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We get it. You’ve heard that Instagram has surpassed one billion users.
You’ve also read that 25% of all Instagram ads are video.
And you’ve been told that video is an awesome way to connect with your audience, and boost conversions and sales.
And now you want in on it.
The remarkable thing? We’ve just dropped an ultimate guide to creating a successful Instagram video marketing strategy.
Ready to take a look and improve your Instagram game? Let’s go!
Decide on a Goal
Video marketing on Instagram is the same as all your other marketing campaigns in that it needs to start with a goal.
Now, your goal doesn’t have to be earth-shatteringly amazing. It could be that you’ve got a new product, or it could be that you want to make an announcement.
However, these goals — as worthy as they are — are a bit vague. It’s important that you understand why you want to create your goal. You want more engagement, but why?
Once you’re super clear about the reason for your goal, you’ll be in a better place to measure the results.
Either way, it’s important that you have a clear goal in mind before you create your video.
Make Us Emotional
Why do people go to the movies? Because they want to feel something.
Whether they want to feel happy, sad, amused, nostalgic, scared, or even angry, people go to the movies to be moved.
Your video might not be Hollywood-level stuff, but it still needs to push emotional buttons.
So pick the right emotion that you want to tie into. This emotion needs to tie into your goal (see above). Let’s say I want to grow awareness of my brand using Instagram videos. As such, I won’t go for the jugular with product videos right now. Instead, I might focus on eliciting happy emotions.
Think of your favourite video ads. How about The Dollar Shave Club’s explainer video? It was so hilarious that it went viral and helped turn the company into a $1,000,000,000 acquisition. People found it funny, and funny is a good emotion to tap into when it comes to marketing, with 56% of consumers saying they’d tell their friends about a funny ad they’ve just seen.
Don’t confuse people by trying to tap into too many emotions. Focus on one main emotion that you want to key into and always have your target audience in mind.
For example, if you’re targeting young adults, are they the kind of people who should be made to feel nostalgic or happy about your product and ad?
To help you zone in on your emotional pull, the colours you use will play an important role, as will the font, the music and any voice over you use.
Emotions are what make videos engaging, and they help to keep us watching until the end.
Add a Compelling Call to Action
If there’s no CTA, your whole video marketing campaign will fall apart. People will watch your video but they won’t know what to do next.
Some bright sparks will take some sort of action — perhaps they’ll click on the link in your bio — but most will move on without doing anything.
You need to tell your audience exactly what you want them to do after they’ve watched your video.
The CTA you go with will be dependent on your overall goal (see above). If your aim is to increase conversions, you’ll want people to head over to your website. If you just want to raise brand awareness at the moment, perhaps you can use your CTA to tell people to ‘like’ your page.
Moreover, your CTA should feel like the next logical step that a viewer should take. As such, it has to make sense with the rest of your video’s content. It has to be relevant.
As a marketer, you shouldn’t have too many problems when it comes to using the right language. Be creative but be compelling, direct and simple. Brevity always works best with CTAs.
Keep Your Video Brief
Online videos posted to social media are generally not long. Of all the videos posted to Facebook over the last 12 months, 56% lasted less than 2 minutes.
So what’s the optimal length for an Instagram video?
According to research carried out by Hubspot, Instagram videos that received the most engagement lasted — on average — just 26 seconds.
In order to meet user expectations, then, you need to keep your videos short.
Keep them snappy, too. This means condensing info (a small amount of info) into a compact narrative that’s simple and easy to understand.
Your message still needs to be strong, of course, in which case you might want to outsource video script writing to a professional.
Of course, 26 seconds doesn’t give you a lot of time to work with. If you feel that 26 seconds doesn’t really tie into your goal and that you won’t be able to get your message across, you could create a carousel video, or you could create 3 or 4 videos based around the same theme. This allows you to break down your information and message into chunks that are easier to digest.
Make The First 5 Seconds Count
Look, there are many metrics you need to monitor in order to create a successful Instagram video marketing campaign. One of them is views. But views by itself doesn’t tell you anything. Your view count could be high, but what does it matter if 90% of viewers stop watching after 10 seconds?
With so much content flying at people, it’s so easy to skip a video if the first 5 seconds don’t grab us. In fact, many people do just that. Which means that it’s incredibly important that you make your first 5 seconds count.
Naturally, the pressure to hook people within 5 seconds is now enormous for marketers. It requires some reorientation of thinking on your part.
What’s important is that you deliver on your promise as soon as possible — within the first 5 seconds. Once you’ve done this, you’ve captured your viewer’s attention. From here, it’s yours to lose. Capturing peoples’ attention right away is all about knowing who your audience is. What’s going to stop them scrolling through their feed? What are they looking for? What problem do they have that needs solving? Find a way to present your benefit(s) as soon as possible.
Using captions is a hack that will serve you well. Especially on mobile devices, your viewers might be listening without sound. As such, you can use captions to grab their attention.
Another good idea is to add your logo and branding to your video as soon as possible, too. This helps to establish trust and familiarity.
You might also want to use your first 5 seconds to let people know exactly what to expect from this video. What will they get out of it? Why should they stick around?
All in all, when it comes to succeeding with videos on Instagram, understanding your audience, as well as the medium and context is key. These are the 3 core things you need to build your marketing strategy around. Use the tips in this article, keep up with all the latest trends — and make an awesome video that people want to watch.
About the author:
Aljaz Fajmut is a digital marketer, internet entrepreneur, and the founder of Nightwatch— a search visibility tool of the next generation. Check out Nightwatch blog for SEO and marketing tips and follow him on Twitter: @aljazfajmut