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Video Content & Social Media – The Ultimate Guide

By September 15, 2020March 23rd, 2021No Comments
video content

Did you know that, according to a Forbes report, 54 percent of Gen-Zers say social media influences them more than any other marketing channel? That means social media is critical for businesses wanting to tap into new and existing audiences and connect with them on a personal level.

The type of social media content businesses create is important for marketing purposes. For example, does your audience prefer quick, 15-second videos or longer, 1-minute videos showcasing the latest products and services available?

There’s an ongoing debate over photo vs. video content. It’s interesting to note, however, that video is the preferred content method for many social media users, according to an Inc. magazine article. While both forms have their benefits, video has an added advantage in that it is shareable. Plus, it can be live or pre-recorded, and it’s a more digestible way to deliver long messages.

As a public relations firm, we strive to help our clients understand their audience, create content that holds value and increase engagement. So today, we are diving into video content and social media – IG Reels vs. IGTV.

Instagram Reels

If you aren’t a TikTok user, you probably won’t understand the power of a 15-second video. Instagram Reels launched in the United States in August 2020. Now users can record short-form videos and edit in music and effects, initiating a new form of shareable content on the app.

As news of Instagram Reels began to circulate, many critics felt it was a TikTok look-alike. However, Instagram’s head of product, Vishal Shah, told Business Insider that “reels will differ from TikTok in giving users a more built-out augmented reality platform, as well as offering them a way to make short-form videos inside Instagram, a place they already love and know how to use.”

So, if you’re looking to step up your Instagram game, consider branching out with the app’s new Instagram Reels feature! You can find the editing tools – including Audio, AR Effects, Timer and Countdown, Align and Speed – by going to the Reels option at the bottom of the Instagram camera.

You may be asking yourself: What’s the difference between Instagram Reels and Instagram Stories? According to an Influencer Marketing Hub story, the honest answer is “not much.” However, unlike with Stories, Instagram Reels must be video content. Another important feature is it can be added to the Explore page. If you have a public account, it’s available for the entire Instagram community to view! So, get creative, have fun and grow your audience!

Need more inspiration? Instagram Reels are also a great way to collaborate with influencers. For example, Walmart uses Instagram Reels to spotlight its diverse influencers and fun seasonable wardrobe, according to Socialbakers. This type of social media marketing can take your business to a whole new level.


If you prefer long-form videos, then IGTV on Instagram is the best way for you to share valuable content with your followers. suggests, “You can even think of IGTV as an extension of your Instagram Stories. What voice, tone, and style of content do you share on your stories? Your IGTV video content should follow a similar arc.”

IGTV is a great channel for businesses to use to improve their marketing strategy, collaborate with influencers, and build engagement, according to Hootsuite.

Creators can make videos regularly, whether it’s on a daily, weekly, or monthly basis. A Socialinsider report shows how Chipotle made it work, tapping into the app’s IGTV feature with its series, “What’s For Lunch?” This was a great way for the brand to highlight a variety of menu items in a fun and entertaining way.

While businesses tend to focus on content marketing and hire PR professionals to help amplify their messages, social media is an equally important platform to tap into because it provides a unique, direct way for businesses to capture the attention of existing and new audiences.

Although photo and video content have their differences, both should be used to streamline a business’ efforts. If used effectively, they can leverage products and services in a visual and compelling way.

Can’t keep up with all the latest trends? Give us a call! We’ll keep your brand up to date on all things PR – Instagram Reels and IGTV included!


About Durée & Company, Inc.

Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, digital marketing, content development, advertising, special events, branding, radio promotions, affiliate marketing and more. Durée & Company clients include well-known names in yachting, business, real estate, hospitality, travel, cannabis and hemp, wellness and CBD, art and culture, fashion, nonprofit organizations, legal and professional services. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to; or visit its new, specialized cannabis- and CBD-specific site at Join the social conversation and follow Durée & Company on FacebookInstagramTwitter and LinkedIn at @DureeCoPR, or on YouTube at @DureeAndCompany.

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