Instagram Video Advertising and marketing | The way to Simply Create and Use Movies (2021)


At this time, Instagram is greater than only a private photo-sharing app. It has turn into an inclusive platform with creators and types taking advantage of it! And that’s why we thought it was time for us to information your journey to creating it huge on the social platform with Instagram video advertising and marketing! 

Whereas Instagram did begin as only a sq. picture sharing app, it step by step supported video posts, adopted by IGTV, and now reels! 

“Video is driving an immense quantity of progress on-line for all the foremost platforms proper now, and it’s one which we expect we have to lean into extra”, says Instagram Head, Adam Mosseri



In accordance with HubSpot, about 93% of entrepreneurs say video is an integral a part of their advertising and marketing methods. This contains content material creation on various platforms – Instagram being one of many fundamental platforms.

Infact, if you consider it, Instagram in the present day is flooded with movies within the beneficial feed. From content material created by customers such as you and me, to companies who’re making an attempt to showcase their services utilizing the participating format.

Contemplating how close to 90% of individuals on Instagram comply with a enterprise, and the change to video-preference, it’s protected to say you may’t do with out this content material format anymore. 

However creating movies is simpler mentioned than executed. So on this article, we’ll not simply stroll you thru what and why it can be crucial, however how one can get began with it too!  

If you wish to understand how Shopify can assist you promote on Instagram, discover this web page.

Instagram video advertising and marketing is a type of content material advertising and marketing whereby a model or a enterprise makes use of video content material to advertise their services. Video advertising and marketing can assist serve many functions, together with engagement, branding and even gross sales, relying on your small business goals. 

In accordance with a report by Wyzowl, 87% of video entrepreneurs say that video has helped enhance visitors to their web site and near 80% of them say video has instantly helped enhance their gross sales.

Ever since Instagram added its first video publish function again in 2013, there was an 80% enhance within the time spent watching movies on the platform yearly. Take into consideration the period of time you spend on Instagram scrolling by way of Reels each day and also you’ll know what we imply. 

It’s protected to say that movies are the brand new method of consuming content material for many of us. Nicely, not simply consuming content material, but additionally participating with it for those who go by these numbers: 

instagram video marketing statistics

Supply – Point out

It was additionally discovered that round 50% of individuals will go to an internet site to make a purchase order after watching a product/service video. When you ask our Shopify Consultants, they’ll let you know how huge this proportion is when it interprets into your retailer guests, potential consumers and precise gross sales. 

You’ll be able to study extra about Instagram video advertising and marketing for small enterprise and its significance for eCommerce companies on this article: The way to Construct an Viewers and Drive Gross sales with Persuasive Video Advertising and marketing

Now, if you’re creating movies for Instagram, it additionally contains understanding about a few totally different codecs supported by Instagram. That is vital as a result of every of the Instagram video codecs are totally different not simply when it comes to the scale and options, but additionally what you are able to do with it to greatest characterize your offers, reductions and even product highlights. 

Instagram video codecs – Varieties of movies you may publish on Instagram 

1. In-Feed Movies

These are fundamental movies which are posted like how you’d usually publish feed pictures. They are often upto 60 minutes lengthy and have a side ratio restrict of 4:5. You’ll be able to even create a carousel of movies, together with ten at a time. 

This Instagram video advertising and marketing format is well-suited for showcasing a number of merchandise in-use, both individually or in correlation with each other. You may also use the format to point out a bit BTS behind the merchandise, resulting in the product. 

Professional tip: At all times attempt to create a storyline and preserve these movies brief for optimum video engagement on Instagram. 

2. IGTV 

Instagram TV (IGTV) could be thought of a Youtube clone, however with vertical movies solely. With a stand-alone utility and likewise an in-built function for it, this video format allows you to add movies for so long as or greater than 60 minutes on Instagram. Name it the long-form video format! 

This video format is nice for introducing your staff, displaying your viewers who you’re, how you’re employed and making them just about meet the staff. It additionally provides you ample room to launch a group in entirety and likewise present the method behind it, with out having to fret a couple of time restrict. 

In reality, since it’s a long-form video format on Instagram, you may even create detailed how-to or tutorial form of movies in your merchandise. 

Word: Instagram not too long ago introduced that they are going to be merging IGTV and feed movies into one format. You’ll nonetheless have the ability to add these movies in the identical method out of your digicam roll. They’re additionally introducing a number of new options like trimming, filters and folks, and placement tagging to movies. To study extra about find out how to make Instagram movies, learn right here

3. Reels

Not like IGTV and extra in sync with the movies we’ve all as soon as browsed on TikTok, Instagram Reels are brief 60-second movies. Instagram presents a set of enhancing instruments that permits customers to create a number of video clips, add filters, a caption and stickers to make this video advertising and marketing format extra participating and on-the-go. 

You should use this video format for sneak-peeks, fast look books, sharing buyer testimonials, share a day in your life, or something and every little thing you’d like your viewers to find out about you. That is additionally the one video format that will get the very best video engagement on Instagram. 

4. Video Tales

Tales are ‘brief, enjoyable and immersive movies’ that aren’t precisely posted in your Instagram feed. 

They are often round 15 seconds lengthy and will have a side ratio of 9:16. There is no such thing as a restrict on what number of tales could be posted. These movies might be seen to your viewers for twenty-four hours. Publish that, they may also be added to the highlighted tales part in your account for those who’d wish to preserve that data or piece of content material accessible to your followers always. 

Video Tales are an effective way to get all of your different content material codecs seen, contemplating how over 500 million use and watch Tales each day

You may also use these to conduct polls, question-answer rounds, surveys, give shoutouts to clients and extra. They assist you to enhance video engagement on Instagram!  

5. Reside movies

Instagram Reside is a video advertising and marketing format that permits you to ‘broadcast’ a video to your followers in real-time as part of Instagram Tales. It’s a function that’s at the moment utilized by 100 million individuals each day for various functions. 

You, as a model, can use Reside Movies to host a session together with your followers, whereby you truly ‘speak’ to them, take their questions dwell and have interaction them together with your model on a deeper degree. 

Whereas movies are the best way to go, they do have a reputation for being ‘troublesome’ or ‘difficult’ to create. For many manufacturers, arising with concepts and ideas, and creating movies could seem overwhelming….even costly! 

However it actually doesn’t need to be. Let’s let you know about a number of Instagram video concepts which are simple to create! 

As a D2C model, you might really feel all too acutely aware about getting in entrance of the digicam or capturing merchandise your self. Or perhaps you’re simply unsure what facet of your small business or product your viewers wish to see. 

To make issues simpler, let’s take you thru a number of video concepts for Instagram that can assist you to current your model and its merchandise in one of the best ways attainable. 

Oh, and we assure that your viewers goes to like watching these Instagram video content material concepts!  

1. Model storytelling

Your model story can act as an natural advertising and marketing technique to assist enhance your gross sales. Storytelling has turn into an absolute necessity in advertising and marketing in the present day. 

Now, mix the goodness of an excellent story with the perks of video advertising and marketing. An unbeatable technique proper there!

You’ll be able to create Reels, publish movies and even IGTVs of why and the way your organization got here into being, who helped you begin it, and what pushed you to make it occur. 

Storytelling is the artwork of representing your model or product to your viewers in a method that feels extra natural, and is extra participating for audiences. You should use your model or product story to tug your audience to buy your merchandise/companies as a substitute of pushing a gross sales pitch on them. 

Right here’s an instance from Avimee Natural, sharing their model story and the way it all started in a brief video format. They use a bit textual content on the video as properly for a greater narrative: 


2. Behind the scenes

These movies could be an effective way of letting your clients know what goes behind making the product, and making certain that their buy is delivered to them on time. 

You’ll be able to share tales and/or Reels concerning the processes concerned in sourcing the supplies, assets, and so forth. You may also use this as a technique to showcase the individuals in your staff, a number of the extra attention-grabbing highlights of your product and many others.

As an illustration, Cosmix is thought for its pure vary of well being and wellness merchandise. They use movies to share what goes behind the scenes within the making of their merchandise. This let’s their viewers see them in motion and earns them brownie factors for being clear. 


3. Tutorials

It’s fairly important to let your viewers know find out how to use your merchandise/companies. You’ll be able to create a bunch of movies displaying this. These don’t need to be super-elaborate both – simply the fundamentals ought to do too, to drive video engagement on Instagram. 

A examine by Wibbitz confirmed that how-to tutorials are literally probably the most most popular and watched sort of video content material. It additionally helps your clients benefit from your product and get higher outcomes with them.

Right here’s one other instance from CosMix, displaying how their vitality mixes could be added to common meals objects for straightforward consumption. The short video immediately provides a way of ‘that is doable’ to their merchandise, and likewise creates a greater expertise for the shoppers. 


4. Particular announcement movies

A good way to plug video advertising and marketing into your technique is utilizing it for particular bulletins like a proposal working in your web site, bundle packages, restricted version merchandise and even milestones in your model.

Share how the buyer stands to learn from the deal or low cost you’re providing, what added worth are they getting or perhaps simply how others are loving that supply utilizing a number of testimonials from clients. 

The Good Factor makes use of a easy video to announce their bundle provide. The slight animation on the video makes it all of the extra participating to eat, as in comparison with a static picture doing the identical. 


5. Reside movies

In accordance with research and surveys, “Folks spend greater than 3x extra time watching a Fb Reside video on common in comparison with a video that’s not dwell”. So for those who’re taking a look at boosting interactions, that is the one thought you should use to drive video engagement on Instagram. 

When you’re unsure of what video content material to create, merely go Reside on Instagram. Let your followers know that you simply’re taking questions concerning the model, the merchandise and anything that they wish to find out about you. 

As soon as the Reside is over, you may make a video or IGTV publish out of it, relying on the size of the session. 

Right here’s an instance from Okhai, sharing their dwell video with Juicy Chemistry, speaking about one thing that the 2 have in widespread – Ladies Leaders. Displaying the faces behind the 2 manufacturers and a collaboration of this type, is an effective way to interact your viewers, give them one thing to narrate with and win their belief. 


6. Product movies

You may also merely present your product photos in numerous placements. 

These might be precise movies or simply pictures patched as much as make a video as properly. The thought is to provide your followers a ‘sense’ of how your merchandise look. 

You’ll be able to publish these as in-feed posts, tales and Reels repeatedly with a set template, thus making the method much more speedier!

Check out this straightforward video from Tiger and Twig. They use it to point out how flowy the fabric of their new shirt assortment is, all with out having to spend an excessive amount of time making the video itself! 


7. Time delicate movies

Tales work nice for this. 

Let’s say you determined to have a shock midnight sale for only one night time – you may create round it and persuade your clients to make purchases. You could possibly even create movies on topicals and tendencies as properly. 

For instance, for those who’re somebody who has a vogue and clothes model, and a shade simply went viral after the style week, you would create a video lookbook! 

Don’t overlook so as to add stickers, tags and the required hyperlink to those tales although! 

8. Buyer testimonials 

Ask your clients to share video testimonials or how they model the acquisition. It makes for genuine content material in your model and you’ll create so many posts out of it! Now you are able to do this by merely reaching out to them and requesting for a similar, or utilizing an app like VideoWise to tug in movies from throughout the online from customers who’re reviewing your merchandise.  

You’re in all probability questioning why you didn’t get began with creating movies any sooner. We get it! 

Now for those who’re questioning how one can get down to creating extra of those movies, let’s share a number of assets and instruments it is best to bookmark or preserve helpful. Let’s reply all of your questions on find out how to make Instagram movies with this part. 

Bear in mind, this checklist isn’t exhaustive. However our aim is to equip you with every little thing you could get began with Instagram video advertising and marketing as quickly as attainable! 

1. Shopify Video Maker 

A free instrument that we equip Shopify shops with, the video maker helps you create beautiful movies out of product pictures in minutes. All you could do is select a template that matches the content material you wish to share, add your photographs, the textual content you wish to show and voila, we deal with all of the creation! 

Get began with the free video maker for Shopify shops right here

When you’re searching for extra video enhancing apps, right here’s an inventory of one of the best ones we discovered

2. Free inventory web sites 

Sure, free inventory web sites even have movies aside from the high-resolution photographs you’ve been getting from all of them these years. All you could bear in mind is to select a video that fits the intent and the content material you wish to share, or compliments it. Listed below are a few of our favorite free inventory video web sites:

Alternatively, you should use Burst by Shopify to seek out free, high-resolution photographs that may be patched collectively to create movies.  

Questioning how a free inventory video would seem like in your feed? Nicely, right here’s an instance of the identical from The Good Factor. They use a free inventory video, combining it with some textual content and their brand, and an informative caption, to make it their very own! 


3. Canva 

One other instrument that makes creating graphics – static photographs and movies very easy, is Canva. You should use the free instrument for creating movies in numerous dimensions and use its in depth library of templates, parts, animations and results to create movies. 

4. GIF web sites 

We’re certain you didn’t see this one coming. Nicely, GIFs are literally categorised as movies on Instagram if you create posts with them. When you’re up for some enjoyable, you may truly obtain a number of GIFs from free web sites and tie all of it in with good content material. 

However earlier than you do, listed here are a number of the greatest practices that can assist be sure that you’re heading in the right direction. 

With all of the Instagram video content material concepts and format understood, it’s time to get to work. Listed below are some Instagram video advertising and marketing ideas we’ve gathered from what one of the best of manufacturers are doing for extra video engagement on Instagram. 

1. Set clear goal for video advertising and marketing 

Earlier than you even start, do not forget that your time and assets are treasured. When you’re going to speculate them in an Instagram video advertising and marketing technique, they need to add to your finish targets in a roundabout way. 

It may be one thing so simple as gaining extra visibility on Instagram, boosting your viewers engagement and educating clients about your merchandise and the way they can be utilized. 

However you would additionally use all Instagram video concepts to spice up viewer loyalty, generate click on throughs to your Shopify retailer and even drive gross sales. 

To have the ability to set the fitting goal for video advertising and marketing, ask your self:

  • What’s it that I wish to make a video for?
  • How is that this video going to assist my viewers? 
  • How is that this video serving to promote my product? 
  • What’s the intent of the video (extra attain, educate, promote, and many others)? 
  • How am I going to create this video? 

2. Perceive decision and facet ratio limits 

Several types of video codecs include their very own dimension, decision and facet ratio specs. 

As an illustration, tales and reels assist a 9:16 facet ratio whereas in-feed posts have a restrict of 4:5. These Instagram video codecs might require a bit extra considering by way of. 

Be taught concerning the dimensions based mostly on the kind of video you intend on creating. Right here’s a information to it that you should use: Instagram Video Sizes

3. Give the video a storyline 

There’s no level in randomly curating a video and publishing it. It is advisable to brainstorm and take into consideration what impact this explicit video ought to have in your viewers. Make this part of the method of making an Instagram video advertising and marketing technique. 

Accordingly, plan the storyline and execute it. The higher your narrative is, the extra probably your viewers is to attach and have interaction together with your Instagram video. 

4. Prioritize visible aesthetics

Bear in mind, Instagram is a really visible platform. So preserve your video ‘wanting good’. You’ll be able to even select to create a theme for all of your movies utilizing the results accessible on the platform. 

Keep away from litter as a lot as attainable. Use the fitting colours, alignments and backgrounds.

5. Clear presentation

Whereas displaying your product within the body, be sure the product is in focus and different parts within the video don’t distract individuals from it. This additionally impacts the Instagram video codecs you make use of. 

Instagram advertising and marketing for small companies is vital. However so is presenting merchandise in the fitting method. 

6. Give it a human contact 

Folks like to purchase from individuals. So, present them the face behind this superb model. Share your story, your ups, downs – it actually helps!

Doing so will let your clients join with you and in flip, your model! Video engagement on Instagram is vital, or your efforts go in useless. 

7. At all times add an excellent caption

Present detailed descriptions of the product/companies within the caption of the video you’re posting – regardless of the format you choose.  

Embrace a catchy first line to get the person ‘hooked’, use emojis to make the remainder of the caption enjoyable. Take into account caption-length limits, add vital hashtags. These are simply a number of the many issues to think about whereas drafting a wise caption.

It doesn’t matter what Instagram video codecs you make use of, all the time make your captions impactful! 

8. Keep watch over the tendencies 

As a lot as you wish to be reachable to your audience, you additionally most undoubtedly wish to stay relatable. You are able to do so by taking advantage of what’s trending in the mean time.

You should use trending audio in your reels or meme templates in your tales to realize this. Utilizing trending audio or codecs additionally will increase the possibilities of your content material getting found, based mostly on the video format you select. 

To maintain observe of tendencies, you too can use social listening whereas creating an Instagram video advertising and marketing technique. 

9. Arrange Instagram procuring 

The thought of being on Instagram and making the hassle to create movies, is to really get individuals to purchase from you. It is advisable to make it less complicated for the viewers watching your movies to purchase from you as properly. That is the place you could arrange Instagram Buying

By doing so, you may tag merchandise in your Instagram content material, lowering the shopping for cycle a consumer usually must undergo – visiting your retailer, looking for the product after which making a purchase order.

Be taught extra about Buying on Instagram on this article

10. Experiment all the time! 

It’s clearly going to take a number of trials to determine what works greatest in your viewers. So, don’t draw back from experimenting. 

Attempt all of it and let your viewers let you know what they wish to see extra of in your Instagram video advertising and marketing technique. 

11. Monitor progress 

Bear in mind the way you set some goals and targets for your self earlier than creating movies? Don’t overlook to see how a lot you’ve been capable of accomplish by way of this content material format. 

A number of metrics that it is best to look into on Instagram to trace the progress of your movies embrace: 

  • Variety of views 
  • Variety of accounts reached 
  • Quantity of engagement 
  • Variety of likes 
  • Enhance in followers 

Wish to study extra about metrics and find out how to observe them on Instagram? Learn this nifty information by Buffer

Folks don’t really need professionally-shot, scripted movies anymore. They simply need movies which are visually-pleasing, present a greater understanding of the product/service whereas additionally seeing an precise ‘human’ behind all of it!

There is no such thing as a proper or flawed right here. 

Experiment and get going – make errors and discover your method up!