7 Ways to Use Video to Drive More Engagement on Instagram

In the digital world, social media has become a very important part of a successful marketing strategy. Social media platforms like Facebook, Instagram, Twitter, etc. They offer many opportunities for brands to showcase their products. These platforms are free to use and you can engage directly with a larger audience at once. You don’t need to invest a lot of money in creating a marketing strategy that includes social media videos. It doesn’t matter if you’re a small or large business, it’s time to get serious about social media marketing.

According to statistics shared by Lyfe Marketing, 93 percent of videos on Twitter are accessed from mobile phones. Views of branded video content on YouTube have doubled in the last three years. Also, Facebook live videos receive 10 times more comments than a normal video. All these statistics show that video content is in demand on social media. This is because millennials are more connected to videos on social media. The Web Marketing Video Council found that more than 60 percent of brands actively use social media video for promotions. Therefore, it is highly likely that your competitors are also harnessing the power of social media video to expand their customer base.

Instagram is a very powerful social media platform that allows you to share images and videos online. Techcrunch has been studying Instagram trends since its launch. According to their study, Instagram crossed the threshold of 1 billion monthly active users in 2018. Furthermore, Instagram is currently growing at a rate of 5 percent per quarter, the highest among social media platforms. Therefore, Instagram should be your first choice to showcase your brand’s products and services. In this article, we’ll walk you through some ways to use Instagram videos to engage more of your audience.

Commercial Short Films

Create short, valuable videos that represent your brand. You can showcase your product in an artistic way through these videos. The commercial can be inspiring, funny, or emotional. Instagram currently allows you to share a 60 second video to your timeline. With such short videos, it’s easy to grab the attention of your target audience. Also, short videos are better for sharing clear information about your products. You can share the commercial on Instagram stories, IGTV or on the Instagram timeline.

product details

Show your product specifications or a ‘product in action’ video to demonstrate your capabilities. Focus only on the important features to keep viewers engaged. Keep the video more informative and less descriptive. Attention to detail is the key to creating a great and sexy video. You can put the product video on your brand’s Instagram page timeline for the audience to watch at any time. Creating such spontaneous videos attracts a lot of attention.

do it yourself videos

An effective way to use Instagram videos is to create how-to content. ‘Do it yourself’ or ‘how to’ videos share how your products work. This helps users to understand the use of the product. You can also create troubleshooting videos related to any issues your customer may be facing. To the point that the videos are liked by the target audience as they get relevant information in a short period of time. By sharing these videos from time to time, you can build a relationship with your existing customers.

Video behind the scenes

Customers have become picky when it comes to choosing a product, so it is important to establish a connection with them. You can create behind the scenes videos that take them through trivia related to your product. You can even take quick learn sessions on tips and tricks related to using your product. The fast-forward video Sheryl Cole has shared of her work will give you an idea. She just has to be creative and smart to capture the right moments for her Instagram video.

Instagram Stories Video

Instagram launched Insta stories in August 2016. Through stories, you can share images or videos with your followers for 24 hours. This short window of time creates a sense of urgency, and people tend to view stories as they view an active one. You can use stories to promote your business in the following ways:

  1. Sharing short-term offers is a good way to attract people to your products and services. You can set the offer to only be redeemable for the lifetime of the story. Once people find out about such offers, they will come back for more.

  2. Let an influencer take over your Instagram account to share a sneak peek of products and discount offers. A familiar face will surely attract more audience.

Live on Instagram

The best feature of Instagram is that you can stream live videos on it. Once you go live on Instagram, you’ll be in front of your followers’ feed. So there is a high chance that your followers will interact with your live stream. They can watch your stream even if they are not physically part of the event. Product previews, product launches, Q&A sessions, educational streams, etc. are a few ways you can engage with your audience online. If your event is planned in advance, you can promote it through emails and other social media platforms.

Bring on the creators

Give your stories a personal touch by featuring your employees who have created your products and services. You can have team members share their journey in product development. Also, you can let your employees run your brand’s Instagram account for a day. They can then share details about their work lives and the hard work that goes into making the product. Employees can even hold a question and answer session to educate the audience on the product. Such video sessions create an emotional connection with the target audience and more views to your Instagram account.


If you’re not incorporating the power of Instagram into your digital marketing campaign, then you’re missing out on something big. The potential of Instagram, if properly exploited, can take your products to new heights. There is no perfect way to use Instagram video, the techniques mentioned above will help you get started. You can even hire social media management agencies that will help you promote your products by creating amazing video content.

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