12 Expert Instagram Video Best Practices

Video content is king on social media, and Instagram is no exception. With 60% of users saying they discover new products through the platform, leveraging Instagram videos for marketing is critical.

However, Instagram is unique, and so are its users. What works on YouTube or TikTok might not play as well on Instagram. That said, applying some key YouTube marketing tips—like optimizing video titles, using compelling thumbnails, and engaging viewers early—can help boost your Instagram video performance as well. We've put together this guide on Instagram video best practices to help you get the most out of your video marketing efforts.

Benefits of Instagram Video MarketingThe Potential of Video Marketing on Instagram: 10 Key Benefits

instagram - Instagram Video Best Practices

Video marketing on Instagram is a powerful tool for brands. Here’s a look at the benefits of using video on Instagram.

1. Instagram is the best place to get discovered

With over 1 billion monthly active users and 500 million active daily users, you can access a vast audience that might not otherwise see your marketing efforts. Did you know that 90% of people on Instagram follow a business? Introduce your brand, showcase your personality, or offer product run-throughs using video to engage with new audiences. Using video marketing on Instagram can help appeal to hesitant buyers and lead customers from the consideration phase to the decision stage.

2. Engage with your audience

Showing a smile and a friendly face helps users connect with your brand on a more personal level than simply funneling bleak adverts into the ether. Video marketing on Instagram can help to humanize your business, leading to more engaged, loyal customers and a positive community. Post a Reel introducing the founder, do a live Q&A with the social media team, or post a teaser story of your latest product drop to excite and engage. Ensure that you use captions where relevant to guarantee that your video content is accessible to all.

3. Covert your viewers into sales

93% of marketers stated that they acquired a new customer thanks to a video on social media. Additionally, a Facebook survey states that 1 in 3 Instagrammers had become ‘more interested in a brand or product after seeing it on Instagram Stories.’ Video allows brands to show products in fun and exciting ways through tutorials, outfit styling, cooking content, and more.

Video is a much more dynamic format than static imagery. Users can see how a product moves, behaves and looks in more detail than an e-commerce website shot. A well-informed consumer is more likely to make considered buying choices, resulting in higher-value customers who return time and time.

4. Video content gets the most engagement

Video marketing on Instagram is an undervalued asset. Quintly, a social media analytics tool, researched the disparity in engagement between formats on Instagram. Video received up to 21% more engagement than photos; however, photos are still the most popular format for posting and sharing. Our biggest Instagram video marketing tip is to take advantage of video content's engagement opportunities. If you’re after an increase in metrics that matter, video is your friend.

5. Instagram is shifting towards video-first

Want to stay ahead of the curve? Now is the right time to invest in video marketing on Instagram. A study revealed that 32% of people visit a brand's social media account before visiting their website. If social is your user's first port of call, make it as engaging and personable as possible. Instagram video marketing allows you to stand out and make a great first impression.

6. Video marketing on Instagram has a long shelf life

Along with increased engagement and sales, the opportunity for increased visibility is also available. Using the Explore function on Instagram, users can see popular videos and reels, for weeks or months after posting them. Suppose the reel has consistently great engagement and views. In that case, Instagram will keep re-publishing it, keeping it in the ecosystem longer, resulting in increased brand awareness and visibility for much longer than static posts.

7. Opportunities for repurposing across platforms

There’s no use in creating a fantastic piece of content if you’re only going to post it once on Instagram. A great Instagram video marketing tip, and one of our top benefits of digital marketing, is to keep it alive for longer by posting it across various platforms and formats. If you posted a reel a week ago, consider posting a teaser or synopsis in Stories. Alternatively, post it on TikTok to access a new audience. The greater the reach of your video, the more significant the ROI will be. Pay once, and reap the benefits forever.

8. Video marketing on Instagram is growing in popularity

The average social media user spends up to 53 minutes on Instagram daily in 2021, compared to 30 minutes in 2020. This aggressive spike in platform usage may result from the pandemic; however, it is still no surprise that users are more glued to their phones than ever. Consumers expect brands to deliver exciting and entertaining content to keep them interested. In a world so fleeting, video helps you to hold a user’s attention, meaning their eyes are on your brand for longer.

9. Use short-lived Stories to your advantage

Do you want to advertise a 24-hour sale or a limited promotion? Stories are the perfect place to advertise content that isn’t evergreen or doesn’t suit your feed aesthetic. Additionally, offer your social followers early access to sales. This will encourage users to interact more with your video marketing on Instagram, leading to increased engagement.

10. Expand your email database

Collecting emails via live videos is one of our favorite Instagram video marketing tips. Advertise a Q&A Instagram Live where users can send in their questions to be answered. In doing so, request their permission to share their email, and bingo, your email database has just doubled. Email marketing is an essential tool that can be used alongside your social activity to create a well-rounded marketing campaign.

Best Instagram Video Types

The Ins and Outs of Instagram Stories

Instagram Stories are brief video clips ranging from 15 to 60 seconds in length that disappear after 24 hours. This fleeting content has emerged as a favored method for presenting unrefined, casual, genuine, and eccentric material. It serves as a counterpoint to the more polished marketing videos in the main feed, making Instagram Stories feel more authentic and less curated.

The maximum duration for a single Instagram Story video is 6 seconds. However, you can design a sequence of Stories that tell a story in a slideshow format. Images in Stories display for 7 seconds each. Brands can post an unlimited number of Stories. Similar to TikTok video content, Stories are displayed in a vertical format that fills the entire mobile screen. There are four distinct types of Stories you can use:

1. Standard

This is the default choice for a Story. A Standard Story can include an image or video along with filters.

2. Create

This format allows you to add text or stickers. It’s ideal for storytelling or posing questions.

3. Boomerang

Boomerangs repeat a short video clip on an endless loop.

4. Dual

The Dual format lets you use both the front and back cameras to switch perspectives. This is useful for providing the audience with a quick walkthrough or to show what you’re doing.

5. Layout

This option allows several images to be presented in a collage format.

You can further enhance your Stories with emojis, text, stickers, filters, and polls. There’s also a Highlights section where you can organize Stories on your profile for longer-term visibility (e.g., to showcase testimonials or feature upcoming events).

Stories are an excellent platform for brands to experiment with various types of content, as these posts disappear after 24 hours, unlike content in your main feed. Stories also serve as an effective way to capture users' attention and raise awareness of your brand. This format taps into the fear of missing out (FOMO) because people want to watch the video before it disappears.

Case Study: The Economist

The Economist uses Instagram Stories to increase traffic to news articles published online and in the magazine. The news outlet utilizes the Highlights feature to promote stories and encourage users to click through to read them. By curating content, its Stories can drive engagement and remain visible for longer.

The Economist organizes its Stories by category to help users find content they may enjoy, including “Weekly Reads,” “The Future of AI,” “The Most Popular Reads of 2024,” and “Culture.” As a well-respected newspaper, The Economist has a recognizable brand identity and maintains consistency across its Instagram posts, which use the same layout and font, striking images, and clear titles to entice users to click.

The Lowdown on Instagram Reels

Reels are Instagram’s version of the vertical-video format popularized by TikTok. Unlike TikTok, Instagram’s implementation of Reels features full-screen, portrait-oriented videos.

When you upload a video, it’s automatically posted as a Reel, which means there’s no option to create a standard video post. The upside is that you can share larger, longer videos.

Reels are multi-clip videos ranging from 15 seconds to 15 minutes in length. However, Instagram limits video length based on how long a Reel should be to optimize performance. So when recording in the app, you can select durations of 15 seconds, 30 seconds, 60 seconds, or 90 seconds. Anything over 90 seconds can be uploaded as a video that will be converted into a Reel.

Reels excel at showcasing creative content that uses music and effects. They offer AR filters, timed text, and green screen modes. Users can discover Reels from the “Reels” tab on their profile or the Explore tab in their Instagram feeds. Reels are particularly popular among Gen Z and Millennial users.

According to research from Social Insider, reels typically generate the highest engagement rates of any video content on Instagram, with an average engagement rate of 1.48%. However, engagement on Reels has dropped by 20%, so it’s crucial to stay aware of trends to leverage Instagram’s Reel algorithm.

It can be tempting to reuse your TikTok content for Reels. Remember that your Instagram audience is likely older than your TikTok followers.

Reels offer an excellent opportunity to highlight engaging aspects of your brand’s personality. They can also include hashtags and product tags. Users often view Reels as more “authentic” than highly produced video content.

Case Study: Apple

As the creator of the iPhone, Apple leverages Instagram users' creations to highlight stunning Reels.

The company’s Reels feature user-generated content from photographers, film directors, and artists to showcase outstanding videos that illustrate the use of its technology. These posts are tagged #ShotoniPhone and have more than 30 million posts.

Additionally, Apple commissions projects such as videos and portraits to highlight remarkable people or environments, providing a wealth of stunning video content to share on Instagram.

Everything You Need to Know About Instagram Feed Videos

Historically, Instagram videos encompassed both IGTV and in-feed videos.

Today, Instagram feed videos are joining these outdated features, as videos are now posted as Reels (although videos still appear in a brand’s IG feed).

An exception to this is videos that are featured in Instagram carousels, which can include up to 10 photos and videos and appear in the main feed.

Live and Unscripted: The Appeal of Instagram Live

Instagram Live allows you to stream videos to your followers in real-time. They can watch them live during your broadcast or catch them later as a Story.

It takes confidence to go live, as many things can go wrong during a broadcast. That said, it’s worth experimenting with, as live video is a highly engaging format that allows you to be more “authentic” and “in the moment.” Live video can showcase elements of your brand that users might not typically see.

This video format is ideal for

Live tours
Brand events
Product or service demonstrations
Behind-the-scenes footage
“A Day in the Life” series
Live classes (e.g., a weekly cooking or yoga session)
Live Q&As with company leaders, experts, or employees

You can enhance the interactivity of live videos by inviting viewers to submit questions or comments during your broadcast.

While you don’t want your live video to feel overly scripted, carefully prepare for it. Drafting an outline for a video script can help you stay on track during the broadcast. Ensure you have a strong internet connection and aim to make your live stream as clear, high-resolution, and stable as possible.

Plus, have a straightforward narrative prepared before you go live. Your live video should incorporate storytelling elements to engage a customer or prospect.

And if things go awry on the day of your broadcast, just incorporate the mistakes into the live experience!

man on a laptop - Instagram Video Best Practices

1. Leverage Crayo AI for Effortless Video Creation

Crayo AI offers a rapid solution for producing high-quality short videos. The ability to generate unlimited shorts simultaneously simplifies the process of video creation. Crayo AI automatically produces captions, effects, background options, and music, allowing creators to focus on ideas rather than technical aspects.

The platform is especially beneficial for monetizing their content through programs like TikTok’s creator fund. To use Crayo, simply write a prompt, customize elements, and export your video. The tool’s user-friendly interface requires no account setup, making it accessible immediately. Explore Crayo’s free clip creator on their homepage to start transforming prompts into engaging shorts in minutes.

2. Keep Your Finger on the Pulse of Trends

Trends are ever-changing, making it crucial to stay informed for effective content creation. Regularly explore Instagram’s Explore page, follow key influencers, and track popular hashtags to identify emerging trends. Utilize tools like Google Trends for additional insights into current viral topics. Once a trend is recognized, the challenge lies in authentically incorporating it into your content rather than simply replicating it. For instance, Adobe successfully leveraged Instagram trends to showcase user creativity through engaging Reels.

3. Establish Specific Objectives

Before creating video content, define clear goals to guide your approach. Specific objectives will shape your video's tone, style, and messaging, whether aiming to increase followers, foster personal connections, or drive website traffic. This strategic planning will enhance your video’s effectiveness and support your Instagram marketing efforts.

4. Analyze and Understand Your Audience

Gaining insight into your audience’s preferences is essential for tailoring video content that resonates with them. This understanding will boost the likelihood of your videos being watched, liked, and shared, expanding your reach and visibility on the platform. For example, Gymshark effectively analyzes its audience to create content that aligns with their interests, resulting in high engagement rates.

5. Craft a Compelling Narrative

Storytelling is a powerful tool for capturing audience attention and driving engagement. Plan your video to ensure each second serves a purpose, dividing your narrative into three acts: beginning, middle, and end. Start with a visually striking scene to hook viewers and encourage them to watch the entire video. Remember to include a call-to-action at the end, prompting viewers to engage further with your content or brand. Additionally, consider incorporating on-screen captions, as many users watch videos without sound.

6. Focus on Creating High-Quality Videos

Prioritize video quality to enhance your Instagram strategy. This includes resolution, clear audio, proper lighting, and engaging content. Maintain quality by adhering to platform specifications, such as using dimensions of at least 864 pixels wide by 1080 pixels high. A notable example of high-quality content is Apple’s Instagram post featuring a short film shot entirely on the iPhone 14 Pro, showcasing the device’s video capabilities.

7. Optimize Lighting for Your Videos

Good lighting is crucial for making subjects look appealing on screen. Find natural light sources, like windows, and position your subject accordingly. Avoid overhead lighting, which can create unflattering shadows. If natural light isn’t available, get creative with reflectors made from white poster boards or block unwanted light with black materials. These techniques can significantly improve your video quality.

8. Post at the Right Times

Determine your audience’s optimal posting times by analyzing Instagram Insights or automated tools. Scheduling content for peak engagement periods can enhance visibility and reach. General guidelines suggest posting during weekdays around work hours and lunchtime, but individual audiences may vary.

9. Plan Your Video Shoot

Before filming, choose your camera wisely, opting for a smartphone or DSLR over Instagram’s built-in camera to avoid limitations. When shooting, consider orientation, focus, and stability. Use portrait or landscape modes as needed, and maintain focus on subjects by tapping the screen. Keep shots steady by anchoring your arms or using a tripod. Lastly, be selective with your footage to fit the one-minute time limit.

10. Incorporate Sound and Captions

Audio can enhance video engagement, but many users watch without sound. Include captions to ensure accessibility and reach a wider audience. Oreo’s Instagram videos exemplify this balance, offering engaging content that works with or without audio.

11. Start With a Captivating Hook

The first few seconds of a video are crucial for capturing attention. An intriguing hook can encourage viewers to engage rather than scroll past. Research shows that hooks sparking curiosity leads to higher reach and engagement rates. This initial engagement can boost watch time, signaling to Instagram’s algorithm that your content is valuable, potentially increasing visibility and engagement.

12. Create Videos Optimized for Mobile Viewing

Most Instagram users access the platform on mobile devices, making mobile optimization essential for user experience. Videos that are easy to view and interact with on smartphones increase the likelihood of complete views, likes, and shares. High-quality, mobile-friendly videos also enhance brand perception, portraying your business as professional and trustworthy.

How to Market on Instagram Using Videos

man writing - Instagram Video Best Practices

1. Brand Identity Essentials in Video Ads on Instagram

Always feature your logo, brand colors, and highlighted products in your Instagram video ads. You want viewers to instantly recognize your brand, not ask, “What was that ad for?” after watching.

2. Use Storytelling to Connect with Your Audience

Effective video ads often include some form of narrative. Humans are naturally drawn to stories, so use this to your advantage. Craft a beginning, middle, and end that engages viewers emotionally and subtly highlights your brand or product.

3. Invest in Quality Creative to Maximize Your Video’s Impact

The final principle is straightforward in theory but more challenging in practice: Use high-quality creativity to make your video ads as impactful as possible. This may feel daunting if you’re new to video marketing, especially on Instagram. But don’t let that hold you back. Focus on generating ideas and experimenting with different styles and approaches. You can continually refine and improve your process as you gain more experience.

Create Viral Shorts In Seconds With Crayo

Crayo AI is the fastest way to create short videos. Create unlimited short videos at once. Crayo even auto-generates captions, effects, backgrounds, and music for you. Take advantage of the opportunity of a lifetime and make easy money with the Tiktok Creator fund program. Go from ideas to short videos in seconds:

Write an outline/prompt,
Customize the style (select a background video, voice narrator, and music from Crayo’s free templates).
Finish and export! Go viral, make money, and make clips in seconds with Crayo.

Try Crayo’s free clip creator tool today — just click the ‘Try Now’ button on our homepage to get started. No account is required! Go from prompt to viral short videos in minutes with Crayo.