This qualitative research investigates the impact of Instagram Reels on small businesses in Pakistan, exploring the perceptions, experiences, and strategies of business owners regarding the use of Reels for marketing purposes. Through semi-structured interviews with 10 small business owners, insights were gathered on the influence of Reels on brand expansion, effective utilization strategies, and new business opportunities, standout advantages in social media, long-term vision, concerns, and future adjustments. The findings reveal that Instagram Reels serve as a dynamic tool for enhancing audience engagement, brand awareness, and overall business promotion. Creativity, consistency, and strategic planning emerge as critical factors in maximizing the effectiveness of Reels. The study contributes to theoretical understanding by integrating the Technology Acceptance Model (TAM) and Social Cognitive Theory (SCT), offering a holistic framework for analyzing Reels adoption. Practical recommendations are provided for small businesses to experiment with diverse content formats, develop structured posting schedules, utilize analytics tools, encourage interaction, and stay abreast of platform changes. By implementing these recommendations, businesses can harness the full potential of Instagram Reels to drive growth in the digital landscape.

Keywords: Instagram Reels, Small Businesses, Social Media Marketing, Brand Promotion, Audience Engagement.