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The Rise of Video Content on Instagram: Strategies for Building a Video-Focused Brand

In recent years, video content has exploded in popularity on Instagram. With the introduction of features like Instagram Stories and Reels, users are now consuming more videos than ever before. This presents a significant opportunity for brands to leverage the power of video and incorporate it into their marketing strategies. But guess what? It’s not just about riding the video wave; it’s about building a brand that thrives in this pixelated paradise.

Cracking the Code behind Video Popularity on Instagram

Video content on Instagram has become incredibly popular, and there are several reasons for this rise in popularity. Videos are the ultimate attention magnets, captivating viewers like no other format. They tell stories, ignite emotions, and transport users to a whole new dimension of brand immersion.

Secondly, thanks to Instagram’s masterful tweaks, creating and sharing videos has become as effortless as stealing the last slice of pizza at a party. With the introduction of features like Stories and Reels, users can now easily record, edit, and post videos directly from their smartphones. This convenience has encouraged more users to experiment with video content and has led to a significant increase in video consumption on the platform.

Lastly, the algorithmic changes made by Instagram have also contributed to this rise. The platform now prioritises video content in users’ feeds, making it more likely to be seen and engaged with. This has motivated brands and content creators to create more video content in order to increase their reach and visibility on the platform.

Incorporating Video Into Your Brand Building Strategies

Now that we understand the popularity of video content on Instagram, let’s look at some strategies for building a video-focused brand:

Define Your Brand's Video Storytelling Style

Before you start creating video content, you need to define your brand’s video style, allowing your personality and values to shine through the screen. Are you an adventurous, raw, and unscripted rebel? Or perhaps a polished, professional maestro who delivers sleek and captivating visuals? Embracing your unique storytelling style ensures consistency and a powerful impact throughout your video content.

Experiment with Different Video Formats

Instagram offers a variety of video formats, each format comes with its own unique perks and audience, so it’s time to play and see what works wonders for your brand. Stories are perfect for behind-the-scenes magic and real-time updates, they do disappear after 24 hours so if you want to save something for longer, add it to your feed too. As for Reels, they’re the Kings and Queens of quick, snappy, and attention-captivating videos. Add music, effects and voice overs to make your videos more appealing.

Optimise Your Videos for Instagram's Algorithm

To ensure your video content reaches a wide audience, it’s important to optimise it for Instagram’s algorithm. Start by unleashing the power of relevant hashtags and tagging relevant accounts. And remember, a captivating caption goes a long way in grabbing attention and enticing engagement. Instagram’s algorithm rewards videos that generate high levels of engagement, so encourage your followers to like, comment, and share your videos to increase their visibility.

Collaborate with Influencers and Content Creators

Influencer marketing has become an integral part of building a brand on Instagram, and it is equally effective for video content. Collaborating with influential content creators lets you tap into their vast follower kingdoms, spreading your brand’s magic like wildfire. Find influencers who share your brand’s values and vibe, and together, create jaw-dropping, authentic video content that leaves viewers begging for more.

Analyse Your Video Performance

Your journey to video greatness doesn’t stop with execution; regularly analysing your video performance is crucial for building a successful video-focused brand on Instagram. Use Instagram’s analytics tools to track metrics like views, engagement, and audience retention. This data will help you understand what types of videos perform well and what areas you can improve on. Use these insights to fine tune your video content strategy over time.


Video content on Instagram continues to gain popularity, and brands have a unique opportunity to leverage this trend to build a video-focused brand. By understanding the reasons behind the rise of video content on Instagram, and implementing these strategies you can effectively incorporate video into your brand building strategies on Instagram. Stay up to date with the latest updates and features on Instagram on Meta’s Newsroom.

Embrace the power of video and revolutionise your brand’s impact on this iconic social media platform.

Want to find out more about Paid Social Campaigns? Check out our Marketing 101 Blog Series, starting with What is Paid Social and How Does it Work?

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