IGTV – What is it and how can you use it?
Instagram started out as a social network where people could share personal pictures with their friends. It has come a long way since then, adding instant messaging, videos, stories, and now, IGTV. This could change the game of social media marketing.
What is IGTV?
It’s a stand-alone app, related to Instagram, which lets users watch videos that are up to an hour long. But, you can also view these videos straight from the Instagram app.
Instagram first introduced videos of up to a few seconds, to compete with video-snippet sharing platforms like Vine. Then it extended the video allowance to 1 minute, and added live videos, mimicking the Periscope app. Then came insta-stories, clearly inspired by Snapchat. All these apps have since felt declines in usage, with Vine closing entirely. But now, users can indulge in their favourite Instagram creators for up to an hour using the IGTV app. It’s available on both Android and iOS. Some are saying, Youtube is their next target.
What are the benefits of IGTV for social media marketing?
IGTV can change the game in social media marketing. It’s best to learn how to make the best use of it during its early days. When Instagram introduced the option to create a business profile, it was clear they were aiming for professional use of their app. This was only a small change. But after the launch of Instagram stories, a Facebook survey found that 33% of respondents found the interest in their brand to be growing. More than 200 million people visit business profiles every day.
Now, with IGTV, brands can make further use of the power of videos by making them longer and more engaging. It is estimated that by 2021, mobile video will account for 78% of total mobile traffic. This gives you plenty of opportunity and time to get your message across. It makes IGTV an excellent option for brands who are looking to expand their creativity and connect with their audience in new ways. Nike, Louis Vuitton, Gucci, Buzzfeed, National Geographic, and Cosmopolitan are among the few big brands to have already started their IGTV campaigns.
Early adopters of IGTV can use it to grow their community, improve engagement, test and explore their creativity, and adapt to vertical video format. Getting in early will also allow you to take advantage of a platform where your brand stands out among a busy feed. The fact remains that 30% of Instagram users have bought something they first spotted on Instagram, and IGTV is an extension of this marketing power.
How to get started
Downloading the app on Android and iOS is easy. Enter the app store and type in IGTV, and there will be an installation button. Then, you can log-in using your existing Instagram username and password and begin to engage with your users and build your brand. The app is organised into channels, which are essentially the same as profiles on Instagram. You move between them by swiping horizontally as opposed to scrolling through a feed.
It’s useful to note that unlike the Instagram app, IGTV uses vertical videos that fill the screen, instead of small square videos on the feed. Social media managers may need to shoot video content that is easily cropped to fit this ratio. Or, perhaps shoot in two ratios, for the desired results. But, don’t worry about your videos being cinematographic masterpieces. Younger audiences viewing habits show an evident affinity for amateur content creators.
Instagram has long been the golden child of social media marketing. It’s likely that the introduction of IGTV will only reinforce this. Making use of it as early as possible will give your brand the boost it needs to grow its community. If you need a little help getting to grips with IGTV, or new marketing strategies, get in touch with KUB today on 0345 053 7417. We offer effective social media training courses, or we would be happy to take that weight off your shoulders and run your campaign for you.