A Step-By-Step Guide To Mastering Your Instagram Video Strategy
How important is video marketing in 2020? On Instagram, it's everything. In fact, more than half of consumers want to see video content from their favorite brands, according to HubSpot. Ready to deliver?
If you're thinking about adding Instagram Video to your social media marketing strategy, there's never been a better time than now.
What makes video content so enticing to viewers? Everyone loves a good photo, but videos are magnetic. When we want to learn how to do something, vet a new brand, investigate a new product, or see how something works, we watch videos.
Not surprisingly, marketers have caught wind of this consumer pattern, and now, 87% of them use video marketing to build brand awareness and engage their audience. Can you guess which platform they're focusing on?
If you guessed Instagram, you're right. Between Stories, Live, IGTV, and video posts, it's never been easier to deliver your message to the masses.
In this guide to Instagram video, you'll learn:
Why video content is so popular
What kind of videos to post
How to build brand awareness and keep your audience engaged
The different types of Instagram videos
Ready to get started? Let's get right to it.
Why Instagram Videos Are Insanely Popular
What makes Instagram optimal for video content? People are fired up about videos, and a recent study revealed that video posts on Instagram get twice the comments of static image posts. Double the engagement, double the fun!
The news is out that video engagement is on the rise, and marketers are jumping on board. Instagram is an easy platform to navigate, and videos open the door for brands to tell their stories, share behind the scenes footage, and highlight their products.
It's a win-win because, as it turns out, that's what consumers want to see. Before video content exploded in popularity, consumers relied on product images to nudge them toward a purchase.
Now? They have the option to go full-blown private investigator and vet a brand before buying their product. Are you interested in buying the new iPhone SE? Head over to Apple's IG, because there's video content to get you jazzed up.
Sure, everyone still loves photos, but there's no denying the impact video content has on connecting consumers with brands.
When you start posting videos to your business's Instagram account, you'll:
Increase engagement
Tell a compelling story
Grow your audience
Connect with your followers on a deeper level
That's a connection worth investing in!
It's clear that Instagram videos are a great tool to engage with your audience, so how can you start creating and posting videos? Let's find out!
How To Create Instagram Videos
Unsure where to start? There are several video formats on Instagram to choose from, and we'll go over each one to give you a broad overview.
The good news is that all you'll need is a smartphone and video editing apps or an online software. Instead of hiring a videographer, editor, and production team, grab your phone and start creating video content in seconds!
A variety of video formats means you can get creative with what type of content you post. Let's have a look at each of the Instagram video formats.
News Feed Videos
When Instagram video first hit the platform in 2013, users were limited to recording short, 15-second videos on the spot. Today, you have the luxury of creating 60-second videos and posting them according to your content schedule.
Video specs:
Format: MP4 videos in landscape, portrait, or square
Size: It's best to keep video files below 50MB
Length: Up to 60-seconds
Aspect Ratio: 1.91:1 to 4:5
Carousel Posts
Have a video sequence sequence you want to post to your feed, but it exceeds one minute? Create an album and share clips as a carousel post, like this example from @obe_fitness.
Simply tap the album button and choose which clips to share. From there, trim the length of each video and add a cover photo.
The specs for carousel posts are the same as news feed videos; the only difference is that you're selecting multiple clips.
Instagram Stories
When Instagram introduced Stories in 2016, it spread like wildfire. There's something about Stories that connect people to one another. Perhaps it's the spontaneous, candid nature, but people love watching Stories. And the best part? You can prolong the life of your Stories by compiling clips into your profile Highlights, as seen here in @Byrdiebeautyβs #Instatry.
Stories are one of the easiest Instagram videos to create, and they leave a lasting impression. Few video formats are as engaging as Stories, primarily because they are often accompanied by interactive features like stickers, polls, GIFs, and filters.
Video specs:
Format: MP4 videos in landscape, portrait, or square
Length: Up to 15 seconds
Aspect Ratio: 4:5 to 9:16
Instagram Live
Instagram Live is a powerful way to get face to face with your audience. You can highlight new products, talk about an upcoming campaign, or host a dinner party like @bonappetitmag.
Going Live is a great way to put your finger on the pulse of current events, especially in light of the Coronavirus pandemic. When you go Live on Instagram, you essentially tell your audience βWe are here, we are available, and we are real humans behind this brand.β
Video specs:
Format: MP4
Orientation: Portrait, shot from a mobile phone
Length: Up to one hour
Aspect Ratio: 9:16
IGTV
As the newest Instagram video format on the block, IGTV is proving an excellent tool for creating a custom channel. Brands can create weekly shows highlighting products or team members. Use IGTV to tell stories and build brand awareness, like this moving series from @life.stories.goalcast.
Video specs:
Format: MP4
Orientation: Landscape or portrait
Size: 650MB to 3.6GB, depending on the length of the video
Length: Smaller accounts can post up to 10 minutes, and large accounts can post for 60 minutes or more if the account is officially verified
Aspect Ratio: 9:16 for portrait videos, and 16:9 for landscape
We've covered the basics of each of Instagram's video formats, now let's explore them in more depth. But first, a word on branding.
The Importance of Branding Your Video Content
All of your social content should flow seamlessly with your branding to make it recognizable to your audience. Elements like your logo, tagline, fonts, and colors should accompany your Instagram videos.
When viewers scroll through their feed, they won't have to look at your handle or profile picture; they'll identify you by your branding.
Why is branded content important? Because when visitors come to your page, theyβll find a cohesive theme throughout your entire feed.
Letβs look at two examples:
On the @Oreo Instagram, every post is unique but contributes to the greater aesthetic of their themed content.
The @redbull account isnβt necessarily design centric, but remains authentic to its overarching theme and mission: to highlight and endorse talented athletes.
PosterMyWall makes it easy to create branded video content. Design your Instagram video with editable templates, add your signature branding elements, and start sharing!
So, ready to get your message moving? Let's dive into each of Instagram's video formats.
Types Of Instagram Video Content To Post
Instagram is so appealing because you can share different types of engaging video content.
Before you start sharing, think about the overall message you want to send to your audience. Do you want to make people laugh? Perhaps you want to evoke strong emotions?
Once you have a clear vision, start posting content to either promote your product lineup, or build awareness about your business or establish yourself as an authority in your niche market.
Instagram Videos For Product Promotion
What's the first thing people do when they hear their favorite brand is dropping a new product? Look for videos!
Within the span of 60-seconds or less, you can tease a new product to your audience that will generate hype and stick in their minds.
Take a look at this example from @KodiakCakes. Rather than only posting an image of their newest product, this video weaves a story that gets viewers invested in discovering the flavor of their latest tasty treat.
Instagram Videos For Building Brand Awareness
Sharing video content is an excellent way to build brand awareness, and get your community involved with your brand values.
When you do, your brand becomes more relatable and trustworthy.
Look at this example from the @Gillette Instagram. Instead of merely promoting razors and grooming products, they highlight real barbers talking about the importance of grooming.
By putting the spotlight on professionals, they instantly endorse their brand and build credibility.
The great news is that you can apply this to any industry or niche.
Here are some ideas you can start sharing:
Customer testimonials
Recipe tutorials
Educational videos
Q&Aβs
The world is your oyster, really!
The goal is to post bite-sized videos that entice viewers to tune in, like this informational post from @Aveda about how to keep hair hydrated.
Nail The First Impression
We know that creating Instagram video content is easier than ever, but with everyone hopping on the video train, how will your content stand out?
Let's zoom in on the details to help you really make a strong impression and boost engagement. A few tweaks to your presentation will help the rubber meet the road.
Choose An Intriguing Video Cover
Roughly 100 million posts are shared on Instagram every day β that's quite a number to compete with. That's why it's vital to post content that captivates your audience.
One of the best ways to grab their attention instantly is to choose an intriguing cover for your video post.
Otherwise, you may work hard to create the video, only to post it and get little engagement. It's essential to pay attention to the small details that help your content stand out.
Choose a cover photo that captures the heart of your video
Make sure itβs attention grabbing, like this post from @OutdoorVoices, so that people will stop scrolling their news feed and watch
Grab Them In The First Few Seconds
According to Wyzowl, the average person's attention span is 8.25 seconds, which means your video content needs to grab viewers within the first few seconds.
Start your video off with a bang to instantly engage viewers, stimulate them to watch til the end, and increase your engagement rates.
Can't go wrong by luring people in with cute animals! If it works for Apple, it'll probably work for you, too.
Create Videos That Aren't Audio-Dependent
Even if you prompt your audience to turn up the volume, 85% of them are going to watch without sound.
Videos auto-play in the news feed and most people don't tap the volume button to turn on the sound.
With this in mind, your Instagram videos need to stand on their own visually. There's an easy solution for that! Add closed captions or instructions to your videos to let people read along, like this recipe from @AmysKitchen.ο»Ώ
Use Video Templates To Offset Recorded Videos
Sometimes we simply donβt have the time to go Live, or jump on Stories and talk directly to our audience. Thatβs when it helps to have templates within armβs reach to keep video content prevalent in your feed.
With PosterMyWallβs square video templates, you can easily craft video content from premade templates.
Hereβs how:
Select your template
Customize it to match your branding colors, fonts, and imagery
Start sharing!
These eye-catching videos can stand in when youβre unable to record a Live video or curate video content for your feed.
Share More Personal Videos On Instagram Stories
Stories are your chance to get personal and humanize your brand with spontaneous, candid content.
People love to see behind-the-scenes content from their favorite brands.
Unpolished video content works alongside your branded, professional content to show the relatable side of your business.
Here are some ideas:
Take your audience on a video tour of your office's breakroom
Share behind the scenes content, like this Stories sequence from @Teva, featuring climate change advocacy, conferences, and employee styling tips
Sharing consistently to your Stories helps build brand awareness and keep you relevant in your followers' news feeds.
The best part about Instagram Stories is that you can play around with what works and what doesn't. Soon enough, you'll get into a rhythm.
Not sure what to share? Here are some content ideas to get the creative juices flowing.
Instagram Stories Video Ideas
Behind the scenes footage of your office, stores, or production process.
Unboxing videos of your latest product or teasers for an upcoming launch.
Product highlight videos, like this styling video from @UnitedByBlue.
Stories sequences are great for bringing a concept to life. For example, share the process of rolling out a new product in 5-6 videos, like this sequence from @Summersalt.
Interactive Templates like bingo cards, checklists, GIF games, This Or That or Current Favorites β You can even customize your own eye-catching Stories templates in PosterMyWall.
Add Stickers, GIFs, and Stories Features
To really get your viewers engaged, take advantage of all the interactive stickers and Stories features. Right now, influencers and users are promoting their favorite brands with the Support Small Business sticker.
To use the sticker, simply open your Instagram Stories and take a picture or video. Then, add the βSupport Small Businessβ sticker. Lastly, type the name of the business and share it to your Stories!
It's essential to take advantage of this sticker for your business' marketing strategy to:
Immediately build credibility with your audience
Encourage customers to share your business
Repost customer shares to your Stories
Right now, more and more people are compelled to support local businesses through the Coronavirus pandemic. Additionally, you can use the sticker to promote other small businesses, and they might just share your business in return!
Track Analytics To Tailor Content To Your Audience
As you post Stories, track your Instagram Insights to see which content is performing best. Does your audience prefer long-form Stories or short, bite-sized videos?
Here are some things to look for:
Experiment with different lengths and formats to see which videos people respond to most.
Which Stories are getting the highest engagement?
Are people watching your Behind The Scenes Stories more than product highlights?
Use these insights to tailor your video content to best appeal to your viewers
Build Hype With Instagram Live
Want to tear down the wall between you and your audience? Then it's time to go Live! Instead of curating video content ahead of time, Live is entirely candid and recorded from a mobile device.
Going Live is a great way to show the human side of your brand and prove that there are people behind the products.
So, how do you use Instagram Live?
Going Live on Instagram is user-friendly and straightforward. Hereβs how to do it:
Open IG Stories
Swipe to the "Live" option
Start recording
Give your followers a few minutes to join
Start talking and engaging with your viewers
Going Live helps you generate hype about new products, share behind the scenes of your business, and get your audience invested in your brand.
There are many ways to leverage Live to develop a bond with your audience. Ready to go Live? Let's do it!
Tease New Products
Want to create hype about your newest products? Host a Live video and tease light details about your upcoming product. Doing so will generate hype and build exclusivity. Leave a few breadcrumbs, and they'll be hungry for the whole loaf.
Share Behind The Scenes
Want to highlight a new campaign or showcase a new product lineup? Going Live gives you full control to share all the details of your line. Peel the curtain back on the production process and bring your audience into the story with you, like this Behind The Scenes look at the Everlane men's product line.
Announce Sales, Giveaways, and Promotions
Have big news to share? Is a huge sale coming up? Is your brand partnering with an influencer on a major giveaway? Those are all great reasons to go Live! Get your audience excited ahead of time by sharing an exclusive discount code to viewers who tune in. Once you have their attention, share the full details of your promotion in your Live video.
Host A Q&A
Want to grow your email list? Then host a Q&A on Instagram Live. Leading up to it, ask your audience to submit their questions through a Google form or page on your website. When they fill out the form and enter their questions, be sure to ask for their email addresses.
Answer their questions in the Live video, and then add them to your newsletter. Q&A's are an incredible way to get personal with your following, share tidbits about your business's inner workings, and foster a connection.
Need inspiration? Check out this Q&A from @JasmineStar, who takes it a step further by inviting followers into the Q&A for a face-to-face interview.
Tips To Make Your Instagram Live Videos Successful
Going Live is great, but you want to make sure you're doing it when your audience is most active. Otherwise, you might feel a bit lonely, and we don't want that!
Here's how to make the most out of your Instagram Live:
Make sure your audience is active: You'll get a notification from Instagram telling you who's online. If the numbers are low, you might want to hold off. Track your audience's activity in Instagram Insights before you announce your Live to find out when is the best time.
Build hype before you go Live: Tell your audience about your upcoming Live, and use a countdown timer sticker or an Instagram countdown template to get people excited to attend.
Take user requests: If you're a musician, your audience might want to see a live performance. Are you in the fitness industry? Share an exclusive workout for your attendees, like this 30-minute Barre workout from @ChelseaPiersFitness. Before you go live, ask your followers what they want to see and tailor your agenda accordingly.
Let The Camera Roll!
Instagram video is a powerful tool to connect you with your audience. People crave videos from their favorite brands because it shows them a fresh look at content they don't ordinarily get to see. The more open and willing you are to share, the more trust you'll build with your audience.
And that's not all you'll gain! When your audience trusts your brand, you gain credibility. What does credibility do? Turn your followers into loyal customers and brand advocates.
Key takeaways:
Use Stories for more candid, behind the scenes video footage of your brand
Post more tailored, branded video content to your news feed
Build hype about product launches by going Live
Experiment with the different video formats to see which ones your audience responds to
Track your engagement rates to tailor your content to your audienceβs interests
Now, all you have to do is press record and let the camera roll! Need a little inspiration to get you started?
A great place to start is with PosterMyWallβs square video templates. Customize professionally designed templates to create video content that spices up your feed and captivates your target audience!
