In 2019 Instagram introduced a lot of new features, such as shoppable posts, Stories mentions, countdown and question stickers, but the most significant of them is IGTV video platform.
Brands have been relatively slow in starting to include IGTV into their Instagram marketing strategies because of the high costs and amount of time that is needed in order to produce these long-form videos. However, there is no doubt that IGTV is an effective method to catch audience’s attention, encourage them to view and engage with your content.
According to social media studies, nowadays, 50% of all video viewing is done on mobile devices. It means that the way in which people are watching video content has changed.
In this case, don’t miss a chance to be well ahead from your competitors and start using IGTV.
Keep reading and you will learn everything you need to know about IGTV, including what is IGTV, how to create an IGTV channel, how to upload videos to IGTV and some other useful tips.
Let’s get started!
What is IGTV?
Instagram wanted to challenge YouTube for video superiority, launched this brand new, long-form video channel – IGTV. And in fact Instagram did it really successfully.
IGTV is Instagram’s method of breaking the traditional TV experience and updating it for a contemporary mobile experience.
IGTV is accessible from both Instagram original app and works as a stand-alone app. It lets users to create and share videos up to 10 minutes long. However, if your Instagram account is verified or you have huge amount of followers, IGTV provides you with an opportunity to create videos up to 1 hour.
All videos uploaded on IGTV remain in the account for as long as they are not deleted. As other Instagram content, IGTV videos can receive likes, comments and be shared through Instagram direct messages. So, social proof is visible to other Instagram users.
What is more, IGTV supports both vertical and horizontal video formats.
Unlike on YouTube when people need to search for videos in order to watch, IGTV starts playing as soon as a user opens the app, but it doesn’t mean you can’t search in IGTV.
Keep in mind that Instagram shows you videos based on your interests and who you follow. However, you can also view trending IGTV videos by tapping on the “Popular” section.
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The main IGTV specifications
Video length: normally between 15 seconds and 10 minutes long. If verified account or with bigger followers’ number up to 1 hour.
Video type: MP4 format.
Video size: For videos 10 minutes or less – 650 MB. For videos up to 1 hour – 3,6 GB.
Aspect ratio: minimum 4:5, maximum 9:16.
Video cover picture: JPG format and 420 pixels by 654 pixels.
Now as you know what IGTV is, let’s discuss the reasons why you need to use IGTV.
Why you should start using IGTV?
The strong reason why you should begin using Instagram IGTV is that this video channel provides you with an opportunity to reach a completely new audience and, consequently, boosts your brand awareness.
However, that’s not all.
IGTV has features that really make it worth your while.
First of all, because of IGTV video length, it gives you less limitations and more flexibility.
Secondly, it is mobile friendly. As you know that in modern world, people prefer to use their mobile devices in order to get information, rather than computers, so, by using IGTV there are more chances that your content will be watched.
Finally, as IGTV videos can be in both vertical and horizontal formats, in this case, it is great for creating and uploading different video types, such as, vlog, a behind the scenes look, a new product review or even a brand’s advertisement. Consequently, audience who is consuming IGTV video will be more likely to interact with it.
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How to use IGTV in order to promote your brand?
Actually, brands cannot miss an opportunity to benefit from this Instagram feature and should start using it to improve its visibility.
It doesn’t matter in which field your brand is working, you may drive traffic to its website by inserting a link in your videos. In this case, users will be able to click on a link in your video description and be taken to a certain page.
So, below are tips how IGTV should be used in order to boost your brand’s discoverability.
- Build and maintain the consistency over your brand’s IGTV channel. It means that you need to stick to the same colors, tone of your brand. Consequently, you will show an audience that this is your brand, just on a different channel;
- To make your videos seen by non-followers, don’t forget to include branded, unique hashtags into your IGTV video’s description;
- Share the IGTV on other your brand’s social media channels, like Facebook, Twitter. In this way, you will inform your followers on other platforms what you are using IGTV and they can watch your videos.
How to create your IGTV channel?
Before you will upload your first video to IGTV, your task is to create a channel. There are two options how you can create your IGTV channel- using IGTV app or through Instagram. Moreover, the good news is that the creation process is very simple and fast.
Let’s review the steps.
Option 1. How to create IGTV channel from the IGTV app?
Step 1. Download the IGTV app.
Step 2. Sign up to the IGTV app. However, if you are already logged in to your native Instagram account, then IGTV app will automatically use your profile.
Step 3. Press on the settings gear icon in the top-right corner and choose “Create Channel”.
Option 2. How to create IGTV channel from the Instagram app?
Step 1. Log in to your Instagram account.
Step 2. Click on the IGTV logo in the top-right corner of your home newsfeed.
Step 3. Tap the settings gear icon on the right side of your screen.
Step 4. Finally, press on the “Create Channel” option.
Quick and easy, isn’t it?
How to upload a video on IGTV?
Once your IGTV channel is set up, you are ready to upload the first video. Here is how you can do it.
Step 1. Click on your account’s avatar from the main page and you will be moved to your IGTV channel.
Step 2. Tap the “+” icon in order to insert a video.
Step 3. Choose a video from your camera roll.
Step 4. Upload a cover image in order to make your video look more appealing.
Step 5. Write a title and description of your video.
Step 6. Share a one minute preview of your IGTV video on an Instagram profile. In this case just move the slider button to the right side to post a preview. This tactic is helpful in order to boost video’s views and engagement level.
Step 7. When everything is ready, hit the “Post” button to show your IGTV video to an audience.
In order to understand how successful your IGTV videos are, it is advised to track metrics of your video’s performance.
So, click on the “…” icon next to the like, comment and share buttons on your IGTV video. Here you need to press “View Insights” and you will be able to see how much views, likes and comments your video receives from an audience.
What is more, in the “View Insights” section you have an opportunity to see an audience retention rate, which shows you how many people viewed your IGTV video to the end.
Also you are presented with a drop-off graph, which helps to find out at what point an audience is swiping off of your IGTV video. If people are swiping away from your video as soon as they start watching it, then most likely that your content isn’t appealing enough to catch and retain audience’s attention. In this case, try to put the most existing moments in the beginning of your video.
Video ideas for your IGTV channel
Not sure how to get started in terms of content for IGTV videos?
So, don’t worry!
In fact, the entertaining and informative content that you are uploading on your other social media platforms and Instagram itself will do well too.
Here are several ideas that you can use while creating a video for your IGTV channel:
- General information about your brand’s business field.
This type of content is always appreciated by an audience. Provide some exciting facts in more details and you undoubtedly will grab users’ attention.
Actually tutorials or in other words, how-to videos are the most common types of videos you can find on social media, but it doesn’t mean you need to skip them and to create something more unique.
Try to make your brand’s how-to videos where you will provide people with special knowledge to help them learn something and in return you will get loyal audience who will be waiting for your new IGTV video to appear. Moreover, these users will be more likely to engage with your content.
- Product reviews.
Products’ reviews are considered as another great content idea for your IGTV videos.
So, create an engaging IGTV video where you review your products and give your audience a reason why it is worth to buy your brand’s products.
Consequently, this type of video will not only help you to attract more viewers, but also will provide potential customers with more detailed information and influence on their purchase decisions.
- Behind the scenes look.
Provide your audience with an opportunity to get to know your brand better by taking them behind the scenes.
In this case, show your IGTV channel viewers how you prepare for your videos and record them. So, draw audience’s attention on all crucial steps in producing your high-quality video content.
Overall, this type of content will help you to build trust of your audience.
Wrapping everything up, IGTV is considered as a really great upgrade to the organic content you usually show your audience on Instagram.
don’t waste your time and include IGTV videos into your Instagram marketing strategy to receive the best results.
However, if you are already using IGTV, please share your opinion in the comments below!