unlocking the secrets of instagram · animotoanimoto • instagram stories users has increased from...

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

INSTAGRAM

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

- 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@animoto

WHY

INSTAGRAM

@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




• 71% of people aged 18–24 used Instagram in 2018

• 42% of Americans earning over $75,000 per year are on Instagram






• Instagram earned $6.84 billion in ad revenue in 2018



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














on the platform

STA

TS

, STA

TS

, STA

TS

53minsTime per day that users

spend on Instagram

@animoto@animoto














on the platform

STA

TS

, STA

TS

, STA

TS

80%of accounts follow a

business on Instagram

@animoto@animoto














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


≠≠≠

@animoto@animoto

UpdatesWhat’s new


• 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

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



@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


ANNOUNCEMENTS


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


ANNOUNCEMENTS


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


EVENT RECAPS

BLOG TEASERTHOUGHT LEADERSHIP

12

7 8

9 10

11

COMPANY OVERVIEW PRODUCT DEMO

TESTIMONIALS

BACKSTORIESEDITORIALS

EXPLAINER

@animoto@animoto

Website

Email

Blog Content

Testimonials

Things You Repeat

What already works for you?

@animoto@animoto

BLOG CONTENT

@animoto

WHY INSTAGRAM1

2

3

4

TYPES OF POSTS



@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



@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













TS

, STA

TS

, STA

TS

more information

recalled by people from

video than from text

6X

@animoto@animoto













TS

, STA

TS

, STA

TS

more shares on social

generated by video over

text & images combined

12X

@animoto@animoto













TS

, STA

TS

, STA

TS

more likely to make

a purchase after

watching a video

+64%

@animoto@animoto













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

#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

+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



@animoto@animoto

@animoto

THANK YOU.

@animoto

JASON HSIAOChief Video Officer, Animoto

[email protected]

@jason_hsiao

@animoto@animoto

RIPRIP

unlocking the secrets of instagram · animotoanimoto • instagram stories users has increased from...

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