2016 saw much activity on Instagram, with the image and video-based platform launching a number of new features to its users. Creators can now upload videos of up to 60 seconds, allowing publishers to entertain and engage viewers for that much longer, and Instagram also finally debuted the much talked about algorithmic change which radically changes the way it returns results to its users. The Facebook-owned is also finding success with its ‘Stories’ feature, which pieces together user moments in a slideshow format. The site also released new updates in which users can ‘like’ comments, and also filter them by keywords. Users will also be able to remove followers.
Instagram rolled out the ability to post video content to the site via a mobile device back in 2013, when consumption on smartphones and tablets was considerably less than it is these days. But with video predicted to dominate mobile traffic by a staggering 70% by 2021, Instagram is already bolstering its video encoding process in anticipation. The Facebook-owned site already has an active user base of around 600M per month, and time spent watching Instavids has grown by an impressive 40%.
In terms of branded content on Instagram, many companies are regularly using the site as part of a multi-platform video strategy, creating highly-snackable, and mobile friendly clips around promotional tie-ins, and tent pole events. We have chosen some of the best-branded Instavids for February that should leave you hungry for more.
Ben and Jerry’s: The ice cream giant generated around 4M video views on Instagram in 2016, and according to Tubular, Instagram is the second most-viewed platform (after YouTube) for Ben & Jerry’s. Interestingly, although it has the most followers on Facebook, it doesn’t tend to attract anywhere like the video views or engagement on that site at the moment. It uploaded 5 videos to Instagram in February 2017, with this introduction to pint slices the most popular with 204K views, and 17K engagements. However, we really liked this upload from the 23rd Feb which lets the viewer in on a little piece of behind the scenes magic.
Sainsbury’s: UK retail giant Sainsbury’s has been running a joint TV and online campaign around ‘food dancing’, with an infuriatingly catchy jingle. 23 of the 163 videos Sainsbury’s uploaded across the 4 big social video networks in February related directly to the campaign, including 6 of the 16 videos uploaded to Instagram.
The campaign was filmed in real kitchens right across the UK, showcasing the fun people have preparing their breakfast, lunch, and dinner. The food retailer is no stranger to online video as a way of promoting the brand and the products it carries, but it also knows the value of user-generated content, so this particular campaign is a perfect hybrid of brand/UGC. Sainsbury’s, and its advertising partner Wieden + Kennedy, worked with UK hip hop musician MysDiggi on the crazily-catchy track – you won’t be able to get it out of your head, believe me.
AirBNB: AirBNB used Instagram to promote its message around its #weaccept mission statement. The company stated that it was “setting a goal to provide short-term housing over the next five years for 100,000 people in need”. It’s aim to help survivors of natural disasters, political refugees, and also relief workers in the short term, with the aim of helping more displaced peoples in the long term. This Instavid generated over 100K views.
Kmart: The Oscars took place on the 26th of February, and the fall-out is still being played out across social media. A few brands created Instagram content around the tent pole event, and we especially liked this clip uploaded by kmart.
Califia Farms: California-based natural beverage company Califia Farms only uploaded two videos to Instagram in February but the company, worth around $100M, choose to showcase how coffee is grown, and the benefits of the drink. It’s a great way to show of the base product of the company without overly pushing any of its own products.
McDonalds: McDonalds US uploaded more videos to Instagram (10) than it did YouTube (7) in February, generating over 550K views on the platform. Its most watched Instavid was a boomerang (which doesn’t really count) so we selected this promotion for the famous Shamrock Shake, a mint-chocolate concoction on sale through US/Canadian, and Irish stores during February and March instead. The drink celebrates St Patrick’s Day, and this Instavid celebrated over 75K Instagram views for McDonalds.
That’s it for our round-up of the best branded Instagram videos of February 2017.
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