Video has long been a trend in social media – and the wider marketing industry, for that matter. Instagram originated as a photo-sharing platform, but has since shifted to prioritize video content over static images. TikTok has led the charge, with over a billion users worldwide sharing and engaging with these short, catchy clips. The video trend shows no signs of slowing, so we gathered intel on what brands, influencers and individuals should keep in mind when creating their video content.
With Instagram’s aforementioned shift to becoming video-first, it’s worth brushing up on the opportunities there. The most recent update to know: just this month, the platform combined IGTV (the long-form video function for videos one minute to one hour long) and Feed videos into a single format dubbed ‘Instagram Video.’ Users can expect the Reels function to remain separate, with Instagram prioritizing these minute-long clips as the platform continues to compete with TikTok.
When creating Reels content, the Hawkins International team shares, “Similar to TikTok, this feature allows you to record and stitch together multi-clip videos. Make sure to add audio and camera effects to grab your viewer’s attention. For public accounts, Reels on the explore page provide a chance to reach audiences on a global stage.”
For brands, the BMF team recommends using video to communicate the emotional benefits of a service or product. “Instead of relying on selling messaging that focuses on product benefits, highlight the emotional benefits consumers experience when engaging with the brand and purchasing products. Whether that is through storytelling, music or creating a moment, you can radically change the way your audience perceives your brand.”
On the influencer side, social media guru Renee Ogaki emphasizes the value that video content will continue to wield well into 2022. As such, upcoming influencer campaigns must incorporate video; for example, creators can jump on the many fast-moving TikTok trends (which oftentimes end up – and perform well – on IG Reels).
At the end of the day, video content may be dominating the social sphere, but superficial copies of even the trendiest topic can fall flat. Instead, focus on quality over quantity, and always take a thoughtful, creative and authentic approach to creating social media videos.
