Information in this blog was obtained from Hootsuite, Sprout Social and The Social Media Examiner.
Instagram is one of the most trafficked social media platforms in the world, having begun as a photo-sharing platform and eventually transitioning into a short-form video powerhouse. The transition came soon after the explosion of TikTok's popularity and Meta, Instagram's parent company, responded with its own video feature in order to compete with TikTok's success. Many have tried to resist the push towards video reels from static images on the platform, but in order to gain organic success, it is crucial to understand and adapt to the Instagram algorithm that favors these videos. While static images will be shown to those who already follow your brand, reels will be displayed to people outside of your following as well. It is all based on the algorithm's understanding of the social app user's likes and dislikes.
For those who may be unfamiliar, Instagram video reels are videos that can be up to 90 seconds that are uploaded on a loop and can be overlaid with text and audio to create a brief, yet eye-catching piece of content that has the potential to go viral. Though capable of being up to a minute and a half, 15-30 seconds is more highly recommended. Over time, it has been seen that the shorter and more concise the video is, the better it is likely to perform though this is not a rule that is set in stone. In order to create successful content in such a short amount of time, it is important for a social media marketer to know what kind of short-form video content performs well on the platform.
Tip #1: Make Original Content
Hootsuite recommends making original content rather than uploading curated content or re-sharing someone else’s post. Trending music and audio can be helpful assets used to create videos, but you’re more likely to go organically viral if you create your own original audio that will stand out from the masses. From there, others may use your audio as well, producing a snowball effect of individuals linking that audio back to your brand.
Millions of people and brands post content to Instagram every single day, and so it is key to create something that looks different than what everyone else is doing. You only have a few seconds to capture their attention, so you must make it count. Trending audios and video challenges can be tempting, but it is easy for your brand’s video to get lost in the sea of others just like it. It may also become tired once a user has seen so many of the same trend, meaning they may just skip over your video altogether.
Another way to create original content is to not over produce any footage that you share on the platform. Instagram users who consume short-form video are looking for authentic clips that show a glimpse in every day life rather than a cinematic masterpiece that may not be true to reality. Essentially, it's better to post a video that perhaps seems to be a bit more rough around the edges than a perfectly edited short-film.
Additionally, a brand should also be creating content that provides value, whether that be with new information or entertainment. At the end of the day, social media users are looking to be shown something that peaks their attention about the way a brand operates. Original content can come in the form of something as simple as giving a behind-the-scenes tour of your office space and the people that make the company special. One of the most impactful things about social media marketing can be the human connection with your audience that was never possible with traditional broadcast media back in the day.
Tip #2: Spark Engagement and Conversation
The Instagram algorithm runs on engagement, therefore ranking you higher the more people are discussing your video in the comments, sharing the content with their friends, and generally liking the post. Sprout Social suggests coming up with unique ways to get people talking about your reel. Posing a question, posting trivia, or requesting that users tag a friend who would enjoy the video are all great ways to get people chatting in the comments below. By asking users to tag a friend, you are not only improving your engagement rate with participation, but you are also obtaining new viewers in those tags.
The more engagement Instagram senses in a video, the higher your video will rank and be seen by more people without ever having to put advertising dollars behind it. Be sure to respond to comments made on your content as well to further boost the algorithm in your favor. Social media a way to connect directly with your audience in a way marketers were not able to before so it's not only beneficial to obtain that engagement but insightful to see exactly what they are saying in reference to your brand.
If a video lacks engagement in its initial launch, the algorithm may slow down the amount of viewers it shares the video with and deem it unsuccessful. Those first few hours after a video is posted can make a break the popularity of your video and how many people are able to encounter it.
Tip #3: Test, Test, Test
The Social Media Examiner explains how important it is to always be testing and trying out new formats and topics when it comes to your content. The Instagram algorithm is ever-changing and always learning, so just because a video worked once doesn’t mean it always will. Keep an eye on what competitors are doing and don’t get bogged down by one standard video format that has worked for you in the past.
Short-form video trends change and they change often, so a successful marketer needs to keep track of what others are doing to ensure they are efficiently using their time to create videos that will resonate with others. It's also key to keep an eye on what those within your specific niche are posting, rather than on Instagram as a whole. The food blogger niche is very different from the family travel niche and so on. Get to know your viewer on a deeper level and your video views are sure to rise over time.
Tip #4: Collaborate with Established Creators
The Social Media Examiner also notes that it can be very helpful to collaborate with creators who have an existing following to help you get that virality while you are still building up your following on your own personal profile. Do the research on influencers who have a similar target audience as you do so your content is aligned with both theirs and your audience’s goals.
By collaborating with influencers, your brand also leverages that influencer’s familiar face to existing fans who may become more interested in your brand due to its connection to that creator. Many people are more likely to get on board with a new brand if an influencer they follow and look to for product recommendations is affiliated with it.
Tip #5: Posting at the Right Time
Posting when your followers are online is something that Sprout Social notes as being something to keep in mind when it comes to your Instagram strategy. As briefly noted in a previous tip, the reason for this is to get as much engagement as you can upon the initial post to signal to the Instagram algorithm that this video should be organically placed in front of more viewers.
Part of this comes down to testing out posting times, but Instagram also has a feature that allows you to see when your followers are most active and at what time of day. By using your own analysis of what times of day your posts do the best with this platform provided tool, you should be able to develop the perfect formula of when to post your content for the best case results. If your audience tends to scroll in the mornings on Saturday and evenings on Thursday, you should cater to their social media needs as much as possible. Popular social media scheduling tools like Buffer, Later, and Hootsuite are great options for setting your content to post at a particular time without having to manually do so each time you want a video to go live. This allows you to post at times when you might be out-of-office or busy with other tasks that would prevent you from being able to post in the moment.
The Instagram algorithm is always being adapted to the times by the Meta team and must be monitored for updates that could impact the way your social media marketing team must view their strategy. It has changed various times since its launch just a few years ago and social media marketers are constantly looking to see what it's looking for that will take their video content to the next level with their audience.
Resources
By. (n.d.). How the Instagram Algorithm Works in 2023. Social Media Examiner. https://www.socialmediaexaminer.com/how-the-instagram-algorithm-works-in-2023/
Hill, C. (2023b, June 9). The Instagram algorithm: How it works and strategies for 2023. Sprout Social. https://sproutsocial.com/insights/instagram-algorithm/
Hirose, A. (2023, June 30). 2023 Instagram Algorithm Solved: How to Get Your Content Seen. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/instagram-algorithm/#How_does_the_Instagram_algorithm_work
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