2021年Instagram视频报告（英）-16页_2mb

Conviva's 2021 Instagram Video Benchmarks Summary

Core Content

Conviva's 2021 Instagram Video Benchmarks report provides an in-depth analysis of how brands and content creators are utilizing video formats on Instagram, especially in the context of the platform's integration of long-form video through the merging of IGTV with the main feed. The report covers the first half of 2021, comparing data from 2020 and 2019, and includes insights from over 25,000 accounts, 54,000 IGTV videos, 400 million engagements, and 4 billion video views.

Main Findings

1. Shift to Video Formats

• Single photo and video posts have declined significantly over the past three years.
  • Single photo posts dropped from 56% in 2019 to just over half in 2020 and 2021.
  • Single video posts declined from nearly 30% in 2019 to 18% in 2021.
• Carousel and IGTV posts have grown rapidly, with carousel posts increasing from below 15% in 2019 to 20% in 2021.
• IGTV now accounts for 10% of all posts, up from 2% in 2019.
• Carousel and IGTV combined make up 30% of all posts in the first half of 2021, double that of two years prior.

2. Engagement Trends

• Carousel posts consistently outperformed other formats in engagement.
  • Engagement rates ranged from 1.2% for brands to 5.4% for sports accounts.
• IGTV had the longest shelf life, with 29% of engagement coming after the first two days.
• Video content in carousels drove higher reach, impressions, and engagements than image-only carousels.
  • Video carousels had 17% greater reach, 16% more impressions, and 12% more engagements.
• Entertainment accounts led in IGTV engagement at 2.1%, while sports accounts had the highest engagement for carousel posts at 5.4%.

3. Top Performers

• IGTV Top Engagement Rate Accounts:
  • iCarly (98%)
  • BuzzFeed Deutschland (58%)
  • Grand Canyon Men's Basketball (50%)
  • In The Heights (21%)
  • Barb And Star (21%)
• IGTV Top Engagement Volume Accounts:
  • The Dodo (111,768,290 engagements)
  • Manoto TV (90,785,664 engagements)
  • UFC (86,048,522 engagements)
  • 5 Minute Crafts (67,439,186 engagements)
  • LAdbible (51,218,751 engagements)

4. Description Length and Engagement

• Short descriptions (1-50 characters) and no description performed best in terms of engagement.
• Longer descriptions (1200 characters or more) performed better than medium-length ones (100-800 characters).
• This suggests that while brevity is key for engagement, longer descriptions are more effective for certain content types like news and recipes.

5. Successful Long-Form Content Strategies

• The Daily Show repurposed in-show monologues into vertical videos for Instagram.
• Red Bull used 15-second highlights in the main feed to drive interest in longer IGTV videos.
• Comedy Central organized content into series for easy discovery and tracking.
• UEFA Champions League created player/team compilations that often exceeded 1 million views.
• NFL focused on behind-the-scenes and athlete stories to humanize the sport.
• Movie and show trailers found a home on IGTV, and are expected to remain relevant as long-form video becomes more integrated into the feed.

Best Practices

• Match content to format: Use short, compelling clips for previews and longer content for IGTV or carousels.
• Analyze performance: Use Conviva Social Insights and other platforms (like YouTube, Facebook, and TikTok) to determine which content resonates best.
• Start strong: Include a short intro or highlight in the preview to capture attention.
• Add auto-caption: Auto-captions are essential for viewers who watch videos without sound.
• Keep descriptions concise: Short and impactful descriptions drive engagement, while longer descriptions are more suitable for in-depth content.

Future Outlook

• The integration of IGTV into the main feed is expected to change how long-form videos are viewed and engaged with.
• Brands with large followings are better positioned to benefit from IGTV due to its view dependency on follower count.
• The trend suggests that long-form video will continue to grow on Instagram, offering new opportunities for immersive content and audience engagement.

Methodology

• Data was collected from January 1 to June 30, 2021, and compared to the same period in 2020 and 2019.
• The analysis included over 25,000 accounts, 54,000 IGTV videos, 400 million engagements, and 4 billion video views.
• Accounts were categorized into brand, media, entertainment, and sports verticals for comparative insights.

Conclusion

Instagram's shift towards long-form video has significantly changed content strategies for brands. While engagement is often highest on day one, IGTV's longer shelf life offers sustained viewer interest. Brands that adapt to these changes by using carousels, IGTV, and other video formats effectively can see improved performance. The report emphasizes the importance of understanding audience preferences and tailoring content accordingly.