Now with an eye-watering 1B monthly active users, Instagram is the social media sharing platform for people from all walks of life who want to engage with each other. Instagram’s latest release—IGTV—doubles down on the company’s focus on video, and provides a platform for sharing high-quality video content.
Although accessible through the Instagram app, IGTV is a stand-alone app for watching long-form, vertical videos from friends, celebrities, brands, and businesses. Videos on the app can be anywhere from 15 seconds to 60 minutes—if your account is verified or has a major following, you’ll get access to the full 60 minutes; if not, you’ll max out at 10 minutes.
Similar to Instagram Stories, users can comment on and send videos to one another. And much like how you can post your Instagram content to Facebook, you also can upload your IGTV videos to Facebook Watch.
Instagram is a fruitful platform for businesses—one-third of the most viewed stories are published by businesses, and 60% of users discover new products solely through branded Instagram profiles. Now, with IGTV, businesses have yet another opportunity to expand their reach, drive awareness, and engage fans on a new platform that’s already proving popular.
To make the most of this new platform, we’ve compiled five easy tips to teach you how to use IGTV today.
- Adopt a “TV” Format Approach
IGTV is lending itself to being a more creative and professional-looking outlet. Use this time to create higher-quality, long-form videos. This means you should consider adding flair to your videos—such as soundtracks, voiceovers, cutaway footage, or anything else that makes you think “TV” (after all, it’s not called IGTV for nothing!).
The Klog, a Korean beauty account, has mastered this approach. Their videos are short, between one to four minutes, and include clips and interviews. But it’s how they tie it all together by adding background music and allowing audio clips to carry over that gives it a “TV” feel.
2. Think Like a Producer
When television producers plan their shows, they often think about the content holistically. So they plan according to how the entire season will unfold, as opposed to one-off episodes. Adopt this approach with your IGTV strategy, and think about how you can create episodic content that is intertwined and connected across multiple installments.
Choose a subject or issue to cover with your IGTV content, and see how you can explore the story over multiple episodes. National Geographic used this strategy when launching their first episode, which included 47 minutes of interviews and amazing live video. Check out the other episodes for additional inspiration.
3. Stay Polished
Content on IGTV is designed to be organized, well planned, and more structured than your Instagram Stories or live content. Professional, high-quality videos aren’t easy to make and often demand higher budgets, but if there was ever a platform to go the extra mile for, then IGTV is it.
IGTV demands content that’s polished and beautifully crafted to maintain the style of the platform. Think of it as the place to show your business or brand in the best possible light.
4. Repurpose Existing Content for IGTV
Just because the content needs to be polished and high quality doesn’t mean you need to rethink everything. A good way to come up with ideas for IGTV content is to repurpose what you already have on your hands. That blog that had major reach? Repurpose it into a short, sharp video with a soundtrack and additional audio to reach a different audience. Get creative, and use IGTV as an extension of your content efforts to gain additional reach and engage new fans.
5. Stay True to Your Brand
At the end of the day, it’s important to stick with what works for you. It’s possible that your brand thrives on a scrappy, unpolished look—which is okay. If that’s the case, give your followers a behind-the-scenes look at what you’re doing and what your brand is known for.
Man Repeller, a fashion blog, uses IGTV to show a behind-the-scenes look at what working for the company is like. It isn’t focused on being the best quality or the most polished; instead, it’s focused on showcasing the truth behind the brand. So don’t be afraid to show your audiences your true values.
IGTV: The next exciting video platform for businesses?
IGTV is yet another creative outlet for you to leverage to engage audiences. It’s also an opportunity to showcase your business or brand in a completely new and fun way. The above tips will help you get started, but the best thing you can do is check it out for yourself and see what works for you. A new platform calls for new opportunities to gain reach and expand upon what you’re already doing, so take the leap and upload your first video to IGTV today!