Video is now the primary storytelling format on Instagram as brands turn to more creative clips rather than static images and visuals to push their messages on the platform, new research by Social Insider has found.
Photos were once the go-to method for branded content on Instagram, but the versatility of video and its ability to drive engagement over a longer period has resulted in 51.1% of respondents now saying that it is preferable for “Stories”, compared to 48.9% who say the same for photos.
More than 135,000 Stories and 2,548 business accounts were analysed for the study, which aims to gain a better understanding of the methods that brands are using to distribute relevant and engaging content on Instagram.
The visual sharing social network now has more than 25 million business accounts, and 80% of people say that they follow at least one brand. While larger brands with 100,000 followers are much more likely to use video for Stories, SMEs with 10,000 or less followers still rely more on photos overall.
The study found that businesses are posting Stories-based content on Instagram on seven days during every month, though this falls to 4.5 stories for small brands with lower follower counts. The most active brands remain those with in excess of 100,000 followers as they post 14.4 stories, which equates to once every two days.
However, the good news for smaller brands is that their profiles are actually more prolific as they have a reach rate of 9.3% compared to 4.59% for larger businesses.