The study titled Impact of Instagram Reels on Consumer Buying Behaviour with Special Reference to Coimbatore City aims to analyze how social media content influences consumer purchase decisions. Instagram Reels have become one of the most popular short-video features that allow businesses, influencers, and marketers to promote products creatively. Through attractive videos, product demonstrations, and influencer recommendations, Instagram Reels help consumers discover new products and develop interest in purchasing them. This study focuses on consumers in Coimbatore to understand how Instagram Reels influence product awareness, purchase intention, and buying behaviour. The research is based on primary data collected through questionnaires from social media users. Tools such as percentage analysis, ranking analysis, and correlation analysis are used to interpret the collected data. The findings reveal that Instagram Reels significantly influence consumer awareness, product interest, and impulse buying behaviour. The study concludes that Instagram Reels act as an effective digital marketing tool that impacts consumer buying behaviour in Coimbatore city.