How Your Brand Should Be Using the IGTV Feature
by Chico Orange
Have you explored the new IGTV feature yet? You might want to, especially if your brand’s content is video-heavy. Unlock the potential of IGTV for your channel and boost your brand awareness exponentially. Read on to learn how.
79% of Internet traffic at the end of 2020 was attributed to videos. This just proves that when it comes to social media marketing, video is king and is one of the most effective formats of content. Because of the rising popularity of video, platforms like Instagram have released new features that cater to the booming content type.
One of the most untapped features for video on Instagram is IGTV, which allows users to post long-form videos that won’t fit into 15-second Instagram Stories. If your business hasn’t explored the IGTV feature yet, read on and discover its potential.
First of All, What is IGTV?
IGTV is a feature on Instagram that caters to sharing long-form videos. It’s similar to how YouTube works, except IGTV allows for a more mobile-friendly viewing approach within the social media platform we know and love. Plus, it allows a user to flip through different channels and consume video content in a tap of a screen. To use IGTV, a user needs to have an Instagram account and access the feature within their profile. They can utilize it to share videos that are up to 1 hour long, creating a good platform for short webinars, tutorials, or other types of content.
The IGTV plugin on Instagram has its own interface with tabs including “For You”, “Following”, and “Popular.” That means that viewers can explore IGTV and find videos that suit their interests (according to their algorithm), watch videos posted by their friends, and see a collection of videos that are currently trending.
Should You Use IGTV or YouTube?
Because IGTV and YouTube have their own fair share of similarities, you might be wondering if you need to set up your IGTV channel even if you already have a YouTube account for your brand.
Short answer: Yes, you should.
The overall user experience with IGTV transcends the features of YouTube. Some of the benefits of utilizing the feature include:
- Uninterrupted viewing experience due to the lack of ads or commercials
- Optimized specifically for mobile viewing and uploading
- More traffic carried over from your Instagram following.
Longer IGTV videos help you achieve longer engagement times, which unlocks the potential for your brand to increase recognition and affinity. It’s worth your shot to test the feature out and see what it can do for your business.
How to Use IGTV for Your Marketing Campaigns
Although only a fraction of the 1 billion Instagram users is engaging on IGTV, the feature offers a lot of potential for marketing your brand and sharing your content. If you’ve decided to explore what IGTV can do for your marketing efforts, getting started is as easy as creating and posting. Here’s how:
Set Up Your Channel
If your brand doesn’t already have an Instagram account, download the app and customize it to your business. On your profile page, you should see a plus sign icon in the upper right-hand corner. In the pop-up, click “IGTV Video.”
Upload Your Video Content
After opening the IGTV feature, you’ll immediately be redirected to the videos stored in your phone’s gallery. You can upload as many as you want and they will be shared and ready to view almost instantly. Do keep in mind, though, that Instagram only allows videos that are at least 1 minute long to be uploaded to IGTV.
Once you upload your original video, your followers will see it in their news feeds even if they don’t go directly to the IGTV feature. Instagram will automatically play the first few seconds of your video in the news feed but will ask the viewer if they want to watch the full video on IGTV.
How You SHOULD Be Using IGTV: Best Practices
While uploading and sharing content on IGTV is as easy as pie, you can harness more of its power by adopting these best practices:
Create Videos for Your Target Audience
Just because videos can help you gain a whole chunk of traffic doesn’t mean that you should just be uploading whatever video content you have in your gallery. You should design your videos to serve the particular demographic that your brand is targeting. If you’ve already been marketing on Instagram, you should be able to easily grasp who your target audience is.
Be Careful With Your Video Length
While IGTV allows you to post videos up to 1 hour long, users won’t likely stay and watch the entirety of your content if it runs excessively. The ideal video length, even for IGTV, is about 3 to 4 minutes long. The best practices in video content marketing apply here, such as ensuring that the first few seconds of your video grab the attention of your audience.
Crosspost to Other Channels
To expand your reach and increase your traffic, you can share your IGTV videos to other channels. Make sure to stay consistent in terms of your branding and visuals when crossposting.
Because IGTV has its own explore interface, using hashtags can help you extend your reach and increase your chances of showing up on other users’ “explore” tabs. Use hashtags that are related to your video and include them in your video description. This will help improve your SEO traction.
Track Your Videos’ Performance
As with any marketing campaign, you want to make sure that you track the performance of your IGTV videos. You can do this within IGTV by looking at the built-in insights. Use this data to improve your IGTV campaign and realign them with your brand’s marketing goals.
Get Started With Your IGTV Marketing Campaign
IGTV holds an array of untapped potential, which means that it may be worth your while to stick to it — especially if you already have a large Instagram following and long-form videos are suited to your brand. With your newfound ability to post long-form videos on a high-traffic social media platform, you’re opening the gateway to an exponential rise to your brand awareness and ultimately, traffic and income.
If you want to maximize your digital marketing efforts, we can help. Citrus is a social media agency in the Philippines that offers fresh ideas and innovative strategies that can level up your marketing and grow your business.
Contact us today and let’s discuss what we can do for your brand! Visit our website to learn more about us and follow us on Facebook, Instagram, Twitter, and LinkedIn for more digital marketing tips, content, and updates!
Geek, Internet Entrepreneur, Graphic Designer, Web Developer, Photographer, Software Junkie, Digital Artist, Technology Enthusiast, Idea Evangelist, Tech Support Blogger, Bootstrapper, Shameless Self-Promoter, Technology Consultant.
June 11, 2021
June 11, 2021
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