Social media apps are constantly changing and introducing new features — and Instagram is no exception. It can be difficult for marketers to keep up with all of these new features and use them to their advantage.
However, IGTV is one feature that you definitely don’t want to miss out on. This long-form video feature is a great way to engage viewers on a social media platform that boasts more than one billion active users.
What Is IGTV?
Instagram TV or IGTV is a long-form video feature available on the platform. This feature allows verified brands to post longer videos up to one hour in length rather than being limited to only one minute. Essentially, IGTV is Instagram’s answer to YouTube and the growing dominance of video content across the Internet.
IGTV utilizes vertical videos that can either be accessed within the regular Instagram app or through the separate IGTV app. Additionally, brands are able to set a one-minute “preview” of the IGTV video and post it on their feeds to draw in followers.
Advantages of Using IGTV for Marketing Purposes
The introduction of IGTV has impacted how you’re able to market on the platform. After all, Instagram was initially designed as a photo-sharing app.
Does it make sense for marketers to pivot to using long-form video?
Based on what we’ve seen so far, the answer is a resounding yes. There are tons of advantages of using IGTV for marketing purposes, including:
Boosting Engagement
Long-form videos on IGTV are a great way to boost engagement. After all, instead of spending one minute interacting with your brand, users are now able to spend an hour interacting with your brand!
Improving Information
IGTV is a great way to improve the amount of information you can provide about your brand and your products since you now have more time to talk about your values, special features, and what sets you apart from the competition.
Increasing Credibility
Finally, IGTV allows you to partner with content creators for longer videos that can increase your levels of credibility and trustworthiness.
How to Use IGTV Effectively
These advantages of IGTV for markers only apply if you use this tool effectively! So here are some tips and tricks to help you take full advantage of this unique feature:
Track Performances
IGTV provides you access to data and analytics about your videos. Keep an eye on these to see which videos perform well and which do not. From there, you can have a better idea of what your viewers like to see.
Create Series
IGTV allows you to create video series that you can post regularly. This is a great way to get viewers hooked by consistently offering them new and related content on a set schedule.
Engage With Viewers
Give your viewers what they want to see on IGTV by recording question and answer sessions, ask me anything sessions, and tutorial sessions.
Collaborate With Influencers
Influencing is everything these days, and IGTV is just another place to do it! This may be one of the best places to collaborate with influencers since IGTV involves more in-depth and engaging content and goes beyond simply posting a photo to the regular Instagram feed.
By getting influencers more involved, you can get viewers more involved as well.
Other Instagram Features to Use for Marketing
While IGTV is a great Instagram feature that marketers should use for success on this popular social media app, there’s a whole host of other features available that marketers should also take advantage of.
Here are some of our favorite Instagram features and how marketers can successfully use them:
Instagram Live
While this feature may initially seem similar to IGTV, there are a few key differences.
First, instead of sharing pre-recorded videos on IGTV, Instagram Live allows you to live stream and broadcast your feed directly to viewers. This is a great way to boost engagement on your Instagram account as viewers can comment on your stream in real-time.
For instance, you can do a live question-and-answer session based on real questions from viewers.
Instagram Stories
This feature has been around for a while, but it’s constantly changing and evolving to become a powerful tool for marketers. For example, Instagram Stories allows you to post temporary photos or videos that last for 24 hours before disappearing.
While this may sound relatively simple, Instagram has made this feature extremely interactive thanks to add-ons like polls, quizzes, question and answers, reactions, and more. Stories are becoming the preferred method of engagement for many Instagram users instead of using traditional posts.
Instagram Shopping
This is a relatively new feature that allows brands to “tag” specific products within their posts. From there, an interested viewer can simply click on the tag and be taken directly to the product on the brand’s website. Furthermore, there’s now a separate “Shopping” tab that allows users to browse through different products based on the accounts they currently follow and interact with.
Instagram Marketing Best Practices for IGTV and Beyond
Instagram has many features ranging from IGTV to Instagram Shopping that make the app extremely valuable for marketers. However, this is only true if you use them correctly. Here are some Instagram marketing best practices to help guarantee success on America’s second-most popular social media app:
Get Verified
If you’re looking to set yourself apart from the millions of Instagram accounts, then you should try your hardest to get verified. Obtaining the elusive blue checkmark is a great way to make your business instantly seem more legitimate and trustworthy.
Post Early and Often
If you’re looking to boost engagement and earn more followers on Instagram, then you need to post early and often. But, at the same time, you shouldn’t post randomly without a set strategy.
Instead, come up with a posting schedule and make sure to utilize both traditional posts with Instagram Story posts for the best results.
Give Your Audience What They Want
When posting on Instagram, you need to think about what your target audience wants to see. Sometimes it helps to come up with a specific buyer persona.
If you aren’t sure where to start, try asking your current followers with interactive features like polls and quizzes on Instagram Stories.
Utilize Hashtags
Even though they’ve been around for a while, hashtags are still a great way to expand your presence on social media platforms like Instagram. We especially love branded hashtags that are specifically tailored to your brand.
Work With Experts
Finally, if you’re overwhelmed by all that Instagram has to offer, then you should ask for help. Marketing experts can help you build your brand’s social media presence on Instagram and beyond, allowing you to focus on other areas of your business.
Conclusion
When used correctly, IGTV is a great tool for marketers to harness the full potential of Instagram. In addition to IGTV, there are other Instagram features that brands should use to earn followers and boost engagement on the platform. For the best marketing expertise on Instagram, reach out to Greg Gillman for omnichannel growth strategies for direct-to-consumer brands.
Sources:
How to Master Brand Collaboration on Instagram | Business2Community
6 Steps for Better Social Media Engagement | Entrepreneur
How To Harness The Power Of The Hashtag As An Entrepreneur | Forbes
