If your brand is on Instagram, video is a must-have for your social media marketing strategy. But it goes a little bit beyond just uploading your existing video content. In Instagram’s case, having platform-specific video content is pretty important. This is because of all the different video formats Instagram offers. IGTV, Live, Reels, Stories, and In-Feed videos all have a different look, feel, and audience.
It can be a little overwhelming but don’t feel like you need to use all of the different formats. Some will work better than others for your brand or business. We’re going to break them all down and go over best practices so you can decide which ones are the best for you.
In-Feed Instagram Video
In-Feed videos can be up to 60-seconds long and are the original format of Instagram video. They’re probably what you thought of when you first clicked on this blog post. In-Feed videos are uploaded to your profile the same way you’d upload a picture. And just like a picture, you can include a caption, location, and tags. In addition, people can like, comment, save, and send your videos to friends via direct message.
In-Feed Instagram Video Specs
Length: 3 to 60 seconds
Maximum file size 30MB
Recommended file type: .MP4 or .MOV format
Minimum width: 500 pixels.
Instagram Stories
Just like Snapchat, Instagram Stories are quick 15-second videos that only last for 24 hours (although you can save them as highlights that will live on your profile and won’t disappear). They’re pretty popular on the platform and they’re one of the most interactive formats to choose from. Not only are there stickers that allow you to add polls, question boxes, and tags, but it’s one of the few places you can include links. Users with over 10,000 followers have access to swipe up links in Instagram Stories.
For many brands, it’s a significant way to get conversions. More than 500 million people watch Stories every day, and 58% of people surveyed by Facebook say Stories have introduced them to a brand or product.
Instagram Stories Specs
Length: Up to 15 seconds (longer videos can be cut into multiple Stories)
Maximum video file size : 30MB
Recommended file type: .MP4 or .MOV format
Ratios: 9:16 and 16:9 to 4:5 (vertical video is recommended)
IGTV
Instagram TV is Instagram’s solution to long-form video. While In-Feed videos are limited to 60-seconds, IGTV videos can be up to 60 minutes long! While they do have their own dedicated tab on your profile, they also show up in-feed and the explore page. They also have the same engagement features as In-Feed posts.
IGTV Specs
Minimum length: 60 seconds
Maximum length: 15 minutes when uploading via mobile and 60 minutes when uploading from the web
File type: MP4 file format (required)
Vertical video aspect ratio: 9:16
Horizontal video aspect ratio: 16:9
Minimum resolution: 720 pixels
Maximum file size (for videos 10 minutes or less): 650MB
Maximum file size (for videos up to 60 minutes): 3.6GB
Recommended cover photo size: 420px by 654px (1:1.55 ratio)
Live
Instagram Live videos are streamed using your phone’s built-in camera. They can last up to four hours and you have the option to invite a second account to participate in your Live. Almost like you’re FaceTiming someone, but your entire Instagram following is also watching. Viewers can only tune into a Live video while it’s streaming, but you do have the option to save the video as an IGTV after the fact.
With everything going on this past year, we’ve seen a huge spike in Instagram Live use. Brands have used it to host demos, interviews, announcements, and more. There was actually a 70% increase right at the start of lock-down!
Instagram Live Specs
Instagram Live broadcasts can only be recorded from the camera app, but specs are similar to Instagram Stories. Our one tip is to make sure you have a reliable and fast Internet connection.
Reels
The latest addition to the Instagram video family, Reels, is just like TikTok. Reels are 15-30 second clips that can include recording and editing effects like timed text, AR filters, green screen mode, timer, and speed controls. Creators also have access to an audio library.
Reels Specs
Maximum length: 60 seconds
Vertical video aspect ratio: 9:16
Best Practices for Instagram Video
The number one tip we have for Instagram video is to know what format you want to use. You wouldn’t approach an In-Feed video or IGTV video the same way you would Reels. It’s important to know where you want to place your video before we get started on production. This way we can make videos specifically tailored for the format (or at least keep it in mind so we’re able to edit them to fit that format in the future).
The second tip is to create everything for mobile-first. We know you can access Instagram from your computer, but the majority of users are just scrolling along on their phones. So you want to cater to them! Think vertical, full-screen and attention-grabbing. And don’t forget captions!