Instagram, like most of the major social sites that aren’t expressly devoted to video, has been taking measures for a while now to better cater to video content and to both the people who create and consume it.
Also like most of the major social sites, Instagram requires a distinct approach. You can’t just throw any old video up on the site and expect it to work without doing what it takes to first gain a better understanding of the particulars of the platform and its communities.
And as longtime NY / NJ video production pros, it’s our business to get to know any platform that’s making video a bigger part of it. So, read on to learn some of what we’ve learned about getting your videos to be more effective on Instagram, specifically.
Embrace your artistic side.
It doesn’t matter where you intend to put your videos nowadays. Whether you’re aiming for Facebook, your website homepage, or you’re looking to reach some of the relevant social communities, it’s harder than ever to get your videos to stand out.
That’s why it’s so important to be open and willing to experiment with your videos and the ways you create them now, especially when using a platform like Instagram.
Its communities are still relatively new, especially the video viewers, so while they have refined their tastes and preferences, they’re still open to new things. After all, the entire platform was originally devoted to photos, but video has had no issue taking off.
So, use the video loops to do something fun and creative and experiment with different features and techniques. The point is, think of it as an opportunity to make entirely new kinds of videos. Trust us, viewers will appreciate the originality and creativity.
Make sure viewers can connect with the content.
Now, getting your viewers to appreciate the artistic aspects of your video content and creating a sense of wonderment among them in terms of how it was made is great and will go a long way, but if they don’t personally connect with the video, none of that will matter much.
Yes, your message and tone need to tie back in with the identity and attitude you’re trying to project, but all that needs to tie back in with the viewers you’re trying to reach. We’ve been in video production in NY and NJ for a long time now and take it from us, in the end, it has to be about them, not you.
That, like always, means doing what it takes to learn about the specific things that Instagram video viewers, your Instagram video viewers, want, prefer, and expect and the kinds of questions, concerns, issues, and interests they have.
It’s also worth mentioning that the captions can be useful when trying to make your videos connect with viewers, but the bottom line is that Instagram viewers, like any others, need to feel a genuine connection with a video to even think about watching it. So, you need to do all you can to form and cultivate that connection with videos that are aimed specifically at them.
Tell a story.
We know, you’ve probably heard it a lot. You need to a tell a story now, especially when trying to use video content to connect with people on social sites. For some general tips on that, check out this recent post, Storytelling Tips for Helping Your Videos Connect with Social Audiences.
The point is, that doesn’t change when it comes to Instagram. Yes, the kinds of stories you may want to tell as well as the way you may want to tell them can, and should change, but trying to tell a story rather than sell a message is always a good idea with the social platforms.
Remember, whether it’s Instagram, Facebook, Twitter, etc., people don’t spend too much of the time they spend on these sites doing things they don’t want to do. Why would they? They go to sites like these to socialize, get news, and to find content that they naturally find interesting and/or useful.
The thing is, everyone, no matter which of the social sites they’re on nor what their intention is there, likes a good story. We’re simply wired to appreciate a relevant, compelling story, all of us. It doesn’t have to be epic either. In fact, that’s kind of the point.
The key is to find the story in any and everything. As long as it’s relevant to the viewers you’re trying to reach and ties back in with you and your objectives in some way, then it’ll make for a good starting off point for a video story, even if it’s about doing laundry.
Don’t underestimate the power of the hashtag.
Now, as with any social platform, ensuring that your content’s effective on Instagram doesn’t just come down to what it’s about nor how you created it; it’s also about how you get it out there and the measures you take to encourage people to pass it on.
That’s where the hashtag comes into play. Yes, it may seem like some annoying little symbol to some, but make no mistake, it serves a purpose, a very important purpose.
That’s why it’s in your best interest to take your time when coming up with the hashtags for the videos you’re putting on Instagram. Look at it as another opportunity to define your video and to take advantage of hype and buzz.
Check out what kinds of hashtags are trending when you go to post your videos and, if they’re somewhat related to you, your brand, and/or your video, then go ahead and include them in the post to boost your discovery.
When all else fails, get them to create the videos.
If video production just isn’t in your cards right now for whatever reason, or if you’re looking for additional ways to weave video into your plan, you can also encourage the people you’re trying to reach on Instagram to create and post their own videos. Then, you can collect and post them on your page.
You may even want to consider doing some type of contest to aid the matter, and exclusive offers and giveaways never hurt, but the point is that using video on Instagram can help. So, if there’s a way for you to use it to your advantage, any way, then go for it, and if you’re still not convinced, check out this post from Business 2 Community, Why Your Brand Needs an Instagram Video Marketing Strategy.
Just remember that Instagram, like any social site, has its own communities, and those communities have their own interests, issues, questions, concerns, preferences, and expectations. So, before you go throwing any old video up there, do some homework. We hope these tips help!
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video, a commercial, a feature film, etc., at KVibe, we create to inspire.