IGTV is a specialist in long-form videos, just like YouTube. What makes IGTV so fascinating? So what can brands do with the IGTV video app? This is a guide on how to create and manage your own IGTV account and best practices for this popular Instagram function.
Video is the best and most effective format for social media marketing. Cisco estimates that video will account for 79% of all Internet traffic by 2021. The success of Instagram Stories shows that easy video production and creation is becoming more popular.
The future of short-form video is looking bright, thanks to TikTok’s Reels and Instagram’s Reels (launched 2020). Are people also interested in long-form videos?
What is IGTV?
IGTV allows you to “flip channels on a TV”, without having to deal with advertisements, and without having (yet?) the versatility and variety of YouTube.
Anyone can create a channel and upload video content up to one hour in length. Brands or users can choose whether to create channel-specific content or connect it to existing Instagram videos.
Stories and IGTV are different in that they have videos that last between 30 minutes and an hour. Only verified and most well-known users are permitted to create one-hour videos.
You can use IGTV in conjunction with Instagram or as an individual app. It is Instagram’s answer for YouTube, as it was designed to be viewed on mobile devices.
The app has an intuitive interface that users can use to navigate. You will receive personalized suggestions from the search bar. You can also connect with other Instagram users who have used the app for a purpose while you use the app.
If you have to stop watching a video, you can still watch it. This feature is only recently added to people’s TV experience.
YouTube vs. IGTV: Which one is better?
You can use IGTV on Smartphones with vertical videos. Users don’t have to place their phones in a horizontal viewing position. It is optimized for Smartphone viewing and allows users to easily upload videos via their Smartphone.
YouTube and Instagram are natural competitors. Instagram has more than a 1 billion-strong audience, but only a fraction is actually using IGTV.
IGTV has many advantages over YouTube for both individuals and businesses. One advantage is that there are no ads at this point so you can continue with your visual content without interruptions. This can help viewers not lose interest or change channels.
Have a look at the some brands and how they are using it. HERE!
Snapchat and TikTok have made vertical videos very popular. This means that younger users will appreciate this feature even if it’s not obvious to them.
Guide to Exploring IGTV in Your Content Marketing Campaigns
Here are my top tips for using IGTV in your Instagram marketing campaigns:
Set up your channel
After you’ve made the decision to use IGTV, you need to download the app. Next, click on the gear icon (“Settings”) to create your channel. It is worth noting that IGTV, like YouTube, can be viewed on both mobile and desktop.
After you have set up your app and created your optimized bio, it is easy to start the uploading phase. You can’t record video immediately on Instagram or Instagram Stories. This has its advantages and disadvantages.
However, it is set up in a similar way to YouTube. You can create multiple videos and edit them later when you feel like doing that.
Upload as many videos as you like to your gallery and they will be available for viewing right away. These videos will be visible to your Instagram followers, even if you’re not using the IGTV app.
If you want your video to fit correctly, make sure it is in portrait mode at a ratio 9:16 or less
Tips and best practices for IGTV
As with any social strategy, it is good to make videos that are targeted to the audience you want. You’ll need to know what you are doing already on Instagram and where it is most effective serving you.
As with all cross-posting, make sure you clearly state that you are posting to IGTV. This will allow your followers to find you there. Consistency in branding, visuals, and posting schedule is key.
Your videos should be no less than 15 seconds in length, but not more than 10 minutes. A video that is between 3-4 minutes depending on the message and product you are selling is a good length.
Consider that most people have a 1-minute attention span, so make sure you are clear about your message. You can also create a video series that you break up into smaller segments.
Make sure that you don’t play loud music or shout at people in the introduction. This can cause them to turn off, especially if they are watching it in public or with headphones. These videos begin immediately when someone clicks on the channels. Be prepared for someone to “stumble” across your video and not scare them away.
Clickable links are a great way to drive traffic to your landing page, or any other part of your website that you wish to highlight.
You will be able to use Hashtags for IGTV if you are familiar with Instagram’s use of them. For better SEO results, be strategic and only use the most relevant Hashtags.
To get a clear picture about how your videos are performing and to align them with your business goals, don’t forget to regularly review your IGTV insight. Keep in mind that this platform is still relatively new. If you notice lower numbers than expected, it may be worth giving it a chance.
What are Brands doing with IGTV in Campaigns?
Instagram Stories are temporary. With IGTV, you can create content that lasts. It really comes down to how much value your brand gets from a shorter or longer video. Many brands and influencers with great success are already exploring this great channel.
You can embed your brand in someone’s mind by making longer videos. This means that engagement times are longer.
If you have a large Instagram audience and your content is video-heavy, IGTV might be worth a try. YouTube and Stories are great options if you don’t have the time or skill to make videos.
You have a lot more space on IGTV to share creative and educational videos, which can give your brand a whole new meaning to a subset of users, which will, in turn, increase your brand awareness exponentially.
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