When Instagram first debuted, the app was mainly pictures with editing features. Now, almost 10 years later, the app is still photo-oriented but video has become just as popular.
Video can be shared in your Instagram feed, in stories, and through ad campaigns. Video is one of the best ways to engage with your customers digitally. It enables social sharing, creates conversation, and is more effective when used in social ads. Don’t believe me? Take a look at a case study done by Facebook Business insights on Rareform, a company that advertises on Facebook and Instagram.
Instagram recently reported that there are at least 1 million advertisers on Instagram, so how do you get your business to stand out among the crowd?
Some tips for effective video marketing on Instagram:
- Keep it short and sweet, under 1 minute
- Grab your viewers attention in the first 8 seconds
- Make your videos visually beautiful
- Change up your content frequently to reduce fatigue
- Don’t rely on audio – Videos are auto played without sound, use your caption to your advantage
Do Remember:
- Blend your video ads into user’s feeds for more of a natural, organic feel. Making your content too pushy and sales oriented could push your audience away before they even know who you are.
- Apply the same color themes and consistency used in your photos, in your videos. Don’t confuse your audience with a new look.
- Use a free video editing tool like Clipchamp to edit your non-professionally produced videos.
Here are some creative content ideas to use on your Instagram feed and in social ad campaigns.
Product Video
Show, don’t tell. Instead of telling your audience what you can do or what your product does in writing, show them with a video. Ring is a perfect example of showing how their product works.
Advertise and target a new demographic or a lookalike audience. Get your brand out in front of a new market. Product videos are promotional, should be visually appealing, and straight to the point.
User-Generated Content (UGC)
People buy from people, not from companies. Putting your customer in the spotlight creates more of a conversation and a personal connection with your brand. On the flip side, as a business, you get a ton of extra content without using your resources. In addition, an increase in ROI and customer engagement.
Create a specific hashtag then have your customers use the hashtag when posting about your content. This makes it an easy way to track what people are saying about you. Collect all the UGC and create a video. Post it on your social media, through digital ads, on your website, and in newsletters. A few companies that are using UGC to their advantage are GoPro and Burt’s Bees.
Informational Content
Send your audience to your site with helpful content. Answer your customers questions. Here is a fun video answering customer questions, done by Rothys. Rothys incorporated graphics and user comments to questions I am sure many customers have about their shoes.
How-To Videos
Adobe has a full video library of how-to content. Here is one example on how to create an animated gif using a real time product demo. Adobe makes the process look seamless and easy, by only showcasing the areas of the software they’ll be using to make a gif.
How-to videos are the type of content getting a ton of re-shares and multiple replays. The best examples are the cooking how-to videos done by Tasty.
Behind the Scenes + Bloopers
Video is your chance to really help your target audience get to know you. Examples of this could be showing a behind the scenes of how your product is made. If you offer a service, then show a behind the scenes of what your team does. Trulia created a piece that goes behind the scenes with their marketing team, showing how they created one of their campaigns, Trulia Neighborhoods.
Share these types of video in your main video, rather than through advertisements. This type of relationship building content is where you want people to comment, like, and reshare. Using fun videos such as behind the scenes and blooper reels makes for good conversation and likability.
