How To Use IGTV For Small Business Marketers?

IGTV, aka Instagram TV, is the new way Instagram decided to entertain its followers. This video maker enhances the traditional television experience into contemporary mobile experience.

We have arrived at an age where people demand more entertainment in less time. IGTV has perfectly utilized this opportunity to establish its popularity.  As a marketer, you must be aware of all the possible mediums to promote your brand and values. 

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In this ultimate and short guide, we will share everything you must know to utilize the full power of IGTV. Let's dive in!

What is IGTV?

IGTV is a new form of YouTube. YouTube focuses more on content. However, IGTV focuses more on content creators. Just like YouTube and a traditional TV, IGTV serves the users with the videos that they love. Viewers get the option of commenting and liking the videos that they see on the platform. They swipe up and search according to their required category. They can scroll through the huge ocean of videos from influencers and friends on Instagram.

How to use IGTV?

Before you utilize the power of IGTV and upload your first video, you must open an IGTV channel. The good news is that anyone who has an Instagram account can open an IGTV channel. It is super easy and simple to use. 

1. Install the IGTV application (available in both IOS and Android).
2. Log in with a username and password.
3. Click on the Settings icon and click on 'Create Channel'.

Note: If you do not want to use the mobile application, you can use the web and access IGTV from the Instagram Explore page. 

Technical specs that you must note down.

Before you begin creating the first video for your IGTV channel, you must note down the technical specifications.

1. The video format should be MP4.
2. The length of the videos must be at least 1 minute and at most 60 minutes. (You can post a 60 minutes video only from the web. However, you can post a maximum of 15 minutes video from your mobile device)
3. The maximum size allowed for a 10 minutes video is 650MB. 
4. The maximum size allowed for a 60minutes video is 3.6GB.
5. You can create videos of both vertical and horizontal orientation at IGTV.
6. The aspect ratio of the horizontal video is 16:9 and for vertical video is 9:16.

How to upload videos for your IGTV channel?

We can see your excitement and eagerness to post your first video at IGTV. Here are the steps that you must follow.

1. Go to your channel
2. Click the + icon to add a video
3. Select a video from your gallery or shoot a video from the camera
4. Write the title and description
5. Add a cover and 1 minute of your created video in your Instagram feed
6. Post the video

Note: You may or may not opt to post the 1-minute preview of your IGTV video on your Instagram feed. To opt-in for this feature, you have to select the slider which says 'post a preview'.

Tips and Best Practices

IGTV has a huge potential indeed to boost your brand values in the market. But to utilize the platform to its fullest, you must adopt these best practices. 

1. Use your existing video content to start the IGTV channel. The sooner you start, the more opportunities you get.
2. Do not forget to add a catchy title and description of your videos. People must know what they are going to watch for the next few minutes. 
3. Do not forget the cover image. Indeed, we should not judge a book from its cover. But practically, people do judge.  Your cover image will be the first impression for the viewers. It is the virtual identity of your IGTV channel, so never compromise on the cover image.
4. Add links and hashtags to the description of your videos. Links direct them to your other videos/products. And, hashtags attract more viewers to your videos.
5. Over 82% of the viewers watch the videos without sound. That is why do not forget to add the subtitles to your videos. Adding subtitles will increase more engagement in your videos.
6. Make short and crisp videos. Serve them something different. You may create 'behind the screen' videos to add extra spice to your content. Like, you might create a video showing the editing process that you follow. When people get to see your personalized and unedited version, they tend to follow you more deliberately.  
7. Make sure the first 15 seconds of your video is super impactful.  Most people leave a video after the first 15 seconds. Thus, make the 15 seconds worth watching. Further, it is recommended to opt-in for the 'swipe up' feature in your videos. It ensures to direct the viewers to your product just with a simple swipe! 
8. Create a series of videos on a particular topic to increase engagement. For example, you are a medical practitioner and have great knowledge of medicines. You can start a series of videos that explain the reason behind a particular disease. 
9. It is recommended to edit the videos on a desktop with an offline/online video maker. Ensure the best delivery of your product, be it content or the editing.
10. Measure your success with the IGTV insights. The insight tool of IGTV gives a detailed analysis of the effectiveness of your content and also suggests the necessary steps that you must follow to increase the engagement. 

Conclusion

IGTV is indeed for the content creators, but the content you make decides the engagement of your videos. So, understand your followers. Understand what they demand and what makes them come back for you.

We hope you have obtained a brief idea of the IGTV platform and the codes of Instagram Marketing.  All the best!

Marvin Fry

Update 22 June 2020