What is IGTV?
IGTV works both as a stand-alone app and as a new feature on Instagram that allows users to create and share long-form vertical videos in their Instagram news feed. According to the Instagram help center videos must be between 15 seconds and 10 minutes long but larger accounts and verified accounts can upload videos up to 60 minutes long. If you want to post videos to IGTV, you first need to create a channel where people can watch videos you’ve uploaded to IGTV. You can visit the Instagram help center for further information.
Is IGTV necessary for your business growth?
According to Cisco predicting, because mobile video content has much higher bit rates than other mobile content types, mobile video will generate much of the mobile traffic growth through 2022 and 79% of mobile data traffic will be video. Also, based on WordStream statistics, marketers who use video grow revenue 49% faster than non-video users. All of these tell us that as a marketer we need to put video content in some parts of our business strategy. One of the best tools that we can add to our marketing plan is IGTV.
There are lots of ways to grow your brand’s visibility by integrating vertical videos and IGTV into your marketing plan. One easy starting point is to repurpose your existing, horizontally oriented videos into the format for sharing with a new audience. You could also create a regular segment posted at the same weekly/monthly time, much like a TV show.
How can IGTV help you in your engagement growth?
In an announcement, Instagram said that previews of IGTV videos would now appear in your main Instagram news feed. Before now, the only ways to view IGTV content was to go to the separate IGTV app. The presence of IGTV in a user’s Instagram news feed shows that Instagram is placing more focus on videos. High-quality video on Instagram has higher engagement and viewing rates. This provides an effective way to drive more relevant traffic over to watch the rest of your content. Therefore, if you want to maximize interactions with your content, you can share one minute preview of your IGTV video. This will encourage viewers to click on the prompt “watch full video”. This will cause people to engage more with your video contents.
As a marketer, adapting contents to the way it’s being consumed is an undeniable fact. Statistics show that video is the future. So, you should consider adding IGTV to your current business plan as a powerful tool. The reason is that the IGTV platform and vertical video provide an engaging opportunity for your brand. In the past, IG users were already seeing IGTV videos in the Explore tab. But now they are going to be seeing IGTV previews in their main Instagram news feed as well. This is a big chance for brands to engage users in their contents more and more.