Posted on 18/01/2021 in Social Media Marketing

7 Steps to Create Engaging Instagram Video Content

7 Steps to Create Engaging Instagram Video Content

Video content is here to stay, so master the art and take advantage of the trend


When Instagram first made its way onto the social media scene, it was all about images. Users were encouraged to upload photos of themselves, edit them with in-built filters, and publish them for their friends and family to see. But before long, the focus shifted from casual pictures to carefully staged ones, and those committed to the platform began to curate their feed. 


Countless trends have come and gone in the decade since Instagram’s launch, but one in particular seems here to stay: video content. From stories to reels, eye-catching videos are taking over the platform and brands are achieving record engagement by investing in the medium. 


If you want to take your social media presence to the next level, here are seven steps to creating engaging Instagram video content. 


Step 1. Devise a comprehensive strategy


One of the most common reasons that social media marketing campaigns fail is due to a lack of preparation. Too often, companies jump straight into production and don’t take the time to define key factors like the project’s scope, budget, resources, and targets. Achieving continuity is nearly impossible without a clear strategy in place – particularly when it comes to producing video content. Unlike photoshoots, videos can’t be as easily manipulated post-production. They typically take longer to film and contain more moving parts. A plan ensures that everyone involved works towards the same end goal, with matching expectations. 


When creating your strategy, be as detailed as possible. Specify the number of key deliverables needed and their format – whether feed posts, reels, or stories. This will then act as a map, guiding the entire production process and give you a benchmark by which to analyze the campaign’s results. 


Step 2. Develop your brand’s identity


Establishing a brand identity that resonates has always been a crucial part of marketing success, and Instagram is no different. The most successful brands cultivate their brand and message through every single post – video or still image. They showcase a consistent style, with a shared color palette, font, and design to appeal to their target audience and leave a lasting impression. 


Before shooting a single video, ensure you have a clear stylistic direction for the campaign, which aligns closely with your overarching brand. This is even more important if your business is up-and-coming and doesn’t yet have an established audience. First impressions last, so make them count. 


Step 3. Conduct market research


Instagram trends are fleeting. The key to long-term success on the platform is keeping up and ensuring your content remains relevant to your target audience. If you’re posting 10-minute IGTV videos when users are favoring TikTok-style short stories, you’re going to have a hard time engaging. 


Take some time to find out what your competitors are doing on Instagram and analyze the top-performing brands within your industry. Remember: followers are just a small piece of the puzzle. Brands considered the gold standard on social media is those with high engagement. Study what they’re doing to garner likes and comments and devise a strategy that will work for you. 


Step 4. Invest in quality equipment 


If you’re ready to shoot, it’s time to pick your equipment. Make sure to choose wisely, because all of the time spent on strategy, branding, and research will be wasted if the resulting content is low quality. You don’t need to spend thousands on a top-of-the-line video camera, but think about it: most people own smartphones armed with incredible cameras and HD displays. They don’t want to watch blurry or pixelated videos that look as if they were shot on a digital camera from the early 2000’s. 


If you’re filming a longer-form video, invest in a tripod to ensure camera stability.


Step 5. Plan the shoot


Pre-production planning is one of the most important steps for capturing the perfect clips. It simply involves plotting out each shoot – from the desired aesthetic to the camera angle – and ensuring you have all of the necessary materials. At this point, you should also determine aspects such as which videos, if any, you’ll be shooting with models, the props you require, and the location of the shoot – whether in a staged studio or outdoors.


Step 6. Film and edit to optimize


You’ve nailed down the logistics and designed the videos: now it’s time to film. Even if you know exactly what you want to capture, it’s a good idea to experiment. Shoot several takes according to your plan, but then try different angles and lighting. If your focus is Instagram feed videos, shoot a Reel or two. If your staff are happy to go on camera, consider filming some behind-the-scenes clips for Stories. This extra content will help engage audiences and show them the real faces and personalities behind your brand.


Once filming wraps, it’s time to edit. This is where consistency is key. All videos in a campaign should have a familiar feel – not necessarily in raw footage, but in colouration and the way they’re cut together. 


Step 7. Publish and monitor metrics


Congratulations – you’re ready to publish! But the road to engaging content isn’t over. Social media marketers are always looking to optimize, so it’s important to monitor the success of your video content and take note of key metrics. These learnings will help you devise your next campaign.


Article by: Digital Marketing Directory Australia

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