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
- What: IGTV, 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.
What does this mean for me and my brand?
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.
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?
- Go to the app store and search for “IGTV“
- Download the app and sign-in
- 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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