Did you know that Instagram has become one of the leading sales channels for online selling? It’s not new news that everyday new products are discovered on Instagram, but it might be news to you that upwards of 72% of consumers have actually purchased a product they found on the social platform.
Pretty interesting data point isn’t it. This essentially means that if your business isn't currently using Instagram to connect your brand with your target audience, then you're missing out on a huge trend and potential revenue channel.
Publishing captivating pictures on your Instagram account is a great way to showcase your products and brand in action. It’s also a great way to humanize your brand by offer an intimate glimpse into the behind-the-scenes of your company. But do you know what’s even more powerful than a captivating image? An engaging video that allows viewers to really connect with your brand.
Live and Published Instagram Video Content
Instagram stories is an interesting, fun and great live content function of the social media platform, especially for businesses. Real-time content is great for a few things. Among those, you'll find that these types of Instagram videos offer you the ability to do things like:
- Engage in face-to-face interaction with customers
- Create a sense of urgency with a launch or sale
- Build brand trust through transparency
- Offer engaging updates at events and summits
However, Instagram is about more than just updating your business account's story. This particular social platform offers a lot of real value for digital and brand marketers. It’s been said that posting images and videos to your company's Instagram account can increase your follower engagement more than on any other social media platform. That's right. Studies show that Instagram posts typically generate a 4% engagement rate amongst followers.
Other studies show that Instagram ads offer companies better conversion rates. Due to the low CPC (cost-per-click), it's also a fairly cost-effective platform to advertise online. Of course, this all hinges on your creating and uploading visually engaging content and targeting the right audiences.
How to Create Video Content for Instagram
When it comes to creating videos for Instagram, you’ll want to keep quality and creativity in mind. We always recommend using professional equipment when creating any video content, especially for posted videos you’ll be paying to promote. In most cases though, capturing and uploading materials with a good mobile phone is perfectly acceptable for posts that you’re not putting money behind.
Below are some quick tips on producing good videos for Instagram:
- Use a high-quality video camera that captures light and audio in a professional way.
- If you're publishing a how-to series, use the same setup and lighting for each video.
- Pay close attention to audio. Oftentimes, people view Instagram videos without audio.
- Consider contracting the services of a video production company.
When it comes to the types of video that works best on Instagram, it can help to take cues from companies that have produced really cool corporate Instagram videos.
Oreo, for example, produced a pretty simple yet creative whiteboard style video with a pen and paper followed by some simple animation.
The video didn't require sound to make sense, and it was a huge hit.
Measure the Right Instagram Video Metrics
When it comes to the question of ROI, the answer really lies in what your goal is. Are you looking for shares, likes, or sales? Determining this will help you gauge your campaigns effectiveness and should drive the strategy behind your video production.
If you have an Instagram Business account, you'll be able to create and run ads based on the videos you upload. Just like any other paid video marketing platform, with Instagram you’ll want to be sure to focus on:
- Engagement Rate
- Follower Growth
- CTA Clicks
Always be sure to use the most appropriate call-to-action button when setting up your video campaign. If you want users to purchase something, be sure to include a button that says "Buy Now."
To increase brand awareness, you'll want to track shares and follows. The most important metric will be the number of times people are actually interacting with your videos. To track this, consider investing in a brand monitoring tool that will track any time you're mentioned or shared on any social media platform.
Statistics show that 70% of Instagram users are more likely to make a purchase after interacting with an Instagram ad while using their mobile phone. Because this platform is so heavily accessed on mobile devices, it's important to create your video marketing content with that in mind.
Getting Started with Instagram Video Advertising
If you’re a business located in the Denver area and would like to learn more about advertising your brand, product or service on Instagram, contact the team at Telideo today at 720-245-8277 to get started.