Author: Bree Brouwer / Source: Tubular Insights Instagram may have started out as a photo-sharing platform, but it’s now known as one of
Instagram may have started out as a photo-sharing platform, but it’s now known as one of the top destinations for short-form video content. Some publishers in particular have mastered the art of Instagram video, and consequently built an avid following, millions to billions of views, and quality engagement rates. For brands and video marketers interested in upping their own Instagram game, here are five examples of brands currently finding great success on the platform, and thoughts on why their audiences can’t get enough of their video content.
BuzzFeed
On Tubular Insights, we talk a lot about BuzzFeed properties like Nifty and Tasty and how well they perform on platforms like Facebook and Instagram in terms of video success. But their parent company also has something to brag about. On Instagram, BuzzFeed boasts 2.6 million followers, and many of its video posts are meme-based, or feature celebrities.
It’s most-watched clips since the inception of its Instagram account feature well-known names like Beyonce, Nicole Kidman, and Ryan Reynolds. But BuzzFeed’s most-watched Instagram video ever follows the mini-adventure of an intoxicated Chrissy Teigen as her husband John Legend removes her jewelry for her. The clip, saved from Teigen’s Snapchat account, has pulled in 1.8 million views to date.
Refinery29
Women’s lifestyle brand Refinery29 is another media publisher worth paying attention to as its Instagram strategy is providing impressive results. Refinery29 currently boasts 1.5 million followers on the photo-sharing platform, a figure which accounts for almost 20% of the brand’s total social reach.
Refinery29’s audience has…
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