Xiaoguo Comedy's Instagram and Reels Strategy

Xiaoguo Comedy, a popular stand-up comedy club in China, launched its Instagram account and Facebook Page in mid-2022 with a focus on Reels. Their strategy included:

• Posting Reels in a vertical aspect ratio optimized for the format
• High posting frequency, averaging 1+ Reel uploaded per day
• 95%+ of content posted were Reels
• Using the Instagram Reels Collab tool to tag comedians for expanded reach

Content Approach: Universal Comedy with Localized Translation

The key to Xiaoguo Comedy's success was their content approach, which combined short-form comedy exploring universal struggles with a Reels-first posting strategy. To connect with a non-Chinese audience, they didn't rely solely on AI translation but spent time ensuring each bit was translated accurately, considering context and timing.

Building an International Fanbase with Instagram Reels

Xiaoguo Comedy's Reels strategy helped them bypass language barriers and gain a global fanbase. By adding English subtitles, these Chinese stand-up comedians gained fans from around the world, including 24% from the US, 13% from Singapore, 7% from India and Malaysia, and 6% from Indonesia.

Tips for Editing Comedy Reels on Instagram

Xiaoguo Comedy shared the following tips for editing and promoting comedy Reels on Instagram:

• Create a series by cutting jokes into snackable Reels, capturing a punchline in each, and marking the series and part in the title.
• Interact with fans in the comments to increase engagement and drive more Reel plays.
• Use data insights to understand what your audience finds funny and adjust your content and strategy accordingly.
• Repurpose your archive content by editing it vertically and posting as a Reel.
• Use the Reels Collab tool to co-author posts with featured comedians, allowing them to share Reels to their audience as well.

Success with Instagram Reels

Xiaoguo Comedy's Senior Manager, Rui Xue, stated, "Reels helped Xiaoguo reach a new, international fanbase, helping us achieve our goal of bringing Chinese comedy to a whole new audience."