Instagram Video: The Latest Update & How Best to Use it

The inevitable has come to pass. In addition to the Instagram algorithm update that recently stirred up a hornet’s nest (even though it was actually a good thing), the platform has just announced that it is upgrading the video options available to users. Unencumbered by the previous 15-second restriction, videos on Instagram can soon be up to one minute in length. The ability to post longer video content will be rolled out over the coming months.

This is a good thing. It’s great, in fact. But before you post your first 60-second video, make sure you’re doing it the right way. In the Digital Age, time quite literally is money. It is the currency we deal in every day, and when you waste your audience’s time by delivering content without real value, they’ll stop giving you their attention. Meanwhile, those that add value as they add seconds to their videos will see it pay dividends.

Maintaining the 15-Second Mentality

Brands the world over are going to leap at the opportunity to take advantage of that extra 45 seconds. The key is to make sure those extra ticks on the clock actually bring something worthwhile to the viewer.

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With the 15-second limit Instagram has had since day one, marketers were forced to make every second count because there were so few of them, creating the best possible content within that limited window. All of the sudden they have four times that, and this is where it can get tricky.

In order to succeed with video content on Instagram, it is critical that brands not abandon that 15-second mentality. Not every video has to be a minute long. If the message can be delivered in 30 seconds, stick to that. If it’s 45, fine. But the second you start adding filler to get to the new maximum is the second people start ignoring your content. Quality over quantity applies to the length of video content as much as anything else.

Consider these three tips as you move forward with Instagram video strategies:

1. The best approach when it comes to video marketing is not to think in terms of how long a platform gives you to tell a story, but how long the story deserves. Instagram is giving us all 60 seconds, but if the message I want to get across can best be delivered in 25 seconds, then that is how long the story deserves. I would rather have my audience watch a shorter video in its entirety and feel that it was worth their time than have them watch 45 seconds and feel like the last 20 were stolen from them. Because, as good as the first 20 seconds might be, they’re going to remember the negative feeling they get from the last 20 more.

2. Remember that Instagram is a platform built on creative visuals. Perhaps more than any other channel, audiences here are going to expect to see high-quality visual content. Production value is key, so make sure your content stands out and has high visual appeal.

3. Be creative. Again, creativity is one of the pillars Instagram is built on. Not to mention, it is the up-and-coming platform for marketing right now. That means there’s a lot of content, and the cream rises to the top. The more creative you get with your video content, the better the chances of engaging your audience.

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Instagram Video: The Latest Update & How Best to Use it