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Understanding Instagram videos

Next up in our series with The Bridal Masterclass, Megan Garmers talks us through how you can use Instagram’s video content to boost your brand presence.

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It seems that there is something to new to learn on social media every other day. From brand new platform to additional features on your current socials, it can be a daunting task to keep up with them all.

Video is one of the most important marketing tools, so mastering Instagram’s video options means you can increase brand awareness and create a connection between you and your target audience.

Instagram has a number of different video options including:

  • IGTV (Instagram Television) – this is good for longer form content for example showcasing collections, interviews and designer marketing videos
  • Reels – this new feature was only introduced at the beginning of August and enables you to edit clips together and create fun, short clips (similar to TikTok)
  • Stories – This functionality is great for quick store updates or showing brides your collection imagery. You can go live from your Stories too, which is a great way to connect with your audience. Stories only last for 24 hours, but can then be added to your profile highlights
  • Grid post – Don’t forget to post good video content on your grid as this can be much more engaging than a still image.

What are the benefits of IG video?

Before you start to plan your IG video content, you need to ask yourself the following questions: Who are you wanting to target? Who is your ideal client? What type of video content do they enjoy? Will you be choosing to provide information/education, entertainment, or engagement/connection as the premise of your video on IG?

Knowing the answers to these questions will help you create a content calendar which should include: the types of videos you want to create, when you will record them and when you’ll post them.

It works well if you have a mix of video content, but make sure each video is clear and has a purpose, so you don’t come off as disorganized or boring. Video is a great chance to show your personality, unique characteristics and details that will make a potential client want to keep watching and know more.

What types of videos should I post?

When it comes to your content calendar, you want to think about how you can use different types of content to enhance your brand message.

Organic content such as BTS (behind the scenes) videos showing how you are taking additional precautions given the current pandemic, the process for purchasing a gown, tips or advice for brides when purchasing gowns or accessories, interviews with brides and designers, or even your own staff to give a multi-dimensional view of your store and operations. You can also break these videos up into 15 second videos to add to your IG Stories.

A great way to plan video content is to have specific days or dates that you do a series. For example, ‘Dress Shopping Saturdays’ or ‘Bridal Tips Tuesdays’, where you can feature current clients or perhaps do an interview to talk about trends or tips for shopping for a gown.
Once you have posted this content on IGTV, you can choose to add it to a series, similar to how you would on YouTube. This way viewers who have enjoyed the video, can easily find similar content, and binge-watch your videos.

IG Live videos are a great way to speak to your audience and show Instagram that you are using their platform. The more features you use on IG, the better as this will tell their algorithm that your content should be put in front of more of your followers on their home feeds as well as in front of new users on the explore/discover page. Live videos are also great as your followers will be notified when you start, giving them a push to watch your content. Live videos can also be saved and added to your IGTV and added to a series on your IGTV channel.

Whether you are posting organic or external content, make sure you are posting in a way that is consistent with your 9 grid strategy for Instagram. If you aren’t sure what that means, email me and I will send a free PDF template for you.

Can you tell us the basics of IGTV?

  • Your video needs to be at least 1 minute long (try for 1 minute and 1 second to be sure it will be long enough to upload) and no more than 15 minutes (if uploading from your mobile phone) or 60 minutes (if uploading from the web on a computer).
  • It is best to have the video shot vertically (instead of horizontally).
  • If you do an IG Live session, you can choose at the end of the session to post the video to your feed and IGTV (even if it is longer than 15 minutes).
  • You can choose to have subtitles, but it isn’t completely necessary unless your ideal clients are on Instagram at work or other places where the sound would be off. This goes back to know details about who your ideal client is and how they live their daily lives. If you choose to have subtitles, just make sure the subtitles are correct as sometimes it can auto-populate to the wrong words making your message confusing.
  • To get more views on your IGTV videos, share these videos on your Stories so you can drive Just remember that your IG Stories preview of the IGTV video will only be a 15 second preview so you will want to include some text to entice viewers to tap and watch the whole video on your IGTV channel.

Creating a strong connection with your audience is more important than ever before. Video allows you to do this in a way that is fun and entertaining as well as informative. It takes time and consistency, but the ROI from your time, energy and sometimes money, it is one of the best investments you can make for your business.
If you would like more guidance about IG Reels, Stories, IGTV or your 9-Grid Strategy, drop me a line at: hello@thebridalmasterclass.com

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