Instagram Video Marketing Today
Remember Instagram Video Marketing in 2013? In case you don't, videos back then were capped at a mere 15 seconds.
Fast-forward to 2019 and brands are now allowed to roll out epic 60-second videos.
Not just this, but Instagram introduced IGTV last year, too. All these sweeping changes mean that your strategy has to adapt so that you continue to kill it when it comes to social media lead generation.
If you're wondering how on earth you're going to destroy the competition and reach the right people on the most visual of platforms, join us as we take a look at 7 brilliant Instagram video marketing tips. First, be sure you have a business Instagram profile before you begin!
Decide on the types of videos you want to create
There are a few different types of videos you can create on Instagram. The type you create at any one time will depend on your goals. It's a good idea to put together a content marketing strategy whereby you delineate which types of videos will go out at which times during the week or month.
Brand videos - These videos raise awareness of your brand via branded storytelling. You'll typically aim these at cold audiences and new leads.
Product videos - A simple video that shows off your product and its benefits, and which includes a call to action.
How-to videos - These videos demonstrate in less than 60 seconds how your customers can get the most out of a particular product. These videos are all about value.
Educational videos - With these videos, you can focus on your niche instead of your product. These videos are great for inbound marketing as they help to position you as the expert
Decide which emotions you want to push
Whenever you've watched a movie, you've felt something. Perhaps you cried during Titanic or felt invincible during Black Panther.
Although Instagram videos are hardly Hollywood movies, they still have to make their audiences feel something if they're to be effective.
Pick an emotion that you want to tie your video to. It could be happiness and positivity, but it could also be humor or even a burning sense of injustice (if you're going down the social conscience route).
Make eye-catching videos for your Instagram video marketing
The thing with Instagram videos is that most people watch them without the sound on. They do this on Facebook too.
While you might be worried that your message simply won't get through to people if they can't hear anything, this isn't true. You just have to make your videos as eye-catching as possible so that people click - and possibly even turn the volume up.
It arouses our curiosity by being so cool-looking.
Burger King sometimes even make videos that are totally silent but which manage to engage people throughout by being super clever. As you can see below, their mascot is using sign language (accompanied by subtitles) to catch our attention.
There's another reason you need to make your videos as eye-catching as possible: Many viewers skip a video if it hasn't grabbed their attention after 5 seconds. Use captions, be clever with your visuals, and perhaps add your logo (it helps to build trust).
Decide on optimal video length (hint - don't go over 26 seconds)
While Instagram now allows you to create 60-second videos, that doesn't mean you should create 60-second videos.
In fact, studies have shown that the optimum Instagram video lasts 26 seconds. Beyond that, folk lose interest.
This means you need to stick to one single message and keep it laser-focused and super tight.
If you're worried that 26 seconds just isn't enough for you to get your message across, experiment with carousel videos.
Alternatively, create 4 short videos based around one theme.
Nail your call to action for Instagram video marketing
The call to action (CTA) is a crucial cog in your video marketing wheel. Without it, all your efforts might be in vain.
The call to action doesn't need to be included in the video itself but it absolutely has to be added to your caption. Tell your viewers what you want them to do next. Make sure the next step is logical and has major relevance to the video and your objective.
For example, if you've created a brand video (see above), your goal will be to get more people to follow your page. So your CTA could be something as simple as "give us a follow."
On the other hand, if you want people to click a link, you'll need to post the link to your bio.
Create an Instagram stories strategy
Your Instagram Stories strategy can be separate from your overall Instagram video marketing strategy. There are many ways brands can use IG Stories to promote their services and increase conversions, and here are some ideas:
Create a brand intro - Brand intros via Stories inform new visitors about your company. You can save this story so that newcomers are brought up to speed almost immediately.
Product tutorials - Briefly demonstrate how to use a particular product of yours in a step-by-step story that's fun and accompanied by music. It's also a great way to collect your customers' feedback!
Go behind the scenes - A behind the scenes videos humanize your brand and allows your audience to get closer to you. They're great ways to bond with your customers and easy to make.
Stories Q&A - Use Instagram Stories to connect with your customers and build relationships. Answer their questions and demonstrate your expertise (and your sense of humor).
Source: Business2Community
Create a killer IGTV strategy, too
As well as an Instagram Stories strategy, you should need an IGTV strategy, too.
On IGTV, videos can be as long as 10 minutes, which gives you more room to make that all important connection with your audience. Just like on Stories, you can use IGTV to go behind the scenes and introduce everyone to your team. Salesforce did this and it helped them build trust with their audience:
Source: SocialBakers
Other than that, you can use IGTV to share knowledge and information in a fun way about your business and your brand. You can also hold an interview with a thought leader in your niche. Go out and try different locations, too. Keep things exciting!
Whatever you do, you absolutely must use IGTV to bring value to your audience. The value must always come first.
One last thing: Although IGTV videos can be as long as 10 minutes, you should probably cap them at 5 minutes. Otherwise, people might lose interest.
After all, who wants to watch a 10-minute product review?
Final thoughts on Instagram Video Marketing
These are 7 ways to make an awesome Instagram video marketing strategy in 2019. Just have fun with it. That's the beauty of Instagram - it's a social platform designed to allow brands to have fun. As long as you make the right moves (limit your video lengths, nail your CTAs), you're free to produce killer content that makes your audience feel good about you and themselves.
Plan, strategize, create and grow your brand.Are you using videos on Instagram today for your marketing? We would love to know more about your Instagram videos in the comments below!