Creating video for Instagram is one of my favorite marketing tasks.
![New Data: Instagram Engagement Report [Free Download]](https://no-cache.hubspot.com/cta/default/53/9294dd33-9827-4b39-8fc2-b7fbece7fdb9.png)
From in-feed videos to Reels, Instagram Live, and Stories, marketers like you and I have tons of fun opportunities to get creative and — to make things even better — they actually work.
According to recent HubSpot Research, marketers rate Instagram the #1 social media platform for video ROI, engagement (likes, shares, etc.), and leads. And I’ve seen this first-hand, both professionally and personally.
In this article, I’ll detail everything you need to know about Instagram video marketing and share actionable tips that I and big brands have used to succeed.
New to Instagram marketing in general? Check out our article, “How to Use Instagram: A Beginner's Guide [Expert Insights + New Data].” That foundational knowledge is essential when diving into Instagram videos.
Table of Contents
- Instagram Video Specs/Dimensions for 2026
- Instagram Video File Size & Formats
- Instagram Videos vs Reels
- Why Create Videos for Instagram?
- How to Make Good Videos for Instagram
- Video for Instagram Tips
- Instagram Video Analytics & Optimization
- Instagram Video Requirements
- How to Compress Videos for Instagram
- Best Adobe Premiere Pro Export Settings for Instagram
- Getting ready for your close-up on Instagram
Instagram Videos vs Reels
So, when you hear the phrase “Instagram videos,” you likely think Reels — but while all Reels are Instagram videos, not all Instagram videos are Reels. Let me explain.
There are four main formats for creating videos for Instagram:
- In-feed
- Instagram Reels
- Instagram Stories
- Instagram Live
There is some overlap in specs, features, and so on, but they are, nevertheless, distinct in what they offer and how consumers interact with them.
In-feed Videos
In-feed videos are videos that you upload or record by selecting “post” in the Instagram app. They can either be shared as a individual, standalone video or as a part of a carousel. This choice affects what you can do next.
Standalone In-feed Videos
If you “post” a video on its own, without selecting any other media, that’s a standalone in-feed video, but here’s the plot twist: They get treated like Reels — at least as far as user experience (UX) is involved.
Once shared, standalone in-feed videos also appear on the Reels tab of your Instagram profile and are subject to the same UX and optimization options. In other words, you’re given the option to edit the video like a Reel, adding clips, music, captions, effects/filters, and more.
The main differentiator here, however, is that in-feed videos can be up to 60 minutes long, while Reels are limited to just three minutes.
To illustrate, let’s look at this video on my Instagram. It’s just shy of five minutes long, so I had to post it “in-feed.” However, I could still edit and refine it like a Reel, adding captions and sound. Then, after uploading, it still appeared in the Reel tab on my profile.
 |
 |
Length: Up to 60 minutes
Use Cases: In-feed video is ideal for your existing followers looking for deeper value. Obviously, you should use standalone, in-feed videos to post content longer than three minutes, but that doesn’t mean they can be about anything.
Approximately 92% of Instagram users are under 45, and they use the platform to keep up with friends and family, trends and personal interests, and be entertained and inspired. They want content that’s funny, creative, informative, and relaxing — even from brands. So, think interviews, behind-the-scenes stories, unique spins on trends, and relevant “hacks.”
Carousel Videos
Carousel videos are videos that are included in a collection of media shared in a single post on Instagram. Unlike In-feed or Reels, these videos cannot be edited aside from muting the sound and adding a filter. They are also the only uploaded videos that appear on your grid, but not the Reels tab.
 |
 |
Length: Up to 60 seconds, per slide (20-slide max)
Use Cases: Save this for short clips that add to the narrative of your carousel. For example, say you’re promoting an interview you recently published on your website. You can use the carousel to alternate between clips from the interview and graphics with powerful quotes.
Instagram Reels
Ok, here’s the one you’ve been waiting for.
Originally created as a response to the popularity of TikTok, Reels are Instagram’s signature short-form vertical videos that can be up to three minutes long and edited in various ways on the platform. They also have their own dedicated tab on your Instagram profile, although they can also appear on your main grid if you prefer.
While not confirmed, many experts believe that Reels are more popular on Instagram than in-feed videos. A study by Metricool supports this, finding that Instagram Reels have the highest reach rate out of all Instagram content types (~37.87%).
Many also believe Reels are more widely favored by the Instagram algorithm and, in turn, get featured more in the Discover tab and seen by more non-followers.
Length: Up to three minutes
Use Cases: Use Reels for bite-sized, fast-paced videos targeted at getting shared and attracting new followers. With their high reach, Reels are best equipped to grow your audience out of all Instagram video marketing.
Instagram Stories
Instagram Stories are short-form videos that disappear after 24 hours, though they can be saved in curated “highlights” on your profile.
They can be up to 60 seconds each and edited using filters, effects, stickers, and music, just to name a few options.
Length: Up to 60 seconds
Use Cases: Instagram Stories are great for real-time updates of events, day-to-day activities, and time-sensitive information like flash sales. If there’s something you need people to know urgently, Stories are your best bet of it getting seen.
Instagram Live
As the name suggests, Instagram Live is a live broadcast on the platform that viewers access by clicking your profile picture. You can stream for up to 4 hours and invite guests to join you. Viewers can also react and comment in real-time.
 |
 |
After you need the broadcast, it will be available to save to your camera roll or profile as a Reel for 30 days. After 30 days, if not saved, it will be deleted.
Note: Only Instagram users who have a public account with 1,000 followers or more will be able to start a Live broadcast.
Length: Stream up to 4 hours
Use Cases: With its raw production and real-time engagement, Instagram Live is great for building authentic, one-on-one connections with your consumer. You can use the feature to host Q&A or “Ask Me Anything” sessions, make product or company announcements, or even host interviews.
Why Create Videos for Instagram?
Now that you understand the different types of Instagram videos, why should you even care?
Benefits of Instagram Videos
Return on Investment (ROI)
According to HubSpot’s 2026 State of Marketing, 48% of marketers say Instagram drives the most ROI out of all social media platforms, with Reels specifically leading the way with the most ROI out of all content formats.
Those numbers alone should be enough to convince marketers to experiment with Instagram video marketing, but the benefits don’t stop there.
Audience Engagement
This is stating the obvious, but audiences love video content. In fact, our most recent social media trends report found the formats consumers enjoy most on social media (e.g., Stories, and live streams) are video-based, with short-form video being the most popular.
Which of the media formats that your company leverages have resulted in the biggest ROI this year? Select up to three.
|
Short-form video |
48.57% |
731 |
|
Long-form video |
28.64% |
431 |
|
Live streaming video |
25.12% |
378 |
Marketers agreed that these drive the highest ROI, while Reels also drive the most views, likes, and shares of all Instagram formats.
But why is that? Video content, in general, is known to communicate information faster and in a more memorable (and shareworthy) way than written or static visual content. Instagram is no different.
High Reach and Algorithmic Discoverability
As the second-largest social media platform, Instagram clearly has a very active audience to reach. (About three billion each month to be exact.)
Add in the popularity of video, its high engagement, and its supposed preference in the Instagram algorithm, and Instagram video presents a huge opportunity to reach new and interested consumers.
How to Make Good Videos for Instagram
Note: The rest of this article will focus on Instagram standalone, in-feed videos (which are essentially Reels), but if you’d like specialized insights just for Reels, check out our article: How to Make Instagram Reels and Use Them to Your Advantage.
For an in-depth breakdown of how to post on Instagram, check out the article “How to Post on Instagram: A Step-by-Step Guide.”
What qualifies as “good” content is really a matter of opinion.
For example, in the early 2000s, a little series named Jackass was popular on MTV and even led to nine feature films, but I just have never been able to get behind it. Today, social media is full of equally questionable video content that manages to find an audience and be successful. And that’s all that matters in the end.
As a brand and business, the only people who need to like your videos are your target audience or buyer persona. The only way to know what’s “good” by their standards — read grows your brand awareness, increases engagement, and aids business — is by experimenting.
Our research shows Instagram users describe the content they liked most as funny, informative, or educational, among other ways.
|
Educational and informational content |
30% |
|
|
Content showcasing my brands products/services (demos, teasers, etc.) |
46% |
|
|
Funny content |
26% |
|
To help you capture these sentiments in your Instagram videos, I’ll share 13 Instagram video best practices you can start testing.
Note: If you want even more examples and guidance on what to post, check out:
- 16 Social Media Video Examples to Inspire Your Next Video Marketing Campaign
- 7 Ways to Use Instagram Video for Customer Service
- The Ultimate Video Marketing Starter Pack
Video for Instagram Tips
Content Strategy
1. Share inspiration or motivation.
GWI also found that “inspirational” content was popular among Instagram users. In today’s often stressful world, people are looking for positive energy, motivation, and something to aspire to.
Creating videos for Instagram is one way your brand can help deliver it.
INBOUND is no stranger to sharing inspiration or motivation for marketers or entrepreneurs on Instagram. Even better, most of this content comes from moments at the event itself.
2. Capitalize on trends and memes.
Memes may seem like just fun and games, but they are also effective in promoting your brand culture, mission, and products.
Incorporating trending topics, music, or memes into your Instagram videos helps you join and engage in existing consumer conversations rather than trying to start a new one. It shows you’re up to date with what’s happening around you and also shows personality, making you more relatable.
Dunkin’ is no stranger to using trends and memes when creating videos for Instagram.
Pro Tip: Not sure what’s popular right now? A lot of Instagram video trends actually start on TikTok, so you can always do some scrolling there. But you can find trends right in Instagram, too.
Simply hit the (+) button as if creating a new post. Slide to “Reel,” then hit “Templates.”
Here, you will see a feed of recommendations followed by “trending” videos.
3. Tell relatable human stories.
How does your product or brand impact lives? How does it change them for the better?
Instagram videos can bring those human stories to life and engage your audience on a deeper emotional level. Consumers connect with relatable content. In fact, our research shows that relatable content is the second-most effective type of video for accomplishing marketing goals.
It helps people envision themselves as a consumer of your product or service and understand the value it can offer them.
For example, in this Instagram video, Microsoft showcases how a normal person could use their AI Copilot to meal prep in their everyday life.
While we usually think of Microsoft software and products in traditional offices, this video expands the perceived scope of their impact. It helps even more people see themselves in the brand. It’s also just a beautifully shot and edited video.
Another way to highlight human stories is through case studies (like Shopify does below), testimonials, or interviews with happy customers.
Pro Tip: Be considerate of diversity and inclusion.
Instagram is a global platform that reaches people from all walks of life.
Thinking about diversity and inclusivity can help reach a larger audience by looking past preconceived notions of gender, age, race, income, sexuality, etc. to highlight how your product or service can offer value.
One brand that has been a leader in this space for years is Dove. I love this Instagram video featuring a woman of a certain age plunging into blue water then nourishing her skin with Dove products.
It’s not just fun and inclusive, but aspirational. It prompts the thought, “Hm. Maybe I could be living my best life if I use Dove too.”
4. Tease what’s coming (New product launches, features, etc.)
A great way to build hype around upcoming products or features is to post them on Instagram.
You don’t have to do a full-fledged commercial to make an impact. In this video, for instance, Slack shares product updates via a clip of their CEO delivering a keynote.
Square discusses new products and features with a talking head video.
None of these examples are high production value or complicated, but they all effectively show audiences what they can look forward to from the upcoming releases.
Pro Tip: When posting videos about future products or futures on Instagram, take advantage of the “Remind me” feature.
With this, people who see the video can tap on the bell icon in the bottom left of video to opt into receiving notifications reminding them of the upcoming launch. Once they do, they’ll receive three notifications for the event:
- An activity feed notification 24 hours before the event.
- An activity feed and push notification 15 minutes before the event.
- An activity feed and push notification at the time of the event.
The final notification can even coincide with a follow-up piece of content officially announcing the new item. (HubSpot’s social media tools can help you schedule this.)
Overall, this is a great way to keep your launch at the top of your mind and build excitement.
Learn more about setting up event reminders on Instagram here.
5. Share how to use existing products.
Your existing products could be given similar treatment. Potential customers might not be aware of the extent of your catalog or even how to use everything the right way.
Bringing those products or uses to their attention instead of leaving them to search or wonder not only improves their user experience but may even sway undecided buyers to make a purchase.
Dyson Beauty regularly teaches people how to use its tools and haircare products on its Instagram account using video.
Google simply shows someone walking through how to generate an AI image with its agent Gemini with a voiceover.
Demonstrations, hacks, and tips like these are other popular types of Instagram videos, especially for brands. More on that shortly.
6. Bring attention to promotions or sales.
According to Capital One, 91% of Americans look for discounts before making a purchase — and this serial couponer believes it. Everyone likes to save money, so don’t let your sales come and go quietly.
Use Instagram videos to highlight any promotions or sales you’re running. Amazon does a great job with this for Prime Day. They even teamed up with popular creator Zach King:
7. Make people laugh.
The most popular content on Instagram is funny. Humor is relatable, shareworthy, and also memorable. Because of this, finding ways to incorporate relevant, on-brand humor into your Instagram video marketing can be extremely valuable to a business.
Now, I know: Being funny is hard. If it weren’t, there wouldn’t be so many failed comedians.
But don’t let this stop you.
Your humorous content can be original (like Duolingo) or curated.
As long as the humor is relevant to your audience, it will be appreciated.
8. Educate your audience (i.e., how-tos, tips, hacks)
People follow and trust brands that offer real value, and few things are more valuable than education these days.
Take some time to think about what your business or brand can uniquely teach your audience.
What do they need to know about your industry or when making a purchase decision? What knowledge and expertise can you offer to help them achieve their goals or improve their daily lives? Better yet, what insights can you share that no one else can?
Shape your Instagram marketing video strategy around these topics.
For example, hair care brand AAVRANI goes high-level, teaching people what a clarifying shampoo is.
Though this isn’t directly promoting their product, it educates people on what it is and what it solves. It also gives them the chance to say, “Hey, I think I need that.”
At HubSpot, we’ve taken a similar approach, sharing email marketing tips anyone (HubSpot users or not) could implement.
Meanwhile, WIX zeros in on existing users, sharing “hacks” to get the most out of their tools.
Whether you speak to your offering or your space in general, sharing educational videos positions you as an expert and helpful resource — one people can trust, want to follow, and potentially even work with.
Production Techniques
9. Enhance your efforts with AI.
Let’s face it. Video marketing takes time and effort, and not every marketing team has the necessary resources. Thankfully, there are plenty of AI tools to supplement your efforts and help you get more done with less.
According to our research, the #1 way marketers currently use AI in their video strategy is by helping with captions, descriptions, and other text-based elements. Following closely behind is improving visual effects on videos. (Think filters and effects on Instagram.)
But the possibilities don’t stop there. Using tools Canva’s AI video generator, you can convert text into professional videos with just a few clicks.
10. Think short-form first
While Instagram supports videos up to 60 minutes long, our research shows that 71% of marketers say short-form video delivers the highest ROI. 66% also said it gets the most engagement, while 60% said it drives the most leads.
With this in mind, lean into shorter videos (30 seconds to two minutes). Whether your video is focused on education or entertainment, this length tends to be just long enough to keep your audience engaged but also wanting more.
In this user-generated video, Amazon Prime shows just how sweet and effective short video can be:
11. Pay attention to production quality
One positive of the COVID-19 pandemic is that lowered the playing field in terms of social media video production. Today, you don’t need fancy video, sound, or lighting equipment or even a studio. But that doesn’t mean you can neglect production quality altogether.
How your video looks and sounds can heavily affect how your message is received and if people even stick around to hear/watch it. So, make sure to put your best foot forward.
When creating videos for Instagram, use tools like a tripod, phone stand, or even a pop socket to keep your phone steady and avoid shaky footage.
Find a quiet space or use software like krisp.ai to reduce noise and keep your sound clear and focused on what needs to be heard.
In addition to that…
Pro Tip: Follow Instagram tech specifications and requirements. When Instagram launched videos in 2013, they could only be 15 seconds long and appear in the feed. Today, they have taken on a whole new life.
To ensure Instagram can share and display your content as planned, make sure your videos are optimized from a technical standpoint. This means following Instagram’s technical specifications and requirements. We’ll get into that shortly.
Engagement Tactics
12. Collaborate with influential brands and creators in your space.
Matter Communication found that 69% of consumers trust information from influencers, friends, and family more than brands. In other words, word-of-mouth matters.
With this in mind, look into influencers, creators, and relevant businesses your buyers follow. Perhaps you can collaborate with them to get in front of potential new followers, boosting your discoverability, reach, and social proof.
YETI does an admirable job with this in their video marketing on Instagram.
Here, the manufacturer posted a video of one of its ambassadors, Matt Pittman of @meatchurch, using and recommending a YETI product to his 900k followers.
In this one, beverage consultant Robert Björn Taylor shares a recipe prepared in YETI’s Rambler™ Pitcher.
Both are smart examples of how to show the company’s products in action and reach a large, new audience of potential customers.
Pro Tip: Once published, make sure you and your collaborator make it “Instagram Official.” Tag them as a “collaborator” on the video. This way it’ll appear on the grid and feeds of their followers in addition to yours, expanding your reach.
13. Share and encourage user-generated content
As we talked about earlier, people are more likely to believe what others say about you than what you say about yourself. I mean, think about it: If I said I’m the world’s best pastry chef, why should anyone believe me?
Posting user-generated content (UGC) videos effectively offers social proof of your claims and shows appreciation for existing customers.
This is a staple of GoPro’s Instagram strategy.
The tech company regularly shares content using its products on its Instagram profile, giving customers exposure on the brand’s large platform and also highlighting what its products are capable of.
The awe-inspiring videos are also extremely shareworthy.
Instagram Video Analytics & Optimization
Once your Instagram videos are published, how do you know if they’re actually accomplishing what you want them to? You need data. Like any marketing endeavor, you can’t know if something is really working unless you measure it somehow.
This is also a must for data-based optimization. Let’s go through what these metrics should be, how to track them, and what to do with what you learn.
Key Metrics for Instagram Video Marketing
Tracking the right metrics helps you understand not just how many people saw your video, but how well it held attention and drove action. Based on this info, you’ll know better what you need to change or keep the same in order to achieve your goals. caption, video, et cetera to
Here’s what you can track:
Awareness/Discovery
- Views / Plays: How many times your video was played (Reels count a view after ~3 seconds).
- Benchmarks of good performance:
- Organic Reels: 5–10% of your follower count is solid
- High-performing Reels: 20%+ of follower count or strong non-follower reach
- Follower vs. Non-Follower Reach: Shows how discoverable your content is.
- Benchmark:
- Healthy growth content: 40–70% non-follower reach
- Viral potential: 70%+ non-follower reach
Engagement:
- Watch Time & Average Watch Duration: Indicates how long viewers stayed engaged.
- Benchmark:
- Good: 40–60% of total video length
- Excellent: 70%+ (especially for videos under 30 seconds)
- Completion Rate: Percentage of viewers who watched the entire video.
- Benchmark:
- <30%: Needs improvement
- 30–50%: Strong
- 50%+: High-performing
- Engagement Rate (Likes, Comments, Shares, Saves): Measures how compelling your content is. Saves and shares are also especially strong signals for algorithmic distribution.
- Benchmark (by views):
- Good: 3–6%
- Excellent: 7%+
How to Access Instagram Video Insights
Instagram provides native analytics through Instagram Insights, available for Business and Creator accounts.
 |
 |
To view video analytics:
- Go to your profile and tap Professional Dashboard
- Select Insights
- Tap Content You Shared
- Choose a specific Reel or video
Key Insight tabs to review:
- Overview: Reach, plays, interactions
- Audience: Follower vs. non-follower views
- Retention Graph: Drop-off points by second
You can also gather insights from many third-party tools like Sprout Social and HubSpot. HubSpot Reporting, for instance, can show track and analyze your audience size growth, your interactions (engagement), clicks, shares, and impressions among other things.
Pro tip: Review insights 24 hours, 72 hours, and 7 days after posting to understand both early momentum and long-tail performance.
A/B Testing Instagram Videos
As marketers, we know A/B testing as when you run variations of an asset at the same time to see which performs best. You can do this for up to four video captions and covers on Instagram, but only if they’re being used in a Meta Ad.
When it comes to organic Instagram video marketing, most specifically Reels, you use “Trials.”
Trials are tests users with professional accounts can use to observe how well a video performs with a random sample audience before publishing it to their followers. The trial reel also won’t show up in their profile’s reels tab or main grid unless they decide to Share to everyone later on.
Unlike an official A/B test, most of the analysis is manual with trials. You, as the creator, will iterate then look at your views, clicks, retention rate, and other metrics to make hypotheses on what you could do to improve those numbers based on your goals.
For instance, if you’re trying to build brand awareness, you’ll likely want to see a high number of views/plays. If this number is low, perhaps there’s something about the thumbnail or hook that is not grabbing people’s attention. Make some changes and run another trial.
In the case of views, Trials does give you the option to automatically share the video if it grabs a lot of eyes in the first 72 hours.
Instagram Video Requirements
Since Instagram is a mobile-first app, if you shoot right from an iPhone or Android, your videos should automatically fit within these specs. The latest iPhone 16, for instance, can shoot up to 4K at 120 fps.
Aspect ratios are a different way of looking at the dimensions of videos. Understanding them is important because it directly affects how your content appears on different devices and platforms. The most common aspect ratios on Instagram are:
- Landscape video - Aspect ratio 16:9
- Square video - Aspect ratio is 1:1
- Portrait video - Aspect ratio 4:5
- Vertical video - Aspect ratio 9:16
Note the difference between portrait video and vertical video. While you may usually think of these things as the same, on Instagram, they are not. Videos posted in a carousel with other content follow portrait guidelines, while solo videos follow vertical guidelines like Reels and Stories.
- Size and dimension: 1080 by 1920 pixels
- Aspect ratio: 1.91:1 and 9:16
- File type (Format): MP4 or MOV
- Max File size: 650MB for videos up to 10 minutes and up to 3.6GB for videos up to 60 minutes
- Length: Three seconds to 60 minutes; longer videos appear as previews in the feed, with the full video viewable on your profile.
- Frame rate: Minimum of 30 fps (frames per second)
- AAC audio
- 3500 kbps bitrate
- Cover Photo: png or jpg, 420px by 654px
How to Compress Videos for Instagram
With the increasingly impressive quality of mobile video comes larger video files. While Instagram typically evolves to accommodate these, sometimes you may still need to optimize your files to share them effectively on the platform.
Sometimes this means compressing, or shrinking the file size, of the video to make it easier to upload, faster to stream, and within the 4GB limit.
Compression can sometimes take its toll on resolution quality or sound clarity, but reputable tools can help combat this.
Types of compression
A video coder is used to compress larger video files into different formats. Two common formats are mp4 files and WMV, Windows Media Video files. There are two different types of compression: lossless and lossy.
Lossy Compression
Lossy compression compresses video by removing certain data from the video files without compromising the message. For instance, it may remove repeated images or sounds. Lossy compression is aptly named, but it’ll make your file extremely small.
Lossless Compression
On the other hand, lossless compression produces a near-identical compression of the original file, because data is not lost in the process. Lossless won’t have as big of an impact on file size as lossy, but it’s still useful for smaller videos.
Common lossless formats are:
- Windows Media Audio Lossless (WMAL)
- Apple Lossless Audio Codec (ALAC)
- Free Lossless Audio Codec (FLAC).
When your file needs to focus on quality, use FLAC because you won’t lose any quality in the compression process.
There are several video compression tools that will compress videos for you. For example, UniConverter has an easy and free Instagram compression tool.
Meanwhile, Free Convert and Clipchamp automatically remove certain data details of your video (lossy compression), but also allow you to make several adjustments to meet your needs.
Best Adobe Premiere Pro Export Settings for Instagram
If you’re editing your video using Adobe Premiere Pro, you already know Adobe likes to discuss the specifics of exporting. Here's information on how to get crystal-clear images when exporting your Instagram video.
Open “Export Settings” in the “Format” drop-down box and select “H.264’ and “Match Source High bitrate” in the preset box.
These two settings will match Instagram’s video settings.
The “Use Maximum Render Quality” checkbox fixes the scaling of your video automatically, so be sure to check that box as well.
Once those settings are saved, your post will be Instagram-ready. Because you can’t upload videos directly to Instagram via desktop, consider a third-party app like HubSpot or Later. These will let you upload and schedule the video to publish later.
You can also send the video to your phone and upload it there.
Getting ready for your close-up on Instagram
Whether you’re big or small, B2B or B2C, Instagram videos have much to offer your business. Take the tips and guidelines shared in this article and start experimenting to learn what works best for your audience and your goals.
from Marketing https://blog.hubspot.com/marketing/brands-jumped-instagram-video-li
Creating video for Instagram is one of my favorite marketing tasks.
From in-feed videos to Reels, Instagram Live, and Stories, marketers like you and I have tons of fun opportunities to get creative and — to make things even better — they actually work.
According to recent HubSpot Research, marketers rate Instagram the #1 social media platform for video ROI, engagement (likes, shares, etc.), and leads. And I’ve seen this first-hand, both professionally and personally.
In this article, I’ll detail everything you need to know about Instagram video marketing and share actionable tips that I and big brands have used to succeed.
New to Instagram marketing in general? Check out our article, “How to Use Instagram: A Beginner's Guide [Expert Insights + New Data].” That foundational knowledge is essential when diving into Instagram videos.
Table of Contents
- Instagram Video Specs/Dimensions for 2026
- Instagram Video File Size & Formats
- Instagram Videos vs Reels
- Why Create Videos for Instagram?
- How to Make Good Videos for Instagram
- Video for Instagram Tips
- Instagram Video Analytics & Optimization
- Instagram Video Requirements
- How to Compress Videos for Instagram
- Best Adobe Premiere Pro Export Settings for Instagram
- Getting ready for your close-up on Instagram
Instagram Videos vs Reels
So, when you hear the phrase “Instagram videos,” you likely think Reels — but while all Reels are Instagram videos, not all Instagram videos are Reels. Let me explain.
There are four main formats for creating videos for Instagram:
- In-feed
- Instagram Reels
- Instagram Stories
- Instagram Live
There is some overlap in specs, features, and so on, but they are, nevertheless, distinct in what they offer and how consumers interact with them.
In-feed Videos
In-feed videos are videos that you upload or record by selecting “post” in the Instagram app. They can either be shared as a individual, standalone video or as a part of a carousel. This choice affects what you can do next.
Standalone In-feed Videos
If you “post” a video on its own, without selecting any other media, that’s a standalone in-feed video, but here’s the plot twist: They get treated like Reels — at least as far as user experience (UX) is involved.
Once shared, standalone in-feed videos also appear on the Reels tab of your Instagram profile and are subject to the same UX and optimization options. In other words, you’re given the option to edit the video like a Reel, adding clips, music, captions, effects/filters, and more.
The main differentiator here, however, is that in-feed videos can be up to 60 minutes long, while Reels are limited to just three minutes.
To illustrate, let’s look at this video on my Instagram. It’s just shy of five minutes long, so I had to post it “in-feed.” However, I could still edit and refine it like a Reel, adding captions and sound. Then, after uploading, it still appeared in the Reel tab on my profile.
|
|
Length: Up to 60 minutes
Use Cases: In-feed video is ideal for your existing followers looking for deeper value. Obviously, you should use standalone, in-feed videos to post content longer than three minutes, but that doesn’t mean they can be about anything.
Approximately 92% of Instagram users are under 45, and they use the platform to keep up with friends and family, trends and personal interests, and be entertained and inspired. They want content that’s funny, creative, informative, and relaxing — even from brands. So, think interviews, behind-the-scenes stories, unique spins on trends, and relevant “hacks.”
Carousel Videos
Carousel videos are videos that are included in a collection of media shared in a single post on Instagram. Unlike In-feed or Reels, these videos cannot be edited aside from muting the sound and adding a filter. They are also the only uploaded videos that appear on your grid, but not the Reels tab.
|
|
Length: Up to 60 seconds, per slide (20-slide max)
Use Cases: Save this for short clips that add to the narrative of your carousel. For example, say you’re promoting an interview you recently published on your website. You can use the carousel to alternate between clips from the interview and graphics with powerful quotes.
Instagram Reels
Ok, here’s the one you’ve been waiting for.
Originally created as a response to the popularity of TikTok, Reels are Instagram’s signature short-form vertical videos that can be up to three minutes long and edited in various ways on the platform. They also have their own dedicated tab on your Instagram profile, although they can also appear on your main grid if you prefer.
While not confirmed, many experts believe that Reels are more popular on Instagram than in-feed videos. A study by Metricool supports this, finding that Instagram Reels have the highest reach rate out of all Instagram content types (~37.87%).
Many also believe Reels are more widely favored by the Instagram algorithm and, in turn, get featured more in the Discover tab and seen by more non-followers.
Length: Up to three minutes
Use Cases: Use Reels for bite-sized, fast-paced videos targeted at getting shared and attracting new followers. With their high reach, Reels are best equipped to grow your audience out of all Instagram video marketing.
Instagram Stories
Instagram Stories are short-form videos that disappear after 24 hours, though they can be saved in curated “highlights” on your profile.
They can be up to 60 seconds each and edited using filters, effects, stickers, and music, just to name a few options.
Length: Up to 60 seconds
Use Cases: Instagram Stories are great for real-time updates of events, day-to-day activities, and time-sensitive information like flash sales. If there’s something you need people to know urgently, Stories are your best bet of it getting seen.
Instagram Live
As the name suggests, Instagram Live is a live broadcast on the platform that viewers access by clicking your profile picture. You can stream for up to 4 hours and invite guests to join you. Viewers can also react and comment in real-time.
|
|
After you need the broadcast, it will be available to save to your camera roll or profile as a Reel for 30 days. After 30 days, if not saved, it will be deleted.
Note: Only Instagram users who have a public account with 1,000 followers or more will be able to start a Live broadcast.
Length: Stream up to 4 hours
Use Cases: With its raw production and real-time engagement, Instagram Live is great for building authentic, one-on-one connections with your consumer. You can use the feature to host Q&A or “Ask Me Anything” sessions, make product or company announcements, or even host interviews.
Why Create Videos for Instagram?
Now that you understand the different types of Instagram videos, why should you even care?
Benefits of Instagram Videos
Return on Investment (ROI)
According to HubSpot’s 2026 State of Marketing, 48% of marketers say Instagram drives the most ROI out of all social media platforms, with Reels specifically leading the way with the most ROI out of all content formats.
Those numbers alone should be enough to convince marketers to experiment with Instagram video marketing, but the benefits don’t stop there.
Audience Engagement
This is stating the obvious, but audiences love video content. In fact, our most recent social media trends report found the formats consumers enjoy most on social media (e.g., Stories, and live streams) are video-based, with short-form video being the most popular.
Which of the media formats that your company leverages have resulted in the biggest ROI this year? Select up to three.
|
Short-form video |
48.57% |
731 |
|
Long-form video |
28.64% |
431 |
|
Live streaming video |
25.12% |
378 |
Marketers agreed that these drive the highest ROI, while Reels also drive the most views, likes, and shares of all Instagram formats.
But why is that? Video content, in general, is known to communicate information faster and in a more memorable (and shareworthy) way than written or static visual content. Instagram is no different.
High Reach and Algorithmic Discoverability
As the second-largest social media platform, Instagram clearly has a very active audience to reach. (About three billion each month to be exact.)
Add in the popularity of video, its high engagement, and its supposed preference in the Instagram algorithm, and Instagram video presents a huge opportunity to reach new and interested consumers.
How to Make Good Videos for Instagram
Note: The rest of this article will focus on Instagram standalone, in-feed videos (which are essentially Reels), but if you’d like specialized insights just for Reels, check out our article: How to Make Instagram Reels and Use Them to Your Advantage.
For an in-depth breakdown of how to post on Instagram, check out the article “How to Post on Instagram: A Step-by-Step Guide.”
What qualifies as “good” content is really a matter of opinion.
For example, in the early 2000s, a little series named Jackass was popular on MTV and even led to nine feature films, but I just have never been able to get behind it. Today, social media is full of equally questionable video content that manages to find an audience and be successful. And that’s all that matters in the end.
As a brand and business, the only people who need to like your videos are your target audience or buyer persona. The only way to know what’s “good” by their standards — read grows your brand awareness, increases engagement, and aids business — is by experimenting.
Our research shows Instagram users describe the content they liked most as funny, informative, or educational, among other ways.
|
Educational and informational content |
30% |
|
|
Content showcasing my brands products/services (demos, teasers, etc.) |
46% |
|
|
Funny content |
26% |
|
To help you capture these sentiments in your Instagram videos, I’ll share 13 Instagram video best practices you can start testing.
Note: If you want even more examples and guidance on what to post, check out:
- 16 Social Media Video Examples to Inspire Your Next Video Marketing Campaign
- 7 Ways to Use Instagram Video for Customer Service
- The Ultimate Video Marketing Starter Pack
Video for Instagram Tips
Content Strategy
1. Share inspiration or motivation.
GWI also found that “inspirational” content was popular among Instagram users. In today’s often stressful world, people are looking for positive energy, motivation, and something to aspire to.
Creating videos for Instagram is one way your brand can help deliver it.
INBOUND is no stranger to sharing inspiration or motivation for marketers or entrepreneurs on Instagram. Even better, most of this content comes from moments at the event itself.
2. Capitalize on trends and memes.
Memes may seem like just fun and games, but they are also effective in promoting your brand culture, mission, and products.
Incorporating trending topics, music, or memes into your Instagram videos helps you join and engage in existing consumer conversations rather than trying to start a new one. It shows you’re up to date with what’s happening around you and also shows personality, making you more relatable.
Dunkin’ is no stranger to using trends and memes when creating videos for Instagram.
Pro Tip: Not sure what’s popular right now? A lot of Instagram video trends actually start on TikTok, so you can always do some scrolling there. But you can find trends right in Instagram, too.
Simply hit the (+) button as if creating a new post. Slide to “Reel,” then hit “Templates.”
Here, you will see a feed of recommendations followed by “trending” videos.
3. Tell relatable human stories.
How does your product or brand impact lives? How does it change them for the better?
Instagram videos can bring those human stories to life and engage your audience on a deeper emotional level. Consumers connect with relatable content. In fact, our research shows that relatable content is the second-most effective type of video for accomplishing marketing goals.
It helps people envision themselves as a consumer of your product or service and understand the value it can offer them.
For example, in this Instagram video, Microsoft showcases how a normal person could use their AI Copilot to meal prep in their everyday life.
While we usually think of Microsoft software and products in traditional offices, this video expands the perceived scope of their impact. It helps even more people see themselves in the brand. It’s also just a beautifully shot and edited video.
Another way to highlight human stories is through case studies (like Shopify does below), testimonials, or interviews with happy customers.
Pro Tip: Be considerate of diversity and inclusion.
Instagram is a global platform that reaches people from all walks of life.
Thinking about diversity and inclusivity can help reach a larger audience by looking past preconceived notions of gender, age, race, income, sexuality, etc. to highlight how your product or service can offer value.
One brand that has been a leader in this space for years is Dove. I love this Instagram video featuring a woman of a certain age plunging into blue water then nourishing her skin with Dove products.
It’s not just fun and inclusive, but aspirational. It prompts the thought, “Hm. Maybe I could be living my best life if I use Dove too.”
4. Tease what’s coming (New product launches, features, etc.)
A great way to build hype around upcoming products or features is to post them on Instagram.
You don’t have to do a full-fledged commercial to make an impact. In this video, for instance, Slack shares product updates via a clip of their CEO delivering a keynote.
Square discusses new products and features with a talking head video.
None of these examples are high production value or complicated, but they all effectively show audiences what they can look forward to from the upcoming releases.
Pro Tip: When posting videos about future products or futures on Instagram, take advantage of the “Remind me” feature.
With this, people who see the video can tap on the bell icon in the bottom left of video to opt into receiving notifications reminding them of the upcoming launch. Once they do, they’ll receive three notifications for the event:
- An activity feed notification 24 hours before the event.
- An activity feed and push notification 15 minutes before the event.
- An activity feed and push notification at the time of the event.
The final notification can even coincide with a follow-up piece of content officially announcing the new item. (HubSpot’s social media tools can help you schedule this.)
Overall, this is a great way to keep your launch at the top of your mind and build excitement.
Learn more about setting up event reminders on Instagram here.
5. Share how to use existing products.
Your existing products could be given similar treatment. Potential customers might not be aware of the extent of your catalog or even how to use everything the right way.
Bringing those products or uses to their attention instead of leaving them to search or wonder not only improves their user experience but may even sway undecided buyers to make a purchase.
Dyson Beauty regularly teaches people how to use its tools and haircare products on its Instagram account using video.
Google simply shows someone walking through how to generate an AI image with its agent Gemini with a voiceover.
Demonstrations, hacks, and tips like these are other popular types of Instagram videos, especially for brands. More on that shortly.
6. Bring attention to promotions or sales.
According to Capital One, 91% of Americans look for discounts before making a purchase — and this serial couponer believes it. Everyone likes to save money, so don’t let your sales come and go quietly.
Use Instagram videos to highlight any promotions or sales you’re running. Amazon does a great job with this for Prime Day. They even teamed up with popular creator Zach King:
7. Make people laugh.
The most popular content on Instagram is funny. Humor is relatable, shareworthy, and also memorable. Because of this, finding ways to incorporate relevant, on-brand humor into your Instagram video marketing can be extremely valuable to a business.
Now, I know: Being funny is hard. If it weren’t, there wouldn’t be so many failed comedians.
But don’t let this stop you.
Your humorous content can be original (like Duolingo) or curated.
As long as the humor is relevant to your audience, it will be appreciated.
8. Educate your audience (i.e., how-tos, tips, hacks)
People follow and trust brands that offer real value, and few things are more valuable than education these days.
Take some time to think about what your business or brand can uniquely teach your audience.
What do they need to know about your industry or when making a purchase decision? What knowledge and expertise can you offer to help them achieve their goals or improve their daily lives? Better yet, what insights can you share that no one else can?
Shape your Instagram marketing video strategy around these topics.
For example, hair care brand AAVRANI goes high-level, teaching people what a clarifying shampoo is.
Though this isn’t directly promoting their product, it educates people on what it is and what it solves. It also gives them the chance to say, “Hey, I think I need that.”
At HubSpot, we’ve taken a similar approach, sharing email marketing tips anyone (HubSpot users or not) could implement.
Meanwhile, WIX zeros in on existing users, sharing “hacks” to get the most out of their tools.
Whether you speak to your offering or your space in general, sharing educational videos positions you as an expert and helpful resource — one people can trust, want to follow, and potentially even work with.
Production Techniques
9. Enhance your efforts with AI.
Let’s face it. Video marketing takes time and effort, and not every marketing team has the necessary resources. Thankfully, there are plenty of AI tools to supplement your efforts and help you get more done with less.
According to our research, the #1 way marketers currently use AI in their video strategy is by helping with captions, descriptions, and other text-based elements. Following closely behind is improving visual effects on videos. (Think filters and effects on Instagram.)
But the possibilities don’t stop there. Using tools Canva’s AI video generator, you can convert text into professional videos with just a few clicks.
10. Think short-form first
While Instagram supports videos up to 60 minutes long, our research shows that 71% of marketers say short-form video delivers the highest ROI. 66% also said it gets the most engagement, while 60% said it drives the most leads.
With this in mind, lean into shorter videos (30 seconds to two minutes). Whether your video is focused on education or entertainment, this length tends to be just long enough to keep your audience engaged but also wanting more.
In this user-generated video, Amazon Prime shows just how sweet and effective short video can be:
11. Pay attention to production quality
One positive of the COVID-19 pandemic is that lowered the playing field in terms of social media video production. Today, you don’t need fancy video, sound, or lighting equipment or even a studio. But that doesn’t mean you can neglect production quality altogether.
How your video looks and sounds can heavily affect how your message is received and if people even stick around to hear/watch it. So, make sure to put your best foot forward.
When creating videos for Instagram, use tools like a tripod, phone stand, or even a pop socket to keep your phone steady and avoid shaky footage.
Find a quiet space or use software like krisp.ai to reduce noise and keep your sound clear and focused on what needs to be heard.
In addition to that…
Pro Tip: Follow Instagram tech specifications and requirements. When Instagram launched videos in 2013, they could only be 15 seconds long and appear in the feed. Today, they have taken on a whole new life.
To ensure Instagram can share and display your content as planned, make sure your videos are optimized from a technical standpoint. This means following Instagram’s technical specifications and requirements. We’ll get into that shortly.
Engagement Tactics
12. Collaborate with influential brands and creators in your space.
Matter Communication found that 69% of consumers trust information from influencers, friends, and family more than brands. In other words, word-of-mouth matters.
With this in mind, look into influencers, creators, and relevant businesses your buyers follow. Perhaps you can collaborate with them to get in front of potential new followers, boosting your discoverability, reach, and social proof.
YETI does an admirable job with this in their video marketing on Instagram.
Here, the manufacturer posted a video of one of its ambassadors, Matt Pittman of @meatchurch, using and recommending a YETI product to his 900k followers.
In this one, beverage consultant Robert Björn Taylor shares a recipe prepared in YETI’s Rambler™ Pitcher.
Both are smart examples of how to show the company’s products in action and reach a large, new audience of potential customers.
Pro Tip: Once published, make sure you and your collaborator make it “Instagram Official.” Tag them as a “collaborator” on the video. This way it’ll appear on the grid and feeds of their followers in addition to yours, expanding your reach.
13. Share and encourage user-generated content
As we talked about earlier, people are more likely to believe what others say about you than what you say about yourself. I mean, think about it: If I said I’m the world’s best pastry chef, why should anyone believe me?
Posting user-generated content (UGC) videos effectively offers social proof of your claims and shows appreciation for existing customers.
This is a staple of GoPro’s Instagram strategy.
The tech company regularly shares content using its products on its Instagram profile, giving customers exposure on the brand’s large platform and also highlighting what its products are capable of.
The awe-inspiring videos are also extremely shareworthy.
Instagram Video Analytics & Optimization
Once your Instagram videos are published, how do you know if they’re actually accomplishing what you want them to? You need data. Like any marketing endeavor, you can’t know if something is really working unless you measure it somehow.
This is also a must for data-based optimization. Let’s go through what these metrics should be, how to track them, and what to do with what you learn.
Key Metrics for Instagram Video Marketing
Tracking the right metrics helps you understand not just how many people saw your video, but how well it held attention and drove action. Based on this info, you’ll know better what you need to change or keep the same in order to achieve your goals. caption, video, et cetera to
Here’s what you can track:
Awareness/Discovery
- Views / Plays: How many times your video was played (Reels count a view after ~3 seconds).
- Benchmarks of good performance:
- Organic Reels: 5–10% of your follower count is solid
- High-performing Reels: 20%+ of follower count or strong non-follower reach
- Follower vs. Non-Follower Reach: Shows how discoverable your content is.
- Benchmark:
- Healthy growth content: 40–70% non-follower reach
- Viral potential: 70%+ non-follower reach
Engagement:
- Watch Time & Average Watch Duration: Indicates how long viewers stayed engaged.
- Benchmark:
- Good: 40–60% of total video length
- Excellent: 70%+ (especially for videos under 30 seconds)
- Completion Rate: Percentage of viewers who watched the entire video.
- Benchmark:
- <30%: Needs improvement
- 30–50%: Strong
- 50%+: High-performing
- Engagement Rate (Likes, Comments, Shares, Saves): Measures how compelling your content is. Saves and shares are also especially strong signals for algorithmic distribution.
- Benchmark (by views):
- Good: 3–6%
- Excellent: 7%+
How to Access Instagram Video Insights
Instagram provides native analytics through Instagram Insights, available for Business and Creator accounts.
|
|
To view video analytics:
- Go to your profile and tap Professional Dashboard
- Select Insights
- Tap Content You Shared
- Choose a specific Reel or video
Key Insight tabs to review:
- Overview: Reach, plays, interactions
- Audience: Follower vs. non-follower views
- Retention Graph: Drop-off points by second
You can also gather insights from many third-party tools like Sprout Social and HubSpot. HubSpot Reporting, for instance, can show track and analyze your audience size growth, your interactions (engagement), clicks, shares, and impressions among other things.
Pro tip: Review insights 24 hours, 72 hours, and 7 days after posting to understand both early momentum and long-tail performance.
A/B Testing Instagram Videos
As marketers, we know A/B testing as when you run variations of an asset at the same time to see which performs best. You can do this for up to four video captions and covers on Instagram, but only if they’re being used in a Meta Ad.
When it comes to organic Instagram video marketing, most specifically Reels, you use “Trials.”
Trials are tests users with professional accounts can use to observe how well a video performs with a random sample audience before publishing it to their followers. The trial reel also won’t show up in their profile’s reels tab or main grid unless they decide to Share to everyone later on.
Unlike an official A/B test, most of the analysis is manual with trials. You, as the creator, will iterate then look at your views, clicks, retention rate, and other metrics to make hypotheses on what you could do to improve those numbers based on your goals.
For instance, if you’re trying to build brand awareness, you’ll likely want to see a high number of views/plays. If this number is low, perhaps there’s something about the thumbnail or hook that is not grabbing people’s attention. Make some changes and run another trial.
In the case of views, Trials does give you the option to automatically share the video if it grabs a lot of eyes in the first 72 hours.
Instagram Video Requirements
Since Instagram is a mobile-first app, if you shoot right from an iPhone or Android, your videos should automatically fit within these specs. The latest iPhone 16, for instance, can shoot up to 4K at 120 fps.
Aspect ratios are a different way of looking at the dimensions of videos. Understanding them is important because it directly affects how your content appears on different devices and platforms. The most common aspect ratios on Instagram are:
- Landscape video - Aspect ratio 16:9
- Square video - Aspect ratio is 1:1
- Portrait video - Aspect ratio 4:5
- Vertical video - Aspect ratio 9:16
Note the difference between portrait video and vertical video. While you may usually think of these things as the same, on Instagram, they are not. Videos posted in a carousel with other content follow portrait guidelines, while solo videos follow vertical guidelines like Reels and Stories.
- Size and dimension: 1080 by 1920 pixels
- Aspect ratio: 1.91:1 and 9:16
- File type (Format): MP4 or MOV
- Max File size: 650MB for videos up to 10 minutes and up to 3.6GB for videos up to 60 minutes
- Length: Three seconds to 60 minutes; longer videos appear as previews in the feed, with the full video viewable on your profile.
- Frame rate: Minimum of 30 fps (frames per second)
- AAC audio
- 3500 kbps bitrate
- Cover Photo: png or jpg, 420px by 654px
How to Compress Videos for Instagram
With the increasingly impressive quality of mobile video comes larger video files. While Instagram typically evolves to accommodate these, sometimes you may still need to optimize your files to share them effectively on the platform.
Sometimes this means compressing, or shrinking the file size, of the video to make it easier to upload, faster to stream, and within the 4GB limit.
Compression can sometimes take its toll on resolution quality or sound clarity, but reputable tools can help combat this.
Types of compression
A video coder is used to compress larger video files into different formats. Two common formats are mp4 files and WMV, Windows Media Video files. There are two different types of compression: lossless and lossy.
Lossy Compression
Lossy compression compresses video by removing certain data from the video files without compromising the message. For instance, it may remove repeated images or sounds. Lossy compression is aptly named, but it’ll make your file extremely small.
Lossless Compression
On the other hand, lossless compression produces a near-identical compression of the original file, because data is not lost in the process. Lossless won’t have as big of an impact on file size as lossy, but it’s still useful for smaller videos.
Common lossless formats are:
- Windows Media Audio Lossless (WMAL)
- Apple Lossless Audio Codec (ALAC)
- Free Lossless Audio Codec (FLAC).
When your file needs to focus on quality, use FLAC because you won’t lose any quality in the compression process.
There are several video compression tools that will compress videos for you. For example, UniConverter has an easy and free Instagram compression tool.
Meanwhile, Free Convert and Clipchamp automatically remove certain data details of your video (lossy compression), but also allow you to make several adjustments to meet your needs.
Best Adobe Premiere Pro Export Settings for Instagram
If you’re editing your video using Adobe Premiere Pro, you already know Adobe likes to discuss the specifics of exporting. Here's information on how to get crystal-clear images when exporting your Instagram video.
Open “Export Settings” in the “Format” drop-down box and select “H.264’ and “Match Source High bitrate” in the preset box.
These two settings will match Instagram’s video settings.
The “Use Maximum Render Quality” checkbox fixes the scaling of your video automatically, so be sure to check that box as well.
Once those settings are saved, your post will be Instagram-ready. Because you can’t upload videos directly to Instagram via desktop, consider a third-party app like HubSpot or Later. These will let you upload and schedule the video to publish later.
You can also send the video to your phone and upload it there.
Getting ready for your close-up on Instagram
Whether you’re big or small, B2B or B2C, Instagram videos have much to offer your business. Take the tips and guidelines shared in this article and start experimenting to learn what works best for your audience and your goals.
via Perfecte news Non connection
