Can You Improve How You Promote Advocacy for Your Cause on Instagram?
Potentially a boost to nonprofit’s ability to promote advocacy across on social channels, Instagram’s decision to increase the length limit for videos posted to its online mobile photo-sharing, video-sharing, and social networking service is reviewed in Kathleen Chaykowski‘s article for Forbes. Miss Chaykowski is a social & digital media reporter at Forbes.com.
Trending Article |Forbes| Kathleen Chaykowski |03/29/2016
Instagram influencers and users can now post videos that last up to 60 seconds, up from an earlier cap of 15 seconds.
The change is launching on iOS and Android today and should be available to all users within the coming months. About two months ago, Instagram made it possible for advertisers to post videos up to one-minute long. However, today marks the first time users and creatives have the same ability.
“We want to bring you fun, flexible and creative ways to create and watch videoon Instagram,” the company said in a post. “Longer videos mean more diverse stories from the accounts you love, whether it’s Selena Gomez hanging out with friends or beauty star Bretman Rock’s latest makeup tutorial.”
Insider Outlook | Lindsey Newman | MobileCause Social Media Specialist
Can Longer Videos Improve How You Promote Advocacy on Instagram?
Videos are an effective method organizations can use to promote advocacy across social channels. In fact, adding video can significantly increase post click-through rates. However, only when the videos contain extremely visually compelling content will the viewer stay to watch all the way through to the end, which is typically where organizations place their call to action. Because of this, Instagram‘s decision to increase video length does not guarantee that an organization’s ability to promote advocacy for their cause will actually improve.
We saw one example where less was more during last year’s giving season with one of our larger clients taking the bold stand to cut down the length of their impact videos from previous years in order to more quickly capture their audience’s attention. The not-too-unexpected result was that the shorter videos boosted viewing completion rate to 96%, so almost one-hundred percent of people made it to the end of the video to see their call-to-action message.
Another effective way to promote advocacy regardless of video length is by adding a text-to keyword and shortcode to your posts linking to a mobile-friendly donation, survey, membership or another type of advocacy form. Even if the viewer never gets to the call-to-action part of your video, you’re able to engage your supporters to take action on your organization’s behalf right from the post.
Summary: Whether you keep your videos to the original 15-second length limit, or opt to increase the length to 60 seconds, improve your chance to promote advocacy across social media by only presenting visually compelling videos that keeps your audience engaged and by including a text-to keyword and shortcode linking to mobile-friendly forms they can use to support your cause from any device.