Do you want to use the best Instagram video marketing tactics in 2020?

If you want to generate more engagement on Instagram in 2020 and build up your account authority at the same time, you should be publishing more videos. This is because videos drive more engagement than photos, as this study from Quintly shows. 

And another reason is that Instagram is hiding likes. Users can no longer estimate the number of real followers your account has by looking at likes. This is why they will turn towards how many views your videos generate when they are trying to determine the authority of your account and the number of real followers you have. People will use this to decide if your account is worth following or not. Also, if you are an influencer on Instagram, more views will help you attract more partnership deals. 

So, if you want to generate more engagement and simultaneously boost your authority, you should create more videos and check out some Instagram video marketing tactics used by the most successful social media influencers.  

Top Instagram video marketing tactics to try in 2020

1. Create more how-to videos

Sales videos can help you get more sales on Instagram, but just publishing them alone won’t suffice. You need to intersperse promotional video content with free content that doesn’t promote anything. This is because free content helps nurture your audience and build a relationship with them. This will get them to trust you more. So, when you nurture your audience first with non-promotional video content and then share sales videos, you will drive more sales.

Are you wondering what type of content you should create to nurture your audience? 

The answer to that is how-to videos. A recent study from Wibbitz found that the most popular form of video content on Instagram is how-to video tutorials. 80% of people prefer it to other forms of video. 

The how-to tutorials you create should depend upon what your audience wants and your niche. You can find this information by directly asking your followers using Instagram story polls and question stickers. 

You can simply create a video story where you ask your followers a question and then present them with the stickers so that they can provide the answers. 

You can also use the data from your Instagram analytics and the analytics of all other social networks. You can even view your Google Analytics data to see which how-to posts on your blog perform best. This will help you brainstorm more ideas. You can either visit each of these networks to find the data or you can use Whatagraph’s Social Media Analytics Reports tool. It integrates with Instagram, Facebook, Twitter, and other social networks. 

Therefore, you can use it to find data from all the networks in one place. It also integrates with Google Analytics. 

A good example of a how-to video is this one from My Fitness Pal where they share tips on how to snack less. 

 

View this post on Instagram

 

A post shared by MyFitnessPal (@myfitnesspal) on Apr 23, 2020 at 2:56am PDT

My Fitness Pal is an app that makes it easy for people to count calories and eat better. Therefore, their target audience will definitely be interested in a video like this. It’s a simple helpful video where they don’t try to sell you anything. 

Another example of a how-to post is this one from Ben and Jerry’s. 

 

View this post on Instagram

 

Make your sundaes POP 🎈 Link in bio!

A post shared by Ben & Jerry’s (@benandjerrys) on Apr 16, 2020 at 8:05am PDT

Here they share a video recipe on how to make edible dessert bowls. And they make their ice cream a part of the recipe. This is a good way to nurture your audience with helpful content and promote your products at the same time. This way you too should think about what your audience wants and provide it to them with useful how-to videos. You can also convert some of your popular blog posts into videos.

The survey found that other popular forms of video content include behind-the-scenes videos (66%), video interviews (62%),  news coverage videos (61%), and creative inspiration videos (59%).

So, try to create these types of videos too. You should especially try and create behind the scenes videos as they are very easy to create and can help your followers form a strong bond with your company and its employees. 

2. Publish more video ads to drive sales

The above study from Wibbitz also found that 31% of Instagram users made a purchase after watching a video ad on the network. 

So, instead of just publishing organic sales video posts, you should also publish video ads. 

And make sure you include a clear call to action that takes the person to a landing page where they sign up for a lead magnet or make a purchase. An example can be seen in this video ad from Samcart.

It takes you to a landing page where you can sign up for a trial. 

For maximum conversions, you need to create a distraction-free landing page (like the above one) that focuses on selling your products. You can create something like this by using a tool such as Leadpages.

If you run an e-commerce store you should also be able to tag your products in your video ads using the shoppable posts feature. 

This is a better option to go with if you are promoting multiple products in your ad.  As you can simply link to the different products in the post instead of creating a new landing page for all the products featured in the ad. This will save you a lot of time. 

An example can be seen in this video from Package Free Shop. 

The video plays like any other video. But when you click on the shopping bag icon, all the products tagged in it will appear and you can click on them and visit the site and purchase your product. 

You can also display more relevant products from your store below the products tagged in the video. This can help you drive more traffic. 

Package Free Shop were able to set this up as their site is built with Shopify. It offers an integration that lets you tag products in your photo and video posts whether they are organic posts or ads. 

So, if you want to take advantage of this feature, make sure you set up your e-commerce store using a platform like Shopify that offers this option.

3. Get influencers to create video content

Marketers want to continue using more of Instagram for their influencer marketing campaigns as shown in the below graph from eMarketer. 

It is still the best network for influencer marketing. 

Most marketers out there prefer to work with influencers to create regular photo posts and carousel photo posts to promote their products. These photos tend to show the products from different angles through a series of posts. 

But as you now know videos drive more engagement. So, I recommend that you work with influencers to create more video content instead of photo posts. Through a video post, influencers should be able to share more vital details. If your influencers share more video content, they will not only be able to generate more engagement, but will also be able to display your products better. 

Here’s an example of a good video post from Joe Wicks, The Body Coach. 

 

View this post on Instagram

 

A post shared by Joe Wicks (@thebodycoach) on Jan 13, 2020 at 10:57am PST

Here, he teamed up with Gousto (a company that delivers ready to use recipe boxes) and created a useful video to show how easy it is to use their service to cook your own food. As it is a video, Joe is able to share a lot more information. This cannot be done by just using photos. 

When you team up with influencers, make sure you get them to turn on the ‘Branded content’ option. 

When they do this you will be able to view the post metrics. This data can be used to better promote your website and products in the future and to increase engagement rates. Switching on branded content will also let you turn the post into an ad and get it to reach more people. 

To find influencers to work with, you can use a tool like Shoutcart. 

It comes with a large directory of influencers who are interested in promoting products. You can filter and find influencers based on the type of posts they are open to publishing and their niche. 

4. Use subtitles

According to a report from Verizon Media, 83% of people watch videos in mute. This number climbs up to 92% on mobile devices. This is why if you want to get more people to watch your videos, you should optimize them for silent viewing by adding subtitles.

You can just add the words you are saying in the video as overlay text or you can create videos where you don’t say anything. It can be like this video from Pinch or Yum with just background music and overlay text. 

 

View this post on Instagram

 

A post shared by Pinch of Yum (@pinchofyum) on Mar 19, 2020 at 7:25pm PDT

There’s no speech in the entire video. Everything you need to learn can be obtained by just watching the video. 

You can add these subtitles as overlay text by using a tool like Wave.video. 

Conclusion

These are the 4 Instagram video marketing tactics you should try in 2020. If you implement them you will increase your engagement, views, traffic, and sales from your Instagram marketing efforts. So, give them all a try today. 

Which Instagram video marketing tactics have worked best for you? Did I forget to add anything important? Please leave your comments below.

About the author: Mitt Ray is the founder of Social Marketing Writing. To get acquainted with his work, you can download 22 Free Drag and Drop Social Media Visual Templates for Instagram, Facebook, Pinterest, and more.