Instagram Reels have exploded in reach — short-form video consistently outperforms static images in both impressions and saves. But most Instagram widget tools either don't support Reels or only show a static thumbnail. Here's how to properly embed Reels on any website.
Why Reels matter for your website
Reels aren't just a trend — they're the primary way Instagram distributes content to non-followers. If you're posting Reels, they're likely your most-viewed content on Instagram. Embedding them on your website means:
- Higher engagement time. Video keeps visitors on your site longer than static images.
- Showcasing your best content. Reels often represent your highest-quality, most-edited content — that should be visible on your website, not just on Instagram.
- Brand personality. Short-form video communicates brand voice and personality faster than any static image can.
- Social proof. For service businesses, tutorial Reels showing your expertise are incredibly powerful conversion tools when embedded on your site.
The problem with most Instagram widget tools
Most Instagram widget services have one of three approaches to Reels:
- Ignore them entirely. Some older widgets only fetch photo posts from the basic display API and skip video entirely. Your Reels simply don't appear.
- Show a static thumbnail. Better, but clicking goes to Instagram. The Reel itself doesn't play on your website.
- Support video playback. The widget fetches the Reel's video URL and plays it inline on your site, optionally within a lightbox. This is the correct approach.
FeedPane uses approach 3 for paid plans and approach 2 on the free plan. When a Reel appears in your feed, visitors see a thumbnail with a "▶ Reel" badge. On free plans, clicking opens the Instagram post. On paid plans, the lightbox popup shows the video playing inline.
How to embed Instagram Reels with FeedPane
- Create a free FeedPane account
- Connect your Instagram account — Reels are automatically included in your feed data
- Copy your embed code and paste it on your website
- Reels appear in your widget automatically with a ▶ Reel badge to distinguish them from photos
No extra configuration needed. Reels are first-class content in FeedPane's feed system.
Embedding Reels on specific platforms
Shopify
Use a Custom Liquid section in the Shopify Theme Customize editor. Paste your FeedPane embed code. Reels will appear automatically with the video badge. See our full Shopify guide.
WordPress
Add a Custom HTML block in the block editor and paste your embed code. Reels show in the feed automatically. See our WordPress guide.
Squarespace
Use a Code Block on any page or Code Injection in site settings. See our Squarespace guide.
Reels display tips
- Use a slider layout for Reels-heavy accounts. The horizontal slider layout shows more posts at once and works beautifully for video-forward feeds.
- Don't filter out Reels. Some accounts post almost exclusively Reels. If your widget only shows photos, your feed may appear sparse or outdated.
- Add a "Reels" caption. Consider adding a heading above your widget like "Our latest Reels" when the majority of your content is video.
- Consider a grid mixed layout. Alternating between photos and Reels in a grid creates visual variety that keeps visitors scrolling.
What about Instagram oEmbed?
Instagram's oEmbed API lets you embed individual posts (including Reels) by URL — giving you a full, native Instagram embed with play functionality, like count, and a follow button. This is what you see when someone pastes an Instagram URL in a WordPress post.
The limitation: oEmbed embeds are large (50–100KB each), require cookie consent in the EU, and look like Instagram's UI rather than blending with your site design. They also require logging in to view on some devices. For a curated, branded feed of multiple posts, a widget like FeedPane is a better experience.
Summary
Embedding Instagram Reels on your website takes less than 5 minutes with FeedPane. Reels appear automatically in your feed, distinguished by a ▶ badge. Use a slider layout for video-forward accounts, and make sure your chosen widget tool doesn't silently skip Reels — most of your best content is probably video.