Red Bull’s Instagram Video Shows How Engagement Is Done

But it's surprising that it took two months

Headshot of Christopher Heine

Maybe the most remarkable part of Red Bull's superb Instagram video post today was that it took the brand—a social media dynamo—two months to create a major blip on the radar. Valery Rozov, a Red Bull-sponsored "base jumper" (if you want to stay on top of emerging extreme sports, this is a good brand to follow), plunges into an abyss of daylight in the 15-second spot after being perched high on a cliff at some snowy location.

The Austria-based firm utilized a pair of cameras to achieve the shot. One was latched to Rozov's back to give viewers his free-falling perspective, while the other was situated at his jumping-off point.

Red Bull, with more than 843,000 Instagram followers, had posted only one video on the platform to date—a cheesy "toast" to the feature going live eight weeks ago. Check out its initial serious Instagram video, which has already garnered some 23,000 likes and more than 300 comments during its first few hours online.

@Chris_Heine Christopher Heine is a New York-based editor and writer.