Instagram has a range of video tools you can use. Let's take a look at them in action with Ludlow Gin, and see what tips you can take away for your own video content.

Social media has become a powerful platform for businesses to showcase their products and connect with their audience. Ludlow Gin has successfully incorporated video content into its Instagram strategy, transitioning to the popular reels format. In this article, we'll explore Ludlow Gin's journey with online videos, examining their past approach, current practices, and the significance of reels in their social media strategy.

Ludlow Gin initially collaborated with video makers to create a series of reels for in-feed videos, aiming to tell an engaging story about the cocktail-making process. The focus was on producing aspirational content that could be part of a more extensive marketing campaign. Working with a film company, Ludlow Gin produced visually appealing videos, showcasing cocktails and product features. However, the initial horizontally formatted videos faced challenges with the rise of Reels, which prompted a shift to a vertical format.

Prior to the shift in their approach, Ludlow Gin's video strategy focussed on horizontal formats that worked seamlessly across various platforms, including Instagram, Facebook, and websites. However, since then the landscape has shifted. Today, vertical video formats, particularly in the form of Reels, dominate user engagement. Ludlow Gin recognised the importance of adapting to current trends and preferences for optimal reach and impact.

1. Embrace Reels for engagement

Ludlow Gin shifted from traditional videos to Instagram Reels for increased engagement. The vertical format of Reels proved more effective in capturing audience attention compared to horizontally formatted videos.

2. Tell compelling stories

Initially collaborating with video makers, Ludlow Gin aimed to tell compelling stories about the cocktail-making process. The emphasis was on creating aspirational content that could be seamlessly integrated into longer marketing campaigns.

3. Adapt to changing formats

Recognising the evolving preferences of social media users, Ludlow Gin transitioned from professionally made, horizontally formatted videos to the now-preferred vertical format. This adaptability is crucial to staying relevant in the dynamic landscape of online content.

4. Prioritise authenticity

While professionally made videos still have their place, businesses also need to embrace authenticity and timeliness. Creating in-house content using readily available resources, such as smartphones, contributes to a more genuine brand image.

5. Exploit Reels' viral potential

Ludlow Gin experienced higher views and engagement with Instagram Reels compared to meticulously crafted videos. Reels, with their short and spontaneous nature, have the potential to go viral and capture a broader audience within a short timeframe.

6. DIY content creation

Businesses are encouraged to leverage the creative assets within their smartphones. User-generated content (UGC), particularly through Reels, allows for a more authentic and relatable brand representation, resonating well with modern consumers.

7. Harness the memorable power of Reels

Instagram Reels are highlighted for their memorability. The short, impactful nature of Reels ensures that content remains in the audience's mind, providing a strategic advantage in a world where people spend significant time on their phones.

8. Recognise Reels as a business tool

While not directly linking to purchases, Instagram Reels play a crucial role in creating a positive brand impression. They foster interest, connection, and recognition, contributing to the overall success of a business's social media strategy.

The shift to Reels has proven highly effective for Ludlow Gin. While traditional, professionally made videos still hold value in campaign-led strategies with clear ROI goals, Reels offer a more immediate, authentic, and engaging approach. The ease of creation, coupled with the ability to showcase day-to-day activities, has made reels a preferred choice for Ludlow Gin's regular content creation. The message to businesses is clear: Embrace authenticity and leverage the creative assets readily available on your phone. Social media consumption trends indicate a preference for content that is both authentic and fun.

Ludlow Gin's journey serves as a case study in adapting to the ever-changing landscape of social media video content, with Instagram Reels taking centre stage in their successful strategy.