Instagram’s video aspirations are no secret. The platform’s 15-second cutoff is shortest a television commercial can be, and Instagram-owned time-lapse video app Hyperlapse helps place more events in that short time frame. But how is Instagram video working for brands? Are they better off investing in video or beautifully staged collages featuring products?
A study of 497 video and photo posts from 73 brands in L2’s Instagram study reveals a lower engagement rate for video, 0.79% vs. 1.03%. Video posts received 9,775 likes in total vs.13,265 for photos, but comments (a more time-consuming and perhaps deeper form of engagement) were higher for video posts.
Use of Hyperlapse has declined sharply as well. Just 2.4% of brand videos in the study sample were made during with the app.