Why and how to use IGTV for content marketing

Video is king of today’s social media landscape.

With the recent launch of IGTV, Instagram clearly has its eyes set on seizing the throne.

IGTV? Can I watch TV on Instagram?

The answer depends on what you consider TV. According to a recent study, nearly half of adults ages 22 to 45 don’t watch content on traditional TV platforms anymore. In 2016, the smartphone replaced TV as the most-used device among millennials.

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IGTV incorporates familiar elements of traditional television, hence the name. For example, it automatically starts playing content as soon as you open the app, and you can bounce from channel to channel to see what your favorite creators have posted.

How is IGTV different?

As with YouTube, IGTV allows users to upload videos to their own “channel,” where viewers can watch, “like,” comment, and even send videos directly to friends. In short, it gives users one more reason to stick around Instagram, instead of hopping to another social media platform, such as YouTube, to satisfy their hunger for binge-worthy video content.

The most significant difference between IGTV and YouTube? IGTV caters to users’ appetite for vertical video, allowing them to view content in full screen on mobile—without having to turn the device sideways.

Unlike videos uploaded to the grid or Instagram Stories, which are limited in length, videos on IGTV can run up to 10 minutes for general users and 60 minutes for users with larger/verified accounts. The latter will be an option for all users in the future.

Best practices for IGTV content marketing

Instagram could revolutionize the way we consume content and use social media for marketing.

When developing an innovative IGTV content strategy, consider these techniques:

• Film your videos vertically. Forget widescreen video; “tall-screen” video is the mode when it comes to IGTV. This will ensure that your videos display full screen, making it easier for users to consume your content. Who wants to squint while watching a 10-minute video?
• Create content in an episodic format. Think of your IGTV channel like a real TV channel. By creating content like television episodes, people will be more likely to keep coming back to consume your content—series like how-to videos, interviews and “A Day in the Life” have proven to keep IGTV users coming back for more.
• Capitalize on the binge factor. Before launching your IGTV channel, consider building a small library of high-quality, engaging videos you can publish right off the bat. This will help you play into users’ craving to binge-watch your content.
• Start thinking about how to reach IGTV users with paid advertising. Although IGTV does not have advertising capabilities yet, Instagram CEO Kevin Systrom believes ads will find their way to IGTV in the future—so start thinking now about how to incorporate this platform into your business’s digital marketing strategy.

Are you ready to launch your own IGTV channel?

Ashley Perkins is director of digital content for Sachs Media Group. A version of this post first appeared on the Sachs Media Group blog.

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