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Ask Yourself These Three Questions Before Jumping On the IGTV Bandwagon...


INFLUENCER: Impero's Charlotte Willcocks on how brands can get on board with Instagram's latest feature

Ask Yourself These Three Questions Before Jumping On the IGTV Bandwagon...

Instagram is a huge part of popular culture in 2018. Where else can you learn how to floss, before being tagged in a @thefatjewish meme – only after you’ve taken a top-down photo of your brunch and selfied as a dog wearing a flower crown of course. The introduction of IGTV, means a whole lot of added value for brands, and we’re going to show you why…

What Is IGTV?

Video is still king, and Instagram knows it. IGTV is the social media behemoth’s first toe dip into the world of long form video. The decision stemmed from millions of their 1 billion active monthly users being linked out to a direct competitor (hint: rhymes with WHOTube) by the hordes of social media influencers who power the channel. They thought, why don’t we just keep them? Why not indeed. 

So IGTV was born, a space where any consumer, celeb or brand can create a ‘channel’ to upload video content up to an hour long. On a channel where 95 million posts are uploaded every day and a third of active users are watching and posting Stories every day - that’s a lot of eyeballs and a lot of noise for brands to contend with on-feed. This is where IGTV gets interesting...

The options for interacting with friends, family, influencers, celebrities, and brands is now bigger and better, with these three to choose from: 

Get Aesthetically Pleasing on 'The Grid' 

Since users realised that 70% of posts never see the light of day on the feed, the grid has obviously declined in popularity. However, it is still a large part of the Instagram experience – offering beautifully curated photos and lifestyle imagery.

Get Personal on 'Instagram Stories’

Stories are rough and ready bursts of entertainment that self-destruct after just 24 hours. Users can stitch together weird and wonderful combos of photos, videos, stickers, and, now, soundtracks to tell stories to their followers.


Get Connected on 'IGTV’

If Stories are the Instagram version of Snapchat, then IGTV is YouTube. Instagram’s new function has given users a way to create and host long-form video content – up to one hour  – that lives in a permanent archive.

If you’re a brand, the possibilities of IGTV are endless. You can go deep with your core consumers, you can bring new people into your brand world, and you can experiment to see if there’s new audiences for your old content archive.

Top influencers such as Lucy Williams are already creating exclusive content for IGTV. These influencers are keeping their engagement metrics high by using formats that they know their audience respond to, keeping them on the platform for longer.

Gucci went back to the archives and uploaded every runway presentation since 2015. The result? The brand has gained over 400k views across their back catalogue. Thus, reinforcing brand love.  

Netflix released a video that is literally 1 hour of a fan-favourite actor eating a cheeseburger and incredibly more than 700,000 people tuned in for the privilege.


What Does This Mean for Brands?

Before you get stuck in, ask yourself these, simple but effective, questions...

1. Who Are You Speaking To?

Fans don’t have to be following you to find you. IGTV has an open brand name search, as well as ‘videos for you’ tab, based on your previous engagement, and the ‘popular tab’, based on what the world is watching.


2. What's Your Purpose?

The best performers on Instagram are known for a single purpose. What is the thing you want to be known for? How can you add value to your audience? Are there any gaps in your current Instagram content that could be answered with longer form video? Is there something that will generate news for your brand?


3. What Have You Got to Work With?

Jumping into IGTV at the start doesn’t have to be a faff! Think – how can you work this additional channel into upcoming shoots and content plans? Have you got a shoot coming up? Are there any existing social videos that you could re-edit and find a new audience for?

To be honest it’s early days and the perfect time to get your brand experimenting. Better to be the first to the party now, than a naff follower later – no one likes those guys.

So, get out there take stock, act fast and learn later with IGTV.

Charlotte Willcocks is senior strategist at Impero

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Impero, Wed, 04 Jul 2018 10:29:15 GMT