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Instagram’s Latest Feature, IGTV: The Marketing Breakdown.

Instagram’s Latest Feature, IGTV: The Marketing Breakdown.
July 12, 2018 Ronin Marketing

It’s no shocker that Instagram has become one of the most engaging online platforms for businesses and brand marketers. The popular social media platform has come a long way from its initial purpose of merely filtering and sharing photos.

Now Instagram has just launched it’s latest hot new feature, IGTV. The brand new video platform is a place for vertical videos that you can simply watch and create on your phone – anywhere, anytime! Instagram has already trained people to use vertical video thanks to Instagram stories, and with over one billion monthly users, IGTV will be hard for people to ignore. With the rapid growth and movement of social media today, video has now become an essential skill and feature for businesses to grow and engage their audience by offering longer content at a deeper level. If your business does not know how to create video content, you should learn so you can stay ahead in the competitive market.

Who is IGTV for?

Anyone can create their own IGTV channel, and if you want to stay ahead in this rapid world of internet innovation, you should start using IGTV now while it’s still new and exciting.

We know the whole social media scene can sometimes seem overwhelming, but don’t freak out! Vertical video encourages anyone to create videos naturally, and without feeling the pressure to create high-quality content. This is great news for your business if you’re only just starting to focus on your social media content and marketing.

Now that you know what IGTV is and the importance of creating engaging video content, let’s talk about how IGTV works and how it can help you with your business marketing. Because, like any other new Instagram feature, you have to understand how to utilise IGTV to assist you in achieving your business growth and goals.

How IGTV works

Instagram has adapted to today’s mobile society. Now we can easily access video content on the go. You can watch either through the Instagram app that we all know and love, or the new standalone IGTV app. IGTV users can upload and view a variety of video content that Instagram curates based on who you follow, your previous searches, and interests.

Longer vertical video on Instagram makes it even easier to get discovered by new people and build your audience. Videos can be up 10 minutes long for most accounts and up to an hour long for larger accounts with a large following. However, this is soon to change. Instagram says that there will shortly be no time limits on videos for any account.

How IGTV can help your business marketing

IGTV is a powerful tool that can help businesses increase brand awareness organically as it allows companies to grow and engage their audience by offering longer content at a deeper level. In saying this, you must know what kind of content your audience likes and what information will they find relevant and useful. Otherwise, your audience will disengage and take their focus elsewhere.

Other than the fact you can share longer in-depth video content to attract your followers, IGTV promotes interaction between your business and your audience. Viewers can like or comment on your IGTV videos. Make sure you reply to your comments as it is an easy way to engage and interact with your audience and understand what they want from you and your business.

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You can track your IGTV analytics.

Within IGTV’s analytics you will find data and insights based off your videos views, likes, comments, and retention rates (how many people watched your video till the end). You can even add links to your video description that your viewers can click on that will direct them to the desired link elsewhere outside of the IGTV app. Bonus!

How do I set up an IGTV channel?

First, you need to create your very own IGTV channel. Thankfully, Instagram has made this step super simple.

1. Download the IGTV app and sign in using your Instagram profile.
2. Click on the settings icon and click ‘Create Channel’. Here is where you log in with your Business Instagram account and ta-da! You now have an IGTV account.

Now to add a new video.

Click your profile avatar on the IGTV home page. Then click the + (or ‘add new’ button) icon and select a vertical video from your camera roll. Handy tip: just like your traditional Instagram stories, IGTV videos are a 16:9 aspect ratio, so make sure your video is fit to screen for best quality.

2. Give your video an engaging title and brief description. Here you want to include relevant keywords so anyone can easily come across your IGTV videos based on similar recommended content. Unlike YouTube, viewers cannot search for videos based on topics and specific keywords. Instead, you can search Instagram accounts by searching one’s name or Instagram handle. However, people can come across your profile by simply swiping through the browse tab in which is filled with a range of popular or recommended videos.

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3. Add a catchy cover photo! Choose either your own custom created photo or a simple thumbnail from the uploaded video itself.

4. Now all you need to do is click the post button, and you’re done! Congrats, you have just uploaded your very first IGTV video and you’re on your way to business marketing success!

If you’re still worried to embrace the new video platform, here is a list of engaging content topics to get you started and build upon your business empire:

  • Tutorials and how-tos
  • Topical vlogs
  • Team Introductions
  • Educational Videos
  • Product Demos
  • Behind the scenes action

Even if you’re a small business limited to 10 minutes of video, there is plenty of time for storytelling to be done! People are already spending hours on the native Instagram app, so we know IGTV is going to be a big deal, if not already.

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