Last week, Instagram launched a significant new video platform called IGTV. Early adopter brands who act fast to integrate IGTV into their content strategy will benefit the most, as they will likely be given extra exposure and organic views for their content.
The new platform is an amalgamation of concepts seen elsewhere – videos are shown vertically and fullscreen (like Snapchat or Instagram Stories), and brands or users host them on their own channels (similar to YouTube). Videos can be anywhere from 15 seconds to 1 hour in length and can be shared over a direct message, favorited or commented on like a regular Instagram post.
Here are 3 reasons why we think IGTV will be essential for your brand’s content marketing:
Instagram is Booming
Instagram is one of the most successful social networks, with nearly a billion monthly active users. Its growth and engagement show no sign of slowing down, making your presence on the network worth investing in.
They’ve also proven their ability to successfully launch new features with massive success. Their Stories recently doubled Snapchat in total daily users – breaking 400m daily users this month. And we can expect Stories to become even more popular as it continues to expand on its integration with Facebook.
Full-Screen Vertical Video
Mobile users are especially engaged when it comes to video content, and keeping that in mind, IGTV has been designed entirely for the mobile experience. While 16×9 aspect ratio videos remain popular on YouTube, and square videos still command high engagement rates on Facebook, neither fully take advantage of the full resolution of seemingly ever-growing smartphone screens.
IGTV changes all this. It will be the first major platform to natively support full-screen, vertical mobile videos with significant running times – going up to as much as an hour!
This post by Traveller24 shows beautiful Hluhluwe-Imfolozi Park in Mozambique:
It’s easy to see how why IGTV will have an advantage in this age of mobile-first consumption, and how brands can leverage IGTV’s full-screen vertical video for their content marketing needs.
Monetization, Traffic, and Sharing
Lastly, Instagram is launching this new platform with the intention to integrate it into Facebook’s powerful ad network. The company has already announced plans to monetize IGTV by the end of the year, although details haven’t been released fully to the public. For brands, this means a chance at recouping some of the initial investment in content through pre-roll or mid-roll ads.
For now, brands should strive to push out content most relevant to their audience. This allows them to take advantage of Instagram’s early efforts to increase user adoption of the platform. For instance, when a user opens the app, IGTV automatically plays a video it believes the user will like, which brands should take advantage of by producing quality content. And because IGTV has the same sharing capabilities as Instagram, brands should add links to landing pages below the video title as they would on a brand Instagram Story.
We see IGTV as a terrific opportunity for content marketers to place their brands at the forefront of the next major video platform – especially those who act fast. We’ll check back in a few months to see how IGTV evolves. In the meantime, be sure to send us examples of how you’re using it!
Here are our other favorite IGTV videos made on the Wochit platform:
Pulse NG covers the heartwarming story of how Williams Uchemba dramatically changed the life of a boy he discovered on Instagram, who had been forced to sell plantains by the roadside. See the video here.
Observardor told the sensational story of a protestor who scaled the Statue of Liberty on Independence Day, and the events that followed. Watch it here.
The Japan Times captured everyone’s favorite World Cup feel-good story: Japanese and Senegalese fans cleaning up the stadium after their match, regardless of the result! Find the video here.