Will a video-focused Instagram see success or downfall?

Instagram has seen a backlash following its trial stages of full-screen sharing as they move toward becoming a predominantly video-sharing platform. Most likely due to fears amidst the rise in popularity of TikTok and other up-and-coming platforms. The app has now rolled back proposed changes after users took to the platform to share their disliking of the new update, with big names such as Kim Kardashian resharing a viral post. Whilst the platform has retracted the updates (for now), users and brands alike feel uncertain about their app’s future.  

Within this post, we will look at where the dedication of Instagram to becoming a video-sharing platform leaves businesses as we dive into all things social media and share our top tips for beating the latest algorithms and updates.  

How has Instagram changed in recent years? 

When Instagram launched in 2010, it allowed users to share images with their friends; since then, the app has seen year-on-year improvements and upgrades toward a video-sharing platform. Until recently, the upgrades have been welcomed by most. But as the photo-sharing app became unrecognisable from its original format, users weren’t happy. Recognising the pushback, bosses admitted they had taken the latest upgrade too far and looked to regroup.  

“I’m glad we took a risk – if we’re not failing every once in a while, we’re not thinking big enough or bold enough,” said Instagram’s head, Adam Mosseri, in an interview with  tech newsletter Platformer. “But we need to take a big step back and regroup. [When] we’ve learned a lot, we come back with some new idea or iteration. So, we’re going to work through that.” 

How can my business adapt to the ever-changing platform? 

Unfortunately, it is inevitable that as the world progresses, the video will become the key to reaching larger audiences via social media. So, implementing a digital strategy which is video inclusive will help you to stay up to date with the latest trends and allow your brand to settle into the world of video.  

Whilst video production may scream a big budget and be time-consuming, your brand can create 30-60 second reels filmed on a smartphone which grabs audiences’ attention. But, for your videos to be successful, you will need to find a way to captivate your audience, and your team will need to be fully onboard with creating quality content, as it will confirm your authenticity.  

However, video is not always suitable for every brand so we wouldn’t wipe out the idea of static images just yet. Photographs are still very relevant for content-sharing products and insights. Splitting your expectations of the accessibility of the platform will allow you to utilise video for entertainment purposes as a way to increase brand purpose.  

Like with any brand, your purpose is what differentiates you from the competition and shows who you are, helping you engage better with your audience. Or alternatively, if your brand is totally unable to create video content, moving to a different photo-sharing platform may be the best option for your team.  

What will this mean for platforms like Pinterest? 

While not as popular as Instagram, Pinterest has been a steady contender for many years, with most of its users entering the site with a project or goal in mind. And the research proves this, with users 7x more likely to claim the platform is more influential than any other in the purchasing journey.  Unsurprisingly, over 77% of users regularly discover new brands when browsing Pinterest due to their mindset when entering the site.  

If your brand sells solutions and products, then Pinterest may be your best solution, especially if your products are no longer performing on platforms such as Instagram!  

Where do businesses fit into a video world? 

They aren’t always going to, and that’s ok. But finding a platform to replace this void could be daunting for some.  

Instagram research found that people look to Instagram to be entertained and not necessarily sold to. Of course, this could follow, but the platform’s priority will focus on delivering entertainment to its 1.4 billion users. And maybe this is where your business can stand out. 

Running multichannel campaigns and utilising the strengths of each platform could see greater returns without wasting time sharing content on platforms which do not fit. For example, your brand would see a higher return by creating valuable entertainment, which is highly engaging and, therefore, more likely to see consumers follow into the marketing funnel.  

One of the most important aspects of the marketing funnel is to raise awareness of your brand and engage consumers so they know who you are and what you do. Whether that be B2B or B2C, your brand needs to be seen. To survive, your brand must learn to adapt and do this in an everchanging social-driven world; your business will need to work across multiple channels to continue seeing high engagement levels. If done effectively, you should see a higher overall return.  

Contact the team today if you want advice on kickstarting your digital marketing strategy and see how we can help you! We’re a friendly bunch and have the solutions to your marketing needs.