How to use the IGTV series feature for business
IGTV came into our lives in 2018 and some brands jumped on it quickly and have been flourishing ever since. In this blog post we’ll be talking about how to use the IGTV series feature for business.
The in-app features allow more opportunity to be featured on the explore page and capability to publish long-form video content. In Instagram’s words: “IGTV is different in a few ways. First, it’s built for how you actually use your phone, so videos are full screen and vertical. Also, unlike on Instagram, videos aren’t limited to one minute. Instead, each video can be up to an hour long.”
Instagram has always prided itself on evolving with the times. In 2017, Cisco reported that from 2021, mobile video will account for 78% of total mobile data traffic. IGTV is Instagram’s way of staying ahead of the game.
IGTV according to Instagram is:
Mobile-first: IGTV originally launched as a vertical-only feature but now that it supports both vertical and horizontal video. Who would’ve thought this would make a huge difference in viewership?
Simple and intuitive: You don’t have to search or browse to get started, it simply integrated into your timelines and feeds.
Curated: Anyone can be a creator on IGTV and upload videos in the app or on the web.
It’s pretty hard to escape IGTV videos (which makes it the perfect feature to utilise). You can watch IGTV videos on your feed in the Instagram app, via the explore page (where it is 4X the size of a regular photo), in the IGTV app, or by clicking the IGTV button which sits in between the feed and the tagged icon on someone’s Instagram profile.
So, how can you add IGTV into your social media marketing strategy?
Creating an IGTV series:
Rather than producing the odd IGTV video every so often, businesses and creators can start a TV-like series.
An example of this is Vogue Magazine, they have a series called ‘Fashion Folk’ where celebrities in the fashion industry take over the IGTV and attend fashion related events. Views on this content range from 730K to 1.4M. Another (which is a personal fave) is Refinery29 who has lots of series to binge-watch.
We even launched our own IGTV series called ‘Back2Basics‘ which will be continuing in May.
So, what should you do to get started?
As with everything, create a plan:
Start with the concept of the series and build on this. As it will follow ‘episodes’, decide how many parts there will be.
Spend some time truly thinking about what your audience wants to watch. What content works on your stories, what frequently asked questions do you get that can be turned into a series?
Treat this like you’re actually about to release a TV show and build your concept/brief…
is there a budget?
have you got a USB mic?
have you got a tripod?
will you record on your phone? which phone?
how will it look? is it selfie format or?
location? onsite or in a studio?
horizontal or vertical?
Think of every single possible thing.
How to actually create a series in the app:
You’ll need to set up a series name and description after you’ve uploaded your video.
Click on the video you’d like to add to a series and tap “edit.”
You’ll see the option “Add to Series.” From here, you can create a new series. To finish, just click “create” in the top right corner.
How to promote your IGTV series:
Utilise Instagram Stories (countdown sticker), feed posts (create a branded hashtag), your mailing list, your other social media platform, everything.
Stuck on what else to post? Instagram has revealed a few ideas:
View this post on Instagram
Okay, now here are 10 tips IGTV:
Always create an exciting cover/feed image.
Shoot in a location your audience will be excited about (if possible and relevant).
Get creative in the editing process.
If you can only invest in one – sound over lighting! you can count on natural lighting and editing but that doesn’t work for sound.
Make your content shareable.
Are the videos you’re posting educational, entertaining or informative?
Always measure results.
Keep it on-brand.
We’d love to see your series – be sure to tag us and follow us on the ‘gram @pudsco.