7 Ways to Use IGTV Video for Promoting Your Brand or Business
Hot on the heels of Instagram’s latest roll out IGTV we have a few ways for you to use the new service for getting the word out about your brand.
What is IGTV?
IGTV is Instagram's new video content hub.
Think of it as IG’s answer to longer format content on Youtube, SnapChat or Facebook Watch. Videos on the platform can be up to 60-minutes long.
Being called a game-changer for content creators who excel at longer form videos, IGTV gives everyone the ability to leverage their video content in a totally new way, all in vertical format. This is pretty major as vertical video is the obvious choice for reaching mobile users. The decision to focus in on this new format is huge for a media giant like Instagram.
IGTV: What You Need to Know
If you’ve recently updated your Instagram app you may have noticed that there is now a small TV icon next to your share airplane at the top right corner of your Instagram feed home screen.
Click on it and you’ll upon up the IGTV channels available to you based on people you follow and some discoverable new videos from creators which you can subscribe to. You can also upload your own IGTV videos to share on the channel.
Want a more dedicated experience? You can now download the IGTV app. Looking to upload larger files? Instagram has introduced web uploads for IGTV allowing you to share files on your desktop.
Your IGTV Channel will set next to your Instagram Stories Highlights on your profile or they can be accessed from the news feed home screen.
Instagram allows you to add a description and title to each video before you upload it. You can also upload your own thumbnail, or choose a thumbnail from your video for the video’s cover.
When it comes to sharing, Instagram has pulled out all the stops to make IGTV videos easy to share. You can share IGTV videos to Instagram Direct Messages and you can link directly to IGTV videos from your Instagram Stories driving traffic to your IGTV videos with a quick swipe up. Both of these options greatly increase the reach of your videos and increase likelihood of popular videos getting shared by thousands of Instagram users and fans.
All uploads must be in vertical format and must be between 15 seconds and 1 hour long.
Channels on IGTV are followable and viewers can leave comments and likes on your videos.
Instagram will continue to update you on likes and comments on the same screen you get normal account notifications from, giving you one place to view engagements from your audience.
Current insights available for IGTV include Views, Likes, Comments and Average percentage watched as well as a handy chart that will show you at what point your viewership increases or decreases.
While there is a “copy link” option on videos, testing this feature didn’t allow you to watch the video from the embedded source, but I feel this will change with time, following Youtube’s model of allowing embeds on outside sources.
According to the Instagram blog, IGTV is:
- Mobile first: IGTV is built for how you actually use your phone: vertical and full screen.
- Simple and intuitive: It starts playing as soon as you open the app. You don’t have to search or browse to get started, and it’s easy to multitask.
- Curated: IGTV is focused on the creators you love most and already follow on Instagram.
What’s really exciting about all this is the prospect for changing how we consume videos online. IGTV is now open for people, brands and businesses looking to lead with long-form vertical videos. It’ll most likely lead to a shift in how creators develop video, creating content that plays well on a vertical format.
By 2021, mobile video will account for 78% of total mobile data traffic.
The shift to mobile is also having an effect on content quality, as younger audiences are spending more time with amateur content creators and less time consuming professional content. Those two facts mean it’s time for brands to consider their content strategy, developing longer form videos and embracing vertical and less polished content for reaching customers.
This trend towards longer video coupled with Instagram’s recent announcement that they have reached over one billion monthly active users suggests it’s time to embrace IGTV.
So, time to get started. First things first, your content doesn’t have to be fancy to work. Low-fi focus on the platform means that there’s practically no barrier of entry for using IGTV for marketing.
Need some ideas, below we’ve suggested a few ideas worth considering for using IGTV for promotions:
Be the face of your brand and engage industry leaders or others within your organization with on camera interviews.
You can prerecord and upload your interviews, allowing some space for errors on your first go. As you get better, the interviews can be a featured series for sharing your brand message.
2. Video Introductions
Extremely popular on Youtube,
filmed introductions are a good way to showcase your brand and let visitors know what your channel is all about and what to expect.
3. How to’s and Demos
Have a product that needs a little explanation?
Demos, tutorials and how to videos may be a great way to introduce fans to getting the most out of your product. Create a library of information and instructionals to establish credibility and to be the authority on your particular subject.
4. Recurring Segments
If you run a blog already, you may want to turn some of your content into video format with a regular series featuring some of your best work.
Create a show in which you read through some of your stories and go weekly to have you audience always coming back for more.
5. IGTV Exclusives
Use IGTV as a place for some of exclusive content.
By creating content that is exclusively shared on the platform you can build a more dedicated audience for your brand and give your fans an extra reason to follow you.
Does your brand focus on education?
Use IGTV to create educational videos or webinars that can teach your followers a little more about your brand or connect them more to you or your principals. Provide value and establish some credibility by becoming recognized as a voice worth following. Best of all, you will create a library of resources for your followers to tune into at any time.
7. Repurpose Content
You don’t have to create everything yourself.
You can repurpose existing content for IGTV and still be a resource for your followers. This option will require a little editing in the video was originally shot horizontally, but if with the ability to saved videos it’s a good way to take some of your existing content and reshare it on IGTV to keep some of your best content alive longer.
There are sure to be other ways that brands take advantage of the platform.
The main takeaway is that now is the time to utilize this great platform for reaching your followers.
Check out how does IGTV work!
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