According to new data released this week by the social video marketing platform Unruly, brands are embracing Instagram videos with such vigour that last month saw them create 40% of the 1,000 most shared Instagram videos in the world.
According to new data released this week by the social video marketing platform Unruly, brands are embracing Instagram videos with such vigour that last month saw them create 40% of the 1,000 most shared Instagram videos in the world.
Despite the Facebook-owned photo and video app only adding video functionality in June 2013, Unruly discovered that 80 brands – including Nike, BMW, Red Bull and Samsung – featured on the Unruly Viral Video Chart’s top 1,000 Instagram videos.
The data is welcome news for the digital marketing industry as it highlights how brands are becoming increasingly aware of the importance of video marketing, and are making successful moves to ensure they appeal to consumers across all popular social media platforms. It also highlights how their strategies are working; placement in the Unruly chart is no mean feat.
Other interesting insights from the report revealed that 9 out of 10 Instagram video shares occurred on Facebook, as well as that the number of unique Instagram videos shared on Twitter was around 10% of the unique YouTube videos shared on Twitter, not bad for a rival whose functionality is less than a year old.
The most shared and successful brand on Instagram Video thus far was MTV, with an impressive 84 videos in the top 1,000 that were shared 134,110 times across Facebook, Twitter and various online blogs.
Matt Cooke, co-founder and CTO at Unruly, commented: “Short-form content has evolved rapidly as more and more people are creating and sharing content on their mobile devices. With mobile engagement rocketing by 265.7% over the past 12 months, brands have been quick to establish themselves on Vine and Instagram. Some brands are already taking highly shareable content created on these platforms and distributing it to wherever their target audience is discovering and enjoying content.”
Instagram essentially created the video version for precisely this reason. It’s a proving ground for a video advertising pipeline. There’s a reason haphazard UGC doesn’t make it to the top of their view lists. Video advertising is changing fast and becoming the benchmark of promotional engagement almost in front of our eyes.