How food and drink brands can use Instagram video marketing in 2021
Of all of the marketing strategies that are available to food and drink brands, social video is a consistently high performer in pushing brands into the spotlight. And contrary to what you might expect, you don’t need deep pockets to create awesome and highly effective video content for Instagram nowadays. In most cases, the only kit you need is the smartphone in your pocket.
Most phones come with a 4k camera that is capable of shooting really high-quality video, and both Android and iOS have a number of editing apps that are simple and packed full of the features you need to bring your films to life. Instagram has also made sharing video content super accessible, with a variety of publishing format options including short-form feed video, Instagram Stories, longer-form IGTV videos, and Instagram Live streaming. Each option comes with different tools, functionality, and benefits, as well as different expectations from the audience.
Let’s have a quick look at each publishing format:
INSTAGRAM REELS
Format: MP4 and .Mov
Duration: 5 seconds to 30 seconds
Aspect ratio: 9:16
Instagram Reels is the latest big feature to come to the Instagram app. It was released globally in 2020 and is a direct competitor to TikTok, allowing all users to create 30 -second videos that can be edited within the app, with accompanying music clips. As well as featuring on the normal Instagram timeline, Reels content also has its own dedicated endless-scroll page within the app which, again, is similar to TikTok’s ‘For you’ page.
As with any major new feature, early adopters will be rewarded with visibility and reach. From the day Reels was launched, it was clear that Instagram would increase the reach of content from brands and creators who were getting stuck in and utilising the new feature. As such, we’re currently seeing even the most simple of videos getting hundreds of thousands of views, and tons of engagement. This video from Burger King is a great example of a simple but effective success.
Read more about Instagram Reels here
Instagram feed videos
Format: MP4 and .Mov
Duration: 5 seconds to 60 seconds
Aspect ratio: 1:1, 1.91:1 and 4:5
Photos are still a lot more common in the Instagram feed, so weaving a mix of short-form video into your strategy will grab the attention of your followers and create deeper connections with them.
As with creating any content, it’s a good idea to have an objective in mind before you start creating. Being clear on your performance measurement in advance will help you produce, edit and publish with clarity.
The first few seconds of any Instagram is the most important. People aggressively scroll through Instagram, so you have to hook them as early as possible in order to make them linger.
Instagram Stories
Format: .Mov and MP4
Length: 1 second to 15 seconds
Orientation: Portrait
Aspect ratio: 9:16
Instagram Stories are now a featured destination on the app. These let you post photos and videos that vanish after 24 hours. They are accessed at the top of the app and were introduced to give users an ongoing daily narrative.
Since they were introduced in 2016, brands and users have been getting seriously creative with Stories, and many now spend more time scrolling through them than the main Instagram feed.
The short, 15 second limit lends itself to creativity, and the huge number of features and tools in the in-built editor are a marketer’s dream.
Stories tend to be more candid, light-hearted and funny. Give your followers a funny behind-the-scenes moment at an event, or an introduction to your office dog (dogs are Insta gold). This is your opportunity to be real, authentic and to show a personal side of your business.
IGTV
Format: .Mov and MP4
Length: 1 second to 1 hour
Orientation: portrait
Aspect ratio: 9:16
IGTV is Instagram’s standalone video app that allows users to publish longer-form content than standard feed videos. That gives brands the opportunity to tell stories without the 60-second limitations, allowing you more time to promote your products, explore your narrative, and really connect with your audiences.
That said, in tone IGTV feels more like an extension to Instagram Stories than it does a longer form variant of feed videos. The general feel is authentic and unpolished. They can be as curated and refined as you want them to be, mind, but it won’t be expected of you. It’s much more common to find fun, engaging, creative branded content here than a picture-perfect advert.
Instagram Live
Format: .Mov and MP4
Length: 1 second to 1 hour
Orientation: portrait
Aspect ratio: 9:16
Instagram Live is exactly as the name suggests. Live broadcasting via the Instagram app. It is an extension of Instagram stories that allows users to stream video to their followers and engage with them in real-time.
When broadcasting live, your followers will see whatever you point your camera at, so it’s a good idea to be prepared!
For brands, Live is a great opportunity to open up dialogue with your audiences and customers. Your followers can ask questions during the broadcast and you can answer in the moment and address them directly.
Video is for storytelling, whatever your format
Whatever your objective is, videos provide a much deeper level of storytelling than static images. Video allows you to tell more in-depth, intricate stories that allow you to promote your brand, personality, ethos, and products to your audiences. It’s about connecting as a human being as well as a company.
Food channels taking Instagram by storm
Some of Instagram’s hottest content creator accounts are food pages, with channels such as Twisted and Buzzfeed’s Tasty leading the way with short, bite-sized recipe videos that land millions of views and followers.
Some food brands are also getting it right, such as Pleesecakes, whose stunning cheesecake-porn videos are mixed with simple, behind-the-scenes content that gives their followers a glimpse into the magic.
Influencer video marketing
Working with established food influencers is a great way for food and drink brands to promote their products and raise brand awareness. Professional influencers are already adept at creating really high-quality video content, which is obviously very attractive for brands. Partnering with them to create branded video content has many benefits.
They take care of the production and editing for instance, and they already have their own unique style, ensuring that all content you make with them will look and feel distinct. Most importantly, successful influencers have their own, in-built audiences to connect your brand with. These collaborations allow you to not only outsource your video production, raise brand awareness, and support your sales goals, but also adopt valuable new voices and targeted audiences into your own community.
Foodie creators Fit Waffle are some of the best in the business when it comes to creating great, branded content. Here’s an example of a recipe they did for My Protein.
We work with brands to create high-impact influencer marketing campaigns across all social platforms. We help you to get under the skin of your audiences, understand who and where they are, and collaborate with respected influencers to get your message to them. If you’d like to chat about working together, get in touch.
