L2’s Intelligence Report on Video finds that money is behind most “viral hits” on YouTube, but what about other platforms? Quality is key on Instagram videos, the study finds. Overall, engagement is lower for videos posted on Instagram relative to stills, 0.6% vs. 0.9% as of Q1. The importance of image over sound is evident in the success of videos with high-quality imagery that tells a story without sound. The image also needs to be high-quality, as top posts are often backed by large production budgets and poorly produced videos receive below average engagement. Text can also be detrimental to Instagram likes, as text heavy videos receive below average engagement.
The type of content matters too. Fortunately for brands with low budgets, the best-performing content does not require sponsorship. Half of the top 100 Beauty and Hair Care Instagram videos in engagement feature a product.