Social media, particularly Instagram, plays an undeniable role in a brand’s communication strategy, and videos are not only the content most favored by this platform but also the most consumed by its users. From Stories to Reels, short videos are essential for reaching your audience. It may seem easy, but building a strong presence on Instagram based on a strategy aligned with your brand may not be as simple as it seems.
Why promote your brand on Instagram
Let’s look at the facts. Instagram is already the most widely used social media platform among young Portuguese people aged 15 to 24, making Generation Z the most influential group on this platform. Statistics also indicate that, in the coming years, social media will be the primary platforms where people seek information and content from brands.
This trend has also been reinforced by the Global Social Media Trends Report, which shows that online shopping via social media has been on the rise. And it’s no small matter!
Having an Instagram presence is therefore essential and is increasingly becoming a strategic and relevant way to reach your audience.
But what kind of videos should your brand focus on to stand out — or at least keep up with trends—on this social media platform, which has seen the fastest growth?
To make an impact with videos, it’s important to stay up to date on the latest developments and trends, which these days change at a dizzying pace. Sometimes it can be difficult to keep up with social media trends — whether it’s the music you choose for your video or the editing — and still manage to create relevant content.
We’ll help you identify what to keep in mind when publishing video content. The ultimate goal is to make your content generate buzz and give you the opportunity to lead the conversation.
The power of Reels
Reels and more Reels. This is the strategy to follow when investing in Instagram content. This is the type of content the platform’s algorithm prioritizes most. What was initially created to offer a solution similar to TikTok is now a well-established trend. Thanks to the algorithm, it reaches more people beyond your list of followers, increasing your potential reach and network.
Collaborations are a must
If your Reels is created in partnership with a brand ambassador or features an influencer, we suggest you be sure to post it as a collaboration. This relatively new Instagram feature allows the content to appear on the home feeds of everyone involved, significantly increasing its reach. Nowadays, it’s possible to tag multiple collaborators in a single post, making tagging much more versatile.
Content is king – be creative
As with everything on social media—especially video—content is king. The key to making the biggest impact with the content you choose lies in what you decide to talk about and how you do it. This tip applies to all types of content, from the most commercial to the most institutional. The secret is to be creative. Get inspired and follow some profiles that you consider leaders in this type of content, and save videos you’ve found interesting to draw inspiration from for future posts.
Planning is the foundation of any strategy
Planning is absolutely essential for videos and any other social media content. Make a plan for the Reels and Stories you want to post. When filming, take the opportunity to record some of your ideas so you can start working on the content and plan ahead. This way, you can always adjust your content and posts if there are any last-minute changes. Hiring a partner who specializes in this area can be a huge help.
The complex world of video editing
This is the part where many brands—especially small and medium-sized businesses—have questions when it comes to implementation. It’s essential to consult a video and audiovisual professional during the editing process to ensure your video looks polished and professional, even if the concept behind a Reel might seem simple. Ideally, you should edit the video outside of Instagram first. After this initial editing, you can upload the video to the platform and add music, effects, or text, and make a few minor edits.
Storytelling in video
The caption that accompanies the Reels or Story you post on your feed is almost as important as the video itself. Descriptions shouldn’t be too long, so you don’t run the risk of people stopping halfway through. Stick to the key points, and tag the Instagram profiles of brands or influencers. And don’t forget the hashtags, as they’ll help categorize your content. This will make it easier to find in organic search results. There are several websites and platforms, such as Top Hashtags or Best Hashtags, that can help you identify the most popular hashtags.
The power of reach: Reels with paid ads
Instagram’s algorithm is constantly changing, and according to 2023 statistics from Hootsuite’s annual social media trends report, 43% of respondents reported that their biggest challenge is the “decline in organic reach and the need to increase investment in ads.” To get the best of both worlds, we recommend focusing on Reels content and investing to increase your reach on social media.
Don’t forget the Stories
Stories remain a key tool for sharing content in real time. After all, 50% of Instagram users have visited a website to purchase a product or service after seeing it in Stories. You can use short clips from videos you plan to post, less-edited videos, or repost Reels with GIFs, text, and tags. All of these elements increase audience engagement with your content and the amount of time they spend on your page. The result is a boost to your influence on Instagram.
Conclusion
These days, there’s no escaping these content trends on Instagram Stories and Reels. Sometimes, how you position yourself today can determine the success of your business in the future. The way content is created is constantly changing, especially on Instagram, the platform that has been growing the most. The main goal is to create impactful content tailored to your audience.
Count on our EDC team for a comprehensive Instagram video strategy, as well as other strategic communication services, such as influencer management, media relations, and content marketing.
