Using video to build a brand on Instagram is one of the most powerful things that you can do. That’s because when you are on video, people can clearly see who you are, they can relate to you, resonate with you, and much more.
You can also deliver more complex messages through video than you ever could through normal posts.
That’s why video is so powerful. However, how are you going to use your video to build a strong brand on Instagram? Well, that’s exactly what I’m going to reveal to you today. So, are you ready to begin? If so, let’s dive in.
Long Form or Short Form?
This is the big question about using the video format on Instagram. Should you post short videos or long ones? And my answer is, “it depends.”
It depends on how effectively can you hold the attention of other people. If you are great at it, and you can hold the attention of people for a long time, then the videos can be as long as you want. However, if you’re not good at it, then the shorter the videos are, the better.
The attention span of people is around 3 seconds and especially in the first 3 seconds of your video the hook has to be really strong.
Grabbing and holding their attention is the key to making your dream customers watch the video and for you to build your brand.
So, the final answer to this question is this. Unless you can hold their attention try to keep the length of the video at a maximum of 90 seconds.
Here are some tips to hold the attention of people who watch your videos…
Use Many Cuts
You’d be surprised by the effectiveness of this but using many cuts is going to hold the attention of people like crazy. That’s because when you’re, for example, standing on one place and you’re talking…the environment doesn’t change and most people will just visually lose their interest and scroll by.
However, if you use cuts, the environment of the video changes. It either zooms in or out, the background changes, or something else…
…and that holds people’s attention. There is a reason why doing the same stuff bores people and why change excites them. It’s the same in the Instagram videos, except the change is using cuts.
Strong Hook In The First 3 Seconds
If you want to grab the attention of your dream customers and make them watch your video on Instagram, then the first 3 seconds of the video are essential.
Unless you grab the attention of your dream customers in the first 3 seconds, they’re going to just scroll by and nothing is going to happen.
There are two parts of a strong hook that works – the words and what happens in the video (the visual part).
Saying “3 secrets to make money online” is pretty attention-grabbing. But landing in a suit and tie with a parachute and saying “3 secrets to make money online” while holding a stack of hundred dollar bills is much more attention-grabbing.
Same words, but what has happened in the video is different.
You must nail both of these parts if you want to get results.
The Video Must Be High Quality
If you’re not going to make the video high-quality, then don’t expect a lot of people to watch it unless you have a strong brand like “Warren Buffett” or the U.S. President.
Bad quality just repels people away like crazy. Fortunately, nowadays you can shoot high-quality videos even on your phone. So, if you don’t have professional gear, you can still do good without it.
But make sure the Instagram video is high-quality. Otherwise, you’re going to have a hard time. Alright, but now, let’s move on to another important part of building a strong brand on Instagram using video…
Be Relevant To Your Audience
Just like with any other content type, if you want to grow on Instagram, you need to be relevant to your target audience. That’s why it’s important that you know your dream customer and you create every Instagram video for them. Nothing causes your brand to crumble faster than being irrelevant (it will make you attract the wrong people.)
So, don’t forget to create your dream customer avatar. In my new Make Your Voice Heard book, I’m going to show you in-depth how to create it and what to focus on.
But in short, you want to list everything you know about your dream customer from what they like to what they hate, what frustrates them, who frustrates them, etc.
The more you know, the better.
Then every second of every Instagram video that you are going to record is going to be recorded based on this. The more you appeal to them, the better.
Add Value With Every Video
The biggest mistake people make is recording videos about crap. Yes, the 3 kittens might go viral but it doesn’t build your brand and certainly won’t make you any money.
Instead, you need to start adding real value. There are 3 basic types of value – education, inspiration, and entertainment.
When you add value people are actually going to fall in love with watching your videos and you are going to position yourself as an authority in your field.
Keep in mind that you want to outvalue everybody. The more value you give, the better so don’t limit yourself.
And in case you worry, you can’t give away enough secrets so that people won’t buy. They will always wonder what is behind the paid door and free content will only support it. That’s because they’ll think – “If their free stuff is so good. What about the paid things?”
And then they’ll buy. That’s why adding as much value as possible works best.
Cut Out All The Fluff
Nothing makes creating Instagram video content that will build your brand harder than filling your videos with fluff and pauses. Cut all of that out.
When you do that, it is going to have two big effects. First, your videos are going to be shorter and it is going to be easier to hold the attention of people which means more people will consume the message.
Second, there’s going to be more cuts, and when you use them to, for example, zoom in the screen by like 5%-10% it’s going to hold people’s attention far more.
It works. Alright, I hope you found these tips helpful.
Filip Konecny 