Video content is becoming a staple in social media marketing. Posting photos and quirky captions may have done a great job maintaining a strong social media presence before, but with video content gaining traction, a few words and a simple picture aren’t going to bring in much traffic.
A lot of people prefer video than reading text simply because it’s easier to consume and share. According to a research, viewers retain 95% of a message when they watch it in a video compared to when they read it in text.
A video tweet on Twitter is also 6x more likely to be reposted than a photo tweet. Due to its growing popularity, 76% of marketing professionals plan to increase their use of video to raise brand awareness.
Instagram Incorporates Video
When video started to populate the Internet, Instagram caught up with the trend and launched video sharing for users in Summer 2013. They started small with a 15-second limit (which has now been extended to 1 minute.)
Instagram later released “Stories” in August 2016, a feature that is much similar to Snapchat with its temporary content and fun filters. Instagram Stories allows users to record and post video clips that disappear after 24 hours. Instagram later allowed users to preserve their stories on their profile when they move the clips to “Highlights”.
In November 2016, Instagram launched their live video feature where users can livestream or broadcast live on Instagram for an hour. Followers who missed the live broadcast can save the live video and put it on their profile.
The Release of IGTV
In June 2018, Instagram made headlines when they launched IGTV— a feature similar to Youtube which lets users upload long-form video c
ontent of at least 15 seconds and up to 10 minutes or 1 hour (for accounts with larger following).
IGTV videos differ from other videos on most social media platforms, thanks to their vertical format. IGTV is also easy to access and anyone with an Instagram account can start a channel.
To start IGTV, simply tap on the TV icon in the Instagram app or download the standalone app. Videos will play the moment the app opens, similar to a television. To browse the channels, simply swipe or access the search bar by swiping up.
How Big Brands Utilize IGTV
Since the release of IGTV, many well known brands have started posting extensive content on their channels. Chipotle posted a short clip showcasing their impressive selection of burritos and salads whereas Netflix posted a 1-hour footage of Cole Sprouse, the Riverdale actor eating a burger.
Celebrities and influencers are also using IGTV to share content. John Mayer released a behind the scenes footage of his latest single where he showcased the production process.
IGTV for Small Businesses
It’s not just big brands who can use this feature. In fact, many small businesses already use IGTV to spread exclusive content and connect with their consumers by posting tutorials, product demonstrations and even Q&A sessions.
Blackforest Wood & Co. (a woodworking store in Canada) is an example of a small business who uses IGTV to connect with their customers. They post weekly episodes of “Wood Wednesdays” where they cover different topics surrounding types of wood and making tables. They also use videos on Instagram to do Q&A sessions with their followers.
For more information about IGTV, check out this infographic below!
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