If you’re running your brand’s Instagram account, you’ve likely noticed a drop in impressions and engagement on static feed posts. It is evident when we scroll that Meta is pushing video, and the data tells us that video is taking over everything. Instagram Reels now receive 22% more engagement than regular Instagram video posts and Tiktok announced that they had over 1 billion monthly active users in Q1 in their quarterly report. To put that in perspective, there are 4.8 billion global internet users - 21% of them are on TikTok. All the evidence points to… it’s time for publishers to take the plunge and start making video content.
In last month’s TFD Talks, Natalie discussed why publishers should be creating video content. To impact social traffic, she evaluated the difference between Instagram and TikTok, the trends rising in each channel, and the growth publishers can see by leveraging video on social as a traffic source. Video also significantly impacts organic search, elevating sites that prioritize video content.
Editors do not have to be in the field to create video. Consider putting your editor in front of your article on a green screen, partnering with local influencers to expand your reach, leveraging podcast audio, or motion graphics.
Don’t be afraid to test out creating videos with your content. If all of the algorithms are leaning into video, you should also be there. Check out the recording to get inspiration for how your brand can start to utilize video.
