Instagram TV. It’s something you may well have heard of but are probably more than a little sceptical to try out. On 20th June 2018, Instagram Co-founder and CEO, Kevin Systrom, tested the digital waters by announcing that the social network was launching a new feature that would set it aside from other platforms. Soon after, in strolled Instagram TV, or IGTV for short. The basis of the feature is that it allows users to upload full-screen vertical videos to their account that can be up to an hour long in length.
Video content, also known as rich media in the marketing world, is on a constant uprise. Basic graphics and long pieces of text no longer meet the mark to pique the interest of modern-day users; they’re searching high-quality visual stimulation. As a business, you only have a few short seconds to make your move on users through social media before you are completely lost in their timeline or stream. By embracing the endless creative nature of video formats on your business pages, ads and now, of course, your Instagram, you can have a much better chance of pulling your audience in.
Instagram TV jumped on the opportunity to build on its vast popularity and blossom into long-form video content, similar to that of various other video-orientated platforms such as Youtube and Snapchat. With so many features that set Instagram TV aside from other digital platforms, knowing how your business can make the most of it can be a tricky digital road to navigate.
Take a trip back in time to the year 2000, a study by Microsoft found that the human attention span was 12 seconds long. Fast forward to today, that number has dropped to 8 seconds. Quicker than you thought? Users are ploughing through online content faster than the digital industry can keep up with, which means that both businesses and social media platforms have to act and think fast to find new ways to keep their audiences engaged. This is where Instagram TV makes its mark, by taking the traditional and completely flipping it on its head. As we know, Instagram TV focuses on videos with lengths of up to an hour, that’s 3,552 seconds longer than the human attention span can generally take, why? Relevant and rich content. When used correctly and effectively, Instagram TV can be a first-rate business tool for helping you to boost your brand, though ensuring that you can capture interest and intrigue in those first 8 seconds is vital, here’s how.
First and foremost, you need to make sure that you are securing the right aesthetic and being artistic. Your Instagram TV video should be as far away from traditional and boring as possible. Before you play with the filters and fun hashtags that Instagram TV has to offer, you need to evaluate the importance of high-quality recording, framing and positioning during your filming. Whether you’re shooting from behind the screen of an iPhone or the viewfinder of a Canon camera, you need to make sure that the actual video looks and feels professional to make sure your brand emanates quality in the eyes of the user. To make sure your Instagram TV video champions quality, you’ll need to stick to some basic principles, including the rule of thirds and thinking about what forms the focus of each frame. Side note, Instagram TV has very specific aspect ratios and prefers vertical video formats – keep this in mind when filming and editing your video content for Instagram TV.
Instagram TV also allows each video to have a thumbnail, just like the old hat, YouTube. Use this small window of opportunity to be creative and captivate your audience. Make your Instagram TV thumbnail bespoke, branded and bright to ensure that you have the best chance of sparking the interest of your target audience. The same goes for your video, if you plan on editing and processing your video before you upload it, keep it clean and simple but keep it you. Instagram TV is the perfect way for businesses to boost brand awareness and make their identity known. Whether it’s a small logo, consistent font or bespoke style that matches your brand, make your videos ones to remember through the power of consistency.
Before you buckle down to your Instagram TV content creation, you need to take the time to come up with a clear purpose and point for your video. Who are you targeting, how do you plan to engage with them and, most importantly, what are you going to discuss? Instagram TV may offer the option of hour-long videos but that doesn’t mean you have to take it; if you feel as though you’re shooting for the sake of it, it’s time to cut before boredom sinks in and negatively impacts your results. With Instagram TV continually growing in popularity and audience engagement, it’s important to make sure that the content you are offering is well-explained but concise so that your audience stay interested throughout your Instagram TV video without being put off by convoluted content.
Your Instagram TV content doesn’t stop at what your video discusses or demonstrates. Instagram TV allows you to add a title, description, keywords, hashtags and clickable links to make sure that your business can make the most of the platform. Selecting an appropriate title can seem like a tricky task, especially when there is a fine line between engaging and exaggerated. Finding this balance and effectively appealing to your audience from the get-go will set you on track for increased engagement.
The same goes for your Instagram TV description; short, sweet and also sensible should point your audience in the right direction of who your brand is. Now that you’re ready to turn heads, you need to make sure you’re not hiding away from sight. A great way to up the visibility of your Instagram TV video content is to optimise your keywords and hashtags, making sure that you are using relevant, appropriate and suitable choices will set your video apart from the rest. Lastly, clickable links. Why work so hard to gain users’ attention, only to let it slip away by forgetting to make their interest actionable? Use Instagram TV’s clickable link feature to your advantage and drive up the traffic to your website.
If you aren’t already incorporating media-rich content into your digital marketing campaign, now’s the time to start. Don’t let your brand be left lagging behind in your industry. When used correctly, Instagram TV can lift your brand off the ground to reach your true potential in no time.
Are you ready to begin optimising your business’s brand? At Mantra Media, we’re focused on supporting your brand with exactly what you need to outshine the competition. From comprehensive content writing to structured social media strategies, we create unique pieces that are designed to set your brand apart. Contact us to see how we can help your business digitally develop.