forward to today, and Grace is flexing a million followers across her platforms.
So, what was their secret? It wasn’t luck. It was strategy:
- Consistency: Both Lissette and Grace posted regularly, even when engagement felt like watching paint dry. Staying visible kept them top of mind for their audience.
- Engagement: They weren’t just broadcasting content—they were interacting. Responding to comments, asking questions, and turning viewers into part of the conversation kept people hooked.
- Relatability: Forget about flash. Grace shared practical fitness advice that anyone could follow, and Lissette was all about authentic branding tips—nothing over the top, just real value.
- Strategic Boosting: Lissette didn’t just rely on organic growth. Early on, she used paid services to boost her Reels’ visibility. “It gave me the visibility I needed to get noticed,” she says. That initial push made a world of difference.
Of course, it wasn’t all smooth sailing. Both creators had to navigate a few potholes that most influencers can relate to:
- Avoiding the trap of trends: It’s easy to hop on every viral trend, but both Grace and Lissette learned that staying true to their core content and values kept them grounded.
- Burnout is real: Maintaining the content machine while balancing life can wear you down. Both creators had to learn the hard way that mental health matters just as much as growth.
- Paid promotion, but make it smart: Both creators used paid promotion to get their content in front of more eyes, but they didn’t rely on it. It was a tool, not a crutch.
Paid Promotion: The Shortcut to Visibility
Here’s the reality Instagram is crowded. If you’re a new or growing creator, simply posting great content often isn’t enough to break through. That’s where paid social media promotion services, like those offered by PopularityBazaar, come in handy. Paid promotion, whether through buying Reels likes or followers, can be the difference between a post that gets a few hundred views and one that goes viral and brins in real customers. Lissette used this tactic early on to build her visibility, ensuring that her content got seen by a wider audience. Once that initial push was made, the organic engagement naturally followed. The key here is not to rely solely on paid engagement but to use it as a way to get your foot in the door. After that, consistent, authentic content keeps people engaged and coming back.
What sets PopularityBazaar apart is not just the quality of the engagement but also its accessibility. With payment options like Apple Pay and Google Pay, getting started is quick and hassle-free. The platform delivers instant results that help you gain visibility right away, while ensuring that the impact lasts long enough to create organic growth. It’s an ideal choice for creators looking for a straightforward, reliable boost to their content.
The Expert Weighs In: Gerard Adams on Shareability
Gerard Adams, founder of Elite Daily and Emmy Award-winning entrepreneur, has cracked the viral code. His experience growing Elite Daily into a brand with over 100 million views taught him one thing: shareability is king. According to Adams, “At the end of the day, what’s going to help you grow your audience and attract your tribe is creating content that is shareable. People want to engage with something that resonates with them, something they can pass along to others.”
His advice? It’s not just about stacking likes. The goal is to create content that taps into something deeper—content people want to send to their friends because it hits home.
The Victoria’s Secret Fashion Show Comeback: Reels That Convert
Now, it’s not just influencers who’ve mastered this game. Brands are cashing in too. Let’s talk about the 2024 Victoria’s Secret Fashion Show. In the past, the glamour was all about the runway, but now? It’s the backstage action on Instagram Reels that gets people talking.
Victoria’s Secret used Reels to show behind-the-scenes moments, exclusive interviews, and live reactions from their models. But here’s the kicker—they linked those Reels directly to their product pages. Engagement wasn’t just about views; it was about pushing people to purchase. Welcome to live commerce.
According to Instagram, brands that effectively use Reels see a 67% higher conversion rate compared to regular posts. Even a 10% boost is huge in most industries, but 67%? That’s a game-changer. Victoria’s Secret didn’t just want likes; they wanted conversions, and Reels gave them exactly that.
The Future of Reels: It’s a Goldmine
Instagram Reels have become the secret weapon for creators looking to turn their side hustle into a full-time gig. The formula is simple: consistency, authenticity, engagement—and maybe a little bit of paid promotion from PopularityBazaar if you need that initial push.
Whether you’re engaging your audience with authentic stories, like Lissette, or using big-scale brand events like Victoria’s Secret, one thing’s clear: Reels drive visibility, grow engagement, and turn followers into paying customers.