Instagram TV: Are You Turned On?
What is it? Think Youtube, Snapchat, and Facebook: all on one platform. Instagram has launched a new feature that you never knew you needed – yet can’t wait to master and use to stretch the reach of your content and grow your brand to new digital heights. IGTV is the latest and greatest addition to Instagram’s offerings, where users are able to watch long-form, vertical video for up to an hour. IGTV is changing the game for a few reasons. First, it’s built for users to interact with their phones in a way that they are actually consuming content, so videos are full screen and vertical – no need to tilt! Just like turning on the TV, IGTV starts playing as soon as you open the app. Simply click on the IGTV app and start watching content from people you already follow on Instagram as well as a curated musing of other IGTV channels you might like based on your interests. Do I need it? Each “channel” on IGTV is linked through a persons’ or business’ account, so when you follow a creator on Instagram, their IGTV channel will show up on your IGTV app automatically. What does this mean? It means that if you have 50,000 followers, you automatically earn the potential of 50,000 views on a video. At the moment, IGTV players are still testing the waters with their content and figuring out what’s resonating with their audience. It is definitely still ‘new’ to the social media world, and new to our digital offerings. With the introduction of IGTV, Instagram has the ability to be even more dominant (as if it were possible) in the social media landscape. If brands are already capitalizing on Instagram stories to gain exposure as a way to stay at top of mind and top of feed, is there also a window for them to turn stories into channels and double that exposure? How can I best use it? Similar to regularly posting on Instagram, it is all about knowing your audience and tailoring your content to them. Keep it simple and educational, but don’t shy away from adding your personal style. Don’t worry, there are editing applications that can help. Here are some of my favorite IGTV channels right now: @cntraveler – City Guides + Magic Hour @evachen212 – HOTEL ROOM TOUR: Troutbeck @lindseycalla – Jamaica Adventures Get on board! Although it is new, IGTV is bound to be a brand’s best method of delivering high-quality, long-form video content on a social media platform. Less and less brands are relying on YouTube for content distribution, which makes Instagram’s latest addition all the more interesting to consumers. With IGTV, brands can skip a step or two by not having to go through the hassle of building a new audience from the ground up. What does that translate to? More time to focus on creating engaging content for your viewers. You don’t have to go overboard – start with quick concepts, put out videos that will keep traffic flowing, and publish content that is true to your brand. Getting in the game early on is never a bad thing, so what’s stopping you? Cheers, Melanie