How To Make Instagram Videos That People Will Share
We’re all aware that video on Instagram is on the rise. Between IGTV, Stories, Live, and Feed, Instagram videos are everywhere you look when you open your account – And there are good reasons for it!
Video is the marketing content that performs the best on Instagram. Whether we’re talking live-action pieces or animated content – like cartoon ads or whiteboard videos – brands are already aware that, when they use video on the platform, they’re going to see more engagement from users.
However, video content isn’t magic. If you want to reap the benefits, you really need to make effective choices to create pieces that leverage the platform to engage your audience, which is what we’re going to go over in this article.
1. IGTV, Stories, Live, Feed… Use Instagram Videos Wisely
Instagram has been focusing a lot on video content over the past few years, and they’re betting hard on the fact that the future of social content is video. Because of this shift, brands have a lot more content options when utilizing video in their Instagram marketing strategies.
Feed videos and Instagram Stories are essential for better engagement. In fact, your brand should consider Instagram Stories as a channel in itself – requiring individual attention and constant updates, because it’s what Instagram users are watching the most.
Stories also give you a space to safely upload unpolished video content that wouldn’t quite fit your feed —people gravitate to spontaneous interactions in Stories, not perfectly polished content. On your feed, though, things get much more permanent, and it’s important to maintain a high-quality standard.
Instagram stories are essential, but don’t neglect IGTV nor Instagram Live!
As their counterparts Feed and Stories, IGTV requires a more solid and polished kind of content, and Instagram Live is as raw and real as it can get. However, both channels allow for longer-form content that can really be leveraged heavily for marketing purposes.
If you’re unsure about what content to create for the different channels and formats, you should use an Instagram video editor like InVideo. It has templates for the different formats and a builder that makes it easy to construct videos.
2. The Right Length for the Right Piece
Instagram says that a video uploaded on their platform’s feed can be anywhere from three seconds to one minute long. But that doesn’t mean that a 3-second-long video (or a 60-second one, for that matter) is always the best way to go.
You should aim for a length that lets you communicate your message freely, but without taking up the full 60 seconds.
On your feed, people tend to watch anywhere from 3 to 15 seconds, and depending on how hooked they are to the content, some of them may stick around longer.
IGTV and Instagram Stories are a bit different in this regard. With stories, you can either focus on using the usual 15 seconds or upload multiple stories in sequence to create segmented pieces that users can consume in chunks.
If you need more time, use IGTV! There you’ll be able to upload videos up to 15-minutes long (when uploading from a cellphone) or 60-minutes long (when uploading from the website).
Still, when it comes to marketing pieces, the golden rule is to keep it short and watchable! It’s best to have shorter, bite-sized content that your audience can watch in one sitting than a single 60-minute long video that no one will watch all the way through.
3. Choose the Right Type of Video
On Instagram, audiences are used to consuming immediate content. Selfies, photos of someone’s latte, instant pics of friends using their favorite filter…etc.
For brands, content should be as equally fresh, but with a touch of professionalism. Also, it should be content that can be produced frequently – consistency is key!
So, what are the types of video posts that are both fresh and professionally-made?
Simple animations – like the one below – are engaging and easy to make. Combining simple graphics with animated text and still images, you can illustrate your message without breaking the bank!
Also, you can repurpose longer-form content to better fit the platform. Skilled video companies advise extracting some snack videos from things like explainer videos, to make short snippets that show sections and get more bang for your buck.
If your vibe is more live-action, you can use short clips to make engaging content like tutorials, testimonials, or short vlogs that tell stories by themselves.
4. Optimize for Better Reach and Engagement
Video has the highest engagement rate for Instagram posts, but don’t be lazy about it — it’s not enough to create just any video and call it a day!
Every video you upload to your Insta should be optimized. One common mistake to avoid is, for example, to keep the first frame of a video blank, instead of putting important, eye-catching frames on it.
We can’t stress this enough: optimizing the first frame of a video is vital! A lot of times that’s the only thing that the average viewer will see before deciding whether to watch more, or keep scrolling down to the next post.
Add important information and appealing visuals in the first frame (especially useful if your video freezes because of a poor internet connection, for example), and fill the first few first seconds of the video with the most important parts of your message. That way, the average audience member won’t miss anything!
You also need to make sure your video is surrounded by the data that makes it shine. This means working on a compelling script that helps set the message from the start. Also, adding the appropriate geotags, hashtags and mentions can make a huge difference as far as reach goes. Make sure you use a good online video editor to assemble the different clips in the right order and to get the important elements to stand out
5. For Better Performance: Measure, Improve, Repeat
For your video strategy to be effective, you need to be aware of what your audience on Instagram is expecting from you. For this, you can use the Instagram analytics tool of your choice, and find out things like the perfect time of day to upload your videos!
You can also study where your audiences are located, to make content specifically targeted to their demographics when relevant, and get your brand closer to these larger portions of your audience.
Lastly, reaching out to influencers in your niche can also expose your content to a bigger audience in a short amount of time.
Research and identify these influencers – content creators with lots of followers – who your demographic usually engage with. Reach out to them about the possibility of sponsoring them in exchange for promoting your own content. However, do keep in mind that measuring becomes even more important during these periods, so you can better judge the actual impact of such strategies.
Video content can boost interactions and overall performance on Instagram, but only if you’re paying attention and are ready to improve your strategies.
Time to Make Some Effective Instagram Videos
Ready to start? If you’ve read this far, you’re now better equipped to start making Instagram videos that actually help your branding efforts on the platform. Whether you’re creating content on your own, or partnering with a company to help you make awesome content, the important thing is to get out there and start creating right away. The more you do it, the better you’ll get at it, and the bigger your audience will be. Have fun!
Victor Blasco is an audiovisual designer, video marketing expert, and founder/CEO of the explainer video company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.
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