A picture is worth a thousand words but a video says a million. And Instagram video gives you the advantage of all the benefits of social video, in an easy format for your audience.
Some mainstream brands quickly realised the importance of Instagram’s extended video length and started showing other brands that it is a great place to invest your time and money. So here’s how top brands are doing Instagram Video right with their creative social video marketing strategies.
1. Ben & Jerry’s
For brands like Ben & Jerry’s, the opportunity to create longer Instagram videos allows it to pack the content with even more striking visuals. According to Tubular, the ice cream giant generates an average 33% engagement for its Instagram uploads, so it’s obvious that fans and followers have an appetite for more. Ben and Jerry’s has already confirmed that it will sell weed-flavored ice-cream if or when marijuana becomes fully legalised in the States.
Another similar example-
BuzzFeed Tasty
BuzzFeed’s Tasty is absolutely killing it on Facebook video right now. But it is also utilising other video platforms to widen its reach and audience base. Look at the length of this description! Tasty really knows how to do social media right. So when it comes to engaging its audience with video, it is far ahead of others.
2. GoPro
GoPro is the maker of the highly-compact, high-definition digital camcorders that were originally designed for surfing videos but can now be found everywhere from snowboarding slopes to outdoor festivals and concerts. With so much importance in the use of UGC in digital marketing campaigns, GoPro got its success with the help of:
1. People who want to share their stories. GoPro is a company that almost seems designed around the idea of UGC and in fact, much of the UGC that other companies use was originally recorded on a GoPro camera.
2. Users doing the marketing for GoPro. It used to hire professional athletes and other stuntmen to generate video content.
3. A deep understanding of social media that is essential to any digital marketing campaign. Their quality content generates an emotional response that builds long-term brand loyalty.
Here’s a similar example to understand it better.
Nest,
a producer of smart security cameras, thermostats, and smoke and carbon monoxide alarms, helps people who wonder what their pets are doing at home.
They showcase their own funny and creative Instagram videos and along with that, they have taken user-generated content (UGC) to another level. The video below shows how the brand gets followers by Nest’s security camera customers happily sharing videos of their adorable pets.
3. Toyota
ToyotaUSA uses Instagram video in a way that appeals to almost anyone who ever has to get behind the wheel of a car. Whether you like sleek, stylish and speedy, a truck that likes to get dirty and hold all of your gear, or Kermit the Frog, they’ve got a video that’ll make you smile.
Similarly,
MINI
While brands could just dump 30-second and 60-second spots on Instagram, this is not very likely to be as successful as creating content with the audience in mind. There is flexibility now to repurpose content, but platform-specific content will usually elicit much better results from viewers. Mini have uploaded some incredibly engaging content to Instagram, but imagine how many more features it can now show off in future Instavids.
4. Lush Cosmetics
It’s the favourite brand of all the rich hipster girls. (Eg. Zoella, Tanya Burr) It’s an amazing thing, watching these people blowing and flowing money in one bath. One of the reasons why Lush has so many followers on Instagram. The way it is using Instagram Video is making its products big.
The brand uses their handmade bath and body products to make visually appealing Instagram content that a lot of people like. But videos explaining how to use their products is the most valuable content they are sharing. Also, they’re doing their hashtagging and calling people to action really well.
Users follow a brand on Instagram because they have some interest in their products/services. And so the brands use Insta’s new video abilities to bring them closer to becoming customers, but in a very subtle, not-so-desperate manner.
For example, the video below gives clear, step-by-step instructions on how to use this Lush product. It doesn’t seem like they’re marketing or pushing the customer to buy it. It is a helpful how-to video with cute music, clear text, and a short message.
5. Coca-Cola
Coca-Cola’s networks do exist too. The soft drinks giant’s social team shares content in order to capture its audience on every network, like this Instagram video, featuring Selena Gomez and attracting her fans to the brand. It was one of the first brands to take advantage of extended video length now available and posts 25-second or longer adverts as part of its long-running #shareacoke campaign.
The promotion, which has been launched in over 70 different countries, encourages lovers of Coke, Coke Zero, and Diet Coke to purchase cans and bottles that have been either personalised with first names, terms of endearment, or labels such as Dad(Father’s day), girlfriend, or co-worker. The brand is adding song lyrics to labels later this year in a bid to encourage even more purchases.
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