Three Great Examples of Using Instagram Video for Brand Engagement

20 Dec

Instagram Collage 12-20-13

   There’s no question Facebook still dominates among brands looking to engage customers in social media.   However, Instagram is also emerging as an effective channel to reach customers and brand loyalists in a space where research shows more of them are now living: on their mobile devices.

     Above all else, Instagram is an entertainment channel.  It allows users to tell a story with a simple picture and to see the stories other people are telling with their own pictures.  Earlier this year Instagram expanded the concept by allowing users to tell their stories in 15 second videos.   The new feature presents an opportunity for brands to visually engage people in new and powerful ways.   The challenge though, is to make them useful and entertaining.

    It’s instructive for brands to think of Instagram videos in the same way that television journalists think of “standups” in their stories.  In this respect, I’ll interject “Blotz’s First Law of Standups.”   The law is simple:  standups need to teach, demonstrate, or make a visual connection.   It’s followed by Blotz’s Second Law of Standups:  when in doubt, refer to Law #1.

    Three brands in the past 24 hours have posted Instagram videos that mirror this best practice and serve as an instructive tool.   The first is NASA.  Yes, a government agency.   NASA’s Goddard Space Flight Center created a wonderful Instagram visualization that teaches the viewer how the Apollo 8 astronauts witnessed the “Earthrise” 45 years ago this week. 

Join NASA's Google+ Hangout: 'Earthrise' A New Visualization - 45th Anniversary of Apollo 8 Viewing Earth from Space on Friday, December 20th 2:00 - 3:00 PM (EST) at go.nasa.gov/18S2TbC It was 45 years ago, on December 24, 1968 when Apollo 8 astronauts captured 'Earthrise' - the first color photograph of Earth taken by a person in lunar orbit. NASA announces a new simulation of the events leading to the creation of 'Earthrise,' one of the iconic photographs of the 20th Century - Earth seen from the moon captured by the crew of Apollo 8. This new simulation allows anyone to virtually ride with the astronauts and experience the awe they felt at the vista in front of them. Apollo 8 Commander Frank Borman and crew members William A. Anders and James A. Lovell photographed the stunning scene as their spacecraft orbited the moon on December 24, 1968. The new computer simulation was created using data from NASA's Lunar Reconnaissance Orbiter, or LRO, spacecraft and includes details not seen in the previous visualization released last year. We hope you will join in our Google+ Hangout tomorrow to view the remainder of this new remarkable visualization of #Earthrise! go.nasa.gov/18S2TbC #nasagoddard #moon #space #apollo

A post shared by NASA Goddard (@nasagoddard) on

    Motives Cosmetics takes the concept a step further by producing an Instagram video that demonstrates how to apply various shades of its eye makeup.

    Finally, Coca-Cola, no stranger to the power of Instagram, created a pre-holiday video to make a visual connection between Christmas and unwrapping a Coke.

Sometimes ice makes the best wrapping paper. #HolidayShoppingTips

A post shared by Coca-Cola (@cocacola) on

    The connection between these Instgram videos and Blotz’s Law is not far-fetched.  It’s what many are now calling “brand journalism.”  It’s storytelling, just in a different format on a different channel that’s primarily used for entertainment.

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6 Responses to “Three Great Examples of Using Instagram Video for Brand Engagement”

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    • Timothy Blotz March 12, 2014 at 8:23 am #

      Thanks for the read, Kendrick. Always appreciate the feedback.

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      Hi, Thanks for the read and the comment. Yes, I developed the website myself on WordPress. The theme is “Bueno.” It’s one of the free themes they offer and one that also offers some nice customizations with colors and widgets. WordPress offers dozens, if not hundreds of theme options. Check them out and I’m sure you’ll find one that works for you.

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