2016 saw much activity on Instagram, with the image and video-based platform launching a number of new features to its users. Creators can now upload videos of up to 60 seconds, allowing publishers to entertain and engage viewers for that much longer, and Instagram also finally debuted the much talked about algorithmic change which radically changes the way it returns results to its users. The Facebook-owned is also finding success with its ‘Stories’ feature, which pieces together user moments in a slideshow format. The site also released new updates in which users can ‘like’ comments, and also filter them by keywords. Users will also be able to remove followers.
Instagram rolled out the ability to post video content to the site via a mobile device back in 2013, when consumption on smartphones and tablets was considerably less than it is these days. But with video predicted to dominate mobile traffic by a staggering 70% by 2021, Instagram is already bolstering its video encoding process in anticipation. The Facebook-owned site already has an active user base of around 600M per month, and time spent watching Instavids has grown by an impressive 40%.
In terms of branded content on Instagram, many companies are regularly using the site as part of a multi-platform video strategy, creating highly-snackable, and mobile friendly clips around promotional tie-ins, and tent pole events. We have chosen some of the best-branded Instavids for January that should leave you hungry for more.
Best Branded Instagram Videos: January 2017
Ben and Jerry’s: The ice cream giant generated around 4M video views on Instagram in 2016, and according to Tubular, Instagram is the second most-viewed platform (after YouTube) for Ben & Jerry’s. Interestingly, although it has the most followers on Facebook, it doesn’t tend to attract anywhere like the video views or engagement on that site at the moment. It uploaded 5 videos to Instagram in January 2017, with this rundown of its top global flavors the most watched at 141K views. No surprises for guessing cookie dough made it to the top spot.
LEGO: LEGO generated over 30M views for videos uploaded in January, with around 1.3M views attributable to videos posted to Instagram. Of the 16 Instavids published, this collaboration with UNICEF and the LEGO Foundation for the ‘Children’s Rights and Business Principles‘ project has already generated over 163K views, the highest of any of its Instagram uploads last month, along with 20K engagements.
BuzzFeed Tasty: Tasty is BuzzFeed’s most viewed Facebook publisher, and the property is also doing incredibly well on Instagram. It generated over 43M video views on the social video platform in January, and it’s also using the ‘Stories’ feature on a very regular basis. This clip – a walkthrough for creating Turkey Taco Bowls – was its most viewed at 2.7M.
WEEKDAY MEAL-PREP TURKEY TACO BOWLS #tastyfreshfriday Servings: 4 INGREDIENTS 2 tablespoons oil 1 red bell pepper, sliced 1 yellow bell pepper, sliced 1 large red onion, sliced 1 teaspoon salt 1 teaspoon pepper 1 pound ground turkey 1 1-ounce packet taco seasoning 1 28-ounce can diced tomatoes, drained 2 cups cooked rice 1 can black beans, drained and rinsed 1 can corn 1 jar salsa 1 lime, sliced into wedges Cheddar cheese Fresh cilantro, for garnish PREPARATION Heat oil in a large skillet over medium-high heat. Add the peppers and onions and season with salt and pepper, to taste. Cook, stirring occasionally, until vegetables have softened. Remove from pan, set aside. Add ground turkey to hot skillet. Break apart with a wooden spoon to separate. Season with taco seasoning, stir, cooking until meat has browned and cooked through. Stir in tomatoes. Bring to a gentle simmer for about 5 minutes. Remove from heat. To assemble the taco bowls, add a base of rice to 4 food storage containers. Top each with a scoop of black beans, corn, salsa, cheddar cheese, cooked peppers and onions, and taco meat. Garnish with fresh cilantro and a lime wedge. Store in the refrigerator (and enjoy any extras immediately). Can be kept refrigerated for up to 4 days.
Starbucks: The iconic coffee chain has always been big on giving back to the community, with its Foundation responsible for raising millions of dollars for causes around the world. In January, each one of its four Instavid uploads was a thank you to its customers who had helped raise funds to create jobs for 8,000 veterans, helped put over 6.5K baristas through college, as well as support 301,506 farms who practice ethical growing processes.
Target: Target generated 5M cross-platform video views in January, and although most of those occurred on YouTube and Facebook, it still maintains a presence on Instagram. The retailer uploaded two videos to the platform in January, this one being the most viewed at nearly 93K.
KFC: Who would have thought of using Instagram as a gaming platform? Well, KFC for one. The fast food chain launched KFC is to launch ‘Colonel Saunders’ Kentucky Fried Chicken Football Challenge’ on the site in early January, encouraging users to “play” on an American Football field across 31 different animations across 35 Instagram accounts. Created in conjunction with Wieden + Kennedy, the campaign is an innovative tie-in to both the college championships and the NFL playoffs.
Howdy folks! Welcome to the KFC Instagram football game. To get started, click on one of the following plays: – @KFC_crispyrun OR @KFC_potatopass – That'll take you to a football field where you may gain or lose yards. Keep choosing, and keep going! Don't stop till you reach the end of the field, also known to some as a touchdown! Off you go now!
Disney: Disney’s live-action remake of ‘Beauty and the Beast’ has fans quivering with excitement for the March 17 release. Of the 139 videos uploaded by Disney to the main social platforms in January, 5 of the top 10 most-watched focused on the Emma Watson led film. Only uploaded on January 26, this trailer has already generated over 715K views, and 224K engagements. Magical.
That’s it for our round-up of the best branded Instagram videos of January 2017. Want to keep on top of the most watched brands and creators publishing video on Instagram? Check out Tubular’s Leaderboards for the latest data.