Instagram’s Explore feed can aid brands engage users with long-form content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 22, 2019, 1:06 PM UTC

Nearly 50% of Instagram’s billion-strong user base visit the “Explore Feed”.

This piece says that Instagram’s Explore feed can help brands break out of the constraints of short-form content as they can use the space to engage in long-form storytelling. But, they should carefully observe audience behaviour before implementing any type of content.

Unlike traditional adverts, brands should avoid high-production, glossy and TV-style content on this inventory. They should focus on creating engaging, entertaining and authentic content while leveraging influencer content to establish relatability with the audience. 

The author recommends marketers should use videos to catch the viewers’ attention immediately while they visit the Explore feed on Instagram. This can be accomplished by making sure that the first two to three seconds of the video contain a strong movement that catches attention and avoids text overlay in the first few seconds.

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