This update is big news for both creators and data-driven marketers.
According to Instagram’s announcement, over the last six months, time spent watching video on the network has increased by 40%. This means the opportunity to impress, entertain, and convert viewers is greater than ever.
For the Creative Class
Instagram brands itself as a creator’s network, with influencers at the core, and this extension is a signal of that focus.
As we found in our 2015 Instagram Influencer Report, the most-followed accounts on Instagram aren’t brands; they’re influencers like Ciara or Kim Kardashian. Just as relevant to marketers are the niche influencers who are known and respected within specific industries and segments.
For brands, partnering with these micro-influencers is a great way to get in front of a targeted group of potential customers. These are people who gained their audience by producing high quality content, and Instagram has just given them more flexibility to get creative with the visual stories they tell on the network.
Instagram is also bringing back the ability for iOS users to create videos from multiple clips in their camera roll. This is another way for influencers, who don’t always have a full production studio, to leverage Instagram as a tool.
For the Data Geeks
Brands are posting more than ever before on Instagram, and while video engagement has risen, it hasn’t caught up to photos.
More flexibility is always better for a marketer, especially one who tests and optimizes content based on data. What can you do with 60 seconds that you couldn’t with 15?
Instagram has already started showing “views” on posts, and if the network follows Facebook’s suit, it’ll eventually share data about view length. Understanding what is getting your followers to stop and watch a clip is as important on Instagram as anywhere else.
Flexibility Is Always Good
Whether you’re a data geek or a creative type (or a bit of both), this new update gives you the flexibility to develop better-quality videos that your audience will want to watch, however long they are. And isn’t that the point?
Get everything you need to analyze the metrics that matter
Facebook Reactions Are Here, but That Doesn’t Mean You Should Measure ThemKevin ShivelyBlogger ExtraordinaireSimply Measured
Today, Facebook unleashed the much-anticipated replacement of the one-size-fits-all “Like” button: Reactions. While “Like” will still be the default, Facebook users can now hold down on the “Like” button to display the other reaction options. These Reaction metrics (other than Likes) aren’t available through Facebook’s API yet, but can be found in your native Facebook… Continue Reading
Don’t Panic: How to Prepare for Instagram’s Algorithmic FeedKevin ShivelyBlogger ExtraordinaireSimply Measured
On Tuesday, Instagram announced in a blog post that the network would be moving from a chronological feed to an algorithm that will surface the content that Instagram believes a person cares about most. As is its way, the internet freaked out: As marketers, we tend to get too excitable about changes like this, but this… Continue Reading
3 Surprising Lessons for Marketers from the Future of SocialLucy HitzBlogger ExtraordinaireSimply Measured
It’s here! The Social Fresh x Simply Measured x Firebrand Group The Future of Social Report has arrived. Covering everything from planning and strategy to social ads to content marketing, there is necessary information here for any marketer involved in the social space. As we were putting together this report based on survey data (551… Continue Reading
Mother’s Day and What Digital Marketers Need to Know [INFOGRAPHIC HERE]Lucy HitzBlogger ExtraordinaireSimply Measured
If you’re a digital marketer, you’re probably wondering how to harness the emotion-heavy power of Mother’s Day (coming in hot this Sunday!) for your brand. Enter this amazing infographic from our friends over at The Shelf. Some of my favorite stats here: Pinterest is the top-ranking social network for Mother’s Day searches. [Great post here for tips on… Continue Reading