Instagram TV (commonly known as IGTV) is a feature for sharing long videos on Instagram. From a business perspective, IGTV hopes to attract all kinds of influencers from the YouTube platform to its own platform and increase its share in the video market. Compared with YouTube, IGTV’s advantages are that video production is easier, there are no ads, videos can be watched vertically, and it is more suitable for brands to do social media marketing. Although Instagram limits the length of videos in the information flow to 60 seconds, this feature allows up to 60 minutes of videos to be uploaded from the web (15 minutes if uploaded from a mobile device), providing a good opportunity to tell a fascinating story through video. Video has become a powerful tool for brands and marketers to attract consumers. In fact, 60% of people prefer to watch online videos, and 72% of consumers prefer to learn about products or services through videos. Therefore, it is not surprising that 54% of consumers ask to watch more video content. Video is an important part of Instagram’s marketing promotion strategy. When conducting IGTV video marketing promotion, the following three methods are mainly used:
1. Make a series of videos
One of the most popular uses of IGTV is to publish a series of short videos on a specific topic. For example, Madewell has several IGTV video series featuring influential people, including the Couch Show series, which records the story of artists hosting small performances at home, and the Sunday Dinner series, which features influential people in the food industry sharing their recipes. These series are popular with Instagram users.
2. Provide in-depth tutorials
Since IGTV allows for longer videos to be uploaded, it is easy to share videos that show viewers how to use products. For example, Lightroom uses IGTV to share #LrInsiderTips, a series of video tutorials that provide tips on how to use certain features of Lightroom. These tutorials allow users to build on their current knowledge of skills, etc., or provide a new and creative way to use their products.
3. Post interesting interviews
Interviews provide an excellent supplement to the IGTV strategy for brand marketing promotion. Inviting influential people related to the industry you want to promote the brand, allowing them to share interesting insights or answer pressing questions from the audience can attract a large number of users who are interested in this.