In last week’s column, I shared tips on how workwear and PPE companies can improve their Instagram strategy. I explained how to tap into the needs of your viewers and keep interaction alive. I also discussed how test videos and reels, a new feature on Instagram, can help introduce your brand to new viewers. And those videos are incredibly important if you want to stand out on this platform. So let’s dive into some tips for creating strong videos and reels on Instagram.
- Create recognition
Sometimes, videos from workwear and PPE companies suddenly perform very well. They get lots of comments and shares, causing the algorithm to push the video even further. These types of videos usually have one thing in common: they evoke emotion in the viewer. In the world of workwear and PPE, using relatable situations is one of the most effective ways to trigger emotion. Show a situation your audience deals with, like overheating in the sun due to heavy workwear, sore feet from long shifts, or even a workplace accident caused by poor PPE or inappropriate clothing. You can then subtly show how your product or service solves this problem or leave it out entirely. Since videos between 7 and 30 seconds perform best, it’s better to keep things short and to the point.
6, Start a series
Another powerful way to put your brand on the map is by starting a series. I’ve seen several workwear and PPE companies do this, and when you stick with it, consistently and with ongoing improvement, it can attract a lot of viewers. Carhartt, for example, did this in 2023 with their Putting on the Gloves series (source). In the series, they pulled vintage workwear from the archives, wearing gloves, and shared it with their audience.
History is a great way to boost brand awareness, even if your name isn’t as well-known as Carhartt. For example, show a piece of clothing your company made 20 years ago and explain how it’s evolved. Or share the origin story of a particular design. This is especially interesting when it comes to public professions like ambulance or police uniforms. Not only is there a lot to say, but it also invites engagement and increases the chances of being shared. Make sure to choose a regular moment (weekly or monthly( )to post this content, and stick to that schedule. That way, your followers will start to expect and look forward to new videos
- Multiple photos instead of videos
Not a fan of making videos or just not very good at it? You can also create a photo series instead. A sequence of multiple images in one post can work well. When someone spends time on a post, Instagram sees that as valuable and will show it to more people. So even though videos tend to get pushed more, a well-done photo carousel is a smart alternative. Want to talk about the history of a product or PPE item? Then split up the information you’d normally include in a video and share it through photos. Just make sure to add an arrow or visual cue on the edge so people know they can swipe to see more.
- Use text in your videos
Lastly, here’s a super important element that’s often forgotten: text. Don’t just rely on captions under your content. Use text inside your videos, reels, and photo posts too. Functional workwear doesn’t automatically grab attention, so you need to give people a reason to care. Use the first image or the first few seconds of your video to tell them exactly what the content is about and make sure it’s a topic that’s useful to them. Are you offering tips on how to wear a product (helpful), sharing its history (interesting), or showing a viewer’s problem and how to solve it (practical)? Let them know right away so your content really gets seen
