Use these three Instagram video tools to achieve maximum engagement

Power to content creators as short-form video captivates the world!

As our media-dominated society continues to evolve, so do the platforms we use. Instagram, like all others, is no stranger to an update. Over the years, the app has evolved from a photo sharing tool to a platform that encompasses the most used features of all your go-to social media apps.

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Short-form video currently takes the cake, dominating the social media game on platforms such as Instagram (reels) and Tik Tok. Packed with features to create hard-hitting content, short-form video gives content creators the tools needed to get on the trend… and do it right!

According to a survey from HubSpot that interviewed 500 marketing gurus, 85% of marketers say short-form is the most effective video style they leverage. Videos are a unique and effective tool for marketers, opening the door to the limitless potential to influence their audience in a way that sits beyond your average text or image.

Video content is paramount to ensuring engagement on your social profile. But you can’t just post any video.

So how exactly should you use video? Platforms like Instagram host different short-form video options and In-feed, Reels and Instagram Stories are our favourites.

In-feed Videos

In-feed Instagram videos allow for planning and are usually specifically curated as these videos are displayed directly on your grid. In-feed Instagram videos can be up to 60 seconds long and are perfect for interviews, product launches or behind-the-scenes footage.

Instagram Stories

Instagram stories are the playful sister. Perfect for on-a-whim content, Instagram stories are the shortest video format. Truly capturing a moment in time, stories disappear within 24 hours, however you can pin them on a story highlight if you want to make that moment last just a little bit longer. Stories are versatile and can be used to engage with your audience through a conversational informal tone. Whether you are filming yourself talking to your followers or capturing a pretty sunset, stories include a beautiful array of stickers and gifs to help elevate your content to the next level.

From an interaction perspective, Instagram stories include features that allow viewers to engage, quite literally, with your content. From polls and Q&As, to links and hashtags, your audience can tell you exactly what is on their mind. Users can even participate alongside you via Instagram’s new ‘add yours’ sticker, allowing them to join a chain of responses and share their own take on the creators prompt – often these explode worldwide.


The reel showstopper when it comes to Instagram video tools is Instagram Reels. Instagram’s most recent video tool, reels, allow users to create 30-second multi-clip videos with text, stickers, AR filters and audio. Reels can be used to share highlights from your feed or totally new content. Through Instagram reels, trends are born. Users can collaborate, discover, and challenge other creators – sending shareable moments right across the world.

Warning: Instagram reels are addicting. You will find yourself mindlessly scrolling.

Now that you know what kind of videos you could make, here are our top tips for optimising engagement, no matter the video tool you choose!

  1. Keep your short-form videos…Short. The same HubSpot research discovered that the Instagram videos that got the most comments averaged just 26 seconds.
  2. Add an enticing thumbnail. It doesn’t have to be complicated – just choose a slide that matches your brand’s aesthetic. Then just add some text to create a title so the viewer knows what the video is about. This brief title will increase curiosity and persuade people to click to watch
  3. Simplify the language. If your video includes speech, use simplified language as to not overpower the audience with too much information. Generally speaking, people tend to have a short attention span, so keep all information direct and to the point.
  4. Play around with the array of video editing tools out there! Instagram itself offers great simplified editing tools on their platform already. You can easily trim videos and add filters or text and not require a third-party application or software.
  5. Hit them from the first second. Make those first few moments of the video count with a compelling hook right off the bat that encourages people to watch instead of scroll – cut out fillers and waffle and get straight to the good stuff.
  6. Incorporate engagement features like stickers and polls when creating Stories to really drive up your audience interaction.

Instagram Videos can create multiple opportunities for your online brand. Here are some of our favourites:

  1. Assists in diversifying your marketing strategy
  2. Gives you the opportunity for real-time marketing
  3. Increases sale opportunities
  4. Great reach and engagement levels
  5. Can add personality to your brand and is great for brand story telling

So, get creative and play around with the variety of video features that Instagram has to offer. You never know when you might go viral!

Looking to create engaging video content? Get in touch with our Creative Director, Bec Kowald, via to see how our team of creatives can help.

Our best practice email marketing trends for 2022

In the ever-changing digital landscape, email marketing remains one of the oldest, yet most effective digital channels of today, with no signs of slowing down in 2022.

Email marketing is often described as “the glue that sticks digital marketing channels together” and is a key platform that can be used to directly communicate with and inform your audiences. With 4 billion email users daily, email marketing continues to stand as one of the most powerful communication tools used to connect and engage online audiences (HubSpot, 2022).

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This year presents new opportunities, growth, and innovation for email marketing – so if you aren’t currently harnessing the power of your email marketing strategy, you are ignoring a key channel that otherwise could be utilised to connect with your audience and drive ROI.

To help your brand stand out in a cluttered inbox, stay ahead of competitors and drive conversions this year, we’ve put together our best practice email trends for 2022.

Clean your mailing list regularly

Many people assume that the more subscribers in your database, the better. However, while having a larger audience may be tempting, it can be detrimental to your email campaign – effecting your open rate, click-through rate and ultimately limiting your campaign from driving valuable results.

Removing unengaged contacts is vital to keeping your email database clean, improving your overall deliverability, trusted sender status and ensuring that you are getting an accurate open and click-through rate. Not only will this allow you to remove inactive subscribers but it will also save you money and cut down unnecessary costs – the more subscribers you have, the more expensive it is to run your account.

If you are seeing a high number of bounces, spam complaints, or declining open or click-through rates, that is an indicator it’s time to start cleaning your email lists in 2022. Think quality over quantity!

Utilise sleek email designs

Research shows the average humans attention span is now officially shorter than a goldfish, which means to drive conversions, the design of your email campaign is king. Emails must be visually friendly with eye-catching aesthetics, meaningful copy and a consistent, on-brand look and feel that will be easy for readers to navigate.

The forecasted trends for 2022 highlight a key shift towards efficient, simple, clean graphics – getting rid of unwanted and unnecessary content that may deter viewers. The main rule of thumb? Stick to fewer than three type-faces to avoid clutter and create a seamless visual experience for your audiences and keep your email around 500 to 650 pixels wide for functionality. Remember, it’s all about the aesthetics!

Optimise subject lines and preview text

Hundreds of emails flood your audiences inbox each day – so your email marketing campaign needs to stand out with a killer subject line and compelling preview text to capture the attention of your readers.

Draw in your audiences with a short and snappy subject line that offers a strong call to action and a sense of urgency – then use the preview text that sits underneath to briefly expand on the content of the email and excite your audiences.

Audiences don’t want to read the same message twice, so be sure to differentiate your preview text from your subject line to further engage and entice your readers. As best practice, a subject line should only contain between 30 and 50 characters (including spaces), as email providers will often cut off any text that exceeds this length. Subject lines and preview text could mean the difference between your reader deciding to open or ignore your message – so make it count!


Generic email sends are officially a thing of the past. There, we said it!

In 2022, we’ll see a strong shift towards personalised content that is relevant and tailored to the behaviours of your subscribers. An email campaign that packs personality and personalisation is more likely to appeal to your audiences and drive strong engagement and return on investment (ROI).

Utilise your subscribers data and incorporate custom fields to offer your audiences personalised email greetings, subject lines, and promotions to gain trust and build a relationship with your readers. To connect and resonate with audiences, personalise your “to” and “from fields” in your emails, this assists in ensuring they recognisee your email came from an actual human, rather than just a business. Personalisation will be key in allowing your readers to feel heard and seen, all whilst standing out in their inbox and driving conversions.

Desktop vs mobile

This year mobile phone usage is expected to increase and will continue to overtake desktop. With 60% of emails now being viewed on mobile, ensuring your email is mobile-friendly should be a top priority, rather than an afterthought (Truelist, 2021).

Ensure your call-to-action (CTA) buttons stand out front and centre with contrasting colours and enough padding to ensure that your readers can easily tap their finger through to where you want them to go. “Padding” refers to the spacing that surrounds your button, and if it is structured correctly with enough spacing, it will make it easier for readers to click through to the correct button, rather than using intext links.

Ensuring your email is optimised for dark mode will be key this year, with 91.8% of people now choosing to switch to the dark mode theme since its launch in 2019 (Uplers, 2020). Essentially, dark mode is a user interface theme that displays light text on a dark background, and its use is intended to reduce light exposure and reduce eyestrain.  While the popularity of the dark mode continues to grow, you’ll need to pay special attention to your email’s design – and use transparent images wherever possible.

Lastly, test, test, and test again! Be sure to send preview tests and view your emails on multiple devices to ensure your email functions and is formatted correctly across different screens.

Digital marketing is constantly changing and evolving, but email marketing is here to stay. Make certain to keep email marketing at the forefront of your digital strategy to remain competitive, connect with your audiences and drive engagement in 2022.

Want to stay on top of email marketing trends this year? Get in touch with our Digital Director, Sophie Viallard, via to see how our team of digital experts can help.


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