Creating videos for Instagram is one of my favorite marketing tasks.
From in-feed videos to Reels, Instagram Live and Stories, marketers like you and me have so many fun ways to get creative and make things even better – they actually work.
According to a recent HubSpot study, marketers rate Instagram as the #1 social media platform in terms of video ROI, engagement (likes, shares, etc.), and leads. And I’ve seen this firsthand both professionally and personally.
In this article, I’ll cover everything you need to know about posting and creating video content on the platform and share actionable tips that I and major brands have used to achieve success.
New to Instagram marketing in general? Check out our article “How to Use Instagram: A Beginner’s Guide (Expert Insights + New Data).” This basic knowledge is essential when dealing with Instagram videos.
Table of contents
Instagram videos vs. Reels
Before we continue, let’s make one thing clear: almost every video on Instagram becomes a Reel. At least when it comes to user experience (UX).
Any video uploaded or recorded from your camera roll as a “Post” while “Post” is selected will appear in the “Reels” tab on your Instagram profile and will be subject to the same UX and optimization options.
The main difference between the two is that “post” or in-feed videos can be up to 60 minutes long, while Reels are limited to just 90 seconds.
To illustrate, let’s look at this video on my Instagram. Since it’s only about five minutes long, I had to post it “in-feed.” However, I could still edit and refine it like a reel. Then, after uploading, it still appeared in the Reel tab on my profile.
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Many also believe that Reels are more discoverable on Instagram than in-feed videos. A study by Metricol supports this, noting that Instagram Reels have the highest reach of all Instagram content types (~37.87%).
Experts believe the Instagram algorithm favors roles more, which in turn appear more often in the Discover tab and are seen by more non-followers. Apparently videos are mainly shown to followers in the feed.
Note: While it’s a bit of a shame, none of this applies when you upload a video as part of a carousel. With carousels, your video editing options are limited to adding a filter or muting the sound.
That being said, the rest of this article will focus on Instagram in-feed videos, not just Reels.
Honestly, many of the tips and best practices overlap, but for more specific information about Instagram Reels, check out our article: How to create Instagram Reels and use them to your advantage.
Why create videos for Instagram?
According to recent findings from HubSpot Research, 76% of marketers who use video in their marketing use Instagram. It is also the third most used social media platform for B2C brands and the second most used for B2B brands. But why exactly?
Let’s explore some of the key reasons in more detail.
Benefits of Instagram videos
Audiences love videos.
This is probably stating the obvious, but the audience Love Video content. Actually, Our social media trends report 2024 found that most content formats consumers enjoy on social media (e.g. Stories and live streams) are video-based, with short-form videos being the most popular.
Video content is known to generally convey information faster and more memorable (and share-worthy) than written or static visual content.
Instagram is no different.
In conversation: Aishwarya Balaji, brand consultant and CEO and co-founder of A fresh sip, repeated that to me say: “Instagram videos can be very powerful when it comes to conveying a certain message or evoking a certain feeling.”
“Photos and text can also evoke emotions, but videos can tell a story more effectively and captivate an audience.”
There is a high reach and discoverability.
Than that third largest social media platformInstagram clearly has a large active audience to reach.
Add in the popularity of videos, their high engagement, and their supposed preference in the Instagram algorithm, and Instagram video offers a huge opportunity to reach new and interested consumers.
How to create a video on Instagram
In my experience, outside of Stories, very few people record videos directly on Instagram. Why exactly?
Well, the camera quality tends to be worse and the editing options available on Instagram are pretty limited, but if you use it, Here are the steps you will follow.
1. Open your Instagram app and press the icon with a plus sign (+) in the middle of the controls.
2. Here you can either upload a video from your library or create one in the app. As mentioned, we are currently creating a new one. To do this, click on the small camera icon at the bottom of the preview of your new post.
3. Press and hold the middle button to record your video.
As soon as you release the button, Instagram will stop recording and play the recording you just took on the screen.
4. Now you can edit your video using the built-in Instagram video editor. (The same one you would use to create a Reel).
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You can swipe to add a filter and add:
- Music
- A voiceover
- Captions
- Stickers (interactive and static)
- Visual effects
You can also trim and add clips or save your recordings.
5. When you’re finished editing, click Next.
6. Here you can optimize your Instagram video for search and being found.
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This can include adding your video caption as well as:
- Choose your video cover
- Tag people, a location and products
- Choosing a target group (everyone vs. “close friends”)
- Choose where to display the video (main grid and reels or just reels).
- Attach an event reminder or fundraiser
Under More Options, you can schedule the post for a later time and specify in more detail how people interact with the video and what you share (e.g. whether to show the number of likes or allow people to to use your video as a template).
7. Click “Share” and you’re done!
For an even more detailed guide to posting on Instagram, see the article “How to Post on Instagram: A Step-by-Step Guide.”
How to post a video from camera roll to Instagram
To upload a video to Instagram from your camera roll, follow the same steps as above, but select a video from your library in step two. Afterwards, proceed to step 4 and the rest of the process remains the same.
Again, if you upload a video as part of a carousel post, things change slightly. You simply complete step two and then jump to step five.
Now that we know how to share a video on Instagram, the question arises: what does a great video look like?
How to create good videos for Instagram
What counts as “good” content is actually a matter of opinion.
For example, a small series by the name was created in the early 2000s Donkey was popular on MTV and even led to a feature film – but I just couldn’t get behind it. What can I say? I was a kid with a sophisticated palette.
These days, social media is full of equally questionable video content that manages to find an audience and be successful. And that’s all that matters in the end.
As a brand and business, your videos just need to appeal to your target audience or buyer persona.
Balaji advised, “It’s important to keep your audience in mind. A simple litmus test is to ask yourself, “Am I creating this content because I want to share it or because I believe my audience will get value from it?”
“If the answer is the former, you may want to revise your strategy if community growth and retention is the goal.”
The best way to find out what is “good” by their standards – reading increases brand awareness, increases engagement and drives business – is to experiment.
According to a study by GWIInstagram users described the content they liked most as funny, creative, informative and relaxing, among other things.
So that you can capture these feelings in your Instagram videos, I’ll give you 13 tips that you can try right away.
Note: If you need detailed examples and posting instructions, check out:
1. Share inspiration or motivation.
GWI also found that “inspirational” content was popular among Instagram users. In today’s often stressful world, people are looking for positive energy, motivation and something to strive for.
Creating videos for Instagram is one way your brand can help achieve this.
INBOUND is no stranger to sharing inspiration or motivation for marketers or entrepreneurs on Instagram. Even better, most of this content comes from moments during the event itself.
2. Use trends and memes.
Memes may seem like all fun and games, but they are also effective in promoting your brand culture, mission, and products.
Incorporating trending topics, music, or memes into your Instagram videos allows you to join and participate in existing consumer conversations instead of trying to start a new one.
It shows that you are up to date with what is happening around you and also shows your personality, making you more relatable.
VaynerMedia, Gary Vaynerchuk’s creative agency, is no stranger to using trends and memes when creating videos for Instagram.
Pro tip: Not sure what’s popular right now? Many Instagram video trends actually start on TikTok, so you can always do a little scrolling there. But you can also find trends directly on Instagram.
Just click the (+) button as if you were creating a new post. Go to “Reel” and then click “Templates.”
Here you’ll see a feed of recommendations, followed by “trending videos.”
3. Collaborate with influential brands and creatives in your field.
Matter Communication found that 69% of consumers trust information from influencers, friends and family more than brands. In other words, word of mouth is important.
With this in mind, look at influencers, YouTubers, and relevant companies that your buyers follow. Maybe you can work with them to reach potential new followers to increase your discoverability, reach and social proof.
YETI does an admirable job with its video marketing on Instagram.
Here the manufacturer published a video from one of its ambassadors, Matt Pittman from @meatchurchwho uses a YETI product and recommends it to his 900,000 followers.
In this post, beverage consultant Robert Björn Taylor shares a recipe made in YETI’s Rambler™ Pitcher.
Both are good examples of showing the company’s products in action and reaching a large, new audience of potential customers.
4. Tell relatable human stories.
What impact does your product or brand have on lives? How does it change them for the better?
Instagram videos can bring these human stories to life and engage your audience on a deeper emotional level. Consumers connect with relatable content.
In fact, our research shows that relevant content is the second most effective type of video for achieving marketing goals.
It helps people imagine themselves as consumers of your product or service and understand the value it can provide them.
In this Instagram video, Microsoft shares how its technology helps fishermen do their jobs more effectively.
While we typically think of Microsoft software and products in traditional offices, this video expands the perceived scope of their impact. It helps even more people see themselves in the brand.
Relatable content can also create a sense of community.
Balaji shared, “For my startup, a non-alcoholic beverage marketplace, we often use humor and shared experiences in our videos. This helps connect with our community and makes people feel more seen and less isolated.””
Another way to highlight human stories in your Instagram videos is through case studies (like Shopify), testimonials, or interviews with happy customers.
Pro tip: Be considerate of diversity and inclusion.
Instagram is a global platform that reaches people from all walks of life.
Ponder Diversity and inclusivity You can help reach a larger audience by looking past preconceived notions about gender, age, race, income, sexuality, etc. and highlighting the value your product or service can provide.
One brand that has been a leader in this space for years is Dove. I love this Instagram video of women of a certain age who happen to be buying Dove and living their best lives.
Not only is it fun and inclusive, but also ambitious. It stimulates the thought: “Hmm. Maybe one day I could be one of those accomplished, exciting women if I also used Dove.”
5. Teaser what’s coming (new product launches, features, etc.)
A great way to create hype about upcoming products or features is to post them on Instagram.
You don’t have to do a full-fledged commercial to have an impact.
In this Instagram video, Google simply shows someone using their latest phone and describes features with a voiceover.
Duolingo, on the other hand, shares product updates with sample screenshots, text and playful music:
Shopify discusses new features with a talking head video.
None of these examples have high production values or are complicated, but they all effectively show audiences what to look forward to in upcoming releases.
Pro tip: If you post videos about future products or future topics on Instagram, use the “Remind Me” feature.
This allows people watching the video to tap the bell icon in the bottom left of the video to opt in to receiving notifications reminding them of the upcoming launch. Once they do this, they will receive three notifications for the event:
- An activity feed notification 24 hours before the event.
- An activity feed and a push notification 15 minutes before the event.
- An activity feed and push notification at the time of the event.
The final notification may even coincide with follow-up content that officially announces the new article.
(HubSpot’s social media tools can help you plan this.)
Overall, this is a great way to keep your launch top of mind and create excitement.
Learn more about setting up event reminders on Instagram here.
6. Share how you can use existing products.
Your existing products could undergo similar treatment. Potential customers may not be aware of the scope of your catalog or even how to use everything properly.
Bringing these products or apps to their attention, rather than leaving them to search or wonder, not only improves the user experience but can even persuade undecided buyers to make a purchase.
Dyson Beauty regularly teaches people how to use its tools and hair care products via video on its Instagram account.
Demonstrations, hacks, and tips like these are other popular types of Instagram videos, especially for brands. More on this shortly.
7. Draw attention to promotions or sales.
According to Capital One89% of Americans say price plays a bigger role in their purchasing decisions than any other factor. In fact, the company found that discounts are an important factor for 74% of online shoppers in the US. And This serial couponer believes it.
Everyone likes to save money, so don’t let your sales come and go in silence.
Use Instagram videos to highlight any promotions or sales you make. Amazon is doing a great job with this for Prime Day. They even teamed up with popular creator Zach King:
8. Make people laugh.
The most popular content on Instagram is funny. Humor is understandable, worth sharing and also memorable. This is why finding ways to incorporate relevant, on-brand humor into your Instagram video content can be extremely valuable for a business.
Now I know: being funny is hard. If that weren’t the case, there wouldn’t be so many failed comedians.
But don’t let that stop you.
Your laugh can be original (like Duolingo or our friends at A Fresh Sip) or curated.
As long as the humor is relevant to your audience, it will be appreciated.
9. Educate your audience (e.g. guides, tips, hacks)
People follow and trust brands that offer real value, and few things are more valuable these days than education.
Take some time to think about what your company or brand can uniquely teach your audience.
What do they need to know about your industry or when making a purchasing decision? What knowledge and expertise can you offer to help them achieve their goals or improve their daily lives? Better yet, what insights can you share that no one else can?
Build your Instagram video strategy around these topics.
For example, the hair care brand AAVRANI goes to a high level and teaches people what a clarifying shampoo is.
Although this is not a direct advertisement for their product, they are educating people about what it is and what solution it offers. It also gives them an opportunity to say, “Hey, I think I need this.”
At HubSpot, we’ve taken a similar approach and shared email marketing tips that anyone (HubSpot user or not) can implement.
In the meantime, WIX is focusing on existing users and sharing “hacks” to get the most out of their tools.
Whether you’re talking about your offering or your field in general, sharing instructional videos will make you an expert and helpful resource – someone you can trust, want to follow, and potentially even collaborate with.
10. Share and promote user-generated content
As we mentioned earlier, people are more likely to believe what others say about you than what you say about yourself. I mean, think about it: If I say I’m the best pastry chef in the world, why would anyone believe me?
publication User Generated Content (UGC) Videos effectively provide social proof of your claims and show appreciation to existing customers.
This is a cornerstone of GoPro’s Instagram strategy.
The tech company regularly shares content featuring its products on its Instagram profile to introduce customers to the brand’s large platform while highlighting what its products are capable of.
The impressive videos are also extremely valuable to share.
11. Complement your efforts with artificial intelligence (AI).
Let’s be honest. Video marketing takes time and effort, and not every marketing team has the necessary resources. Luckily there are many of them AI tools to complement your efforts and help you do more with less.
According to our research, marketers are currently using AI most frequently in their video strategy, helping with captions, descriptions, and other text-based elements. A close second is improving the visual effects of videos.
(Think filters and effects on Instagram.)
But the possibilities don’t end there. With free tools like Clip creator With HubSpot you can convert text into professional videos in just a few clicks.
All you have to do is answer a few simple questions and choose a template, and the tool will generate a clip that you can use for Instagram or any other video-supporting platform.
It’s free and you can even edit text and images to suit your needs.
12. Think short-form first
While Instagram supports videos up to 60 minutes in length, our research shows that 71% of marketers say short-form videos deliver the highest ROI. 66% also said it drives the most engagement, while 60% said it generates the most leads.
Therefore, prefer shorter videos (30 seconds to two minutes). Whether your video is aimed at education or entertainment, this length is usually just long enough to engage your audience but also leave them wanting more.
In this user-generated video, Amazon Prime shows how cute and effective short videos can be:
Pro tip: This is another area where Clip Creator can help.
13. Pay attention to production quality
One positive aspect of the COVID-19 pandemic is that the playing field has worsened when it comes to social media video production. These days you don’t need fancy video, sound or lighting equipment or even a studio.
But that doesn’t mean you can completely neglect production quality.
How your video looks and sounds can have a big impact on how your message is received and whether people even stick around to hear/watch it. So make sure you do your best.
When creating videos for Instagram, use tools like a tripod, phone stand, or even a pop socket to keep your phone stable and avoid shaky footage.
Find a quiet place or use software such as krisp.ai to reduce noise and keep your sound clear and focused on what needs to be heard.
Over and beyond…
Pro tip: Follow Instagram technical specifications and requirements. When Instagram introduced videos in 2013, they were only allowed to be 15 seconds long and appear in the feed. Today they have taken on a completely new life.
To ensure Instagram can share and display your content as planned, make sure your videos are technically optimized. This means that Instagram’s technical specifications and requirements must be adhered to.
Finally, let’s take a closer look.
Instagram Video Requirements/Specs for 2024
The current Instagram video requirements are as follows: Stories, vertical video and Reels: 1920 x 1080p, landscape video: 1080 x 1350p, square video: 1080 x 1080p (maximum). Videos should have a minimum frame rate of 30 FPS (frames per second) and a minimum resolution of 720 pixels.
Since Instagram is a mobile-first app, your videos should automatically meet these specifications if you record directly from an iPhone or Android. The latest iPhone 16, for example, can record up to 4K at 120 fps.
Aspect ratios are another way of looking at the dimensions of videos.
They are important to understand because they directly impact how your content appears on different devices and platforms. The most common aspect ratios on Instagram are:
- Landscape video – 16:9 aspect ratio
- Square video – aspect ratio is 1:1
- Portrait video – aspect ratio 4:5
- Vertical video – aspect ratio 9:16
Note the difference between portrait video and vertical video. While you typically think of these things as the same thing, that’s not the case on Instagram. Videos posted in a carousel with other content follow portrait guidelines, while solo videos follow vertical guidelines like Reels and Stories.
Instagram video file size and formats
- File type: MP4 or MOV
- File size limit: 650 MB for videos up to 10 minutes and up to 3.6 GB for videos up to 60 minutes
- length: Three seconds to 60 minutes; Longer videos appear as previews in the feed, with the full video available to view on your profile.
- Minimum frame rate of 30 fps (frames per second)
- H.264 codec
- AAC audio
- 3500 kbps bit rate
How to compress videos for Instagram
With the increasingly impressive quality of mobile videos comes larger video files. While Instagram typically evolves to meet these needs, sometimes you still need to optimize your files to share them effectively on the platform.
Sometimes this means compressing or reducing the video’s file size to make uploading easier, streaming faster, and within the 4GB limit.
Compression can sometimes affect resolution quality or sound clarity, but reputable tools can help combat this.
Types of compression
A video encoder is used to compress larger video files into various formats. Two common formats are MP4 files and WMV, Windows Media Video files. There are two different types of compression: lossless and lossy.
Lossy compression
Lossy compression compresses videos by removing certain data from the video files without affecting the message. For example, it can remove repeated images or sounds.
The name “lossy compression” is apt, but it makes your file extremely small.
Lossless compression
On the other hand, lossless compression results in an almost identical compression of the original file because no data is lost. Lossless doesn’t have as much of an impact on file size as lossy, but is still useful for smaller videos.
Common lossless formats are:
- Windows Media Audio Lossless (WMAL)
- Apple Lossless Audio Codec (ALAC)
- Free lossless audio codec (FLAC).
If your file needs to be focused on quality, use FLAC as you will not suffer any quality loss in the compression process.
There are several video compression tools that compress videos for you. For example, UniConverter has a simple and free Instagram compression tool.
In the meantime, Free conversion And Clipchamp Certain data details of your video are automatically removed (lossy compression), but you can also make various adjustments to meet your needs.
Best Adobe Premiere Pro export settings for Instagram
If you edit your video with Adobe Premiere Pro, you already know that Adobe is happy to discuss the specifics of exporting. Here’s how to get crystal clear images when exporting your Instagram video.
Open “Export Settings” in the “Format” drop-down box and select “H.264” and “Adapt to high bitrate of source” in the preferences box.
These two settings match Instagram’s video settings.
The “Use maximum render quality” checkbox automatically corrects the scaling of your video. Be sure to check this box too.
Once these settings are saved, your post is ready for Instagram. Since you can’t upload videos directly to Instagram via desktop, you may want to consider a third-party app HubSpot or Later. This allows you to upload the video and schedule it to be published later.
You can also send the video to your phone and upload it there.
Get ready for your close-up on Instagram.
Whether you’re big or small, B2B or B2C, Instagram videos have a lot to offer your business. Follow the tips and guidelines in this article and experiment to find what works best for your audience and goals.