Creating Instagram Highlight Videos to Engage with Your Customers


August 2020 5 minute read

Grabbing the attention of prospective customers on Instagram is not an easy task. Countless companies are already trying to do so (including your rivals), and users’ attention spans are short. Thus, on the face of it, using the social media platform for outreach seems like a lost cause.

However, Instagram highlight videos offer a possible way through. These attractive, animated segments provide helpful information about your company and slot effortlessly into the regular Instagram feed. Because they are motion pictures, they’re a heck of a lot more interesting than standard content on the platform. And that means that you inevitably get more impressions – what you want, right?

Templated video content is all the rage right now. Companies use slideshow formats and insert their own words and brand colours. It gets the job done, but it’s generic. Users don’t gain genuine insight into what a company is all about, and it can come off as inauthentic.

The alternative is to create a bespoke video or animation describing some important aspect of your operation. These improve on the template approach to Instagram feeds by making it more visually appealing and relevant to the brand.

Case Study: Bailey & Sons’ “Guide For Diamonds”

We recently created an Instagram highlight video to help jewellers Bailey & Sons teach customers about different types of diamonds via the platform. Diamonds are expensive, but most customers don’t know how they’re priced or what they should be looking for. The video we created presented all the vital information customers need to determine the value of a diamond engagingly. Each slide featured an essential nugget of information related to the topic wrapped in an attractive, animated wrapper. The result was a sequence of motion picture slides that reflected the company’s brand values and helped educate customers at the same time.

Benefits Of Custom Instagram Highlight Videos

Instagram highlight videos offer a bunch of advantages. Let’s run through them now.

  • Increase web traffic. Instagram’s highlight feature includes “swipe up” functionality which redirects users back to a brand’s site. Companies, therefore, can generate traffic organically.
  • Spotlight company products and features. Sometimes, brands need to talk about a specific aspect of their business to build authority, trust and confidence. Highlight videos cater to this purpose perfectly by providing relevant, in-depth information. Firms use the feature for advertising new lines, giving how-to videos, or talking about their values.
  • Tell stories. Traditionally, brands struggled to tell compelling stories on Instagram. Standard images were just too static to get the message across. But with highlight videos, you have far more scope to create a narrative. You can recap events, tell behind-the-scenes stories, or offer compelling product showcases. It’s entirely up to you.

Bespoke video content and animation genuinely helps you stand out from the rest of the crowd on Instagram. Furthermore, highlights sit on the front page of your profile, so the feature is the ideal way to introduce new users to what you do. Remember, you only get one opportunity to create a first impression, so use it wisely.

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