With over 400 million users within a month and more than 20 billion total Instagram video campaigns and photos shared, Instagram has gained a special place in the world of social media advertising.
Although many were skeptical at Facebook’s purchase of this platform for $1 billion last 2012, its dramatic expansion suggests that this purchase was a strategic move after all.
Notably, there are reports that younger users are now shifting away from Facebook preferring other social sites, especially Instagram.
Another movement that most marketers are struggling with is that consumers are proactively accessing the web through their mobiles. This, in turn, made things difficult for YouTube, Facebook, and other social platforms, especially in incorporating content without having to turn users off.
That is one of the reasons why wise marketers are looking to Instagram video – as this channel was built for mobile. Below are major tips you should consider for a more efficient video campaign via Instagram.
Be Well Aware of the Culture
Perhaps everybody has already heard about cross-cultural advertising failures. One example is the Chevy Nova. This was unsuccessful in attracting buyers in Latin America as “Nova” has a phrase meaning, “it doesn’t go.”
While it may seem obviously necessary to check on language differences before plunging into a particular market, it is also important to take note of the cultural nuances of the different image-sharing channels.
One error most marketers make is to think that Instagram and other image sharing platforms are exactly identical and that they are interchangeable. They are not! Each platform has its very own culture. Instagram is where brands can show the audience their identity; it is a platform in shaping perceptions of a particular brand’s personality.
Have a Deeper Understanding of the Site
For someone to be successful on Instagram Video, one must be well aware of the nuts and bolts of the platform.
Mainly, it is essential that brands ensure that users will have all the information they need to find these brands, follow them and be able to connect with them, not just on Instagram but also on other platforms.
Have your profile filled out and make sure you have a clear link that is redirected to your site and your other social accounts. In addition, make sure too that visitors on your main site know that they can connect with you on Instagram.
Post Videos That Are Worth Watching
Videos that are of high quality are ultimately necessary. However, proper lighting or the extensive utilization of filters may not be enough to give users reasons to follow your account. It is also equally important to think about your video’s content.
Make things exciting for your audience by weaving videos that answer their queries or those that pique their interest. Creativity is always the key, learn to go beyond your borders and make videos that are not necessarily extraordinary, but are at least worth sharing.
In a 2011 undergraduate research on “important determinants” of viral videos, Tyler West of Elon University concluded that title length, run-time, an element of surprise and irony, laughter, music quality, talent, and youth or minority presence are common features found in the most shared videos online. Though his research focused on a different social media platform, these are still factors that can make an Instagram video worth watching.
Consider, for example, the recent viral Instagram video of Britney Spears dancing to Meghan Trainor’s “Me Too.” If you’ve seen it already, then you might notice how regular certain elements of the video are. Consider the background with the gym equipment we’ve seen in many other people’s homes, the plain wall decorated with one small artwork, and the half open door, hinting that we’re inside an average room. Except of course, we’re talking about a pop star flaunting her toned body and showing off her killer dance moves, not to mention the fact that it’s another celebrity’s song we’re hearing.
But all these factors make for one great Instagram marketing campaign, perhaps for Britney Spears and her unfortunately not well-received new album Glory, her jam-packed dance class, or maybe for Meghan Trainor and her latest hit. There are many creative ways to market something on social media, and doing an Instagram video that makes a celebrity more relatable to the general public while still showing why she is a pop star in the first place is just one way of doing marketing right.
Know ‘When’ and ‘How’ to Use Videos
The continued popularity of major video platforms such as YouTube shows that videos remain as a compelling medium for brand promotion. By trying to follow the footsteps of Vines, Instagram has now jumped on the incredible mini-video bandwagon, providing users the ability to upload 60-second video clips.
So, how do you use Instagram effectively? Demos or tutorials are best delivered over YouTube and what seems to work well on Instagram are videos that are designed to simply delight viewers.
Oreo has mastered this format; providing videos that are snappy, playful and straightforward. Those snappy little bites are perfect for a 17-second viewing.
Another brand that knows when and how to use videos is Burberry. They recently uploaded a series of videos to promote their latest collection as well as their brand culture, creating an image of sophistication yet fun “Britishness” that perfectly fits the rebranding they did in the past year.
They know how to tease consumers by posting photos of their newly opened Makers House and they are also experts at marketing their brand and products by building people’s interests using clips of their brand ambassadors having a great time in the studio.
Provide Further Reasons for People to Follow You
The moment you get a visitor to your Instagram account, you surely want them to stick around. So, make sure you give people the best reasons for them to tap the “Follow” button.
One direct way to accomplish this is to offer visitors rewards for following or connecting with your brand. More than providing coupons or prizes in driving engagement, remember that compelling content is a shareable content. You can regram photos that are user-generated. This can also be a viable option in rewarding followers.
Another means to make people follow you is creating a voice that people can recognize amidst the advertising noise on social media. Engage with people and appear like you’re directly talking to them through your posts. It’s also even better when you’re able to respond in a witty manner to their comments and queries, something to make your brand appear like a friend people would love to hang around with. Personalization is key, and you can do this by communicating with the people following you, which brings us to our next tip.
Connect with Your Community
Often, brands connect with the members of their community in Instagram by trying to highlight videos uploaded by their followers. However, great brands can do even more to drive better engagement from a community of fans on the platform; they can exhaust Instagram to obtain feedback from their followers. Ultimately, this can be an ideal move for brands to build relationships with their loyal customers.
The global brand with most followers on Instagram as of April 2016 creates a community out of the followers they have. Its 60 million strong followers contribute to the National Geographic portfolio of Instagram posts. The organization has been publishing content since 1888. And to adjust to the change brought about by the digital age, NatGeo has been posting photos and videos taken by its community of professional and nonprofessional photographers. NatGeo has a Your Shot project that provides an opportunity for regular people to have their photos published. This is a brilliant marketing tool as it promotes what National Geographic is all about while guaranteeing a stronger connection among community members.
Another brand that aces this marketing strategy is Nike, which has now surpassed NatGeo with its almost 63 million followers. Nike creates a community by bringing together professional athletes to motivate people to “just do it.” Nike’s video clips demonstrate how the brand is working with Olympians, helping them to be at the top of their careers. They do not necessarily reply to people’s comments on their posts, but they connect with a community of members with an active lifestyle through their posts and captions that directly speak with their followers.
Start Your Instagram Video Campaigns
A successful video campaign on Instagram is not that hard to achieve. It’s all about letting your brand’s personality shine through your posts while keeping a connection with your followers. The connection starts with how you create a distinct voice that people can engage with and will listen to amidst all the competition you have on social media. By taking advantage of the technological tools we have today for your marketing campaigns, your brand becomes more accessible to the millions of consumers all around the world. With the help of the tips above and with pure dedication, there’s no way you can’t nail your brand promotion through Instagram video.
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- Expert Tips For Successful Instagram Video Campaigns - November 7, 2016