Instagram is a tricky social media platform to navigate in 2021.

Thanks to the 2020 algorithm update, small businesses are struggling to experience the levels of reach and engagement that they had prior.

That said, Instagram experts have claimed that the platform is pushing videos more than ever—and, more specifically, Reels. In essence, Instagram will prioritize users who are producing content that utilizes their new features.

With this in mind, here’s how to make an Instagram promo video for your brand that will please the algorithm and consumers alike—this year and beyond!

1. Decide on Your Instagram Video Type

First things first, you have a few choices of where to place an Instagram promo video as follows.

• Instagram Feed — designed to be short stories that come up on your followers’ homepage feed and can be consumed in less than 60 seconds
• Instagram Stories — a series of images or Snapchat-style videos that disappear after 24 hours but can be saved to your profile in the form of “highlights”
• IGTV — long-form storytelling inspired by YouTube vlogs that are usually more than 60 seconds in length
• Live — a live streaming video that’s ideal for instant, authentic content up to four hours long
• Reels — quick, entertaining content that can be consumed in less than 30 seconds much like Tik Toks
• Ads — can be placed in-feed, via Stories, or IGTV

Struggling to decide which type of Instagram video would make the most sense for your business? Here are some further statistics that might help:

• 500 million people use IG Stories every day
• IGTV videos are 4x larger than photos on the Explore page, therefore, encourage more clicks
• According to Conviva, NFL teams’ Reels create 67% more engagement than their regular in-feed video posts
• According to Hootsuite, Instagram ads have a potential reach of 1.16 billion users

However, the final decision depends on the amount of traction your account typically gets across each medium. Ergo, if you get hundreds of likes and comments on your Reels but only tens of views on your Instagram Stories, a Reel is going to be the way to go. Right?

If you’re new to Instagram, the trick is to try out different video types until your Analytics show you which work best for your brand.

2. Shoot Your Instagram Promo Video

The type of Instagram video you decide to shoot also has a direct implication on how the content is shot.

After all, Instagram Stories are designed to be brand snapshots that are organically filmed within the app using your phone camera. Reels are also designed to be shot within the app using your phone so that you can also edit it quickly and easily within Reels.

On the other hand, in-feed video posts and IGTVs are lengthier and devised to be a long-lasting piece of content. Therefore, they’re expected to look more professional and polished—and might even be filmed on a digital camera.

Think about a topic that would inspire your target audience enough to click the “like” button or comment, whether it’s evergreen or trending. If it helps, according to a Wibbitz report, how-to tutorials are the most popular type of Instagram video followed by behind-the-scenes content, news coverage, and interviews.

3. Make Your Edits

Lastly, how much you edit your Instagram video depends on its type. For instance, Reels and Stories only require light edits within the app. You can attach a filter, text, music, and additional effects in no time at all.

On the other hand, consider applying more extensive edits to a lengthier IGTV or in-feed video. This will elevate your content so that it can compete with the high-quality videos already present on these mediums.

However, making IGTV or in-feed video edits doesn’t have to take up tons of resources. In fact, consider using a social media video creation app like Boosted by Lightricks to piece together your content. It will allow you to:

• Choose your format
• Use a professional template to build your video
• Edit your video frame by frame
• Replace stock imagery with your own footage
• Add music, text, and/or a filter
• Include your branding
• Preview and export your videos

You can then upload your video directly to your account’s feed, IGTV, Stories, or Reels. Alternatively, you can set up a video ad using Facebook Ads Manager.

The Takeaway

In 2021, the Instagram team loves to see users of the app making the most of their video features. They will then reward these accounts with further exposure. Therefore, the more variety of Instagram videos you can post, the better!

Just be sure to keep an eye on your Analytics to find out which types are benefitting your business more than others.