E! News has been improving its video strategy on Instagram recently with branded clips on the social media platform, but most recently its been teasing its upcoming news segments with highlights of what is to come.

The entertainment news program is hoping to further engage its audience and remind followers on its Instagram account to tune in for details surrounding the day?s top stories. Its 15-second videos show images and snippets related to the trending reports with text that coincides with E! News fashion to garner interested viewers.

"Delivering content in a manner that accounts for consumption trends is a recipe for social media success," said Shuli Lowy, marketing director at Ping Mobile. "The E! News Instagram headline posts follow many social media best practices and have therefore been getting a substantial amount of interactivity. 

"The post turns still photos into a dynamic video," she said. "The clip condenses many headlines into one post, making it rich in content. 

"The video clips are capped at 15 seconds. It is imperative to keep videos on social media short, preferably at or under the 30 second mark."

Vibing on video
Instagram is one of television network?s most popular source in connecting to viewers and promoting upcoming programming. E! News is no stranger to millennial-centric platforms, as they are its main demographic.



The short video gives a summary of what is happening in the day on a platform that many are tightly in tuned to. For instance, on Friday E! News shared its video to remind users to tune in for its nighttime show, featuring top stories including overlaid with light-hearted doodles and text.

The video covered topics such as buzz around the Oscars, Adele?s viral carpool karaoke segment on The Late Late Show and the solemn news of Alan Rickman?s passing. The clip starts off with an image of actor Leonardo Dicaprio in his role in The Revenant, with text reading ?Oscar nominations are officially in,? along with a thought-bubble filling up of Academy Award statues.



Thursday?s teaser clip promoted an interview with television personality Khloe Kardashian, through a still image of her with pop ups of small images of individuals she is likely to be discussing such as her brother Rob Kardashian and ex-husband Lamar Odem. These videos also feature emojis and other pop-culture references popular with its young demographic, to continue its image as an in-the-know brand.

Instagram importance
Similarly, the E! network also launched a social media call-to-action in partnership with Dubsmash, featuring fans? videos on air and showcasing the impact that mobile has on television programming (see more).

The network is not the only brand tapping popular social networks for consumer connection. Unilever?s Axe brand positioned itself as a fixture in men?s grooming habits with a series of 15-second videos offering quick styling tips, borrowing a page from the playbook for beauty brands targeting millennial women (see more). 

"The clips also add overlays to the images using creative graphics," Ms. Shuli said. "The overlays, which are more commonly found in Snapchat channels, provide an inviting, casual tone which spurs consumer interactivity. 

"Lastly, the headlines within the videos are all in large, bold print," she said. "Since almost all of Instagram browsing is done on a mobile device, the large print is an important step towards making the content legible and easy to browse. 

"The spot on UX as well as the richness and tone of the posts will no doubt continue to garner further social engagement for E! News."