Some people are afraid Instagram is dying (thanks to short-form video platforms like TikTok and YouTube Shorts), but new HubSpot data suggests that it’s still one of the most impactful platforms for businesses. But there is one caveat: given the lower engagement rates and increasing focus on other platforms, capturing and maintaining an audience on the platform is increasingly difficult. What does this mean? You’ll need to create engaging, high-quality video content that captivates your audience. In this article, we’ll tell you everything you need to know about Instagram video production to help you grab your audience and build authority.

Why Instagram video?

Video is the most engaging form of content, generating 1,200% more shares than images and text. On Instagram, videos offer brands the potential to connect with their audience. Here are some reasons why you should be using Instagram video:

1. Showcase your products and services. Instagram videos allow you to showcase your products and services in a visually appealing way. By demonstrating the benefits and features of your products or services in a compelling way, you can capture your audience’s attention and drive engagement.
2. Increase brand awareness. Instagram videos can help you increase brand awareness by introducing your brand to new audiences and showcasing your brand’s personality and values. Use videos to share behind-the-scenes content, highlight your team members, or showcase your company culture.
3. Drive traffic to your website. By including a call-to-action (CTA) in your Instagram videos, you can drive traffic to your website and increase conversions. Whether you’re promoting a new product or service or running a special promotion, Instagram videos can help you get the word out and drive sales.
4. Connect with your audience. Instagram videos can help you connect with your audience on a deeper level than text or static images can. Use videos to answer frequently asked questions, address customer concerns, or share customer success stories. You can build trust and loyalty by showing your audience that you care about their needs and concerns.

10 Steps to Successful Instagram Video Production

When done correctly, Instagram videos can help you build your brand and boost engagement. But before you start creating videos, there are a few key things to consider. Follow this ten-step guide to produce stellar videos on Instagram.

1. Set your goals.

Are you looking to increase brand awareness, drive traffic to your website, or generate leads? Chances are, it’s a combination of the three (plus others). Set specific and measurable objectives that you can use to measure the success of your videos. For example, an ecommerce brand launching a new product might set the goal of driving 1,000 website visitors in the first week. With the help of web analytics tools, they can directly attribute these 1,000 visitors to increased or decreased sales revenue. When comparing their ad and video creative spend to the return, they can make informed decisions about the effectiveness of their video content.

2. Know your ideal customer.

Most companies have multiple target audiences—each with its own set of needs and wants. Creating buyer personas and understanding the nuances between them will help you create content that resonates and drives action from your desired audience. Of course, every brand’s audience is different. Use data and analytics to identify your audience’s demographics, interests, and behaviors. This will help you create videos that resonate with your audience and drive engagement.

3. Choose your formats.

Instagram offers several video formats, including in-feed videos, stories, and more. You’ll need to choose the format for your content ahead of time to create and edit it according to ad specs. In general, the vertical content performs best—Reels and ads that appear between users’ stories will be more successful than those that show up in the middle of their feed.

4. Develop your concept.

Your concept is the idea or message you want to communicate in your video. Develop a concept that is aligned with your goals and resonates with your target audience. Use storytelling techniques (e.g., company/founder story, customer story, product demonstration) to create a narrative that captures your audience’s attention and keeps them engaged.

5. Write your script.

Your script should be concise and easy to follow. Keep the language simple, use stories in addition to facts (where appropriate), and be sure to include a CTA (if your goal is conversions).

6. Plan your shoot.

If you’re shooting your video in person with actors, you’ll need to decide on the location, cast the talent, and select a production team. Regardless of the nature of your video, the visuals should support your messaging and concept by being relevant and eye-catching. It’s worth it to work with professionals who can help you create visuals that will wow your viewers.

7. Edit and produce your video.

Once the footage is edited and assembled, it’s time to adjust for sound, color, graphics, and more. Make sure each scene is exactly how you want it, so you get the most out of your content.

8. Review and publish your video.

Organizations often overlook this step, but it’s essential to ensure that everything looks and sounds great before you publish it. Review your video thoroughly with a fresh pair of eyes—check for typos, continuity errors, sound issues, etc.

9. Optimize for engagement.

Once you’ve published your video, you’ll need to optimize for engagement. Use the features of Instagram (e.g., hashtags and location tags) to increase awareness and encourage engagement with your content.

10. Measure success.

Once your video is live, use data and analytics to measure its performance. Look at metrics such as impressions, engagement, and conversions to determine if your video is achieving your goals. Use this information to refine your strategy and create even more effective Instagram videos in the future.

Final Thoughts

Instagram is still an effective platform for driving traffic and conversions, but it’s important to understand how best to utilize it. Use the steps outlined above to create Instagram videos that are sure to engage your target audience and drive conversions. With a few tweaks and adjustments here and there, you’ll be able to engage with your followers, grow your brand presence, and create content that will attract users to your products and services.