Instagram is a rising star in the social media world, especially among younger users. It gets engagement from 75% of 18- to 24-year-olds and 57% of 25 to 30-year-olds, two important cohorts for any association that’s planning for long-term viability. Instagram is the ideal place for you to promote the benefits of student and new professional memberships, and it’s a dynamic platform for sharing your photos and videos.
Strategizing for Instagram
Instagram doesn’t do long-form content well — it’s difficult to include a link, and it’s not designed for text-heavy posts — but it’s perfect for visual content. Plan on posting all of your digital fliers and event photos to Instagram, then get creative. Take a quote from an industry expert and make a quote picture.
Instagram focuses primarily on images, but it also supports many ways of using videos. There are stories, live videos, and the long-form video platform IGTV, which may be Instagram’s best-kept secret. It’s worth taking the time to find those video marketing opportunities. They can go a long way toward improving your engagement with followers.
Using Video on Instagram
You can post Instagram videos as part of your Stories, on your regular news feed, or as part of your IGTV channel.
Instagram stories get attention from 500 million people a day, according to Hootsuite research. They’re short and sweet — 15 seconds or less, and they’re only on your feed for 24 hours unless you specifically add them to your Highlights collection. It’s a great way to say hello to your audience or announce something special, like an upcoming event or discount for an event registration.
Videos that are between 15 and 60 seconds long can go on your news feed. Think of sound bites from a recent keynote speech or footage from a recent event. You can share these videos organically or invest in paid ads. The difference is that Instagram will show your paid ads to users who don’t follow you yet.
Videos that are longer than a minute and up to 60 minutes can go on Instagram Live, which has become popular lately as a platform for virtual classes, performances, and short events. Like Facebook Live, these videos stream in real-time and disappear after 24 hours.
If you want to post a longer recording that will be accessible for more than 24 hours, you can post it to your IGTV channel. Once it’s posted, Instagram will show a 60-second preview to your audiences. When the preview is over, audiences can hit Keep Watching to see the rest on IGTV. The IGTV video will play full-screen, making it about as immersive as you can get with social media video.
Instagram’s video opportunities are so varied and versatile, there’s a place for almost every kind of video you have to share.