In 2018, Instagram launched Instagram TV (IGTV for short), a new way to share videos on the Instagram platform. Videos offer massive opportunities for marketers. They’re instantly accessible and engaging for audiences demanding interesting content on their favorite social media platforms, which is why 81 percent of businesses now use videos as marketing tools. But how do you make the most of your marketing campaign? A good understanding of IGTV content marketing is essential if you want to avoid potentially costly mistakes.
Understanding IGTV
IGTV is Instagram’s latest initiative, and an attempt to claim a share of the lucrative social media video market. The video sharing service has its own app, which is free to download, but it’s also accessible from within the Instagram app by selecting the television icon in the top right corner.
Why Did Instagram Release IGTV?
Creating a new video sharing service was an obvious move, as watching videos is quickly becoming the most common online pastime. In fact, statistics from 2017 revealed 55 percent of people watch videos online every day, with a staggering 78 percent of people watching videos online every week.
How Long Are IGTV Videos?
Prior to IGTV, it was possible to share videos of up to 15 seconds through Instagram stories, or videos of up to 60 seconds in the main Instagram feed. IGTV allows users to share longer videos: Videos between 15 second and 10 minutes for all users, videos up to 60 minutes for larger and verified accounts using a computer
How Does IGTV Work?
It’s possible to upload videos from within Instagram by selecting the television icon and then selecting the cog symbol to create an account, or by using the IGTV app. As your IGTV channel syncs with your Instagram account, all of your Instagram followers automatically follow your IGTV content as well. When you’re in the IGTV player, there are several tabs for organizing content:
For you:
A selection of videos that IGTV thinks you might enjoy based on the accounts and hashtags you follow
Following:
A selection of videos from accounts you follow
Popular:
A selection of the most popular videos on the service
Continue watching:
All of the videos you started to watch but didn’t finish
IGTV Content Marketing
What Are the Limitations of IGTV Content Marketing?
As of 2018, IGTV is still in its infancy, and there are numerous limitations to using it effectively. But by understanding these limitations, it’s possible to find workable solutions to ensure your IGTV content marketing campaign is a success. For example, videos have to be in vertical format, not landscape format. Secondly, videos must be no more than an hour long. Videos must also be created in another app and then imported into IGTV. Lastly, videos don’t have adverts, and there’s no way to monetize them.
Using IGTV Content Marketing
As with any other video sharing platform, it’s possible to use IGTV as part of your video IGTV content marketing strategy. Once you’ve created an IGTV account, all of your existing followers gain access to your video content. It’s then possible to create and share videos as you have previously with your still images. There are several tricks to employ your IGTV content marketing strategy to increase the visibility of your video content and ensure good results:
Catchy titles:
A short title that gets to the point is going to increase the chance of someone watching it.
Custom thumbnail:
As on YouTube, your video thumbnail is important for grabbing the attention of casual browsers. Using a custom thumbnail reduces the risk of people passing by your content.
Hashtags:
The hashtags in your descriptions are an essential part of raising your visibility. Include hashtags that relate to your content, and that speak to your chosen demographic. When people are searching for particular subjects, well-chosen hashtags help your content to surface.
Links:
The links you put in your video descriptions are clickable, so don’t miss an opportunity to direct viewers to your personal website or shop.
Promote your videos in your main feed:
When you add IGTV content, post a still image in your main feed promoting it. Use some IGTV-themed hashtags such as #IGTV, as there are going to be a lot of people interested in finding out more about this relatively new service.
Educate:
Some people may not know how IGTV works. Give advice in your feed on how to access your videos, such as directing people to the IGTV app, or the television icon in the top right of the Instagram app.
Keep in mind that there’s currently no way to monetize IGTV videos through adverts. But videos are a great way to build engagement with your existing followers, and to grow your audience. The videos also create opportunities for directing people to your other social media ventures and your personal website. Of course, there’s every chance that Instagram will eventually introduce advertising to IGTV, at which point monetizing your content becomes even easier.
How to Develop an IGTV Content Marketing System
One of the main stumbling blocks for IGTV at the moment is there’s no way to make videos in the IGTV app or Instagram app. The obvious solution is to use the camera on your mobile device. But while a few unscripted videos where you talk to the camera about what’s on your mind offer engaging alternatives to your selfies, quality videos require good filmmaking equipment, lighting, scripts, editing, and production values. You may even need actors and sound stages for the best results. These obstacles are a major concern, with 83 percent of marketers suggesting they would create more video content if they had more time, money, and resources.
Fortunately, getting on board with video-based content marketing doesn’t have to involve a heavy investment in tools and skills. Bringing in freelancers helps to keep your costs down, and ensures your videos are good quality. Signing up with a content marketing marketplace or marketing platform makes it easier to find the talent you need.
Final Thought: Getting in on the Ground Floor
IGTV is new and because of this some people still don’t understand it. Additionally some people do not even know about it. So it’s the perfect time to become an early adopter. Lay the groundwork for using the application to build your audience. Share your experiences, help other people to learn more about the service, and make engaging videos part of your IGTV content marketing system.
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