With the recent introduction of IGTV to the Instagram platform, everyone seems to be asking the question, what is it? IGTV (Instagram TV) was created to solve the issue of video length limitation that many Instagram users were experiencing. With video length capped at 60 seconds for posts and 15 seconds for stories, many users were unhappy they could not post videos of significant length to the popular platform.
IGTV now allows users to upload videos of up to 1 hour! This is a real game changer for us social media marketers, now allowing similar opportunities to that of YouTube. IGTV gives brands an opportunity to tell a longer story, this will now be included in their social digital strategy when planning.
Instagram has introduced IGTV at the perfect time. Video content has become increasingly popular across the web, with engagement levels soaring when it comes to video vs photo. Take Instagram Stories for example; there are more than 300 million people posting Instagram Stories on a daily basis. Now that’s a whole lot of content and engaged users!
Similar to Instagram Stories, IGTV has maintained a vertical video format, which makes sense as majority of it's users are viewing the platform vertically via their smartphones.
Throughout the next 12 months, we are excited to watch IGTV expand as more and more brands adapt their content for the platform. We predict we’ll see some pretty creative content to come from creative and inspiring Instagram accounts!
Our advice to brands is to get content up on IGTV early, as it’s not yet overcrowded and thus gives brands a unique opportunity to stand out amongst their competitors.
What should we expect next?
If we were to follow Instagram’s most recent behaviour, we would expect ads to be added to the IGTV mix. It’s also likely they will introduce ‘shoppable’ videos, similar to what we’ve seen added to Instagram posts, where users can purchase content directly from links built into the Instagram platform.
As IGTV takes center stage in the evolving landscape of Instagram, it's not just a feature; it's a game-changer. With the freedom to share videos up to 1 hour long, IGTV has dismantled the previous limitations, offering social media marketers a platform akin to YouTube. Brands now have the canvas to craft longer, more immersive narratives, seamlessly integrating IGTV into their digital strategy.
Instagram's strategic move aligns perfectly with the rising trend of video content, where engagement triumphs over static images. Just as Instagram Stories became a daily ritual for over 300 million users, IGTV continues the tradition with its vertical video format, catering to the majority of users scrolling through smartphones.
In the coming months, we anticipate an explosion of creativity on IGTV as brands adapt and explore new possibilities. Our advice echoes the early days of Instagram – seize the opportunity, establish your presence on IGTV while the landscape is still evolving, and stand out amid the growing competition.
Looking ahead, we foresee ads making their way into the IGTV experience, creating new avenues for brands to connect with their audience. Additionally, 'shoppable' videos may become a reality, transforming the platform into a direct conduit for user engagement and transactions.
For a comprehensive guide to maximizing Instagram's potential, don't miss our 'Guide to Instagram Stories,' where we delve into the intricacies of creating compelling and engaging Stories. And if you're ready to elevate your brand's social media game, explore our social media management packages. Let us take the reins, ensuring your brand shines brightly in the ever-evolving world of social media.