Users are able to watch videos from people they follow, and they can upload their own IGTV content. The new platform is a great place for content creators who want to use longer-form videos. People who follow you are the only ones who can see your videos, so you're catering to a target audience. Apply this understanding to create authentic content that connects with your audience. Partner with influencers Instagram is relying heavily on content creators to push out IGTV, and it's specifically targeting heavy-hitter influencers to create content for it. A good way to propel your IGTV strategy and bring more attention to your content is to partner with social media influencers who appeal to your audience. Record vertical videos Instagram encourages creators to create brand-new content, not published on any other platform. Interviews/Q&A sessions: Hold interviews with influencers or people on your team. Consider creating a video series. It's a great way for brands to use their current follower base on Instagram to launch a new video strategy without having to build a completely new following.
If you’re using the latest version of Instagram, you’ve probably noticed the small TV icon in the top right corner of your homepage. That’s where the social media platform’s relatively new IGTV feature lives.
Users are able to watch videos from people they follow, and they can upload their own IGTV content. Users can also view IGTV through the standalone app they can download.
With its release of IGTV, Instagram is tapping deeper into the rise of video content, and brands and marketers have taken notice. The new platform is a great place for content creators who want to use longer-form videos. Major brands, including Netflix, Chipotle, and Nike, have taken advantage of it, publishing content for their IGTV channels.
You can upload videos on IGTV directly through mobile or desktop. Most accounts are allowed to publish videos that are 15 seconds to 10 minutes long, but larger and verified accounts can upload videos up to 60 minutes long if done via desktop.
Videos are divided into sections based on a user’s interests, accounts they follow, popular videos, and videos they can continue watching. Users have the option to search for individual creators and channels, but they aren’t able to search for content on a specific topic.
Brands now have the opportunity to dominate long-form vertical video content in a space that’s less flooded with content from competitors. Therefore, content will be more easily visible and accessible to their followers. Brands that take advantage of this in-depth viewing experience now can become an early pioneer and reap the benefits.
So, if you want to elevate your social media video efforts, here are a few ideas that can help your brand best harness the power of IGTV.
1. Be creative and targeted
The content you post on IGTV won’t be shown to the public or a mass of people. People who follow you are the only ones who can see your videos, so you’re catering to a target audience.
Make sure you understand who your core following consist of so you can best create content that resonates with them. Apply this understanding to create authentic content that connects with your audience.
This is your opportunity to get creative and innovative with your ideas for video content.
2. Make a good first impression
IGTV starts playing as soon as you open the app or through its tab on Instagram. That means you must grab your viewers’ attention quickly so they don’t swipe past it! Add an attention-grabbing intro to your video, and if you have text make sure you give people enough time to read it.