How to Create the Most Engaging Instagram Videos

With over 1 billion monthly-active users, of which over half are younger than 34, Instagram has a lot to offer for most companies... including yours, no doubt.

And according to a study conducted by Mention, video posts have the highest overall engagement rate, receiving twice the engagement of image posts.

That's right. To get the best out of this platform and to put your brand truly out there, video is your best bet.

Before racing off to create that killer first video, it's a good idea to learn some best practices, particularly in terms of the Instagram video format and social media techniques. Let's go through some of them together.

Instagram videos in your feed

If you're a social media fanatic, you'll certainly be familiar with the term "feed." It's simply the flow of activity that users see on the homepage of their Instagram application, but also on your profile when they go to view it.

The Instagram feed presents a fantastic opportunity for posting engaging videos that will make your target public want to know more about your brand and regularly follow your activity on the platform.

To post a video organically on Instagram, make sure to adapt it to the optimal technical specifications:

• Required duration for a video in the feed: 3 to 60 seconds.
• Recommended digital format: mp4.
• Video format: square, vertical and horizontal formats are all accepted; although, as you will see, two of them are more suitable. Also, note that the thumbnail in your profile will appear in square format.

How to post an Instagram video on your feed in 5 steps

• Step 1: The first step is to open Instagram and click on the + sign at the top right of your newsfeed. 
• Step 2: Next, you’ll want to click on “post” and then select “videos”. 
• Step 3: This is the most important step: choosing the video you want to share to your feed!
• Step 4: Make sure to apply Instagram filters and maybe some music to the video you selected to make it more visually appealing for your public. 
• Step 5: The last step of uploading a video to your Instagram feed is writing a caption that captivates your public. 

What kind of videos should you post on your Instagram feed? 

Instagram lives up to its status as a "social network": users love to see relatable, authentic content, even from a company. So, it's worth creating videos that your target audience can relate to.

In particular, you could produce:

• Presentations of products or services: Instagram is a great platform for announcing the launch of a new offer, or to showcase your latest product packshot.
• Interview excerpts: if you want to post an interview that is longer than one minute, you can simply proceed by extracting the best parts and editing them together into a shorter, high-impact version.
• Social videos: produce simple slideshows with quality photos and punchy text in popular formats such as "Top 5" or "News of the Week".

The challenge is to produce short but engaging videos that will make audiences want to follow your business more closely.

How to make standout Instagram feed videos in 3 steps 

1. Use transitions and effects: Engage viewers 
2. Discuss key points with timed text: Emphasize key points with timed text 
3. Use audio: Creating an engaging video is about bringing your clips to life. While visual effects are necessary for any video, audio comes hand in hand. So, make sure you’re using audio to add depth, emotion, and atmosphere.

Instagram videos in Stories

Influencers use Instagram Stories on a daily basis, as if they were born with smartphones in their hands: Stories have truly taken the internet by storm. Well highlighted on the Instagram app, Stories allow you to catch the eye of those who follow you, in an accurately bite-sized format.

To create Instagram videos specifically for the Story format, be sure to adhere to the following specifications:

• Duration of an Instagram Story: 1 to 15 seconds; however, if you upload a 60-second video, it will be split into 4 separate Stories. Beyond 60 seconds, your video will be shortened.
• Ideal size for a Story: 1920 x 1080 px.
• Accepted sizes for a Story: 9:16, 4:5 and 16:9.
• Size of the video file: 4GB maximum.
• Recommended digital format: format MP4, MOV ou GIF.

How to record and share an Instagram Story in 5 steps

• Step 1: Open Instagram and tap on the + button on your profile picture on the left top of the screen, or the + button on the bottom middle of the screen. 
• Step 2: Next, select whether you want to take a video from scratch or upload one that you already took. 
• Step 3: Once you’re done, you can choose between Instagram filters to make sure your video is even more visually appealing for your followers. 
• Step 4: Add some text or stickers to make your video more accessible and understandable to all followers! 
• Step 5: Now that you’ve finished creating an Instagram story, it’s time to share it on your profile! Click on the “Share” button and then tap on “Your Story”.

What type of Instagram video to post as Stories?

Originally, the Instagram Story was made to accommodate spontaneously filmed videos, especially in selfie mode. That being said, it's also possible to upload a pre-made video in a Story and edit it directly on the platform. The goal for your brand is to play on this very dynamic format and offer engaging, fun Stories that you edit to ensure they grab your followers’ attention!

You could produce:

• Spontaneous videos, filmed at your offices or at events in which you participate, that will liven up your community with a touch of authenticity.
• Teasers of longer videos, which you will share on YouTube.
• Product tutorials and unboxings, potentially filmed by your influencers.
• Social videos, which work particularly well when you share in the Story format.
• Podcast excerpts, including subtitles, some music, and an attractive background image.

The big challenge is to leverage the dynamic rhythm of the story, playing on the allotted 4 x 15 seconds to deliver a punchy message.

How to make standout Instagram Stories in 3 steps 

1. Use quality filters 

Instagram offers a wide range of filters for your Instagram Stories. Not only do they add to the overall quality of your videos, but they can also help you to be on trend! 

First, swipe through the list of available filters when uploading an Instagram Story video, all the way to the right. It’s up to you to choose the perfect one that shows your originality and creativity! You can also add some music at this step, to ensure that you’re going to share a catchy video!

2. Add engaging text 

Text and annotations can help you describe your content as quickly and efficiently as possible. You can give key details of what you’re advertising, tag partners or influencers, and emphasize your video’s context to deliver the best message possible to your audience. 

3. Make fun stickers 

Last but not least, use Instagram “stickers” such as polls, questions, quizzes, or the challenge ones. Your followers will be able to interact with your Stories, making them far more engaging! This will get your followers more involved with your brand, and more likely to understand what you’re selling. 

Instagram Reel Videos

Launched in August 2020, Instagram Reels became a great way for creators and influencers to launch quick snippets of their brands and reach a much wider audience than they were used to. 

Make your Instagram Reels tab a hangout spot for your target audience, where they can find and interact with any of your Reel video content that revolves around your brand and their interests! 

Here are some technical specs to bear in mind for when you record and share an Instagram Reel video: 

• Minimum duration: 3 seconds
• Maximum duration: 90 seconds
• Recommended video file format: MP4 or MOV
• Aspect ratio: 9:16 vertical, full-screen with 1080 x 1920 pixels 

How to record and Reels on Instagram in 4 steps

• Step 1: Open the Instagram app and click on the + sign at the top right of the screen.
• Step 2: For an Instagram Reel, you have the choice between posting a video from your camera roll or taking a new one. To record a new video, click on the center button on the screen. To choose an existing video on your camera roll, click on the blue plus sign on the bottom left of the screen. 
• Step 3: This is the step where you can adjust your Reel video’s duration and start editing it to match the style preferences of your target audience! First, adjust the video length and speed. Next, add music, filters, text, drawings, stickers, and more in this edit phase of your post. 
• Step 4: The final step is to finish your Reel edit by tagging any influencers or people included in your Reel, so that you include them in your video’s engagement. Now, your Reel video is ready to be posted on your Instagram account!

What kind of Instagram video to post as Reels?

Finally, thanks to Reels, you can creatively and efficiently convey your marketing or brand messages across! So take advantage of this by offering fun, engaging content to your community.

You could produce:

• A tutorial Reel, taking your audience step by step to help them discover your products or services and how to use them.
• A quick interview Reel, to show your engagement with other experts in your industry or an influencer that your target audience loves 
• A micro-reports Reel, on topical subjects or themes of interest to your target audience.

Think far and wide and tap into all the subjects that could attract your targets. If, for example, you sell sportswear, why not establish a partnership with a yogi influencer, and offer micro yoga sessions to your subscribers?

How to make standout Instagram Reel videos in 3 steps 

1. Hook your audience in the first few seconds 

It’s no secret that these days, viewers are constantly scrolling through content to tap into some that they’ll want to watch. In order to convince viewers to stay on your content and not scroll past it, you’ll have to grab their attention in the first few seconds.

Remember to start your Reel video with a hook that leaves audiences wanting to watch more! This can include a shocking image, an influencer they admire, or an entertaining and unique topic that leaves them wanting more information. 

2. Make sure you’re producing quality content with a strong message 

Your content should align with your brand’s image, and tap into the quality you’re promoting. If you’ve hooked your target audience on the first few seconds of your video, your next step is to produce content that is memorable for them. Your goal is to inform your viewers about your brand and to boost your brand’s image! 

3. End with a strong call-to-action (CTA)

Finally, the last step in creating an engaging video for Instagram Reels is to end with a strong call-to-action. Your CTA is all about prompting your viewers to interact more with you and your brand! So, finish off by showcasing tapping into your brand’s personality and encouraging your audience to take next steps. 

What about Instagram Ads? 

Instagram also has its own advertising service, in which it may be worth investing to promote your products, or to attract more followers to your account.

It's possible to post your Instagram ads in:

• "In-stream" format (i.e. in the news feed of your target audience). For this type of advert, choose the traditional Instagram format (square) which will display your video well in the feed.
• Story format: For this type of promotional video, choose the vertical format, like a real Instagram Story.

Advertisers love it... maybe you're tempted to try it out too? So, now you're up to date with the best practices for making killer videos on Instagram. But why stop there!

Start creating Instagram videos with PlayPlay

Companies have a lot to say and share, and their audiences expect video content. 

PlayPlay is the video creation platform that empowers Marketing and Communication teams to transform any message into engaging video stories. 

With our powerful and intuitive products, the best AI technologies, and our focus on enterprise storytelling, we've enabled over 3,000 companies to make video their main form of communication.

Inspiring CSR initiatives, authentic employee interviews, valuable industry insights... bring all your stories to life with video.