Post on 03-Jun-2020
UNLOCKING THESECRETS OF INSTAGRAM
J A S O N H S I A O
A N I M O T O
#INBOUND19
@animoto@animoto
UNLOCKING THE MYSTERIES OF
3
C O - F O U N D E R
C H I E F V I D E O O F F I C E R
A N I M O T O
J A S O N H S I A O
@animoto@animoto
@animoto@animoto
@animoto@animoto
@animoto@animoto
- Michael Litt
The play button is the most compelling action on the web.
@animoto
WHY INSTAGRAM1
2
3
4
TYPES OF POSTS
FEED VS. STORIES VS. IGTV
KEEP VIEWERS ENGAGED
@animoto
WHY INSTAGRAM1
2
3
4
TYPES OF POSTS
FEED VS. STORIES VS. IGTV
KEEP VIEWERS ENGAGED
@animoto@animoto
WHY
@animoto@animoto
• Instagram has 1 billion monthly active users
• Instagram Stories users has increased from 150 million in January 2017 to
500 million in January 2019
• 80% of Instagram users follow at least one business account
• Users spend 53 minutes a day on Instagram
• 33% of the most viewed stories on Instagram came from businesses
• Instagram has the highest engagement rate of all platforms
• 96% of US marketers plan to continue using Stories ads in the next 6 months
• The number of influencer marketing posts on Instagram will reach
4.95 million by the end of 2019
• Instagram earned $6.84 billon in ad revenue in 2018
• People spend 20% of their time on Instagram browsing the Explore tab
• 48% of Instagram users said they’ve made a purchase due to a brand’s video
on the platform
STA
TS
, STA
TS
, STA
TS
@animoto@animoto
• Instagram Stories users has increased from 150 million in January 2017 to
500 million in January 2019
• 80% of Instagram users follow at least one business account
• 71% of people aged 18–24 used Instagram in 2018
• 42% of Americans earning over $75,000 per year are on Instagram
• 33% of the most viewed stories on Instagram came from businesses
• Instagram has the highest engagement rate of all platforms
• 96% of US marketers plan to continue using Stories ads in the next 6 months
• The number of influencer marketing posts on Instagram will reach
4.95 million by the end of 2019
• Instagram earned $6.84 billion in ad revenue in 2018
• People spend 20% of their time on Instagram browsing the Explore tab
• 48% of Instagram users said they’ve made a purchase due to a brand’s video
on the platform
STA
TS
, STA
TS
, STA
TS
IG Stories users has increased from
150M in Jan 2017 to 500M in Jan 2019
150M
500M
@animoto@animoto
• Instagram Stories users has increased from 150 million in January 2017 to
500 million in January 2019
• 80% of Instagram users follow at least one business account
• 71% of people aged 18–24 used Instagram in 2018
• 42% of Americans earning over $75,000 per year are on Instagram
• 33% of the most viewed stories on Instagram came from businesses
• Instagram has the highest engagement rate of all platforms
• 96% of US marketers plan to continue using Stories ads in the next 6 months
• The number of influencer marketing posts on Instagram will reach
4.95 million by the end of 2019
• Instagram earned $6.84 billion in ad revenue in 2018
• People spend 20% of their time on Instagram browsing the Explore tab
• 48% of Instagram users said they’ve made a purchase due to a brand’s video
on the platform
STA
TS
, STA
TS
, STA
TS
53minsTime per day that users
spend on Instagram
@animoto@animoto
• Instagram Stories users has increased from 150 million in January 2017 to
500 million in January 2019
• 80% of Instagram users follow at least one business account
• 71% of people aged 18–24 used Instagram in 2018
• 42% of Americans earning over $75,000 per year are on Instagram
• 33% of the most viewed stories on Instagram came from businesses
• Instagram has the highest engagement rate of all platforms
• 96% of US marketers plan to continue using Stories ads in the next 6 months
• The number of influencer marketing posts on Instagram will reach
4.95 million by the end of 2019
• Instagram earned $6.84 billion in ad revenue in 2018
• People spend 20% of their time on Instagram browsing the Explore tab
• 48% of Instagram users said they’ve made a purchase due to a brand’s video
on the platform
STA
TS
, STA
TS
, STA
TS
80%of accounts follow a
business on Instagram
@animoto@animoto
• Instagram Stories users has increased from 150 million in January 2017 to
500 million in January 2019
• 80% of Instagram users follow at least one business account
• 71% of people aged 18–24 used Instagram in 2018
• 42% of Americans earning over $75,000 per year are on Instagram
• 33% of the most viewed stories on Instagram came from businesses
• Instagram has the highest engagement rate of all platforms
• 96% of US marketers plan to continue using Stories ads in the next 6 months
• The number of influencer marketing posts on Instagram will reach
4.95 million by the end of 2019
• Instagram earned $6.84 billion in ad revenue in 2018
• People spend 20% of their time on Instagram browsing the Explore tab
• 48% of Instagram users said they’ve made a purchase due to a brand’s video
on the platform
STA
TS
, STA
TS
, STA
TS
48%of Instagram users said they’ve
made a purchase due to a
brand’s video on the platform
OLD MARKETING NEW MARKETING
Wait for people
to find your
website to learn
more about you.
Take your message to
where the conversation
is already happening...
on social media.
@animoto@animoto
@animoto@animoto
≤
YOUR WEBSITE YOUR SOCIAL
=
@animoto
The Social Platforms
@animoto@animoto
How does video viewing behavior differ across platforms?
@animoto@animoto
How does video viewing behavior differ across platforms?
≠≠≠
@animoto@animoto
How does video viewing behavior differ across platforms?
≠≠≠
@animoto@animoto
UpdatesWhat’s new
How does video viewing behavior differ across platforms?
• On the go, on mobile
• No time
• No audio
• Scrolling through
• Engaged
• Ready to watch longer videos
• Watching with audio
• Searching for specific information
EducationWhat’s to learn
What’s currentWhat’s happening now
• On the go, on mobile
• No time
• No audio
• Scrolling through
• Hanging out, on mobile
• Killing time
• Sometimes w/ audio
• Scrolling through + swipping
InspirationWhat’s interesting
@animoto
• 2nd Most Popular Platform
• 1B monthly active users
• 500M daily active users
• 25M Businesses
• Platform w/ most engagement
• 95M posts per day
• 4.2B likes per day
• 2.2% follower interaction rate
• 200M people visit at least one
business profile each day
• 60% of users learn about new
products through Instagram
@animoto@animoto
Image: Buffer
@animoto
The Rise of Instagram Stories
@animoto
Businesses are seeing results!
@animoto
WHY INSTAGRAM1
2
3
4
TYPES OF POSTS
FEED VS. STORIES VS. IGTV
KEEP VIEWERS ENGAGED
@animoto@animoto
TYPES OF
IG POSTS
10
8
4
2
612 typ
es o
f p
osts
…
12
7
9
11
1
3
5
BEHIND THE SCENES
HOW-TO’S
TIPS & RECO’S
EVENT RECAPS
PRODUCT DEMOSHASHTAG SERIES
ANNOUNCEMENTS
INTERVIEWS / Q&A’S
TESTIMONIAL
THOUGHT LEADERSHIP
BLOG TEASER
INSPO QUOTES
@animoto@animoto
INSTAGRAM = AWARENESS
MYTH…
@animoto@animoto
@animoto@animoto
INSTAGRAM = AWARENESS
@animoto@animoto
USE INSTAGRAM TO
CREATE INTEREST
USE INSTAGRAM TO
CONVERT INTEREST
@animoto@animoto
USE INSTAGRAM TO
CREATE LEADS
USE INSTAGRAM TO
CONVERT LEADS
@animoto@animoto
12 typ
es o
f IG
po
sts
…
10
8
4
2
6 12
7
9
11
1
3
5
BEHIND THE SCENES
HOW-TO’S
TIPS & RECO’S
EVENT RECAPS
PRODUCT DEMOSHASHTAG SERIES
ANNOUNCEMENTS
INTERVIEWS / Q&A’S
TESTIMONIAL
THOUGHT LEADERSHIP
BLOG TEASER
INSPO QUOTES
12 typ
es o
f IG
po
sts
…USE INSTAGRAM TO CREATE LEADS USE INSTAGRAM TO CONVERT LEADS
10
8
4
2
6 12
7
9
11
1
3
5
BEHIND THE SCENES
HOW-TO’S
TIPS & RECO’S
EVENT RECAPS
PRODUCT DEMOSHASHTAG SERIES
ANNOUNCEMENTS
INTERVIEWS / Q&A’S
TESTIMONIAL
THOUGHT LEADERSHIP
BLOG TEASER
INSPO QUOTES
12 typ
es o
f IG
po
sts
…USE INSTAGRAM TO CREATE LEADS USE INSTAGRAM TO CONVERT LEADS
10
8
4
2
6 12
7
9
11
1
3
5
BEHIND THE SCENES
HOW-TO’S
TIPS & RECO’S
EVENT RECAPS
PRODUCT DEMOSHASHTAG SERIES
ANNOUNCEMENTS
INTERVIEWS / Q&A’S
TESTIMONIAL
THOUGHT LEADERSHIP
BLOG TEASER
INSPO QUOTES
12 typ
es o
f IG
po
sts
…USE INSTAGRAM TO CREATE LEADS USE INSTAGRAM TO CONVERT LEADS
10
8
4
2
6 12
7
9
11
1
3
5
BEHIND THE SCENES
HOW-TO’S
TIPS & RECO’S
EVENT RECAPS
PRODUCT DEMOSHASHTAG SERIES
ANNOUNCEMENTS
INTERVIEWS / Q&A’S
TESTIMONIAL
THOUGHT LEADERSHIP
BLOG TEASER
INSPO QUOTES
@animoto@animoto
STRANGER
VISITOR
LEAD
CUSTOMER
LOYALIST
@animoto@animoto
STRANGER
VISITOR
LEAD
CUSTOMER
LOYALIST
ATTRACT
INTEREST
CONVERT
RETAIN
@animoto@animoto
STRANGER
VISITOR
LEAD
CUSTOMER
LOYALIST
ATTRACT
INTEREST
CONVERT
RETAIN
1 2
5
HOW-TO’S
ANNOUNCEMENTS
INTERVIEWS / Q&A’S
EVENT RECAPS
BLOG TEASERTHOUGHT LEADERSHIP
12
7 8
9 10
11
COMPANY OVERVIEW PRODUCT DEMO
TESTIMONIALS
BACKSTORIESEDITORIALS
EXPLAINER
@animoto@animoto
Website
Blog Content
Testimonials
Things You Repeat
What already works for you?
@animoto@animoto
BLOG CONTENT
@animoto
WHY INSTAGRAM1
2
3
4
TYPES OF POSTS
FEED VS. STORIES VS. IGTV
KEEP VIEWERS ENGAGED
@animoto@animoto
FEED
STORIES
IGTV
VS
VS
@animoto@animoto
FEED / PROFILE STORIES
Your
Official
Brand
Your
Unofficial
Brand
@animoto@animoto
FEED STORIES
EvergreenStay in profile forever
Your Official BrandThe face of your company
CuratedProfessional looking
FleetingDisappears after 24 hours
Your Unofficial Brand Just casually checking in
Off the CuffIn the moment, sharing today
Sound OffUsually not listening
Sound OnMore likely to be listening
VS
Ideal for EngagementExisting audiences egage w/ Stories
Ideal for ReachGets discovered by new audiences
@animoto@animoto
FEED STORIESVS
More EstablishedMany brands have built a strategy
Early DaysLots of room for experimentation
@animoto@animoto
Cost Per Click
$2.00 —
$1.00 —
$2.50 —
$1.50 —
$0.50 —
$0.00 —
Cost Per 1000 Impressions (CPM)
$4.00—
$8.00—
$6.00—
$2.00—
$0.00 —
Instagram Feed (Vertical)
Instagram StoriesInstagram Feed (Square)
@animoto
10 Story Ideas…
@animoto@animoto
@animoto@animoto
IGTV
@animoto@animoto
BENEFITS
• Longer Form Video
• Relatively New
• Being Pushed in Feed
• No Ads
• Suports Vertical Video
• Outperforms Feed
@animoto
WHY INSTAGRAM1
2
3
4
TYPES OF POSTS
FEED VS. STORIES VS. IGTV
KEEP VIEWERS ENGAGED
@animoto@animoto
KEEPING VIEWERS
ENGAGED
@animoto@animoto
VIDEO
@animoto@animoto
• By 2019, global video traffic will account for 80% of all Internet traffic
• Facebook generates 8 billion video views on average per day
• YouTube reports mobile video consumption rises +100% every year
• The average person watches over 1.5 hours of video content per day
• 72% of people would use video than text to learn about a product or service
• People spend 88% more time on websites with video
• People recall 6X the amount of information from a video than from text
• 90% of users say that product videos are helpful in the decision process
• Companies using video enjoy +41% web traffic from search than non-users
• Video generates 12X more shares on social than text + images combined
• People spend 3X longer watching a live vs prerecorded social video
• After watching a video, +64% are more likely to buy a product online STA
TS
, STA
TS
, STA
TS
@animoto@animoto
• By 2019, global video traffic will account for 80% of all Internet traffic
• Facebook generates 8 billion video views on average per day
• YouTube reports mobile video consumption rises +100% every year
• The average person watches over 1.5 hours of video content per day
• 72% of people would use video than text to learn about a product or service
• People spend 88% more time on websites with video
• People recall 6X the amount of information from a video than from text
• 90% of users say that product videos are helpful in the decision process
• Companies using video enjoy +41% web traffic from search than non-users
• Video generates 12X more shares on social than text + images combined
• People spend 3X longer watching a live vs prerecorded social video
• After watching a video, +64% are more likely to buy a product online STA
TS
, STA
TS
, STA
TS
more information
recalled by people from
video than from text
6X
@animoto@animoto
• By 2019, global video traffic will account for 80% of all Internet traffic
• Facebook generates 8 billion video views on average per day
• YouTube reports mobile video consumption rises +100% every year
• The average person watches over 1.5 hours of video content per day
• 72% of people would use video than text to learn about a product or service
• People spend 88% more time on websites with video
• People recall 6X the amount of information from a video than from text
• 90% of users say that product videos are helpful in the decision process
• Companies using video enjoy +41% web traffic from search than non-users
• Video generates 12X more shares on social than text + images combined
• People spend 3X longer watching a live vs prerecorded social video
• After watching a video, +64% are more likely to buy a product online STA
TS
, STA
TS
, STA
TS
more shares on social
generated by video over
text & images combined
12X
@animoto@animoto
• By 2019, global video traffic will account for 80% of all Internet traffic
• Facebook generates 8 billion video views on average per day
• YouTube reports mobile video consumption rises +100% every year
• The average person watches over 1.5 hours of video content per day
• 72% of people would use video than text to learn about a product or service
• People spend 88% more time on websites with video
• People recall 6X the amount of information from a video than from text
• 90% of users say that product videos are helpful in the decision process
• Companies using video enjoy +41% web traffic from search than non-users
• Video generates 12X more shares on social than text + images combined
• People spend 3X longer watching a live vs prerecorded social video
• After watching a video, +64% are more likely to buy a product online STA
TS
, STA
TS
, STA
TS
more likely to make
a purchase after
watching a video
+64%
@animoto@animoto
• By 2019, global video traffic will account for 80% of all Internet traffic
• Facebook generates 8 billion video views on average per day
• YouTube reports mobile video consumption rises +100% every year
• The average person watches over 1.5 hours of video content per day
• 72% of people would use video than text to learn about a product or service
• People spend 88% more time on websites with video
• People recall 6X the amount of information from a video than from text
• 90% of users say that product videos are helpful in the decision process
• Companies using video enjoy +41% web traffic from search than non-users
• Video generates 12X more shares on social than text + images combined
• People spend 3X longer watching a live vs prerecorded social video
• After watching a video, +64% are more likely to buy a product online STA
TS
, STA
TS
, STA
TS
@animoto@animoto
TO CONSUME CONTENT
COMMUNICATEYOUR CONTENT HOW YOUR AUDIENCE
PREFERS
@animoto@animoto
“
”
SAVE THE BEST FOR
F I R S T@animoto
@animoto@animoto
@animoto@animoto
@animoto@animoto
#HASHTAGS
@animoto@animoto
OF TIME SPENT ON INSTAGRAM
20%IS BROWING THE EXPLORE TAB
@animoto@animoto
#love #picoftheday #instadaily#selfie #instagood #followme#photooftheday #fashion #tbt #cute #beautiful #style #food #happy #smile #summer #fun#like4like #nature #follow #me #friends #art #repost
@animoto@animoto
WHEN TO POST
@animoto@animoto
10A - 3P
@animoto@animoto
SQUARE
1:1
VERTICAL
9:16
LANDSCAPE
16:9
SQUARE
1:1
VERTICAL
9:16
LANDSCAPE
16:9
+78
%
SQUARE
1:1
VERTICAL
9:16
LANDSCAPE
16:9
+78
%
SQUARE
1:1
VERTICAL
9:16
LANDSCAPE
16:9
+216
%
@animoto@animoto
0 —
10,000 —
5,000 —
15,000 —
50% Video Watch – Instagram Feed
Buffer
Square
Vertical
Square
Vertical
Animoto
+187%
+157%
@animoto@animoto
AUTHENTICITY
HILARITYIS MORE IMPORTANT THAN
@animoto@animoto
AUTHENTICITY
PERFECTIONIS MORE IMPORTANT THAN
@animoto@animoto
@animoto@animoto
AUTHENTICITY
PERFECTIONIS MORE IMPORTANT THAN
@animoto@animoto
AUTHENTICITY
TRUST=
@animoto@animoto
SOCIAL MEDIA
HOLIDAYS
PEOPLE
OTHER
BRANDS
#HASHTAGS
SHARESISSUES
EXTENSIONS OF YOUR
BRAND
@animoto@animoto
EVERYTHINGYOU DO ON INSTAGRAM
IS AN EXTENSION OF
YOUR BRAND
@animoto
WHY INSTAGRAM1
2
3
4
TYPES OF POSTS
FEED VS. STORIES VS. IGTV
KEEP VIEWERS ENGAGED
@animoto@animoto
@animoto@animoto
@animoto@animoto
@animoto@animoto
@animoto
THANK YOU.
@animoto
JASON HSIAOChief Video Officer, Animoto
jason@animoto.com
@jason_hsiao
@animoto@animoto
RIPRIP