Instagram video content is all the rage and becoming pivotal in social media marketing. With that in mind, we decided to dig into this phenom to find out what the deal is with Instagram clips. The result is a 3-part series dedicated to the rise of recorded visual content on social media.
We tackled the highest performing categories in part 1 and the video formats that draw the most engagements in part 2. To complete the trifecta, we're now laying out every important video metric your marketing team should know and use to measure performance.
If only decorating was that easy. Le sigh.
Videos, videos, videos.
A year ago, coming across a video while browsing the latest and greatest on Instagram was a rare occasion. Not so much anymore, which is something that many marketing experts had predicted. This doesn't exactly come as a shock, considering that motion can offer a few things that static simply cannot. It's:
A way to deepen storytelling, build trust and drive conversion. Adding another layer to your company narrative with tutorials, dramatic camera angles and effects can pull audiences in on a much more profound level. When your consumers form that emotional attachment to you brand, the world is your oyster.
A way to publish visuals that are eye-catching enough to seize the short attention spans of millennial audiences. With a max length of 60 seconds, videos need to be entertaining, creative and on-brand, pushing companies to constantly innovate.
In part 1 of our Instagram video series, we learned which industries are seeing the most success as it relates to Instagram video engagement. Surprisingly (or not surprisingly), we observed a definite trend in companies creating content around product demonstrations (read: beauty and fitness), as well as brands tied to extreme sports (what up Red Bull).
On the other hand, we dug into the most popular video edits in part 2 to assess how the best brands are using these formats to bring content to life. It was quite the fun excavation mission because we got to see a lot of things like this @natgeo post:
Photograph by @robertclarkphoto // A moving image of Executive Director Phumzile Mlambo-Ngula of @UNwomen at the #UnitedNations General Assembly in #NYC. Phumzile is a life long advocate for gender equality and the empowerment of women and girls everywhere. “Migration can be an empowering process if the human and labour rights of migrants are protected. Safe, orderly and regular migration can allow women and men to develop new skills, earn higher wages than in their countries of origin, flourish as entrepreneurs, and contribute importantly to the growth of their home economies when they remit their earnings back. Similarly, migration can increase their access to education and economic opportunities, disrupt harmful gender norms and expectations, and improve their social and political status.” For more pictures of world leaders attending the event visit @robertclarkphoto #unga
To round off our series, we’re answering the number one question that's trending among marketers and digital content professionals: What is the best way to measure video engagement??!?!?!!??! (Yup, all of those question marks/exclamation points are necessary.)
This is actually one of the most important pieces of the video content marketing puzzle, because one word - measuring. Can you dig it?
Beam Me Up, Scotty
Measuring the ROI of your Instagram efforts was an elusive task until we came along. But Instagram is constantly pumping out the updates, and it's becoming increasingly hard - yet increasingly important - for marketers to keep their heads above water. To thrive on IG with video content, here are the essential metrics to consider:
The folks over at Instagram said it themselves: "views are the most widely expected form of feedback on video." This small measurement brings big-time insights, allowing account holders to see exactly how many impressions their content yielded. This is the little metric that could! It'll also reveal how long users continued to watch and if they've been re-watching, which is a direct correlation to how interesting/entertaining/targeted your content is.
2. View Rate
Your view rate will allow you to monitor engagement as you grow, serving as a barometer of success. You can easily determine you view rate by dividing your views by your number of followers at the time. Once established, it's a no-brainer to dig into how your video content ranks with your audience and isolate what's resonating best. Chances are you’ll see a trend here.
3. Engagement Rate
Taking performance analysis to the next level, hello! It’s a well known fact that videos tend to receive less double taps than photos. If some of your clips are able to drive likes, you should be taking notes. For instance, observing higher engagement on a video post than your average static one (like what we saw in part 1) is a huge insight into what your followers connect with.
When it comes to comparing the engagement rates of motion and static posts, we typically advise brands to compartmentalize the two. Their contexts diverge and users interact with them differently. That said, when scrutinizing overall content, we recommend taking both view rates and engagement rates into consideration for a well-rounded performance evaluation.
Sure, reaching a state of complete performance understanding remains a challenge, but stick with us and and you'll get there in no time. One more thing, make sure to hang around... If you're lucky, we might even (surprise!) bring you a bonus part 4. #datanerds