Instagram’s advertising reach has grown extensively in the last few years. In addition to this, Instagram videos receive more engagement than any other content format on that platform. So the short answer is yes, using video to advertise on Instagram is very effective. Here are the reasons why and a few tips on creating a workable Instagram video strategy for advertising.
What Are Instagram Video Ads?
Video ads are an advertising format that can be used in several placements on the Instagram platform. Brands use video to achieve many marketing and sales goals, including:
- Conversions
- Increased reach
- Video views
- App installs
- Lead generation
- Catalog sales
- Foot traffic
The objective you select in the ads manager will determine the video ad formats you can select for your campaign.
What Are the Types of Instagram Video Ads?
Brands are able to work towards so many campaign goals because Instagram offers a wide variety of ad formats. These formats include:
Reels Ads
These are full-screen ads that show up between organic content and when people are viewing reels. These are looping videos that are sixty seconds or less. People can engage with these ads by liking, sharing, or leaving a comment.
Collection Video Ads
A collection ad is a featured ad that displays on a page with pictures of your products below it. This is excellent for showcasing a brief product demo or a 360° view. You must have an Instagram storefront to use these ads.
Explore Ads
The Instagram Explore page contains posts, ads, videos, and other content that is specially curated for IG users. Brands can use video ads here to reach potential customers.
Stories Ads
Instagram stories ads have the same characteristics as Facebook stories ads. They are shot vertically in full-screen, and they only appear for 24 hours. These short-term ads are ideal for showcasing special offers and breaking news.
Carousel Video Ads
These are sets of multiple videos that users can scroll through by swiping from right to left. Use these to showcase several products in one category or tell an in-depth story.
In-Feed Video Ads
These were once called IGTV ads. They are the most popular advertising format on Instagram. People see these full-screen vertical ads as they scroll. These ads are ideal for awareness and other high-funnel marketing goals.
Shop Ads
Shop ads are video ads that are shown to people who have viewed your Instagram store or looked at products similar to yours. Users who view your video shop ads can shop your products directly on Instagram or answer the CTA to go to your website.
How Brands Get the Best ROI from Instagram Video Ads
The best video ad engagement happens when brands combine two key elements. You must have a strong video marketing strategy, and you must use the right Instagram video specs for the format you select.
Video Specifications to Consider
When you are setting up the specifications for your ads, these are the specs that will impact the quality of your final product:
- Aspect ratio
- Video length
- Resolution
- Max frame rate
- File size
- File format
You may also choose whether you want to include captions in your videos. These can help make your messaging clear for users who watch with the sound turned off.
Best Practices for Instagram Video Marketing Strategy
Once you have the technical elements figured out, you can work on strategy and production. Here are a few tips to produce effective video ads for your Instagram account.
Design Video Ads for Mobile
While you can access Instagram via your desktop, it is primarily a platform for mobile users. Because of this, you will likely receive more engagement for video ads that are filmed with a mobile-first design perspective. This is what we called native videos: they blend into the native experience IG users expect.
Add Effective Descriptions
Your video ads should be paired with descriptions where possible. Use these to add important context and additional information. Don’t forget to add several hashtags for increased brand awareness and to make your videos easier to search for.
Make Your Point Quickly
Depending on the video format you’ve selected, your videos might be a few seconds or several minutes long. However, you will get the best results if you grab the viewer’s attention quickly and make your main point in the first few seconds of viewing time.
Demonstrate a Solution
People shop for products and services because they have a problem and need a solution. Even seemingly luxury-tier or “fun” products can offer a solution to a problem. For example, luxury clothing can solve the problem of needing an outfit to dress to impress.
