Now that we know how consumers and marketers are behaving, let's find out how you can post the best video content on Instagram.Instagram is one of the most popular apps used by a significant number of both Android and iOS users.

The least popular video format was IGTV, which was discontinued in October, a few months after this survey. Ultimately, Instagram Story videos were the most popular video format to watch on the social media site, with 43% of those surveyed watching this type of video content the most.īesides survey respondents who didn't use Instagram, the next highest video format to watch were live videos and then videos shared directly in the feed. Best Video Format for InstagramĬurrently, Instagram offers three video formats:īack in June 2021, we surveyed more than 300 consumers to discover which video formats they watch the most. Now that we know how marketers are thinking of video, let’s switch to the consumer perspective. However, it’s still a feature they plan to invest in this new year. At the time marketers were surveyed, they said it offered one of the lowest ROI. With that said, only one in four marketers use Reels.

In fact, 85% of marketers say short-form is the most effective video style they leverage. We know that short-form video is at the peak of its popularity on platforms like Instagram and TikTok and that could play a role in how popular video is. The main difference we see in how marketers use video versus other content formats on Instagram is that they use humor more in video and market products and services less.Īs for the platform’s features, marketers surveyed say posting videos offers the highest engagement level and the highest ROI, more than images and live streaming.

We also found that 82% of marketers post video content on Instagram and the content formats they use most are video-based. The first thing that stood out to us is that marketers who leverage video content on Instagram are 16% more likely to say their Instagram strategy was effective last year. In 2021, we surveyed over 1,000 global marketers to understand which trends they currently (and plan to) leverage. How Marketers are Leveraging Video on Instagram You'll also learn what video format users like to watch on Instagram as well as the size, length, and aspect ratio you should be using. Plus, we surveyed marketers to discover their Instagram marketing strategies. To help you, we asked consumers what type of video formats they watch the most.

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