Last Updated: 9 years ago
Brands posted 50% more organic videos on Instagram per day on average in January 2016 compared to January 2015, reports ad-tech company Pixability. The study which looked at 50 Instagram accounts from large brands such as Taco Bell, Pepsi and Skittles showed that Instagram has become relatively more popular as a platform for brands to share video content. Despite this Instagram is still relatively underutilized as a content platform by brands for video.
Key Points
* Brands posted 50% more organic videos per day in January 2016 compared to January 2015.
* Brands posted on average 4.06 videos vs. 44.16 photos in January 2016
* Use of video on Instagram may be limited by restriction on video display size and public perception.
Summary
While posting of videos on Instagram by brands is growing it is still relatively limited compared to organic photo sharing. The data from Pixability showed that on average brands posted on average 44 photos but just over 4 videos during January 2016.
This may be in part due to the way videos are displayed on Instagram. Videos cannot be viewed in full screen size reducing the quality of the viewing experience for users. Instagram is also still perceived as being predominantly as a way to share photos.
This doesn’t mean that perceptions of the platform cannot change. After all Facebook was only relatively recently seen as a serious competitor to YouTube. Over just the last year reported video views on Facebook surged to 8 billion. Brands have been eager to capitalize on the popularity of video on Facebook. Whether a similar move will occur on Instagram is still unclear despite the upwards trend.
REFERENCES
Peterson, T. (March 1, 2016) Instagram Video Slowly Gains Traction Among Brands After 3 Years. Retrieved from http://marketingland.com/instagram-video-slowly-gains-traction-among-brands-after-3-years-166811