Instagram recently rolled out an update that allows you to record and post 60-second videos, a dramatic increase from its previous 15-second video capabilities. Furthermore, the social network is adding unique video features, such as slow-motion capabilities and video view counts, to the platform. Instagram has shown impressive growth over the last five years, but the good news for brands is that video content on the platform is just now taking off and showing incredible potential.

With Instagram’s focus shifting towards video, there’s no doubt it will become a leading video platform. Big brands are already taking note of the popularity of Instagram video and using it to reach their target audiences in creative, engaging, and value-adding ways. In fact, 40% of the top 1,000 most popular Instagram videos are actually from brands, not individuals.

Now is the best time for your brand to start incorporating Instagram videos into your video marketing strategy – and here are some shocking statistics that explain why.

Frequency of Instagram video posts almost doubled in 2015


Instagram is still dominated by image posts, but this is quickly changing. An Instagram study by Quintly reported that videos actually perform on the same level as images. The amount of video content on Instagram almost doubled last year, which further proves video content is receiving more and more attention on social media across all platforms.

Time spent watching videos on Instagram increased by more than 40% in the last six months

instagram video

Consumers are interacting with more and more video content every day. In fact, Instagram stated that over the last six months, the time people spent watching videos on Instagram increased by more than 40 percent. The platform’s new view count feature is good news for brands as they will now be able to analyze more thoroughly the value of video ads.

Recent Nielson data reports that 47% of the value in a video campaign is delivered in the first 3 seconds of a video on Facebook, and nearly three-quarters is delivered in the first 10-seconds of a video. Instagram counts a “view” if a video has been watched for a minimum of 3-seconds, the same metric as Facebook.

Instagram now has more than 400 million active users


With 400 million active users, Instagram is becoming an impressive platform for video creators and brands exploring alternatives to YouTube. As the social platform continues to improve its video metrics, brands will be able to analyze and extract valuable new data about the performance of their videos and use this information across their entire marketing campaigns.

If your brand is ready to explore the new marketing opportunities Instagram video provides, we can help tell your brand’s story and demonstrate your products or services in video formats optimized for the social platform.