Last month, Instagram hit one billion users and announced their new platform, IGTV. This is sure to be a completely new format for video content that brands should take advantage of while the field is open. What is IGTV? And how can brands capitalize on IGTV? Stay tuned; here’s what you need to know.
What Is IGTV?
IGTV is a brand-new hub for long-form video content on Instagram. The minimum video length is 15 seconds, so you won’t be able to repurpose content from Instagram Stories. While short-form video content has been wildly popular on Instagram, this new feature signals a new direction for brands and influencers. Long-form video content is still new in social media, but some believe social media users are developing an appetite for it along with their usual snippets and raw updates.
Social media consumers prefer raw, unpolished content, which has been the strategy behind Instagram’s rise to fame. Stories was a huge hit for snackable content. But live video found a foothold in the industry, and thus the rise of long-form video. Most live broadcasts are longer than 15 seconds or even 15 minutes for some brands.
So IGTV is now here, built on a platform quite similar to Instagram Stories, but with a time limit of 15 seconds to 10 minutes. Brands with 10,000 or more followers are allowed up to 60 minutes. Videos must be pre-recorded, full-screen, vertical (as most mobile recordings are), and quick to load. While some are considering this move as a challenge to YouTube, IGTV does not yet have monetization. However, the platform does rely on channels not unlike YouTube’s structure. Your followers are automatically subscribed.
How To Capitalize on IGTV
So what does this mean for you or your brand? In short, this is a great opportunity to help shape a new social media platform. There are very few brands on IGTV, and the content there is limited. This means there is far less competition for serious brands who want to make their mark in this high-traffic spot.
But what to upload? Well, here’s what a few prominent brands are trying out:
- Chipotle uploaded one of the first videos on the platform – a video of a man pulling out of a bag endless Chipotle foods to communicate how many potential varieties the restaurant chain can offer. Kind of gimmicky, but anything goes at this point.
- Gucci shared video from a recent fashion show. This is one way to show extended, behind-the-scenes content, perhaps.
- Netflix showed actor Cole House eating a burger for an entire hour. Again, definitely gimmicky, but the medium has yet to be defined.
But if you’re not into gimmicks, here are a few other possibilities:
- Interviews: IGTV presents a great opportunity to interview thought leaders and subject matter experts in your industry. Users are already more likely to come to IGTV channels looking for longer content, so interviews will be something they might respond well to.
- More In-Depth Stories: Work with influencers and marketing agencies to develop your brand’s storytelling ability with this channel. Augment your daily snippets with occasional heart-to-heart sit-down chats with your followers.
- Leverage Audio: From a creative standpoint, this is a great place to utilize audio. Users will be less likely to need captions or a silent video. So the audio dimension can be relied on heavily with IGTV.
If you’re not sure where to start, here’s a great guide to setting up your channel and posting content. Begin testing longer and longer videos with your audience. Remember, not every brand audience will be open to this new medium, but explore and experiment to find your voice here. Have fun helping to shape this entirely new space.
If you have any additional ideas for using IGTV, we would love to hear them. Tell us in the comments how your brand is putting this new platform to use!
