Video is fun, flexible and frequently the best way to share a brand’s story in a dynamic way. It’s no surprise that Instagram more recent splash is enabling its users to have longer videos on its platform.
But that’s not the only new valuable feature on Instagram for marketers, says Chrissy Reinemund, Account Manager at Room 214.
“It’s changing on a daily basis,” she says. If you have a moment to catch up with Instagram’s latest, check out our discussion here:
In addition to the longer videos — which captured the loudest buzz from Instagram followers and creative types — there was another recent, less-noticed change that’s very valuable to marketers. The ability to count views was also recently unveiled.
What does it mean? In addition to seeing who specifically “liked” your video, you can see the total number of views, Reinemund says. That kind of data is invaluable when measuring the reach of your videos, and improving your future impact by learning what resonates with Instagram’s legion of fans. (Half a billion people, and counting. Keep that number in mind: Brands need to tap into this huge market, Reinemund says.)
Some other new features: The addition of videos to carousel ads. Fans could swipe their phones to enjoy images before, adding videos to this feature is a cool upgrade. (If you do it right, Reinemund says. Think quality, not quantity here. In my opinion — people won’t scroll as much as you’d like. Focus on your first image.)
And calls-to-action (CTAs) have changed from an awkward button to a larger, more intuitive tab.
Instagram offers eight valuable CTAs
- Watch More
- Book Now
- Contact Us
- Learn More
- Shop Now
- Sign Up
- Apply Now
Now, for some science: The algorithm has changed. Instead of posts appearing chronologically, Instagram will arrange the feed according to the content with which fans engage. This follows Facebook and Twitter, but it’s also a no-brainer: If a user likes this content, and engages with this content, he most likely wants to see more like it.
From my perspective: Like a lot of growing agencies, we’ve been hiring a lot lately. When we ask potential colleagues what their favorite platform is, the answer is often: Instagram. That’s telling.
Some resources Reinemund recommends: