IGTV: What It Is, How It Works, and How Businesses Can Use it For Marketing

Instagram recently introduced IGTV, a video tool that is aligned with competing social media video channels. As Instagrammers are beginning to learn how to use it, questions on how to implement IGTV marketing have cropped up. This post covers what it is all about and how to create new engagement with IGTV.

What Is IGTV?

One frustrating aspect about Instagram Stories has been the limited video length of 15 seconds. IG users have had to be creative about how to get across complete stories by either uploading a series of images or using video splicer tools and uploading a bunch of 15-second video segments.

Now with IGTV, users can share videos in long-form, up to one hour for some users, in a vertical format. Vertical video is better suited to mobile platforms, where consumers spend most of their time in today’s social media climate.

IGTV videos take up the entire screen and are accessible on the Instagram mobile and desktop versions, and the new IGTV app.

The New Television?

Users can navigate IGTV like television, suitable during an era where television consumption has been reduced by 40% among 18 to 29-year-olds.

Anyone can create and share videos with their followers, and though there’s currently a ten-minute restriction, Instagram intends to introduce no time limit as things progress.

Though at this stage the average user is capped at 10 minutes, with a 15-second minimum length, those with larger followings can test the creation of hour-long videos. 

How Does it Work?

When a user opens the IGTV app, the content published by those you follow immediately plays. In the standard Instagram app, IGTV can be accessed via a TV-like icon in the upper right corner of the home feed.

Instagram has stated there won’t be separate IGTV user accounts instead saying “the creators are the channels.” Users can switch between followers and trending or popular content while discovering new content based on perceived preferences.

Instagram’s implementation seems to be an attempt to compete with rival companies YouTube and Snapchat, which in recent years have honed in on video content.

A double benefit of using IGTV is users have the option to also publish their IGTV videos to their Facebook pages.

High-ranking users will introduce weekly shows, so it’s a great way to gain exposure and boost your following.

Though users aren’t positioned to make money directly from IGTV, the main benefit is from increased engagement.

With this being said, how is IGTV expected to impact the marketing landscape?

How You Can Leverage IGTV for Marketing

Instagram has been gaining influence as one of the leading social media platforms with more than 800 million users as of September 2017.

Its marketing power stems from a broad demographic appeal, which presents multiple opportunities for brand establishment.

Though once focused on awareness, Instagram’s power now extends to lead conversion. This is supported by the notion that 30% of Instagram users buy products after spotting them on the platform.

IGTV means influencers and brands can communicate with their audience differently, with a chance to get creative with engaging vertical videos.

To market effectively, it’s important to create content which resonates with your target audience, building your community with appealing, informative videos.

Gone are the days of trying to impress your audience in a few seconds. Branded videos have been gaining traction, with a 63% growth month-to-month since October. IGTV has thus been introduced at the perfect time.

You can now tell a story through videos, which will cement IGTV at the center of social media digital marketing strategies.

If you’re unsure of a content strategy, your best bet is to trial existing content to familiarize yourself with the technology. However, you will find that you cannot crop uploaded videos or zoom out to make wide videos fit the vertical format as with Stories. 

Focus on engaging existing audiences while tapping into new ones, testing your creativity, and ultimately reap the benefits of increased brand awareness.

There are additional opportunities to explore influencer marketing, where you can capitalize on a fresh marketing concept.

The Future of IGTV?

Though we don’t know what’s around the corner, what we do know is the platform will continue to evolve. It’s important you can evolve with it, or avoid becoming extinct.

One trend we can be certain of is the rise of vertical video, an appealing format which has transcended social media feeds.

In the future, users will probably be capable of earning additional revenue through paid advertising, which will create profitable opportunities for companies who have cultivated a large audience.

Invest in Instagram and IGTV marketing today and you’ll capitalize on the latest trend in social media marketing. IGTV is positioned to transcend the industry as we know it, so strike while the iron’s hot, and most importantly, don’t miss out on an opportunity of a lifetime!

Thanks for reading this article. What do you think of IGTV? It would be great to know, so if you would like to join the conversation, or have any questions, please comment below and kick-start the discussion.