March 31, 2016 Last updated on September 29th, 2020
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As promised, here’s our blog post all about multi-clip videos for Instagram.

Yesterday, Instagram announced not only that they would be making 60 second video available to all users within the next few months, but also that they would be rolling out multi-clip videos to iOS (7.19) users this week.

Businesses are seeing results with video on Instagram. Over the last six months, the time people spent watching video on Instagram increased by more than 40%. And research shows that adding video to an existing campaign drives higher favorability than campaigns with static photos only.

But what exactly is a multi-clip video? I hear you cry!

A multi-clip video is a short film which is composed of two or more separate video clips, fused together to make one. If you are familiar with Vine, you’ll know what we’re talking about. This is an example of a multi-clip video from Vine:

Instagram also showcased some brands already using multi-clip videos for their brand marketing, including OPI and Marks and Spencer.

A video posted by OPI (@opi_products) on

A video posted by M&S (@marksandspencer) on

What do I stand to gain by creating multi-clip videos for my Instagram?

Multi-clip videos will be available for all Instagram users, and will without doubt benefit brands in a big way.

As we know, video is taking the internet by storm this year and 2016 is definitely going to be remembered as the year video really took off on social media. Instagram is constantly evolving and inventing new features to enhance its platform. If you’re using Instagram as a marketing channel for your brand, it’s important to work out what’s relevant to your brand image, and what’s not. If video is already a part of your Instagram marketing strategy, you will almost certainly benefit from integrating multi-clip videos into the mix.

Multi-clip video works on Vine because it allows for condensed, visual information which is fun to watch. Your brand content can therefore be viewed in a video, but in a more interesting way. We predict that the arrival of this feature will increase views and engagement on videos, and will also cause the amount of videos we see on Instagram to increase.

How do I make a multi-clip video for Instagram?

If you’d like to start creating multi-clip videos for Instagram, here are the steps to follow:

Screen Shot 2016-03-31 at 14.33.57

You can also shoot multi-clip videos from the Instagram app:

Screen Shot 2016-03-31 at 15.55.42

In the announcement, Instagram even gave us their top tips on how to create a great video…

Video Best Practices

When creating videos for Instagram, we suggest you follow these general principles and best practices for creating videos in a mobile feed environment.

1. Establish a connection quickly: Select a captivating video thumbnail image and title. Use brand colors, themes and imagery to help people connect the video to your brand. And consider using front-facing lifestyle or product shots, or scenes with action or vivid imagery to spark interest such as UK grocery retailer, Marks and Spencer.

2. Design for sound off: Videos auto-play without sound, so ensure your videos express your message visually. Add captions, logos and products to better communicate your message.

3. Experiment: Target your ads and check your video metrics to see how people respond. Make iterations based on what works for your business and audience. Add a call-to-action button, play with square and landscape formats, repurpose or create new content specifically for Instagram. There’s no one-size fits all answer when it comes to video creative on the platform.

Instagram’s announed that 60 second videos will soon be available to all users!

Let us know how you’re planning to use multi-clip video in your Instagram marketing strategy!

About the author
Emily Marsh

Emily Marsh

Emily is an Inbound Marketer for Iconosquare, based in the Limoges office. She loves all things social and revels in keeping on top of the social media marketing game by writing for the blog. She’s also a bit obsessed with sushi and Netflix.

More posts by Emily Marsh

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