While Instagram has become the main platform where brands engage users, accounting for the vast majority of interactions, its video functionality has experienced slow adoption. For brands that have posted videos on Instagram, video only accounts for 8% of posts, according to L2’s Intelligence Report: Social Platforms.
Low engagement is one reason that brands might be reluctant to invest in the format. Photo posts generate more engagement than videos in all markets except for South Korea, according to the study.
Additionally, creating successful Instagram videos presents a formidable challenge. Because Instagram videos auto-play without sound, brands using the platform must produce visually rich content that can engage without audio. That explains why a few brands command the lion’s share of video posts: H&M, for example, accounts for one-fifth of the top 100 Instagram Video posts by interactions in L2’s study. It also makes sense that the brand videos generating the most interactions are Victoria’s Secret and GoPro – brands that consistently prioritize visual content.