Almost a decade since its launch, Instagram has successfully established itself as a leading social marketing platform. The reason why Instagram has millions of active users every day and is still able to attract new users is the fact that it is constantly evolving itself. Its dedication to fixing bugs and giving users what they expect is one of the main reasons for the platform’s exponential growth.
Instagram television or IGTV is one such innovation that has become one of the most used features of Instagram. Traditionally, the only way to catch the attention of the users through video would be by posting Instagram Stories, which had a maximum duration of 15 seconds. Now, for a brand to tell a story within a mere 15 seconds is a Herculean task.
The reason why brands hesitated to take their marketing campaigns on Instagram is that that would mean using a video splicer tool and breaking the video into a bunch of 15-second segments, thus taking a toll on its effectiveness of generating engagement. With IGTV, there is a change in the situation, and some users may share video content of up to an hour’s length without ant splicing.
As the platform is designed for mobile views, it supports only vertical format videos, thereby making video viewing a comfortable experience. This will prompt more users to see such videos, thereby presenting a host of marketing opportunities for brands.
How Do IGTV Videos Reach the Audience?
IGTV is a dedicated app, and once a user logs in to their account (with their Instagram credentials. IGTV does not have dedicated credentials), videos of those they follow start playing automatically.
However, the advantage for brands looking to market through IGTV is the fact that all the videos uploaded in this platform can be viewed from the Instagram app itself. There is a TV-like icon on the top right of one Instagram screen and tapping on that will start playing the videos.
If your brand has ample engagement and is a high ranking IGTV profile, then you will have access to weekly shows, a feature that will go a long way in boosting your online presence and giving you the brand exposure you want. For a brand looking to boost engagement, IGTV is a world of opportunities.
Use IGTV to Show Exclusive Video Content
In today’s digital world, there is no dearth of content, and the only way for you to stand out in the competition would be by giving your regular audience some appealing insider content. IGTV allows you to create such a video without the need of any external video editor.
Considering that people love to see authentic content, try to have some behind-the-scenes videos of your product development as a part of your Instagram marketing strategy. You may also create IGTV videos on company events like industry trade shows, office tours, social gatherings, or team outings. Such videos will help you strike an emotional chord with your audience, thereby prompting them to choose you over your competitors.
Showcase Your Product’s Features through IGTV Tutorials
Introducing your product through educational videos on IGTV has multiple advantages. Firstly, IGTV videos do not come with an expiration date, and unless you update your product every month, you may share the IGTV video on multiple platforms on multiple occasions.
Moreover, your potential customers will be interested in tutorial videos, webinars, and other educational content. If you can subtly bring in your product or service while teaching them something productive, the chances of them choosing your business increases.
To understand this, let us consider an example where you are a cosmetic brand. If you can come up with IGTV videos on some DIY makeup tips and show how to use your product, viewers will resonate with your brand and choose you over other cosmetics brands.
Similarly, a salon can have IGTV videos on how to do root touch-up of colored hair at home during the pandemic. That way, if the viewer finds your tips helpful, they will be more likely to choose your salon for regular services.
Optimize Your IGTV Content
IGTV is a relatively new concept in the world of marketing, and there is a lot of room for experimentation. However, it is always better if you set some ground rules around which you unleash your creativity.
- Your cover image may not always give a clear picture of what the video is all about. That is why you should come up with a compelling title for your video. Ideally, the title should be of 18 to 25 characters. Invest your time in finding relevant keywords and use them in the title and video description. Remember, it is these keywords that will enable your video to reach people who are looking for this type of content.
- Invest your efforts in cross-promoting your IGTV videos through Instagram stories, posts, etc. That way, the video will reach your existing followers with minimal extra effort on your part. If used properly, IGTV videos can give a major boost to your Facebook ad template-based marketing campaigns.
- IGTV gives users a lot of creative freedom in terms of the length of the video in question. This is a boon for brands as delivering as telling a compelling story in 15 or 30 seconds is often impossible. However, as shorter stories generate better engagement, try to restrict your IGTV videos to 5 or 6 minutes for maximum reach.
Considering that the lifetime of IGTV has been relatively short, it is still too early for us to predict the future of this platform. However, considering that the central idea of IGTV is playing vertical videos, we can expect that in the future influencers there will be provision for influencers and brands to earn money (through paid advertising) from their IGTV accounts.
As of now, IGTV brings forth profitable opportunities for all businesses in terms of increasing their reach and fostering effective customer engagement. With the popularity of vertical videos transcending across different social media platforms, brands having IGTV as a part of their digital marketing strategy today will be able to capitalize on video marketing and have better sales figures.