Using Instagram Video for your Content Marketing Strategy

What type of content gets the best ROI? 51.9 percent of marketing professionals worldwide say it’s video. Four out of five shoppers say a video showing how a product or service works is important, and retailers cite 40 percent increases in purchases as a result of video.

Yes, video is all the rage, and with Instagram’s move to 60-second clips, now is the perfect time for your business to ride the wave. There’s more airtime and lots more freedom to come up with creative content to market your brand. Video is the way to accelerate trust and build expert status. Here, we’ve found the best ways to employ video on the ‘Gram.

Humanize your brand

When a brand is able to make a genuine connection with audiences, a powerful synergy occurs. Not only does the connection bring a new loyal customer to the fold, it also creates a ripple effect with the customer’s family and friends. Word of mouth advertising is where it’s at. Create a transparent behind-the-scenes story documenting daily highlights, revealing what you do after a long day at the office, or interviewing employees with quirky questions. Laugh, use unscripted voice, and just be your usual awkward / hilarious / quirky / lovable self. Audiences today demand authenticity, so give them what they ask for.

Product demos

A picture may be worth a thousand words, but according to Forrester Research, a minute of video is worth 1.8 million words. Photos of your products are lovely, but a simple demonstration video can sell your product for you. A short, informative story may be all that’s standing between seeing and believing.


Answer customer questions by hosting an FAQ session. In 60 seconds you can share a lot of valuable information. And as a plus, you’re also showing off your human side, increasing the sense of connection and trust. Have an employee / friend / circus clown interview you, or simply film yourself answering the most frequently asked questions about your products or services.

Online portfolio

For those in visual professions (graphic designers, art directors, interior and fashion designers, brand strategists), an Instagram portfolio is a necessary way to advertise your brand or service. And a carefully curated video collection is even more visually stimulating than a photo portfolio. Showcase what you’ve been working on with a shots of time-lapse video, include a few snippets of yourself (working, sitting at a desk deep in thought), add a fun music track, and voila! Audiences have just peered into your secret window, strengthening the human connection and increasing brand loyalty.

Create user generated content

Ahhh… this is the fun part where your customers do the work. Ask clients to post a video using your product. Better yet, ask them to do something unusual or silly featuring your product. Have them hashtag the content, and then gather the clips together to stitch a video montage. You can be creative: add music, voice-overs, stickers, filters – add your own branded uniqueness. Or feature one user video each week. What a great way to make your content gathering easier and showcase social proof.

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