IGTV is a relatively new feature, thanks to which users of Instagram social networks can upload their own videos directly on the platform and watch other video content for up to 60 minutes. You can like, comment, and share videos that you especially liked. The service also has a common feed: you can watch popular and recommended content, find your favorite channels. Today, about 30% of marketers use IGTV for business development. Consider the features of this method of promotion.
Who needs IGTV
Promotion with IGTV video allows you to reach a new level with regular customers. It is also a great opportunity to attract new customers and their acquaintance with goods and services. But this way of promotion will not be effective for every business. It is important that the business meets the following criteria:
the age of the target audience is less than 40 years;
the company offers products and services that can be clearly demonstrated (for example, fitness classes, sports equipment, jewelry, products, etc.);
The company has an active and popular social network profile with a large number of live subscribers.
IGTV may be ineffective if you sell products that are in demand among an older audience (for example, medical devices for senior citizens).
Where to begin
Experienced marketers recommend starting the promotion with a pilot launch. To get started, just release one video a week for a month. After this time, you can analyze the results using the analytics tool. You can find out how many people watched the video to the end, and also see at what point users closed the video. This allows you to draw conclusions about the effectiveness of promotion and identify your target audience.
It should be understood that the quality of content directly affects the number of views and engagement. It is recommended to shoot vertical and horizontal videos with an aspect ratio of 9:16 and 16: 9, respectively. You can upload video content lasting from 15 seconds to 60 minutes (hourly videos are available only to confirmed and large accounts, for the rest only ten-minute videos are available). The file size should not exceed 3.6 GB, support for downloading files of the MP4 format.