Never one to rest on its laurels, Instagram is updating the app once again. They have added a new feature that lets you share IGTV videos to your Instagram Story.
Previously, if you had a business account, you were able to add a link to an IGTV video – this allowed your followers to swipe up to watch your video. Now, with this latest feature, users can share a preview of any IGTV to their stories.
Now you can share your favorite IGTV videos to your story. Tap the paper airplane at the bottom of the video you want to share. When friends see your story, they can tap the preview to watch the whole video in IGTV. pic.twitter.com/oaatUoOqZY
— Instagram (@instagram) November 1, 2018
To do this, simply tap the paper airplane of the video you would like to share, then when friends see your story, they can tap the preview to watch your video.
As I have mentioned in a previous article, Facebook growth has been slowing quite a lot recently and they are relying heavily on Instagram to prop up turnover and profit from their ads. This means constantly adding new features to keep users in engaged and encouraging them to stay on the platform for as long as possible.
Unfortunately, IGTV hasn’t been as popular as Instagram hoped and, to be fair, it’s another brand-new format that people need to get used to. So many of us are used to recording and publishing our video in landscape mode. To now be asked to shoot our videos vertically is a shift in how most people are used to filming.
Is there any business benefit?
In short, no – not really… Businesses will get more mileage out of using Instagram’s advertising platform where they have the ability to target specific demographics interested in their product or service – anything else is just noise, I’m afraid.
In fact, with organic reach dropping like a stone on all the social networks, it’s really hard to scale and get any feasible results, unless you use their ad platforms.
Done properly and with a lot of work, you can still get some traction on Linkedin, if your business is B2B, however,It takes a lot of engaging and writing good content to succeed. It’s not impossible, it just takes a lot of work, consistently, over a long period of time – something most of us don’t really have time to do any more.
How can businesses use Instagram’s IGTV?
As I said previously, Instagram only really works if your business is B2C. It’s going to be very hard trying to sell your industrial piping on there!
Here’s what you need to do:
- You need to develop a strategy to use in conjunction with IGTV. It means forgetting how you use Youtube + start filming all of your footage vertically. Even though it makes your job a little challenging, it makes it easier for your audience to view your content on the go. Unfortunately, you can’t repurpose existing videos (that would be too easy, wouldn’t it?), you need to stick with the IG Stories’ dimensions of 1,080 pixels by 1,920 pixels, or an aspect ratio of 9:16.
- Concentrate on branding – no one is going to watch one of your videos and start purchasing your products right away – it’s going to be a slow burner where they are introduced to your brand multiple times over the course of a few months. Being consistent increases revenue by up to 23 percent and overall brand recognition by three to four times. Have a look at the types of videos that have worked for you before? Do you get good results from the behind-the-scenes footage, or by telling your stories using humour? Only you know what works… Experiment to see what produces the best results.
- Be consistent – you need to develop a posting schedule that people can rely on. This allows you to craft your content around events, special offers and promotions. It will also be easier to track your results. By knowing when you will post content, you make it easier for your viewers to engage with your brand on a regular basis.
You cannot ignore Instagram as a platform. It has been proven to be one of the most engaged/engaging social media platforms out there.
IGTV is an interesting feature and one that can be exploited as there are still few brands using it for marketing. From what I have seen so far, you will still get better results, if you have an overall video marketing strategy for your business.
Youtube is still the second-largest search engine and, for that reason, we encourage our clients to produce more videos for that platform.
IGTV is a great platform and you can still get a “first-mover” advantage. My guess is, the ROI will be much better spent concentrating on YouTube due to the fact that people can search for content they want to see.
Producing videos with high buyer intent keywords is something no other video platform has been able to match.
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