30 Sep Mastering Instagram Video

Instagram, once the go-to platform for sharing picturesque snapshots, has evolved into a multimedia powerhouse, particularly in video content.

With an array of video formats to choose from — stories, Reels, Videos, and Live — businesses have ample opportunities to create content that resonates with their audiences. With 200 million business accounts and an estimated 1.4 billion users by 2025, Instagram is now an essential platform for creators, influencers, and brands.

Whether you’re a content creator looking to boost your presence or a business aiming to deepen customer relationships, Instagram videos can be a game-changer. Let’s explore the four key Instagram video formats and how each can help tell your brand story effectively.

1. Instagram Stories: Short, Authentic, and Engaging

Instagram Stories, launched in 2016, brought a unique form of content to the platform — short, ephemeral videos that disappear after 24 hours. These 15 to 60-second snippets are perfect for showcasing content that feels raw, casual, and behind-the-scenes. Unlike polished in-feed videos, Stories allow you to create something more spontaneous, giving your followers an unfiltered look at your brand.

With the ability to post as many Stories as you like, you can make use of different types:

• Standard: Share simple images or videos, which filters can enhance.
• Create: Add text or stickers — ideal for asking questions or conveying short, impactful messages.
• Boomerang: A looped video that adds a playful element to any moment.
• Dual: Use front and back cameras to give viewers a dynamic view of what’s happening around you.
• Layout: Combine multiple images into a collage to make your Story stand out.

One of the significant aspects of Stories is their versatility. You can include stickers, filters, text, polls, and emojis to make your content engaging and interactive. Stories’ fleeting nature taps into the “fear of missing out” (FOMO), driving viewers to check in before the content disappears.

Example: The Economist

The Economist effectively uses Stories to promote its news articles. Using the Highlights feature, they exte

nd the lifespan of valuable content beyond 24 hours, categorizing it into themes such as “Weekly Reads” and “The Future of AI.” This strategic curation allows for greater audience engagement and better access to their key topics.

Top Tip: Stories are perfect for experiments. Don’t be afraid to try new content ideas — if something doesn’t work out, it’s gone in 24 hours! For more tips on leveraging social platforms effectively, read our blog on Social Media Marketing Tips.

2. Instagram Reels: Short-form, Trend-Focused Videos

Instagram Reels are perhaps the closest Instagram has come to mimicking TikTok’s success. They are vertical, multi-clip videos that allow you to creatively showcase your brand. While the maximum length can go up to 15 minutes, the most engaging Reels are often shorter—15, 30, 60, or 90 seconds.

Reels come with many features, including music, AR effects, and green screen options, making them ideal for creative content. These videos are discoverable through the dedicated Reels tab and the Explore page, allowing your content to reach users outside of your existing follower base.

It’s tempting to re-share TikTok content on Instagram Reels, but remember that your audiences on each platform may differ. Your TikTok followers might skew younger, whereas Instagram tends to attract a slightly older demographic. Tailoring your Reels content to the audience on Instagram will help you build a more engaged following.

Example: Apple Apple is known for its stunning user-generated Reels. By partnering with artists, photographers, and directors, Apple has produced a series of Reels under the hashtag #ShotoniPhone. This strategy showcases the iPhone’s capabilities and leverages community-created content to strengthen the brand’s image.

Top Tip: Watch trending content styles for Reels to boost engagement. Remember, Reels are a great place to showcase your brand’s personality — be fun, be creative, and let your authenticity shine through.

3. Instagram Video: Long-Form Content to Tell Your Brand Story

In the past, Instagram’s feed videos were split into IGTV and standard in-feed posts, but these features have since merged into Reels. Nevertheless, the videos you post will still appear on your profile feed, offering a mix of content for followers to explore.

A unique way to share longer-form videos is through carousels, which can combine up to ten photos and videos. This allows for more storytelling flexibility and gives viewers a richer, deeper understanding of your brand or product.

Feed videos are ideal for content that deserves a longer lifespan and can range from product demonstrations to customer testimonials or detailed tutorials. They also benefit from appearing directly in followers’ feeds, ensuring they are seen by those already invested in your brand.

4. Instagram Live: Real-Time Engagement and Transparency

Instagram Live takes a brave approach — it’s all about broadcasting in real-time, with no editing safety net. It’s the most authentic form of video content available, perfect for connecting with your audience personally. Whether it’s a product demo, a live Q&A, or a behind-the-scenes look at your day, Instagram Live offers unmatched opportunities for genuine interaction.

This video type works exceptionally well for:

• Brand Events: Share the excitement of product launches or company milestones.
• Service Demonstrations: Walk your audience through how your products work in real-time.
• Behind-the-Scenes: Give followers a look at your brand’s daily operations, fostering a sense of transparency.
• Live Q&As: These can be particularly effective for generating trust, answering questions, and directly interacting with your audience.

Top Tip: To avoid hiccups during a live broadcast, test your connection, have a general outline of what you want to cover, and don’t stress if things don’t go as planned — incorporate those moments into the experience; they often add to the authenticity!

Recap: Choosing the Right Format for Your Brand

So, which format should you choose? As Zack O’Rourke from Social Directions Agency puts it, platform-specific content is the key to success. Mixing Instagram’s video types allows you to diversify your content strategy and understand what resonates best with your audience. It’s all about finding that balance between short-form and long-form content, tapping into current trends, and delivering value how your audience wants to receive it.

For insight into upcoming strategies and the latest industry trends, explore our post on the Top Marketing Trends for 2024.

Remember, the best content on Instagram doesn’t just entertain — it creates connections, builds trust, and brings your brand to life in ways photos alone cannot.

Become an Instagram Video Expert

Ready to take your Instagram game to the next level? Learn more about social media marketing and how to create videos that drive engagement on our social media marketing page. Discover effective strategies to make your content stand out.

With Instagram video, the sky’s the limit — start crafting content that’s impossible to ignore today!