Do you think social media managers and agencies should be adopting IGTV (Instagram TV)? The answer varies with whom you ask. Inconsistent reports indicate either success or failure. What follows is essential information.
Given that 80% of Instagram users follow at least one brand, and that companies on Instagram get around 10x more engagement than they do on Facebook, it’s clear that marketers have a lot to gain by being present on Instagram.
Still, the platform has always had some restrictions that baffled businesses. One of the most significant was the one-minute video rule, which compelled businesses to condense their video material to 60 seconds or less.
This issue has been addressed by Instagram with the introduction of IGTV. Brands initially responded positively, but the movement has now stalled.
What is IGTV, is it worth it, and what are the best practises for maximising results if you decide it’s suitable for you are all things company owners and marketers should know before diving into the platform.
The IGTV Mystery: What Is It?
As a mobile-first (i.e., vertical) video platform, IGTV is Instagram’s little sibling app. As you browse the various “channels” (i.e., user profiles), video will keep playing in the background, mimicking the experience of watching television on the go.
While IGTV is officially its own app, it nevertheless has deep connections to Instagram.
When an IGTV video is shared on a user’s Instagram feed, just the first 60 seconds are seen. (There was an IGTV app icon on the homepage, but it was removed lately.)
Users who are interested in seeing the entire video can do so by clicking over to IGTV. The first minute of long-form videos may be previewed on the IGTV tab of the Explore section, and then you can click to continue viewing.
Instagram is obviously trying to divert users from its rival app.
Is It Really Worth It To Use IGTV?
Instagram’s IGTV has not been as successful as the company had intended. This much is obvious. The platform probably expected it to be the next YouTube, but it hasn’t even come close.
It’s challenging to attract users to install and retain the software.
The bulk of today’s views come straight from Instagram users who chance to follow an account that often publishes a long-form video they’re interested in watching. There is a considerably smaller but still noticeable population of app users that launch it on their own to look around.
On theory, this was a bit of a surprise.
People all throughout the world absolutely like Instagram. Almost always, its characteristics are welcomed with overwhelming excitement. Take Instagram’s Stories, for example; they were inspired by a Snapchat feature and completely altered the social media landscape.
A few hiccups with IGTV… but it’s all right since. It doesn’t imply it isn’t worthwhile; in fact, I’d say the contrary. Progress is being made in expanding the platform’s user base.
A growing and enthusiastic audience is being drawn to the platform, but not at the same record-breaking levels as Instagram itself. That’s why this is a great chance to publish more extensive pieces. It’s a wonderful opportunity to delve deeper and provide more comprehensive explanations, demonstrations, and other forms of educational media. There’s a chance to provide useful information to an interested audience, so take a closer look.
IGTV: Tactics for Successful Outcomes
Using IGTV videos, you can establish a more personal and engaging rapport with your intended audience. That’s a nice thing to happen.
If you want your IGTV campaigns to succeed as much as possible, it’s important to adhere to these guidelines.
The teaser video should be posted to Instagram
Always post a short teaser on Instagram and direct them to IGTV for the complete video. Let me repeat how crucial this is. To begin, you’ll have more material for your Instagram account. Because it can be so taxing to plan out an entire social calendar, that’s already a plus (as we all know).
More significantly, this is how you attract the interest of your target audience. If people stop what they’re doing for even two seconds to watch the video’s teaser, they’ll be hooked. That’s a lot more efficient than simply posting alerts and hoping for clicks.
Think of catchy names for your videos
The previous channel-based IGTV design has been replaced by a grid of videos on the home screen. The titles you provide your films are quite important since users may navigate through title pages to locate what interests them.
The title of your video should be descriptive of the content.
Just because you can, doesn’t mean you should
One thing you may have noticed about this display is that the video time stamps aren’t particularly large. Each one lasts less than two minutes. On IGTV, your video time limit is capped at 10 minutes. Larger brands that have been validated can request up to 60 minutes. However, you shouldn’t even come close to using up your entire quota 90% of the time.
You want viewers to watch your videos all the way through. That implies limiting your speech to the time it takes to make your argument. Don’t utilise all of your time simply because you can. Don’t drag out your video lessons forever… Keeping people interested will be a breeze.
Think about making some instructional materials
As a video-sharing platform, IGTV offers a wide range of possibilities for user-generated content. While creating brand awareness through narrative is valuable, instructional material is a more effective goal on IGTV. With only one minute to make your point, instructional material on Instagram may often be a challenge. So if you want to teach your audience something new, provide them with answers to their burning questions, or supply them with resources, IGTV is the place to do it.