The evolution of content and what it means for your brand
Since starting out as a photo-sharing platform, Instagram’s offering has expanded to include other media types like short and long-form videos and guides. Creativity on the platform is at an all time high. Users have the possibility of exploring different storytelling styles using a variety of tools to create content that suits the varying wants of their audiences. Each update has added more power to Instagram’s marketing arsenal and gives you the opportunity to make your influencer marketing campaigns a cut above the rest:
Video
Drives more engagement than photos alone. Use video in your influencer campaigns to get noticed and improve your brands memorability.
Hubspot found that social media posts with video get 48% more engagement.
Stories
Thanks to the relatively short shelf life of Stories, you can post more often to improve your brand awareness while maintaining your existing feed posting schedule. Instagram keeps your Stories at the top of your follower’s feed for 24 hours. Use this to your advantage by getting influencers to participate in giveaways, promotions, and updates on your Stories. You can also use stickers, GIFS, and other creative elements to create eye-catching Stories. (We’ll dive deeper into this content type a little later).
Long form video (IG TV)
Set yourself apart from the competition by becoming the ‘go to’ resource for your target customer’s queries and concerns on specific topics related to your products or niche. Invite influencers to feature in videos or create their own for your channel. These videos will educate your audience, moving them further along your customer journey.
IG Live
This feature presents you with a chance to connect with your followers on a more personal level by feeding live videos to them. It’s an awesome way to spark conversations and hold discussions with your audience to build loyalty and trust. IG Live improves your odds of being discovered because when you go live your content gets the top spot in the Stories section of users’ feeds. The added bonus is that Instagram will notify your followers when you go live which can spike your views.
Reels
Add an element of play to your Instagram having instagrammers post snappy 15-second videos using, discussing, and reviewing your product. For example, a sped up beauty routine could work well if you have a skincare line.
Guides
The average person loves to scroll. Feed into this by creating guides fronted by popular influencers to offer tips and tricks on a particular subject matter. You can also create educational guides on your product with influencers and customers sharing their success stories on the product throughout it. For example, if you run an athleisure brand you could create a guide on the hottest exercises to keep fit and feature instagrammers wearing your products and raving reviews.