Instagram Reels Aspect Ratio: The Two-Part Story Sequence That Converts

Kristen Althoff, influencer marketing manager at Mary Ruth's, breaks down exactly what to book on Instagram to drive real conversions rather than just impressions. She argues that mid-to-micro influencers (50k to 250k followers) are the sweet spot for supplement brands because fixed fees stay manageable relative to realistic revenue from a $30 product.

The real framework she relies on is a two-part Instagram story structure: an introductory sequence of three to five frames explaining the partnership, followed by a reminder story in the same month that refreshes followers with the influencer's code. Kristen is direct that a single story post rarely moves the needle, and that conversion compounds across the second and third months of an ongoing relationship. She also makes a clear distinction between Reels, which she values for awareness and engagement, and Stories, which win on conversion because viewers can tap directly to a purchase link.

Watch to see how she structures the brief so posts feel like a FaceTime call with a friend rather than a sales pitch.