Instagram is now a serious consideration within the social media marketing plan and as a content publishing platform. Last week we reported that 40% of the top 1,000 most shared videos on Instagram during September 2013 were posted by brands.
Having tapped in beautifully to the popularity of image sharing, Instagram then launched video capability at just the right moment as brands sought a killer destination for their video content.
Instagram’s 150 million subscribers are, in turn, warm to receiving and engaging with brand-led video. Instagram video is enjoying twice as much engagement as images on the site – with those consuming videos highly likely to share and embed them; the number of Instagram videos shared last month amounted to 10% of YouTube videos shared over the same period.
The question then seems less one of whether to start creating videos for Instagram, but one of how to use Instagram’s 15-second format to enhance your video marketing campaigns. Here follow five tips for achieving videos that will be liked, embedded and shared, driving engagement with your business and brand:
1) Make a good first impression
In an exceedingly crowded marketplace, you need to capture users’ attention and entice them to your video. Unfortunately, the most inspiring and entertaining of videos can be completely overlooked due to a poor thumbnail. The first thing users see – and what they largely base their decision to click through on (or not) – is the thumbnail. The skill lies in choosing an image that not only works as an image in its own right, but that also draws your viewer in to the bigger story. Which leads on to…
2) Tell a rich story
Yes, spontaneity and real-time action are cool and exciting, but video becomes so much more immersive when it has a context – a story, if you will. With only 15 seconds to work with, you’ll clearly need to plan the shoot ahead of time, considering each shot and angle to make the maximum impact. Which leads on to…
3) Mix up your shots
Unless you’re doing a talking head/interview style video, or a stop-motion clip, aim to vary the perspectives of your shots to construct a more interesting video. You can be quite film-ic in your approach, starting with a wide set-up shot before zooming in to the action and perhaps pulling back for a grand reveal finish. The core objective is to make people stop what they’re doing (just for a few seconds) and engage with your brand’s unique style.
Which leads on to…
4) Showcase your personality
The whole purpose of video marketing on social media (as opposed to on your own corporate website) is to forge a human connection with your audience. Professional-looking videos are all well and good – but it’s actually likeability and character that attract, and more importantly, maintain an audience. That said, you’ll need to apply quality control, for example by using a good quality phone camera held on a tripod for steadiness. Which leads on to…
5) Don’t forget about audio
In the quest to shoot the most visually impactful video footage possible, it’s easy to forget about the importance of audio quality. People are generally going to be listening to, as well as watching your Instagram videos, via mobile phone speakers. Be vigilant of background noise, any unprofessional chatter or noisy filming environments – using a microphone will enable you to capture the best audio possible.
Brands are flocking to Instagram (25% of Fortune 500 post regularly), but rather than rushing to claim a presence, it pays to take a more thoughtful, strategic and professional approach. The Instagram community is an attentive and engaged one, but they won’t warm to brands plaguing their site with poorly thought-out or patronising content.
