Why Instagram Wants More Video

Instagram is placing even more emphasis on video than it already was. Recently Instagram head Adam Mosseri said that the popular photo-sharing app owned by Facebook is “no longer just a square photo-sharing app.” He said Instagram is making changes to emphasize the importance of video content among its one billion users. Let’s take a closer look at what he announced and how brands are affected. 

What Is Instagram Doing to Emphasize Video? 

Mosseri said that Instagram is going to move away from being the premier app for photo sharing. “Video is driving an immense amount of growth online for all the major platforms right now,” he said. Although people can still post photos on Instagram, the company will develop new features that emphasize video content. For instance, users will get more recommended videos in their feeds, and they’ll be full screen in nature. Those videos may include accounts a user may not already follow. Giving video more real estate contrasts with the way Instagram emphasizes square-sized photos on a user’s feed.  

The announcement is not surprising. Instagram has made it possible for users to create videos for quite some time. For example: 

• In 2015, the app rolled out Boomerang, which makes it possible for users to create short GIF-like video content. 
• In 2016, Instagram launched live streaming.  
• In 2018, Instagram’s new IGTV feature made it possible to create longer-form video content.  
• In 2020, Instagram introduced Reels, short-form videos with their own dedicated section. 

Given these major updates, Mosseri’s announcement seems more evolutionary than revolutionary. 

Why Is Instagram Emphasizing Video? 

According to Mosseri, video helps Instagram be more responsive to users. He said that user surveys show that the Number One reason people use Instagram is to be entertained, and video helps Instagram do that. There’s another big reason influencing Instagram: TikTok and YouTube.  

“Let’s be honest, there’s some really serious competition right now,” he said. “TikTok is huge, YouTube is even bigger, and there’s lots of other upstarts as well.” 

He’s right. Like Instagram, TikTok has a billion users – and TikTok has only been available since 2016, whereas Instagram has existed since 2010. YouTube has two billion users and is one of the world’s most popular search engines. In addition, both TikTok and YouTube have monetized that user base effectively. YouTube generated $6 billion in ad revenue for the most recent quarter. TikTok’s owner and creator, ByteDance, saw its revenue double to $34 billion in 2020, and that revenue most certainly came from TikTok. Instagram is certainly no slouch – the app pulled down approximately $14 billion in ad revenue in 2020. But at a time when digital usage has skyrocketed, the app is under pressure to keep users engaged. Engagement makes Instagram more attractive to advertisers, which, in turn, helps Instagram remain competitive amid the threat from TikTok and YouTube. 

What Should Businesses Do as Instagram Emphasizes Video? 

Businesses should do what many are already doing: understand how to use video to build an audience. We suggest: 

• First understand your customer and their journey to discovering your brand. As Investis Digital Vice President of Digital Strategy and Analytics Paul Headley discussed in a recent blog post, it’s important to audit your customer’s journey. Has it changed especially since the pandemic? Are they showing up in new places? Is their time spent on the tried-and-true destinations going up or down? How does an app like Instagram figure into that journey? 
   
• Figure out how video fits into your growth strategy. Six out of 10 businesses use video as a marketing tool. But how they use video can differ dramatically. Instagram and TikTok are all about short-form video that engages people where they’re hanging out for a lean-back entertainment experience. A video on your website likely has more appeal when someone is considering your business to purchase something (if the audience is a potential customer), join your company (for job seekers), or invest in your business. Video on your own site may serve a longer-term need, such as sharing employee testimonials for job seekers.  

Contact Investis Digital 

At Investis Digital, we help businesses use video all the time to create content that engages audiences ranging from investors to customers job seekers. Contact us to learn more. 

For More Insight 

“Instagram Revenue and Usage Statistics (2021),” Business of Apps 

“Facebook Is Testing Drastic Changes to Instagram to Make It More like TikTok,” CNBC 

“How Investis Digital Shoots Corporate Video Onsite,” Mark Senior 

“An interview with Mark Senior,” Kristen Kalupski 

“The Story of Anglo American’s COVID-19 Response Video,” Investis Digital 

“Amazon Extends Video Advertising to its Mobile App,” Investis Digital