Creating a Video Strategy For 2023 (and Beyond)

Short-form video is becoming one of the hottest content types for social media marketing. However, the novelty and new platforms and video options we’ve seen launched recently means that even the best video content strategy needs to be kept evergreen, vibrant, and up-to-date. Luckily, we have some top tips from the online marketing whizzes at Zebra 360 Digital Marketing Agency to help you build a solid strategy through 2023 and beyond!

Instagram’s Short Form Video Changes

Let’s start by recapping what’s new on one of the cornerstone short form video platforms, Instagram. Once known as a site for static pictures, since 2020 and the roll out of Instagram reels, their video content offerings have become a key part of social media strategies for Instagram. So here’s some recent changes you need to adapt around:

• Profile Tabs: All Instagram videos will now be shown on a single profile tab, which could need you to focus more on unified aesthetics and thumbnails
• Video Posts: Video posts are being phased out in favour of Reels, so working to the best advantage for the Reel format will now be essential.
• Discovery: Public accounts (including creator and business accounts) can now be recommended on the platform, offering a new way to increase your reach
• Features: New tools and features for short form video content are being added almost monthly, so need to be considered carefully to leverage the best results possible.

Key Instagram Reel Strategies to Incorporate

So what should be your first focus? With the consolidation of all short videos to one tab, regardless of format, you need to consider your grid. With the shift from the older 1:1 aspect ratio, to the 9:16 aspect ratio compatible with Reels, it is best to build your grids around the 9:16 aspect ratio, so they look good and display well.

Likewise, it’s time to embrace the Reels format. While older video content won’t be removed, anything new added to the platform will be converted to a reel. Opting for non-optimized formats may cause poor performance in your Reels feed. Full screen conversion is offered, but you have no control over how it cuts video content in the frame, so it’s better to build it right from the start.

It’s also worth putting the Reel Remix in your line of sight. Allowing you to build on existing Instagram videos, this allows you to provide alternate opinions, participate in a meme, or share your thoughts on a trending topic. Once the remix is started, you have access to all the usual reel tools to help build engaging new content. There’s also Photo Remix, allowing you to mix static content into video formats. Likewise, Dual Camera, allowing you to offer commentary while creating new content, could be worth keeping on the radar.

While you’ll likely get better results with unique content, the Reel Template function does make it considerably easier to get started in short form video content.

The Metric Shift

Of course, it’s not just about the content you produce- but the data value you get from it, too. Reel Insights are still relatively limited compared to what’s on offer for static posts. Given the platforms shift to focus on this content type, however, we expect that to change pretty rapidly. While you should definitely be using what’s available to you, it may seem limited in comparison to other platforms. 

Luckily, there’s a workaround in your Instagram Insights, too. Reach, Engagement, and Followers all offer you a better idea of who is watching your reels and how they’re helping your social media marketing efforts. We suggest monitoring weekly results to keep track of your performance.

With Instagram’s continued focus on the Reels aspect of the platform, adapting your online marketing efforts to match is a must. Make sure you’re creating in the right format, leveraging the on-platform tools, and monitoring your metrics to keep your Instagram content working for you. And if you’re not sure where to start, the helpful Zebra 360 Digital Marketing Agency team is here to help.