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, bringing a new player to the video marketing field with it.
Video content, also known as rich media in the marketing world, is on the up. Basic graphics and long pieces of text no longer hit the spot when it comes to piquing the interest of modern-day users; instead, they’re searching for 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 give yourself another opportunity to pull your users 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, how will you navigate the latest tools in the digital revolution?
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, but why? Relevant and rich content is the answer.
Static content won’t get the views you’re after. Your artistic aesthetic should pull users in from the get go. Before you play with the filters and fun hashtags that Instagram TV has to offer, you should consider 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 for the highest quality feel. 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 video king, YouTube. Your thumbnail’s your first chance to captivate your audience with your creativity. Instagram TV is the perfect way for your business to boost your brand identity with every tiny detail. Whether it’s a small logo, consistent font or bespoke style to match your brand’s direction, your thumbnail shouts about your business’s ambition from the get go.
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 down your content before boredom sinks in.
Instagram TV doesn’t leave your audience with your video alone. With the option to add a title, keywords, hashtags or clickable links, your business can fast make the most of your platform. Selecting an appropriate title can seem like a tricky task, especially when there is a fine line between engaging and exaggerated. The same goes for your Instagram TV description; short, sweet and 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.
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 unpack the latest trends for you, allowing you to take steps to outshine the competition. Contact us at email@example.com to see how we can help your business take on the latest players in the digital game.