IGTV. What this means for video.

The way we consume video is changing.

Whats is IGTV?

Back in June, Instagram announced it would be introducing its new Instagram TV (IGTV). Coming five years after the introduction of video to Instagram this is an exciting new feature. We can’t wait to see how it changes the way we consume video content.

The new feature can be used either through the existing app or in its own standalone app. It features longer videos, up to 1 hour in length, which can easily be discovered through channels.

“It’s time for video to move forward, and evolve… IGTV is for watching long-from videos from your favorite creators.” Instagram CEO Kevin Systrom

A verticle video format means a more immerse full-screen experience. This design is to help us as the marketer to get closer the consumer. Having content that is mobile friendly and in a format that we already use our phones in, verticle and full screen. Content starts playing as soon as you open the app.

No Commercials In IGTV…Yet

“There are no ads in IGTV today,” says Systrom, but he says it’s “obviously a very reasonable place [for ads] to end up.” He explained that since creators are investing a lot of time into IGTV videos, he wants to make that sustainable by offering them a way to monetize in the future. Instagram isn’t paying any creators directly for IGTV videos either like Facebook did to kick-start its flopped Facebook Watch video hub.

With 1 billion users on Instagram, IGTV could be popular with creators not only trying to earn money but grow their audience. Instagram is expected to introduce a monetization option for IGTV creators, possibly including ad revenue shares. Instagrams large user base is attractive to us advertisers. eMarketer already expects Instagram to earn $5.48 billion in U.S. ad revenue in 2018.

Getting Started on IGTV

There is an IGTV button in the top right-hand corner of the regular Instagram app. Also, there is a separate IGTV app. When you install the new app and launch it, it allows you to link to your regular Instagram account so you can publish longer-form videos, up to ten minutes (up to an hour if you have a “bigger” channel). One of the great things is that you keep all your followers between the two.

Some tips for making great videos:

Most obviously, SHOOT VERTICLE VIDEO! Ok so I thought this one would be clear as day. But after using IGTV for a month now I notice some channels are recycling old YouTube Videos (horizontal)! We are smarter than this!

Short and sweet: Unless you are teaching a masterclass or have an intoxicating personality, most likely the user won’t want to be watching for longer than 5 minutes. Keeping someone’s attention in this content-rich environment is near impossible. Keep it short, keep it simple.

Create a structure: I only have to mention the word Netflix, to remind you how much people love watching a series. Creating videos that are part of a series will keep the viewer more engaged and coming back for more. The same goes for posting on a consistent basis. Let your followers know when you will be posting, preferably at the same time every week and then stick to it! It will be like waiting for the next episode of their favourite show to come out.

Add Some Special Effects: Instagram has some awesome filters and graphics to help make your videos pop. And if you are using editing software then use it to make your videos stand out.

Don’t forget to promote: Make little teaser clips in your Instagram Stories, and tell your followers that they can see the full video on your IGTV channel. Bringing in more subscribers and followers.

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Liam Trimble

Hailing all the way from New Zealand, Liam brings a unique kiwi twist to the world of marketing. An extensive background in customer-focused jobs gives him his edge when it comes to knowing what the customer wants.

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