It wasn’t long ago when Instagram was an image-focused social media platform. Instagram has gradually transitioned into a video-first platform, including intriguing “stories” that drive online traffic and sales.
Instagram is the platform for everyone, including business owners, marketers, and the customers they’re trying to reach. Businesses are flocking to the platform by the thousands in an attempt to convince potential customers to consider their value offering.
Instagram Video is Becoming Increasingly Important
Instagram is now a video-dominant platform in which brief video clips are used to highlight individuals’ lives as well as businesses’ products and services. While there are changes to tackle in this journey from linear TV to social media, marketers are quickly coming to terms with the fact that the coveted consumers of the future favor social media over cable TV.
Those who hold the keys to the financial future, meaning Generation Z and millennials, are shifting away from TV, radio, magazines, and newspapers. Instead, they’re moving over to social platforms such as Instagram.
Videos are More Engaging Than Images
Think back to the last time you clicked through a series of Instagram pictures. You likely spent a second or two looking at each image only to quickly digress to another internet distraction. Juxtapose this brief experience with that of a viewer who spends 10+ seconds or more watching brief Instagram videos, and you’ll find video consumption proves more impactful.
Video content combines moving images with audio (and often other elements) to create an engaging viewing experience that is much more likely to lead to conversions. Instagram videos captivate more than images as they engage the audience for a greater period of time, combining interesting video footage with attention-grabbing audio. In contrast, Instagram images are comparably static as they are unmoving, lack an audio component, and require less time to consume.
Video Creates a Meaningful Connection
Instagram videos humanize companies that would otherwise be construed as corporate and cold. Feature an employee, customers and other relevant people in your Instagram videos and you’ll put a face to your brand. Instagram video is an opportunity to highlight your company’s altruism, culture and value proposition in a way that makes a meaningful impression on your followers.
The humanistic component of Instagram video makes it clear that your business cares about more than the bottom line.
Instagram is Growing
Above all, the primary reason why marketers are leaning into video on Instagram is the fact that the platform is growing. Facebook, also owned by parent company Meta, is losing popularity, especially with the desired younger millennials, Generation Z and Alpha age cohorts.
In contrast, Instagram has a billion active users per month. The platform has half a billion active users per day. More than eight million businesses have an account on the platform. In aggregate, nearly 100 million videos and photos are shared on Instagram each day.
More than four billion “likes” are clicked on Instagram content per day. Master the subtleties of Instagram video specs, continue to upload video content to the platform to build momentum and your videos will succeed in converting prospects into loyal, paying clients who want to support your brand.
Lighthearted Instagram Videos
The days of hard-selling products and services with overt advertisements through conventional commercials on cable TV are fading away. Consumers are now frowning on direct advertisements in favor of more subtle inbound marketing, including Instagram videos, as they are less intrusive and domineering.
Instagram videos create an opportunity for you to present your business as lighthearted, people-oriented and focused on solving meaningful problems. Through a unique presentation of your company, its staff and problem-solving solutions, you can connect with potential customers without inundating them with a traditional off-putting sales pitch.
Use Instagram video to focus on humor, lightheartedness and the positives of your value offering in the context of consumer challenges, and you’ll make a much more powerful impact than possible with images and conventional forms of outbound advertising.