Video marketing for social media brings new opportunities to many businesses. With the increase in the number of social media users, the demand for effective marketing is constant and growing. Turns out, videos on social media are what customers demand the most. Instagram has added several video posting options that have exploded in popularity in recent years. In fact, 91% of Instagram users say they watch videos on a weekly basis, and businesses realize that the potential here is incredible. There are several video formats on Instagram, which can seem like a lot to navigate.
In order to help you strategize your next move with video marketing for social media, we've compiled this guide all about the power of Instagram video- with features, specifications, and useful tips to get you started.
The Power of Social Media
A company’s social media presence can significantly affect its reach and success. We may gripe about social media ads, but we have all purchased products or services we didn’t know we needed while scrolling our social media channels. That’s because these ads are incredibly effective. Customers today use social platforms to look for the products and services they need, and they rely on your expert opinions and experiences to help them make a choice.
Maximizing your social media strategy can yield tremendous benefits for your business. From introducing your products to building brand awareness- digital marketing on social media can increase engagement and strengthen trust and loyalty with your target audience. With such broad demographics, social media channels have enormous influence. The impact of social media content on consumers is well documented. Tracking your metrics is critical to your progress, but these statistics will show you how effective your social media marketing efforts can be.
- Almost 70% of American adults use some form of social media.
- In the US, 71% of adults with a social media account log on at least once daily.
- As of January 2022, there are 3.96 billion social media users across all platforms.
- Adults currently spend 95 minutes per day on social media platforms- longer than ever before!
The Power of Social Media + The Power of Video
Social media videos have eclipsed the static images we used to see, and no surprise- video marketing is expected to grow to be a $137 billion industry by 2025. It is currently the most popular online content type and is more likely to be shared than other types of content. This kind of activity can help increase your brand’s visibility and profitability. Studies show that 71% of shoppers find video ads relevant, and 84% of people are convinced to buy a product or service after watching a brand’s video. This is because a high-quality video does the following:
- Simplifies complex ideas into easily understandable segments.
- Lets you show off in a creative and appealing way while helping you sell your product or service.
- Educates and connects with your audience in a way that is specific to what you provide.
- Allows customers to get to know your brand voice, understand your expertise, and engage with you in meaningful ways.
- Keeps you top of mind (and lets you stay there longer)!
Studies show that people retain 95% of a message when viewing it in video form. Video is, by far, the most impactful content to use in a social media marketing plan.
- 80% of internet users have watched an online video in the last week.
- People view, on average, 19 hours of online videos per week.
- 59% of consumers prefer to watch a video about a product instead of reading about it.
- 75% of people have interacted with a brand after watching one of its videos on social networks.
- 52% of marketing professionals worldwide list video as the content with the best ROI.
The Power of Social Media Video + The Power of Instagram
Instagram, initially a photo-sharing app, has embraced the explosion of online video sharing. Head of Instagram, Adam Moserri, said, “I do believe that more and more of Instagram is going to become video over time.” This belief reflects user trends, and he suggested that more video content would emerge even if the platform made no changes. However, Instagram did implement changes, opening up the world of video content sharing on its platform, and now 91% of Instagram users say they watch Instagram videos on a weekly basis. Based on what we know about social media today, this should not be surprising. Video posts are quickly surpassing photos on Instagram, and video content sees twice as much engagement as static images. That’s why Instagram is a perfect place to combine your video marketing and social media strategies.
- Instagram has 1 billion monthly active users.
- Users view an average of 80 percent more videos than they did last year.
- IG videos have more watch time. They also receive two times the comments. In fact, the average Instagram post gets about 100 comments.
So what videos are best for Instagram? Let’s take a look.
Video Content for Instagram
In today’s world, creating a visual narrative is critical to any content strategy. The challenge is knowing what content will connect with your audience. There are a plethora of social media videos out there, so how do you make your Instagram posts stand out from the crowd?
Create something that will catch the attention of your audience.
If you can retain a viewer’s interest for just three seconds, they’ll likely keep watching. You then have a chance to engage with them, gain likes and saves, and get them to sharing your videos. This allows the Instagram algorithm to put your content in front of the right audience. Whether you use humor, captivating visuals, or a sneak peek of what’s to come, you ultimately need to offer instant appeal in your social media posts. The best way to do this is with a well-thought-out plan including some of these creative content ideas:
Demo Videos are short-form videos.
They explain the features and benefits of your product or service and show it in action. Your audience should understand what makes your specific product unique and why it will benefit them. Good demo videos let your customers have experience with a particular product before choosing to commit to it.
They allow your brand to demonstrate what sets you apart from the competition. These videos are a great way to pique a customer’s interest and can be impactful educational tools. You should consider demo videos because they are:
- Persuasive. 55% of consumers use these types of videos to make purchasing decisions. In fact, data shows that people who view demo videos are 1.81 times more likely to make a purchase than non-viewers.
- Detailed. They allow you to show the intricacy and value of your specific products or services.
- Educational. They give customers the knowledge and detail they need to trust your product.
About Us Videos (or Culture Videos) are brief overview videos that highlight the personality of your business.
They help viewers understand your brand’s unique story. The narrative in these videos needs to be clear and concise and focus on establishing a trusting relationship with your audience. They should be about your people, values, and culture- not your product! You want to intrigue your customers rather than tell them why they should buy from you.
An About Us video puts a face to your brand and builds rapport with your clients. 52% of marketers say that video helps build trust with potential customers, and this format is the perfect way to achieve that. It gives you a chance to provide honest answers to important questions like who you are, why you are trustworthy, and what you stand for. About Us videos are effective because they are:
- Telling. These videos summarize your business while revealing what is fundamental to your brand. They can cast light on multiple aspects of your business, including anything from your origin story to your ethics or accomplishments.
- Personal. About Us videos offer a candid and sincere glimpse into the character of your brand. They allow your audience to see behind the curtain and discover what makes you “you.”
Sizzle reels (or teaser videos) are short introduction videos that can showcase anything you want.
They should target specific clients and impress them with your brand and expertise. Good sizzle reels quickly relay information to viewers and, more importantly, create excitement that leaves your viewer wanting more.
A sizzle reel builds a connection with your audience. It’s a perfect way to sum up your story and start a conversation with your customers. Sizzle reels are great tools for several reasons, they are:
- Short. Generally, they should be two to five minutes long. The shorter, the better, as people’s attention spans are limited.
- Emotional. They should spark feelings of wonder and excitement in your audience, which will lead them to engage further with your business.
- Sharable. Using your sizzle reel on Instagram allows easy sharing with a massive market. With over 4.7 billion Social Media users worldwide, shareable video content will help you significantly increase your social media engagement.
Explainer Videos are simple, concise videos that walk a viewer, step by step, through the functions and uses of your product or service.
They can be short or long, but they need to educate your potential customer on how your company will help them accomplish a task or resolve an issue. These videos should intrigue your audience by highlighting the value of your product, showing them how to use the product, and directing them to more videos concerning the product or service.
The purpose of an Explainer Video is to answer customer questions in a simplified way. It should give the user a direct explanation of your product and its benefits. Explainer videos are valuable because:
- They are versatile. These videos can explain just about anything you’d like consumers to understand. They communicate the broad capacities of a business but can also draw attention to various key points.
- They are effective. Once viewers find your explainer video, they will likely watch it to the end. Research shows that 77% of viewers will watch an explainer video in its entirety, and more than 73% of marketers attribute an increase in sales to the usage of explainer videos.
Instagram Video Specs and Tips
Instagram offers four formats for videos. Choosing which format to use can be challenging, so let’s go over some details about each.
1. Instagram Stories
Instagram Stories are 15-second videos that disappear after 24 hours. Despite their short-form, short-lived nature, they are one of the platform’s most popular features. Four million businesses use Stories ads every month, and over 50% of people polled said they visited a brand’s website after seeing a Story.
Tips:
Upload Stories from your photo library or record by tapping the plus icon and selecting “Stories”; or swiping right from your home screen.
- Save videos to your profile’s “Highlights” section, even after Stories expire.
- Include interactive elements such as filters, stickers, tags, and emojis. You can use these features in unique ways to create even more interest in your content.
- Post direct links on your Stories to drive organic leads and conversions.
- Keep about 14% (~250 pixels) of the top and bottom of the video content. Otherwise, it may be obstructed by the profile photo or call to action.
- Pay attention to specs. Stories take up the whole mobile screen and should be customized for the device, so exact specifications vary.
Specs:
- Size: upload the highest resolution video available
- Maximum video file size: 30MB
- File type: .MP4 or .MOV format
- Ratios: 9:16 and 16:9 to 4:5
- Minimum width: 500 pixels
- Minimum aspect ratio: 400 x 500
- Maximum aspect ratio: 191 x 100 or 90 x 160
- Compression: H.264 compression recommended
- Square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128+ kbps
2. Instagram Video
Instagram Videos can be between 3 seconds and 10 minutes long (up to 60 minutes for selected accounts). This time frame is much longer than what’s available on similar platforms. The videos display in user feeds as well as on your profile page. Viewers can engage with you by using likes and comments. Instagram videos are a fantastic way to promote your product, service, or collaboration.
Tips:
- Use the platform’s built-in camera or your photo library to upload videos.
- Include captions, filters, locations, and user/location tags on your posts to create more attention and traffic.
- Create a public video to make it sharable in direct messages and Stories.
Specs:
- Size: upload the highest resolution available that meets file size and ratio limits
- Maximum file size: 10 minutes or less is 650MB; up to 60 minutes is 3.6GB
- File type: .MP4 or .MOV format
- Ratios: between 1.91:1 and 9:16
- Maximum file size 30MB
- Maximum frame rate 30fps
- Minimum width: 500 pixels
- Compression: H.264 compression recommended
- Square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+
3. Instagram Live
Instagram Live lets you stream video directly to your viewer’s feeds. They can be up to four hours long and hosted by either one or two accounts. Your audience can participate by adding comments and emojis or purchasing heart icons beside their names. The video appears at the front of the Stories bar with a Live icon. Brands successfully use this format to host workshops and interviews.
Tips:
- Start a Live broadcast by swiping right or tapping the plus icon and choosing Live. You can only record these from the camera app.
- Share your finished videos for up to 30 days before they are deleted.
- Look at the top of the Live screen to see how many people are viewing your stream.
- Pin comments, turn comments off, or set up keyword filters to moderate comments.
- Let users shop directly from your stream by utilizing Live Shopping features. Tag relevant products so they appear at the bottom of the screen.
- Use this format for nonprofit fundraising. Instagram Live supports donations.
- Secure a fast, reliable internet connection before going live.
Specs:
- Specifications are similar to Instagram Stories
4. Instagram Reels
Instagram Reels are Instagram’s latest video format. These full-screen vertical videos are 15-30 second clips that can be created with Instagram’s camera or uploaded from your photo library. Viewers can engage with Reels by liking, commenting, or sharing them in direct messages and Stories. Reels are a fun and creative way to connect with your audience.
Tips:
- Record in vertical portrait mode (9:16) to display in feeds, the Reels tab, and a dedicated profile tab.
- Make your Reels engaging and accessible by using on-screen text, music, and closed captions.
- Include effects like timed text, AR filters, green screen mode, and GIFs to add variety and uniqueness to your Reels.
- Draw attention with captions, hashtags, and newly created product tags.
Specs:
- Length: 0 to 60 seconds
- Resolution: 500 x 888 pixels
- File type: .MP4 or .MOV
- Maximum file size: 4GB
- Maximum frame rate: 30fps
- Minimum width: 500 pixels.
- Compression: H.264 compression recommended
- Square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+
Why is Video Marketing + Instagram a Winning Combo in Your Social Media Strategy?
Expanding your reach on Social Media is an important marketing goal, but the ever-changing face of each platform means you need to stay ahead of the curve. Instagram has recently embraced video as its go-to content and the evidence is clear that consumers use video to search for products and services they can trust. Creating your video marketing strategy for Instagram is the logical next step to winning on social media, increasing your brand’s visibility, and moving your business ahead!
Video marketing requires a lot of consideration, strategizing, and expertise. That’s where Levitate Media comes in. We are video experts and have helped thousands of businesses create the perfect video to achieve their goals. We’re always ready to brainstorm with you! Reach out today to learn how Levitate Media can help create impactful video content for your marketing funnel. Let’s talk video.
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