Creating Storytelling for Instagram

Spin Creative • January 10, 2018

What was not too long ago a platform mostly bare of advertisers is now any savvy digital marketer’s playbook. There are now more than 25 million business accounts on Instagram competing for the attention of the app’s 80 million personal users. Today, Instagram is one of the most powerful platforms for video marketing.

Close up user's thumb on Instagram

But video marketing on Instagram is different than it is for most other types of platforms. Rather than focusing on more in-depth, long-form content to post on Facebook or YouTube, videos designed for Instagram tend to be much shorter with some important stylistic differences to consider.

Here is some information you should know about creating and publishing video for Instagram:

Different ways to share video

On Instagram, you can create two types of content: standard posts to your newsfeed and posts to your stories. Stories are up to 15 seconds long and will only stay in your story for up to 24 hours. These videos tend to be more spontaneous—you shouldn’t have to put as much planning and effort into your Instagram stories as other branded videos. The other posts are your more traditional algorithm-based posts that do not have an expiration date.

Maximum times

Instagram has expanded its newsfeed videos to a maximum of 60 seconds from the previous 15-second maximum. The platform is also considering adding long-form options, but that might not happen for some time. This shorter time limit means you must create content that draws viewers in immediately and gets its message across quickly. This is important for any form of social media, but other most other platforms do not have the same kinds of time restraints as you’ll find on Instagram.

Different frames

Instagram also frames its content differently than other platforms. Rather than the traditional ratios you’ll find on phones and monitors, Instagram has a square box that all video content fits into. Any video content you create should be filmed strategically so you can frame it properly on Instagram’s platform.

Thumbnails

Another unique aspect about using Instagram video is that you can select the thumbnail image you use for the video. This thumbnail will show up on your Instagram page, and essentially gives your viewers their very first impression of the content. Make sure you choose an image that’s a) related to the video (preferably a frame from the video itself) and b) draws people’s attention.

Looping content

When your video stops playing on Instagram, it starts over again immediately. This can allow you to get creative with your videos. Many companies have created more bite-sized content that loops perfectly, which can end up being sort of hypnotic to viewers and encourage them to watch the video over and over again.

These are just a few things you should know about developing videos for Instagram and telling good stories on the platform. For more information, say hello.


About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.

Purple colored abstract 3D objects with texture from the Microsoft 3D Copilot in Viva Sizzle Video

Designing a 3D Brand Universe for Microsoft Viva + Copilot

By Spin Creative • June 11, 2025
At Spin Creative, we believe the most effective product stories go beyond features—they tap into a clear, emotionally resonant narrative that connects with real people. That’s the lens we brought to our collaboration with Microsoft Viva, where our challenge was clear: create a high-impact video that visually captures how Copilot AI empowers people at work. The end result? A fully 3D-animated brand film designed to wow audiences at executive keynotes, tradeshows, and enterprise events. But how we got there is just as important as what we delivered.
A close up of a person 's face with sun shining behind with a blurry background.

Why Strategy, Storytelling, and Human Insight Still Win in the Age of AI

By Spin Creative • May 30, 2025
At Spin Creative, we’ve always believed that the power of brand storytelling lies in connecting emotionally with real people. But as artificial intelligence transforms industries at lightning speed, many marketing and creative leaders are asking the same question: What’s next for agencies like ours—and how do we continue to drive value in this new era? Here’s our point of view: AI is a powerful new tool—but not a replacement for insight, strategy, and human connection.
A neon sign that says market on it

Navigating the Evolving Landscape of Digital Marketing in 2025

By Spin Creative • March 30, 2025
In 2025, digital marketing continues to be a dynamic force—shaped by shifting consumer behaviors, ever-changing platform algorithms, and increasing privacy regulations. For brands looking to maintain relevance and performance in a crowded space, staying ahead means being strategic, adaptive, and creative. At Spin Creative, we believe that clarity in brand storytelling, paired with a smart digital approach, can help brands rise above the noise.
A black and white photo of lenses and filmmaking accessories in a production case.

How to Build a Winning Video Strategy Using the 4 Pillars of Digital Communications Planning

By Spin Creative • February 8, 2025
A great video marketing campaign doesn’t start with creative—it starts with strategy. To make an impact, your brand needs more than a beautiful video; it needs a plan that aligns with your audience’s needs, your business goals, and the right distribution channels.
Show More