Viral Instagram Videos
According to a new report from Unruly, top brands like MTV and Starbucks are successfully using Instagram’s new video feature to share branded video content with their followers. Unruly’s findings suggest that marketers and agencies should integrate social networking platforms like Instagram and Vine into their marketing strategies to gain more exposure.
Most-Shared Video Content
Unruly looked at the most-shared Instagram videos from September 9, 2013 to October 9, 2013, and found that 40% of the top 1,000 most-shared Instagram videos last month came from popular brands.
The most-shared branded video was Peanuts’ Snoopygram (26, 962 shares), followed by EA Sport’s FIFA14 real-time spot (16,499) and a promo from the HBO TV show “Girls” (15,376). The report also found that MTV was the most-shared brand, with 84 videos making the top of Unruly’s Viral Video Chart.
1. MTV — 134, 110
2. NBA — 68, 463
3. Peanuts — 43, 227
4. GoPro — 35, 097
5. Miami Heat — 28, 465
6. Wendy’s — 23, 833
7. Topshop — 23, 347
8. Starbucks — 22, 035
9. ABC — 21, 782
10. HBO’s Girls — 21, 769
Overall, there were more than 80 brands featured on Unruly’s Viral Video Chart, including big names like Nike, Red Bull, Samsung, BMW and Disney.
Interestingly, Facebook seems to be the sharing platform of choice, with 90% of Instagram video shares occurring there.
The Power of Short-Form Videos
Despite Instagram Video only becoming available in June 2013, many successful brands have already added the platform to their video marketing efforts, which is wise given that Instagram currently has 150 million active users.
Phil Townend, MD EMEA at Unruly, says that short-form video content is sure to see bigger growth in the coming months and he advises brands to start adopting the platforms now.
“New short-form content platforms such as Vine and Instagram are experiencing explosive growth.
“By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilizing the Open Web to amplify awareness of their content, brands can maximize the effectiveness of their content marketing strategies to drive sharing and ultimately increase their market share.
“It’s remarkable that within just five months of launch, Instagram videos now account for almost 10% as many tweets as YouTube videos do. Smart marketers are no longer measuring success based on a YouTube count, and advertisers understand that it’s people first, platform second.”