The advent of Instagram Reels has revolutionized the way businesses interact with their audience. However, the impact of Reels on consumer engagement and purchase intentions remains understudied. This study aims to bridge this gap by investigating the influence of Instagram Reels on consumer engagement, brand awareness, and purchase intentions. A mixed-methods approach was employed, combining both qualitative and quantitative data collection and analysis methods. The results reveal that Instagram Reels have a significant positive impact on consumer engagement, with users exhibiting increased brand loyalty and purchase intentions. Furthermore, the study identifies three key factors that moderate the Reel-effect: content creativity, influencer credibility, and user interactivity. This research contributes to the existing literature on social media marketing and provides actionable insights for businesses seeking to leverage Instagram Reels as a strategic marketing tool. This research contributes to the existing literature on social media marketing and provides actionable insights for businesses seeking to leverage Instagram Reels as a strategic marketing tool. This study offers valuable implications for marketers, highlighting the potential of Instagram Reels to drive consumer engagement and conversion.