Most marketers know that Instagram videos are a great way to promote their products, but a recent report published by Unruly, a market technology company, found that Instagram is dominated by marketing videos. Over 40% of the top shared Instagram videos are from brands promoting their products, services or image.
Of the top 1000 most shared videos, MTV has 84 of them, making MTV the company with the most videos in the top 1000. Other major brands with popular Instagram videos include the NBA, Peanuts, GoPro and Justin Bieber.
Another interesting statistic from the press release is that 9 out of 10 Instagram video shares occur on Facebook. Facebook is, of course, one of the most popular ways to share any type of content, but with 90% of all the Instagram video shares occurring here, it is quite impressive. If Facebook was hoping to use Instagram to branch out from their core social network when they bought them, it seems it’s not working well. Instagram has, if anything, grown more dependent on the social giant for their own popularity.
What makes this even more significant for marketers is that Instagram, and other short form video platforms, didn’t even exist just a few years ago. Using programs like Instagram and Vine to create short videos and share them across the web has been one of the fastest growing phenomena on the Internet so far. Marketers were able to quickly jump on this popular trend, and have been using it to promote brand awareness and (hopefully) sales since almost the beginning. Given these numbers from Unruly, it seems they have been extremely successful.
