Video content is becoming more and more popular on every platform. Here are some indispensable trends to make successful Instagram videos. 

This summer is very important for Instagram because of its’ great modifications. Instagram has adopted several Snapchat’s features, including Instagram Stories that match Snapchat Stories. Although, Snapchat is only planning to use the same algorithm as Facebook, Instagram and Twitter to decide what to display on the app. So the battle continues.

This time ‘stories’ feature in Instagram became an international trend that helps brands to attract bigger audiences.

According to the survey provided by NewsWhip, in the six months leading up to April 2016, the time users spent watching video on Instagram increased by over 40 percent. With Instagram Stories featuring prominently at the top of the feed, this number will likely grow.

Video on Facebook is a different animal than on Instagram.


Top Ten Video News Publishers of the August

Top Instagram Videos of August 2016

According to the NewsWhip Spike, the top publisher is Bleacher Report. Second and third places are for ESPN and National Geographic. Bleacher Report drove nearly 11.9 million likes and comments for their Instagram videos from August 1st to 28th. BBC News breaks into the top five as the only general news publisher, though Fox News and CNN joins them in the top ten. Vogue is the only one publisher in fashion industry, included to this party (number 4).

It’s interesting, that National Geographic drives an average 4,539 comments and astounding 447,372 likes per video.

What works on one platform doesn’t necessarily translate to the other. Video on Facebook is a different animal than on Instagram. Let’s examine some of the content trends driving engagement in Instagram.


Human Interest Stories

The majority of the top ten videos from general news publishers were human interest pieces, both negative and positive.

  • The video from CNN drove over 29,000 likes, and 6,600 comments. It’s about a child Syrian refugee. The video gives viewers a glimpse into the realities of the Syrian conflict that CNN does significant reporting on.
  • Other videos were less solemn. Video of a cop pulling drivers over to give them ice cream on a hot day drove over 24,000 Instagram likes and comments.
  • These sort of ‘public service’ videos were quite popular. BBC News had one about a hairdresser giving haircuts to the homeless (almost 19.000 likes and comments).

Human interest stories are popular on social media because they put people at the heart of a story. There’s genuine emotion behind the stories.


Behind the Scenes with Influencers

Vogue’s top video provided a behind-the-scenes look at the shoot for the September issue.

Simply showing off some of the hottest celebrities is always great for their fandoms. But working with influencers might be more effective after all. This doesn’t have to be promotional. Publishers can use influencers as experts on what they’re reporting on.

Vogue does this with some of their hit videos. Their second top video was a look at a photoshoot with Irina Shayk and commenting on her reshaping standards of beauty. Meanwhile the third top video offered “jetlag beauty tips” from model Bella Hadid.


Show Positive Moments and Communicate With Fans

After the Olympics 2016, ESPN and Bleacher Report saw the biggest engagement from focusing on sports’ happiest moments.

  • The post of Simone Biles meeting her celebrity crush was the top video from either publisher (spoiler, it’s Zac Efron).
  • Bleacher Report’s top video is about the United States’ performance in the Olympics. The next two are about Usain Bolt’s records.

“Feel good” content is often inherently sharable. Not only that, but Bleacher Report’s videos were about making history in the world of sports.

Comments are important too. By asking followers their opinions on passionate topics, you bring them into the conversation. It makes them feel invested in and listened to by the publication and their fellow fans.


Must-Know Things: Humanity, Exclusivity, and Communication

To conclude, many of the best Instagram trends from news publishers of August were about providing users with more intimate access to the stories they’d care about.

  • Human interest stories from general news publishers struck an emotional chord with Instagram followers who already use their social media to share their personal lives.
  • Seeing positive videos also let users join in happy moments and victories, like with the Olympics is great too.
  • Going behind the scenes and getting extra context on videos provided Instagram users with a feeling of exclusivity, something they couldn’t see elsewhere.
  • Opening up conversations allowed followers to connect with both the publication and their fellow fans in the comments.

As videos become the most popular type of content, it’s necessary to choose the right content strategy to use in every platform. For other tips read the article about specific tricks that big Fortune 500 companies implement to be successful in Instagram.

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