Stories in 60 seconds: Big News for Instagram Users Is Good News for Brands
Last week, Instagram made an announcement that has the potential to drastically increase brand exposure on Facebook’s popular picture-sharing app.
Revamping the look of their “Explore” section, Instagram now features video content by topic and recommends videos users may like based on their interests. The more a user interacts with the curated “Explore” content, the more accurate it becomes — adapting and adjusting to user preferences. Like Netflix.
This news came just weeks after Instagram increased video post length from 15 seconds to 60 seconds, meaning users can publish 4x more video content per post than previously allowed.
This is huge for marketers. It means each post now has the opportunity to not only reach more customers, but also capture their attention for a longer period of time. But there is a caveat: content must be engaging and relevant enough to your target market for Instagram to promote it. It must feel organic while also adding actual value to the lives of your strategically segmented (hopefully) mobile audience. Even before the recent announcements, Adcetera was on track to do just that.
To increase user engagement and take the 2016 Sysco calendar from wall to mobile device, Adcetera launched a series of how-to videos entitled “Sysco Step by Step.” These bite-sized educational videos featured quick, mouth-watering recipes that correspond with each month’s featured calendar recipe — giving customers a little taste of what to expect.
The initial how-to video proved wildly successful, generating almost 2x more likes and 3.5x more comments than the static recipe-paired-photo posted the week before.
There’s a good reason people prefer to see the steps of a process rather than read the written instructions. If your call to action is to inspire someone to make or do something, you need to put in the work to make the journey as smooth and appealing as possible.
To increase awareness, you need to take the path less traveled. To increase traffic, you need to create the path of least resistance for your customers — making interacting with your brand as easy to digest as this tasteful Ají panca dijonnaise how-to video.