Role of Instagram Reels in Creating New Women Home-Based Entrepreneurs

Abstract

The rapid growth of social media has transformed how businesses are established, promoted, and managed. This study examines the role of Instagram Reels in creating and supporting new women home-based entrepreneurs, with emphasis on product and service promotion, brand awareness, customer reach, sales growth, income generation, and entrepreneurial development. A descriptive research design was adopted and primary data were collected from 100 women home-based entrepreneurs through structured questionnaires, personal interviews, online survey forms, and direct interaction. Percentage, tabular, and graphical analysis were used. The findings show that Instagram Reels provides an affordable and accessible marketing channel: 60% of respondents reported a significant increase in customer reach and 45% reported a high increase in sales. Boutique/fashion and homemade food businesses were the most common categories. The study also recognizes content creation difficulties, technical skill gaps, changing algorithms, and competition as challenges. Overall, Instagram Reels supports women-led home-based enterprises by expanding market reach, reducing marketing barriers, and encouraging digital entrepreneurship.