IGTV: What the Platform is and How You Can Take Advantage of It

IGTV: What is it?

Have you seen the bright orange button at the top right corner of your Instagram app recently? This is the Instagram TV button, a new development from the social media app that allows businesses and brands to post videos to share with their followers and other users. You may be wondering: how does it differ from posting videos on the general Instagram timeline? Instead of making the cut-off video length 60 seconds, the new platform allows users to post videos up to an hour long.

Instagram previously created a separate IGTV app for users to share and view videos, but recently (as of June 2018) the platform combined the two to make viewing these long-form videos more convenient for all users. The app has several similarities to popular video-sharing site Youtube, including the ability for creators to post videos to their own individual channels.

While we doubt this new development will take over the popularity of sharing videos directly to the Instagram feed, it will likely help businesses increase engagement on their video content. Once a video is published to IGTV, viewers can comment on or like videos, as well as share videos with their friends, family, and Instagram followers. With this platform, the techniques of creating engaging video content still stands, but it gives brands a new way to reach current and potential consumers.

How can IGTV benefit a business or brand?

As a video production company, our team truly understands the struggle of only being able to post 60-second long videos to share with our Instagram followers. With IGTV, we can now share our full-length videos with our followers and anyone else searching for videos within the same topic as our content. Similarly, our real estate clients can now send the full-length listing videos we create for them to their followers, and the non-profits we work with can share their organization’s mission via video for thousands of viewers to see.

As a business owner and/or marketer, how well can it help you market a service or product your business offers? In addition to posting long-form video, creators can add a “Swipe Up” option and attach a link, allowing viewers to visit a web page of the creator’s choosing. This option is particularly useful for brands that sell physical products or those wanting to promote a new service or discount.

For now, no paid advertising opportunities are available on IGTV for brands, but Instagram has stated that they plan to offer this possibility within the following months. While IGTV is a new platform, considering the growing popularity of sharing video content on social media platforms, we can expect this development to take off in upcoming months. Want to get started on creating video content to share with viewers through IGTV? Check out some of our previous projects to see how we can help your business deliver important information through video!