2021年Instagram视频报告（英）-16正式版.docx

Conviva,s2021InstagramVideoBenchmarksSocialInsightsReport1©2021Conviva.AllRightsReserved.The rise of long-formcontent on InstagramWhileInstagramstartedasaphotoapp,it,svideothathasbecomeitsfuture.InOctoberof2021InstagrammadethedecisiontocombineIGTVwiththerestoftheInstagramfeed.ThischangemeantanyvideoupdatedandpostedtotheInstagramfeedcouldnowbeuptoonehourinlength.ThisleavesonlyReelsasaseparatetabwithintheInstagramapp.Sonow,threeyearsafterIGTVlaunched,long-formvideoclearlyhasapermanenthomeonInstagram.Whileit,sclearInstagramisseriousaboutlong-formcontent,it'snotasclearastowhetherbrandsareonthesamepage.Thisreportexaminesbrands'usageofvideowithinInstagram,leadinguptotheinclusionofIGTVwithinthemainprofilefeed.Itidentifieswhichbrandsandaccountsareusingitbest,offerstipsandinsightsforcreators,andprovidesinsightintowhatthefuturemightlooklike.Forthisreport,ConvivaanalyzedInstagramaccountsinthefirsthalfof2021,January1toJune30,ascomparedtothesametimeperiodin2020and2019.Thisanalysisincludesmorethan251000accounts,54,000IGTVvideos,400millionengagements,and4billionvideoviews.Categorizedaccountsidentifiedinclude1300accountsinthecategoriesofbrand:consumer-relatedproduct,servicebrands,events,andlocations;media:newspapers,newsorganizations,newswebsites,andpublishers;entertainment:TV/movienetworks,TVshows,audio,andsocial-firstcontentnetworks;andsports:sportsoresportsteams,leagues,andsportingevents.Highlightsinclude: SinglephotoandvideopostsdropascarouselandIGTVpostsdoubleinshare. Videoisanengagementhackforcarouselpostswith17%greaterreach,16%moreimpressions,and12%moreengagementsthanimage-onlycarousels. ThemajorityofengagementwithvideoonInstagramcomesonday1,butIGTVpostshavethelongestshelflifewith29%ofIGTVengagementcomingafterthefirsttwodays. iCarly,BuzzfeedDeutschland,GrandCanyonMen'sBasketball,InTheHeights,andBarbAndStartopthelistforhighestengagementrateinthefirsthalfof2021. IGTVpostswiththeshortestdescriptionshavethehighestengagement,butarethemostinfrequentlyused.Newerformatssupplantsinglephotoorvideo1.ookingatthemixofcontentpostedby25,000InstagramaccountsoverthreeyearsrevealsinterestingtrendsabouthowbrandsareusingInstagram.Standalonephotospostedtothefeeddeclinedfrom56%sharein2019tojustoverhalfofallpostsin2020and2021,whilethedropforstandalonevideosisevenmoredramaticfromnearly30%in2019to18%sharein2021.Nodoubttheadditionofnewvideooptionslikeinclusioninacarousel,IGTVvideo,orReels(notincludedinthisanalysis)aspostingformatscontributedtothedecline.Carouselpostshaveskyrocketedinthepastyear,frombelow15%in2019and2020to20%ofallpostsin2021.IGTVhasalsogrownrapidlyinthefewyearssinceitwasreleased,upfrom2%sharein2019tocapture10%shareofpostsin2021.Together,carouselandIGTVpostsaccountedfor30%ofallpostsinjustthefirsthalfof2021,doublethesharecommandedjusttwoyearsprior.3©2021Conviva.AllRightsReserved.EntertainmentleansintoIGTVassportsleadincarouselpostsEntertainmentledotherverticalsinuseofbothstandalonevideoandIGTVat24%and19%shareofInstagramposts,respectively.Entertainmentincludesaccountsforshows,movies,channels,networks,televisionstudios,andstreamingcompaniessotheaffinitywithvideoisclear.Carouselpostsaccountedforathirdofthecontentpostedbysportsaccounts,buttheiruseofIGTVlaggedbehindallotherverticals.Sportsteamsandleaguesarefamousforbeinganalytics-focusedtodriveengagement,soitisnosurprisethatcarouselpostsalsocommandedthehighestengagementforthesportsvertical.BrandsandmediawerestillmostlikelytorelyonasinglephotofortheirInstagrampost,aroundhalfofthetime.Takingintoconsiderationthesefourcategoriesaswellasotheraccounttypesnotshown,likeinfluencersandcelebrities,allaccountsuseofsinglephotowasevenhigherat52%.ShareofInstagrambypostformatbyverticalJan1-Jun30,202152%20%18%10%Sports40%33%21%6%Media49%17%18%16%Entertainment38%19%24%19%Brands50%19%18%13%0%10%20%30%40%50%60%70%80%90%1%4©2021Convivo.AllRightsReserved.PhotoCarouselVideoIGTV尊CONVIVAAverageInstagramengagementratebypostformatbyverticalJan1-Jun30,2021PHOTOCAROUSELVIDEOIGTVMedia2.9%Carousel posts top-performer for all verticalsEntertainmentOverall,sportsaccountscommandedthehighestaverageengagementrateforallpoststypesexceptIGTV.ForIGTV,entertainmentaccountsledinengagementrate.Conversely,brandshadthelowestaverageengagementrateacrossallcontenttypes.Interestingly,mediaaccountssawveryconsistentengagementratesacrossdifferentpostformats.Withoutexception,carouselpostshadthehighestengagementrateofanypostformat,rangingfrom1.2%forbrandsto5.4%forsportsaccounts.SinglevideoandIGTVlaggedinengagementrate,whilesinglephotoperformedsecondbestformostverticals.TheeffectofvideoonperformanceofInstagramcarouselpostsNovideosWithvideoVideo drives carousel performanceNoteveryvideolongerthanaminuteneedstobealong-formvideofeedpost.Manybrandsarebreakinguplongvideosintomultiplevideosandcreatingacarousel.Lookingattheanalyticsformorethan100,000carouselpostsshowshowthiscanbeaneffectiveengagementhack.Carouselsthatincludedavideoperformedsignificantlybetteronaveragethancarouselsthatweremadeupofjustimages.Thisincludedanaverage17%greaterreach,16%moreimpressions,and12%moreengagements.Theslowerstartbutlongertail1.ong-formvideoscandrivevaluelongaftertheirpostdate.LookingatIGTVvideoscomparedtocarouselsthatincludevideosortraditionalvideospostedtothefeedonInstagram,IGTVvideosonlygotabout63%oftheirtotalviewsonthefirstdayofposting,comparedto85%forcarouselsand72%forInstagramvideos.Interestingly,allvideosgetaround8%oftheirtotalviewsonthesecondday,leavingcarouselstoget7%oftheirviewsonthethirddayandbeyond,videostoget19%,andIGTVtoachieveasignificantlyhigher29%.NowthatIGTVhasbeenrolledintothemainInstagramfeed,itwillbeinterestingtoseewhetherlong-form60+secondvideoswillbeservedupinthesamewayaspreviousIGTVvideosoriftheywillfollowaviewingpatternsimilartosinglevideos.7©2021Conviv.AllRightsReserved.29%8%63%IGTVvideosIDay119%8%72%SinglevideosIDay27%8%85%CarouselswithvideoDay3+%ofvideoviewscapturedovertimeJan1-Jn30,2021豳CONVIVAIGTVtopperformersbyaverageengagementrateiCarlyENGAGEMENTRATEPOSTSAUDIENCEENGAGEMENTRATEPOSTSAUDIENCEENGAGEMENTRATEPOSTSAUDIENCEBuzzFeedDeutschland1GrandCanyonMensBasketballIA74211Jan1-Jun30,2021,minimumof5IGTVpostsand5000audienceEngagementratePostsAudience6FalconandtheWinterSoldier19%6607,533HighSchoolMusical:一IQ7TheMusical：.The.Series1Z%JI8Kids'ChoiceAwards16%9156,4249Loki15%51,112,9221°SoulofaNation14%2111,299HCruelSummer14%1285173112Floribama13%5664,7112RefugeeOlympicTeam13%66,57014FreshOut12%388,95215aNewUntoldStory12%516,96816BlackWidow11%8630153317BurdenOfTruth10%59,7671R1°WynonnaEarp10%6184,330Ig，DLoyolaChicagoMen'sBasketball10%2618,7662°NBAenMovistar+9%159,593Don,tseeyouraccountlisted,butdeservetobeincludedinourrankings?FillOUtthiSform.!021ConAllRighCONVIVAIGTVtopperformersbytotalengagements一1i.TheDodoENGAGEMENTSIIIEngagementsPostsAudience1POSTSAUDIENCEI69GAG46,332,21519156,926,789111.768.290a421Q256.8727ICC-InternationalCricketCouncil37,466,41628618,160,468ManotoTV8RoyalChallengersBangalore29,394,3882456,832,8712AUDIENCE6,070,3229WorldStarHipHop28,517,29718431,050,954IENGAGEMENTS90,785,664POSTS1146610BarstlSports27,037,63337910,529,831I_(11UEFAChampionsLeague25,379,6427676,167,293MUFC12BBCNews24,251,06670718,346,235OENGAGEMENTS86,048,522POSTS445AUDIENCE28,096,24513AajTak23,904,8333,0795,602,42614rJICfMumbaiIndians22,336,0532137,471,8675MinuteCrafts15BigBrotherBrasil21,876,9619514,070,817ENGAGEMENTSPOSTSAUDIENCE16Netflix20,862,65111027,394,53567,439,18638445,169,64117TheDailyShow19,692,6045278,756,378(LADbibIeENGAGEMENTS18Overtime18,924,9183095,201,3215POSTSAUDIENCE19BRUTOfficiel18,087,1776562,031,43720JNowThisNews17,773,4039063,115,442CONVIVAJan1-Jun30,2021,verifiedbrands,media,sports,andentertainmentaccountsDon,tseeyouraccountlisted,butdeservetobeincludedinourrankings?FillOUtthiSform.9©2021Conviva.AllRightsReserved.1,000,000900,000VideoviewstrendbyaccountsizeforIGTVJan1-Jun30,2021500,000400,000300,000800,000700,000600,000200,000100,0000o249,9991,250,000-1,499,9992,500,00-2,749,9993,750,0003.999,9995,000,0005,249.9996,250,000-6,499.999Followers8,250,000-8,499,99910,500,010,749,99914,000,000-14,249,99919,750,000-19,999,99949,500,000-49,749.999Big followings drove big views on IGTVAsInstagramdoesawaywiththeIGTVtabandfoldslong-formvideointothefeedmoreseamlessly,thereisatleastonemetricbrandsshouldkeeptheireyeson.Unlikesomeotheravenues,thetrendforvideoviewsonIGTVwaslargelytiedtohowmanyfollowersanaccounthad.Forsmalleraccountswithfewerthan1millionfollowersonInstagram1itwasachallengetoaveragemorethan50,000viewsperIGTVvideo.Foraccountslargerthan1millionbutlessthan10millionfollowers,500kaveragevideoviewsperIGTVpostwasnearlyunheardof.Whiletherearedefiniteexceptionstothisrule,accountswiththemostfollowersonInstagramcommandedthehighestviewsonIGTVwhichmadeabiginvestmentintoIGTVagoodchoiceonlyforwell-establishedbrands.ItwillbeinterestingtoseehowthischangewithintheInstagramappaffectsviewsforlong-formvideosandiftheywillbetreatedthesamewayasvideosthatareshorterthanoneminuteinlength.EngagementratebydescriptionlengthforIGTVMost commonly used descriptions, least effectiveAverage engagement rateCountofIGTVpostsperdescriptionlength1.ookingattheengagementrateof54,000IGTVvideosincomparisonwithhowmanycharacterswereincludedintheirdescriptionshowsthatthehighestengagementrateforpostsoccurredwhendescriptionswereshortandsweet,betweenoneand50characters.Nodescription,or0characters,didexceptionallywellalso.Interestingly,incrediblylongdescriptions,1200charactersorlonger,performedbetterthanmedium-lengthdescriptions,suchas100-800characters.Longerdescriptionsarecommonlyusedonvideoswhereabackgroundstoryiswarranted,forrecipes,andnewsvideosthathaveafullnewsarticlepostedinthedescription.Successfullong-formcontentonInstagram二redt>ullFollowCoieDailyShowtakesTrevorNoah,sinshowmonologuesandcropsthemwith臂谱9Fextem郡Spof博k助Eig附gWVhentheywerepostingonIGTVtopromotevideos,theycarefullyselecteda15-secondhighlighttobeplacedontheirmainfeedthatgotviewersexcitedtowatchmore.onlnstaTC3TTuHoraymDyHTyHTT11componentoftheshowconsistently,viewersknowwhattoexpectandcanbeenticedtowatchthefullshowformore.QQVRe<,foundCOfnedycentralfollowInstagramthedaBbowFollowlogInSignUpOpenAppRralcompilationsandclipsfromRO浴THEHARSHESTBURNSpopt!*sshowsQirra*p113ve,fom<ulaforthebenweburnedJustinBieber?brand.Previously,theIGTVareaonComedyCentral'sInstagramneatlyorganizedcontentwitheachshowbrokenoutintoseriesforeasydiscoveryandtracking.Successfullong-formcontentonInstagramUEFAChampionsLeaguehadoneofthemostimpressiveIGTVpresenceswithanestablishedfollowing.Mostoftheircontentwasfocusedonspecificplayerorteamcompilations,whichalmostalwaysexceeded1millionviewspervideo.TheNFLcreatedanarrayoflong-formInstagramcontentfocusedonbehind-the-scenesfootage,playerinterviews,andathletestoriesthathumanizethesportinawaygamehighlightscannot.MovieandshowtrailersfoundtheirhomeonInstagramwithinIGTV.Withthenewupdate,don'texpecttrailersonInstagramtogoawayanytimesoon,andlonger-formvideointhemainfeedwilllikelybeawelcomeaddition.1.ong-formvideobestpracticesMakesurethecontentistherightfitfortheformat.Insomecases,ashorterstoryorsinglescenefromashowmightbebetterasamulti-partvideocarousel,Reel,orInstagramstory.ForIongformvideosonInstagram,youwanttofindcontentthatwillkeeptheviewerengaged,likesinglestoryorintriguingvideocompilation.Payattentiontotheanalytics.1.ookatotherplatformslikeFacebook,YouTube,andnowTikTok(astheytestoutfive-minutevideos)anduseanalyticsfromConvivaSocialInsightstoseewhichvideoshavethelongestwatchtime.YoucanalsolookatoldInstagramStoriesthathadhighcompletionratestodeterminewhichcontentisworthrepurposing.Startstrong.Forlong-formvideosonInstagramit,ssometimesbesttoletpeopleknowwhattheyaregettinginto.Ashortintrocliporvideohighlightincludedinthepreviewyouposttoyourfeedcanmakeallthedifferencebetweenasuccessfulvideoandaflop.Experimentwithdifferenttypesofpreviewstoseewhatworkswellwithyouraudience.Alwaysaddauto-caption.Believeitornot,themajorityofpeoplescrollthroughsocialmediawiththevolumeoff.Auto-captionsprovidetheopportunityforengagementwhenlisteningwiththevolumeonmightnotbeapossibility.Final thoughtsWhiletheIGTVnamemaynotliveon,long-formvideoonInstagramisheretostay.Theadditionoflong-formvideowithinInstagramallowsviewerstofullyimmersethemselvesinabrandonInstagraminawaytheycouldn'tbefore.Whilesocialmanagersmightlamenttheneedtocreatecustomcontentforeachplatformaswellasinmultipledifferentformats,it'sclearthatdifferentposttypesprovidetheflexibilitytoengagewithaudiencesinnewways.Associalplatforms,Instagramincluded,continuetoexperimentandrolloutnewformats,itwillbeinterestingtocontinuetotrackwhatbrandsgravitatetowards.Visit or contact Conviva at pr.MethodologyForthisreport,ConvivaanalyzedInstagramaccountsinthefirsthalfof2021,January1toJune30,ascomparedtothesametimeperiodin2020and2019.Thisanalysisincludesmorethan25,000accounts,54,000IGTVvideos,400millionengagements,and4billionvideoviews.Categorizedaccountsidentifiedinclude1300accountsinthecategoriesofbrand:consumer-relatedproduct,servicebrands,events,andlocations;media:newspapers,newsorganizations,newswebsites,andpublishers;entertainment:TV/movienetworks,TVshows,audio,andsocial-firstcontentnetworks;andsports:sportsoresportsteams,leagues,andsportingevents.Any Questions?AboutConvivaConvivaisthecensus,continuousmeasurementandengagementplatformforstreamingmedia.PoweredbyourpatentedStreamSensorandStreamID,ourreal-timeplatformenablesmarketers,advertisers,techops,engineeringandcustomercareteamstoacquire,engage,monetizeandretaintheiraudiences.ConvivaisdedicatedtosupportingbrandslikeCCTV,DAZN,Disney+,Hulu,Paramount+,Peacock,Sky,SlingTV,TEDandWarnerMediaastheyunlo