To start, the way viewers access and consume video on Instagram is different from the "traditional" video experience. It's mobile and social, and a user doesn't open Instagram expecting long-form content or to learn more about a product or make a purchase.
A brand's Instagram video should be more than a re-purposed :15 TV spot. It should resonate even as the viewer is speeding across town in a cab with the sun glaring down on the phone and the In-Cab TV playing in the background - no headphones.
The platform's restrictions on video (15 second time limit, compression, square aspect ration, no click through URL) add another aspect that should be factored into the production process too.
Production for a video that will be mostly distributed on mobile devices should anticipate the nuances that make this distribution method unique.
Here are some things to keep in mind when producing an Instagram video for a brand:
- Centered Framing and Composition - or at least video that makes use of the square aspect ratio
- Contrasting Colors - for viewing in bad lighting situations
- Short and Sweet - a lot can be said in 15 seconds, but don't try to cram too much
- Less Importance on Audio - a lot of users scroll through Instagram while in school or at work with the audio off. The video should be mainly visual and be able to function without audio.
- Thumbnail - the freeze frame image should be click-friendly and accurately represent the video
- Visual Consistency - be consistent to your brand or campaign
- Consistent Timing - post consistently - whether posting once a week or once a day. Never post multiple times within an hour.
- Interact and Engage - with followers and other brands
- Hashtags - use them to get found and create hashtags to inspire others
Brands that Do Instagram Well
View in HTTP (not HTTPS)RedBull
GE
NBA
GoPro
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