Global Research Syndicate
No Result
View All Result
  • Login
  • Latest News
  • Consumer Research
  • Survey Research
  • Marketing Research
  • Industry Research
  • Data Collection
  • More
    • Data Analysis
    • Market Insights
  • Latest News
  • Consumer Research
  • Survey Research
  • Marketing Research
  • Industry Research
  • Data Collection
  • More
    • Data Analysis
    • Market Insights
No Result
View All Result
globalresearchsyndicate
No Result
View All Result
Home Data Collection

Instagram Live Video: Three Years On

globalresearchsyndicate by globalresearchsyndicate
November 21, 2019
in Data Collection
0
Instagram Live Video: Three Years On
0
SHARES
2
VIEWS
Share on FacebookShare on Twitter

Today marks three years since the introduction of live video to Instagram. Adam Williams, CEO of Takumi shares how video has changed the influencer landscape.

Today marks three years since the introduction of live video to Instagram. The launch of Instagram Stories earlier in 2016 prompted a shift in attitudes towards the platform, encouraging a more informal and ‘real’ presentation of influencers to their followers –and since the introduction of shoppable links they have become an increasingly important component of influencer marketing campaigns. The development of Instagram Live Video several months later built on the popularity of video on the platform and encouraged instantaneous sharing, which has allowed users to interact with their followers in real-time.

Since 2016 the use of video across Instagram has evolved beyond live, and now forms a substantial part of the platform’s user-generated content. The most recent development of IGTV cemented Instagram as a one-stop multi-format app – and the immediate rise in Facebook’s share prices of over 2.2% in response to its launch demonstrated the value of video content.

The growth of video content on Instagram

The proliferation of video-based content across Instagram provides an exciting opportunity for the influencer marketing community. Over the past three years, the landscape has changed to reflect this transition, with an ever-increasing number of multi-format and video-driven campaigns taking centre stage.

Since the video was first introduced to Instagram, viewing rates have climbed rapidly, with 60% more views in 2018 than in previous years. This dominance, however, demands a more complex skillset from both creators and brands, and there remain things to consider when creating campaigns across multiple mediums and using long-form video content. 

New Instagram video functions can be harnessed by both influencers and brands to develop engaging marketing campaigns. Instagram has forecast that by 2021, mobile video will account for 78% of total mobile data traffic – and maintaining that engagement in-app is key to securing Instagram’s continuing popularity.

The marketing opportunities

Taking inspiration from other platforms, Instagram has built competitive tools to grow its video content offering. This has resulted in a number of influencers from platforms such as YouTube migrating to Instagram to experiment with the new video formats available, particularly since the launch of IGTV last year. And Instagram is supporting this move – developments such as push notifications to alert users to the publication of new live videos and the introduction of live video content into the user’s main feed have accelerated its uptake. This cross-pollination has encouraged an integrated user experience across different mediums. This has helped to keep users engaged with brands for longer and the different content formats can add an extra dimension to the brand’s personality while also allowing influencers to get more creative.

Successfully integrating live and long-form video alongside more traditional content formats such as sponsored posts and carousels has the potential to massively increase consumer outreach. We have already seen this with the monetisation of Instagram video through affiliate links, which prompt users to open a new purchase window. Although currently, this is the only way to directly make money through video content, the increased engagement generated allows influencers to connect more closely with their followers, creating the authenticity craved by brands and consumers alike – and in the world of Instagram, authenticity equals success.   

The challenges of video

Instagram video is not only drawing in new users but is also challenging the way current users think. Long-form video content demands different skills from creators, requiring a much higher level of technical production – influencers are faced with the need to include sound and special effects, considerably increasing the amount of time spent on each post.  Whilst this challenge might be a turn-off for some influencers, it provides an exciting opportunity for brands to support them in producing compelling, high-quality video content. 

More than half of marketers surveyed in Takumi’s latest research, ‘Trust, Transactions and Trendsetters’, felt that ASA and FTC guidelines, although clear, do need further development. This presents a challenge for video-based content, where the guidelines are even less clear. #Ad and other relevant labels should be clearly visible on all sponsored posts, but given the instantaneous nature of live video content, this becomes more difficult to monitor – something which can have a negative impact on both influencers and marketers. Takumi’s whitepaper also found that, shockingly, 62% of influencers had been pressured by brands to contravene ASA guidelines at least once and without more clarity or stricter regulations, it’s possible this number could increase.

Instagram video has come a long way since the launch of Live Video in 2016. Initially developed to allow users to engage more closely with their followers, video has since become a key element of most influencer marketing campaigns. The possibilities offered by video-led influencer marketing campaigns are exciting for the industry’s future – but brands, marketers, and consumers need to be aware of the challenges that remain in an evolving industry.

Share this influencer marketing story

Related Influencer Content

Related Posts

How Machine Learning has impacted Consumer Behaviour and Analysis
Consumer Research

How Machine Learning has impacted Consumer Behaviour and Analysis

January 4, 2024
Market Research The Ultimate Weapon for Business Success
Consumer Research

Market Research: The Ultimate Weapon for Business Success

June 22, 2023
Unveiling the Hidden Power of Market Research A Game Changer
Consumer Research

Unveiling the Hidden Power of Market Research: A Game Changer

June 2, 2023
7 Secrets of Market Research Gurus That Will Blow Your Mind
Consumer Research

7 Secrets of Market Research Gurus That Will Blow Your Mind

May 8, 2023
The Shocking Truth About Market Research Revealed!
Consumer Research

The Shocking Truth About Market Research: Revealed!

April 25, 2023
market research, primary research, secondary research, market research trends, market research news,
Consumer Research

Quantitative vs. Qualitative Research. How to choose the Right Research Method for Your Business Needs

March 14, 2023
Next Post
Global Hand Tools Market 2018-2022 | Increasing Innovations to Boost Market Growth

Global Hand Tools Market 2018-2022 | Increasing Innovations to Boost Market Growth

Categories

  • Consumer Research
  • Data Analysis
  • Data Collection
  • Industry Research
  • Latest News
  • Market Insights
  • Marketing Research
  • Survey Research
  • Uncategorized

Recent Posts

  • Ipsos Revolutionizes the Global Market Research Landscape
  • How Machine Learning has impacted Consumer Behaviour and Analysis
  • Market Research: The Ultimate Weapon for Business Success
  • Privacy Policy
  • Terms of Use
  • Antispam
  • DMCA

Copyright © 2024 Globalresearchsyndicate.com

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
No Result
View All Result
  • Latest News
  • Consumer Research
  • Survey Research
  • Marketing Research
  • Industry Research
  • Data Collection
  • More
    • Data Analysis
    • Market Insights

Copyright © 2024 Globalresearchsyndicate.com