IGTV (Instagram Television) is a new, long-form video section of Instagram, both within Instagram itself, as well as a stand-alone IGTV app. Five years after the launch of Instagram Video (that allows users to post videos up to 60 seconds long), IGTV appears to be taking a solid jab at YouTube. It allows Instagram users to set up their own channel and post video content up to an hour long. Some users are repurposing content they may otherwise use for Instagram Stories, while many brands are wisely creating completely new content for their IGTV channel.
What is IGTV?
It is a new long-form video app (and feature accessible within Instagram) that was officially launched on 20th June 2018 for both iPhone and Android users. In reaction to a dramatic rise in the popularity of video content on social media, IGTV has been built specially to host full-screen, vertical videos up to an hour long – a huge increase on Instagram’s previous offering of 60-second videos or 15-second stories.
What Brands Need to Know About IGTV
IGTV videos are full screen and vertical, so should be filmed accordingly. The videos themselves can be any length of time between 15 seconds to 60 minutes. However, it should be noted that full 60-minute videos are currently limited to verified accounts or those with a large Instagram following – everyone else currently has a limit of 10 minutes, but this may soon change.
Engagement
Like YouTube, video creators set up their own channels to which .MP4 videos up to 3.6GB can be uploaded through Instagram or the IGTV app, as well as, for the first time, via a desktop. Creators can also include ‘swipe-up’ calls-to-action at any point on their videos.
Users watch videos within the IGTV section of Instagram or on the IGTV app and videos begin playing automatically as soon as IGTV is opened. Users can then like or comment on videos, as well as sending them to friends in via a Direct Message. Users can browse for videos between several tabs titled, ‘For You’, ‘Following’, ‘Popular’ and ‘Continue Watching’.
How Brands Can Make the Most of IGTV
Instagram has now reached 1 billion worldwide users, most of whom spend nearly an hour on the app every day, making it the third largest social network after Facebook and YouTube. It’s clear Instagram is positioning IGTV as a home for content that entertains, rather than short personal updates
Instagram currently doesn’t plan to roll out any advertising options, but this will most likely change in the future – and means the most prolific creators will be able to monetise their videos.
This means a lot of brands will be scrambling to figure out a long-form social video strategy to be amongst the first names to make a big splash on IGTV.
Brands have a huge range of possibility to work with. You don’t have to be an expert to know what kind of video content will strike a chord with your audience. Explore YouTube for inspiration and to see which videos perform well. If you’re still unsure what you think your followers want to see on your channel – it never hurts to ask – run a survey or questionnaire via your brand’s usual social channels.
Things to Keep in Mind
Instagram users are usually more likely to follow people they don’t know than users on other platforms, such as YouTube, Twitter or Facebook and younger audiences prefer rougher, amateur content over professional, polished videos.
Unlike YouTube, IGTV was created purely for mobile and the videos are to be viewed vertically, not horizontally – it’s vital to remember this when filming your videos.
Building Your Brand’s Social Strategy
Before blindly jumping into IGTV, it’s important to create a strong social video strategy for your brand. iMarketing helps brands of all sizes – from small, independent companies, to large, internationally-known brands – to use the power of the Internet to help their business grow with a solid online marketing strategy.
IGTV is an exciting new social media tool to intertwine with a strong SEO strategy, keyword-rich content and paid advertising to build your brand, engage your followers and ultimately drive sales. With its instant billion-person audience, IGTV is going to be hard to ignore. Speak to one of our friendly team at iMarketing today on 01473 598899 or use our contact form to discuss your online marketing requirements
