IGTV: What Instagram's Newest Video Platform Means For Your Brand

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I've spent my career building brands, designing websites, and sharing my seasoned marketing experience with companies and entrepreneurs just like you. I already know you're doing great things. My mission is to show you how to build a profitable brand experience that grows with your business (and your bottom line).

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IGTV: This Is All You Need To Know About Instagram’s Video Platform

For Entrepreneurs

By Tracy Dungo

When Instagram launched their video platform, IGTV, it was pretty clear that it was something brands would soon be all over even after only spending 10 min exploring the platform.

There are a bunch of articles floating around the internet on what is IGTV, but most of them are super high-level. So I got in the app myself and want to share why exactly we — as content creators, entrepreneurs, and creatives building brands — should care.

Let’s get to it.

 

Give me the high-level facts, please

  • Who: Instagram
  • WhatIGTV, Instagram’s way of updating the traditional TV experience to be more modern and mobile.
  • Where: A new standalone app that you can download from the app store on your phone (but you can also access channels through Instagram’s native app as well)
  • When: As of 2018
  • Why: Instagram is betting BIG on mobile video. By 2021, mobile video will account for 78% of total mobile data traffic. This is how the social media giant is getting in the game.

 

Okay, so why should I care about IGTV though?

Anyone on Instagram can create their own IGTV channel. In other words, if you already have an account with followers, you already have a built-in audience. It’s not like deciding to start a YouTube channel but with 0 viewers.

Instagram (and other platforms like Snapchat or Facetime) has already trained us to consume videos in portrait mode (in other words, holding your phone vertically). So naturally, IGTV is all about the vertical videos. You can technically upload a horizontal video to IGTV, but it won’t be be the best experience.
 
You can also share long-form videos with your followers. For now, videos can be up to 10 minutes for most accounts, and up to 1 hour for larger ones. Instagram’s also said that eventually there will be no time limit.

 

What does this mean for me and my brand?

Think of it as another opportunity to rethink your visual content.
 
By having an actual channel, other followers can find you, tune in when they want to, and catch up on any “episodes” you’ve posted on their own time. If you found IG Live intimidating or IG Stories too high-maintenance, IGTV could be your sweet spot.
 
It’ll give you freedom to tell more of your story to your followers instead of just the moment in time that they see when you create on the fly.

Some ideas of content you can create specifically for IGTV:

    • Create a regular series around an actual theme (recipe demos, workout vids, tutorials, interview other people in your space, travel recaps)
    • Film longer sequences around what goes on behind-the-scenes of your business
    • Take your show on the road! If you’ll be away at an upcoming event or traveling to somewhere cool, document your footage and edit everything into one episode so your followers get the full experience.
SEE ALSO:  How To Make Instagram Stories Marketing Masterpieces In 9 Easy Steps

 

Anything else?

Well, since vertical videos are the focus here, if you’ve ever gotten tripped up on gear and all the tech, you really don’t have a reason to anymore.

Filming on your phone and editing with iMovie is a perfectly easy (and free!) way to start posting video content to your channel today. And of course, if you do have all the fancy gear already, you can keep producing at the levels of quality you are used to. Just be sure to use programs like Final Cut Pro or Adobe Premiere Pro (two other popular movie editing programs and alternatives to iMovie) as you can adjust the aspect ratio of your video (with its original horizontal format) to be vertical in both.

Honestly, everyone is different. It really just all depends on your brand’s personality and standards.

 

Okay, how do I check this out for myself?

  1. Go to the app store and search for “IGTV
  2. Download the app and sign-in
  3. Click on Settings (the gear icon in the right hand corner), and then click “Create Channel”

 

That’s it! Now you’re ready to upload videos. You can also check out other users’ channels to see how everyone is using the platform differently. For more important Instagram resources, click here.

Have you played around in IGTV at all? Do you think it’s going to pull users away from YouTube? Let me know what you think in the comments below. And, as always, if you have any questions, send them over and I’ll do my best to figure out an answer for you.

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