When it comes to showcasing a visual story for your brand, there are few platforms more powerful than Instagram. As of June, 2018, the social media platform reached an all-time high of 1 billion monthly active users. With a simple user interface paired with the playful nature of its Stories feature, it’s undeniably addicting to users. And now, with the introduction of IGTV, Instagram can be a destination for longer form, short-form, and micro-video content – and is quickly becoming one of the most versatile visual storytelling tools for brands.
We know Instagram attracts eyeballs, but how can a brand keep up with the speed that people scroll? By repurposing content you already have! And no, it’s not cheating. It’s being resourceful. Repurposing content can ensure that users don’t miss it the first time and it can reinforce a message. Between the main Instagram feed, Instagram stories, and IGTV, there are three ways to reinforce your story through a single platform. Are you an Instagram storyteller in the New York City area? Join our next Storyteller Circle on August 22nd, Building your brand through Instagram Storytelling.
Below are a few tips to help you rethink the way you can use, and reuse, your own video content throughout the Instagram user journey.
Hashtag with a purpose
Hashtags are ubiquitous and, when used in excess, can make a brand come off as disingenuous. But they’re undeniably powerful tools for helping to push your content into people’s feeds. To ensure that your brand remains authentic, think of a hashtag that you can own and then back it up with video content that shows instead of just telling like Everlane did with their #Damngooddenim storyline. They created a unique hashtag and then supported it with educational video content that they used across their timeline and in their stories.
Become the guru
You can also repurpose video content to position your brand as the thought leader on a specific interest, like SmarterTravel did with these Spa Getaway pieces created in the Wibbitz platform. By creating a storyline that offers info on travel with a specific goal in mind, they were able to inspire their audience to take action. They capitalized on the power of their knowledge in the space by repurposing their content across IGTV and their website. Now, more viewers will think of their brand when it comes to insightful travel tips.
DIY it up
Instagram video is a great format for educational content. And followers crave this kind of storytelling if your product requires a little explanation, or a little inspiration. Check out how Fenty Beauty tapped into that insight with the makeup tutorial videos they shared on IGTV and in their stories.