4 tips on how to improve your IGTV game
INSTAGRAM’S IGTV IS ON THE RISE. BRANDS ARE JUMPING ON THIS PLATFORM MORE AND MORE THESE DAYS. AND THEY’RE BUILDING UP THEIR CHANNELS WITH ENGAGING, ORIGINAL CONTENT.
There are a lot of diverse video channels out there already. You’ll see your favorite fashion and outdoor brands to independent media content you respect to e-celebrities you’ve followed for years and more. And they’re all creating unique, core-brand content for their community.
IGTV was officially launched in June 2018. There wasn’t much success with it initially. Brands were slow to adopt it. But ever since Instagram launched IGTV previews in their regular feed, views have skyrocketed. Users are more apt to click through and finish watching the video after they’ve already viewed the first minute in the feed.
SO WHAT IS IGTV EXACTLY?
Wikipedia has a straight-to-the-point explanation. IGTV is “a standalone video application by Instagram for Android and iOS smartphones. It allows for longer videos compared to Instagram’s stories and posts. While IGTV is available as a standalone app, basic functionality is also available within the Instagram app and website.”
AND HOW LONG CAN THE VIDEOS BE?
Well, “IGTV allows uploads up to 10 minutes in length with a file size up to 650 MB, with verified and popular users allowed to upload videos up to 60 minutes in length with a file size up to 3.6 GB.” Thanks Wikipedia!
WHY SHOULD YOU CARE?
Because of the ease of use, the accessibility of it. Because of the potential to connect on a deeper level with a richer brand voice. Because of the direct line to your community.
You’re able to own and curate your very own long-form content channel, with vertical or horizontal video support. And you can fill it with mini-documentaries concerning causes you care about, how-to cooking videos, or behind the scenes of an event or production. Hell, you can even make a series of episodes on one topic (AKA episodic video content).
We’re on our phones already. We’re on Instagram already. So keep us involved with video content we care about. That’s the message and it’s huge for your brand.
Check this out: a friend of ours DMs us some running shoes. Ones that match the color we’ve been wanting for a while. They’re Nikes. We visit Nike’s profile, like the photo, scroll through some more photos, and eventually click on an IGTV video post. We watch one of their “Dream Crazier” stories highlighting an athlete who overcame some personal adversities. Suddenly we’re inspired by their brand storytelling.
PRETTY SOON WE’RE WATCHING EVERY LAST VIDEO ON THEIR CHANNEL.
All of them, branded stories about human triumph in the face of great struggle, the very core of Nike’s philosophy.
We’re hooked. We’re viewers of their IGTV channel now. They’ve opened up a conversation with us.
Now that’s how a user interaction might typically go. We see content we like. We click through. We find a whole video channel dedicated to one brand, a brand we might ultimately trust.
This brings us to our first tip:
1 EMBRACE A CAUSE
It’s more than your brand mission. It’s a specific, or series of specific causes that fall under the umbrella of your brand mission.
If you’re a wedding and event florist whose mission is to offer locally sourced and sustainable floral then you could create a video for your IGTV channel that highlights the hard work of local flower farmers. You could make it episodic, too, traveling around the region talking about what grows best where, what time of year do roses bloom, health of the soil, etc.
2 KNOW YOUR AUDIENCE
This one’s pretty simple. Create content on your IGTV channel that will resonate with your community. The causes you embrace should be predictable to your brand, and not in a bad way.
National Geographic cares about the planet so you’ll see a lot of mini-documentaries surrounding wildlife and environmental causes.
Now how you go about creating the video content can stray from the norm a bit. You can incorporate guest hosts, experiment with longer-form content (up to 10 minutes), or even get creative with topics tied to your brand.
3 BE GENUINE
To explain the importance of being genuine here’s how not to be genuine.
When there’s a clear sales funnel, your audience will most likely be turned off right away. You don’t want to create a video for your channel that simply talks about how great you are and to sign up for your services or buy your products right away.
Reserve the sales pitch for other mediums. IGTV, in our humble opinion, is about building brand loyalty through a genuine exchange of ideas.
This goes back to embracing a cause and knowing your audience. Be an authority. And be real.
4 POST REGULARLY
If you post good video content regularly to your IGTV channel as well as in your feed as a preview, then you’ll have a more engaged audience and the infamous Instagram algorithm will be in your favor. An article on Later says “if the preview in your feed gets tons of engagement, it will not only lead viewers to your video in IGTV, but also signal to the algorithm that you’re producing quality videos for IGTV for your audience, and that others might even like it too!”
In other words, you’ll pop up more in the search portion of Instagram in front of people who follow similar brands or have similar interests.
As we said before, Instagram’s IGTV is on the rise. Those who pioneered the early days of YouTube would probably tell you not to hesitate.
WONDERING HOW WE CAN PUT VIDEO TO WORK FOR YOUR IGTV?
Start a conversation with us. We can talk video all day.