A Startup’s Guide: 6 Tips to Use IGTV for Your Brand

Last June 2018, Instagram announced a new feature on its app called Instagram TV, or just IGTV. Despite its slow start, there are brands that have been successful and invested heavily in producing video content for IGTV. In fact, the platform is currently picking up speed to catch video-sharing giants (like YouTube) as there’s been about a 300%-1000% increase in IGTV video views, according to a report by Later.
So if you’re thinking about promoting your startup, do consider reaching your target market with IGTV as it’s far from being irrelevant. Here’s everything you need to know about Instagram TV in order to be successful in the platform.


IGTV Explained: Everything a Startup Should Know

What is IGTV?

Instagram launched a new video platform named Instagram TV (IGTV) to accommodate today’s viewing behaviors. People would rather watch digital videos than traditional television and it’s estimated that by 2022, video on mobile phones will account for 78% of total mobile traffic.

IGTV allows Instagram users to share vertical and landscape videos with a longer duration time in order to be discovered by other audiences and get up close with their current fan base.

IGTV works like an actual television—the moment you open it on the actual Instagram app or through its standalone app, you can start watching your favorite shows produced by Instagram users. If you don’t like the content, you can easily change the channel by swiping right to move on to the next video. Or if you really love what you’re watching, you can swipe up to check out more videos created by that specific user. You can even leave likes or comments similar to Facebook Live videos. 

However, despite being similar to television, IGTV aims to be more like YouTube than Netflix. Instagram wants to convert the younger audience loyal to YouTube to come and try out their new way to share videos.

Who Can Use IGTV?

Anyone with an Instagram account can use and create their own channels on IGTV. However, influencers and brands who want to connect with their audience can benefit the most out of this video-sharing platform. Not only can you get closer to them but you’re also leveraging yourself to more than 800M users present on Instagram.

Is IGTV Free?

Yes, it’s absolutely free! In fact, it’s one of the best social media platforms startups can utilize to promote their products or services. 

With IGTV, you can share your campaigns and stories freely through longer, permanent videos. This ultimately allows you to build stronger relationships with your audience without being limited to the type of content, format, and length.

What Does IGTV’s Release Mean for Startups?

Whether you’re just starting out on Instagram or have already used the app before, you should know that using Instagram is important to grow your business. With nearly 1 billion users logging in monthly and 70% of them look up a brand, Instagram is indeed a platform you shouldn’t miss when it comes to marketing your business!

Now, you’re probably wondering where does IGTV come in if you can just simply stick to posting pictures in your IG feed. Do know that when you create video content, you can actually receive atleast 38% more engagement than images alone. And if you still need a little convincing, you can just look around and see that video is now everywhere. More and more people are actually spending more time watching videos on their phones, in particular, vertical videos.

Of course, there’s probably no better platform to create those vertical videos than Instagram itself. Unlike YouTube, IGTV gives you more freedom to shoot in portrait orientation. It pushes for more interaction and engagement which is one of the most crucial marketing aspects startups should look into in order to achieve success. Furthermore, IGTV is a platform where users can instantly (and easily!) browse any visually stimulating content, owing to its fast-paced and non-vocal format.

How to Create an IGTV Channel?

Creating an IGTV channel is easy and straightforward enough for startups just starting out on Instagram. There are two ways you can do this: from the mobile app or through the website. Here’s the step-by-step process to guide you.

Mobile (from the Instagram app itself or the standalone IGTV app)

1. Sign in to your account. Or if you still don’t have an account, sign up now!

2. Select the settings gear icon found in the top right of your Instagram feed.

3. Click “Create Channel” and you’re all set up.

Website

1. Open your selected web browser and go to Instagram.com.

2. Sign in to your account and go to your profile.

3. Click IGTV to get redirected to a page.

4. Select “Get Started” and follow the instructions.

How to Create Videos on IGTV?

Creating videos for IGTV is similar to the process behind IG stories. You don’t actually have to make high-quality videos in order to succeed in IGTV. However, don’t be fooled as the new platform is a way to level up the content you make in your Instagram Stories.

In fact, IGTV is originally launched with vertical videos in mind but due to popular demand and some important realizations, Instagram decided to cater to horizontal (landscape) videos too! Now, more businesses can benefit from this including startups. To get you started, here are some of my tips on making engaging video content on IGTV.

1. Shoot With Your Native Camera App

Do avoid using the Instagram app itself as it limits you from getting high-quality shots. Opt to shoot videos with your native camera app instead to have more control over the shots and ultimately keep the video rolling in between takes to keep things efficient.

2. Invest in a Smartphone Mount

You may find that it’s harder to produce steady videos when shooting on your phone. In order to avoid any shaky footage, invest in a smartphone mount so you can clip it to any tripod.

3. Use a Microphone

Achieve a higher-quality sound in your IGTV videos by using a microphone. It’s especially useful if you want to record voiceovers or if audio is an integral part of your videos.

4. Edit your Videos

If you want to achieve professional-looking videos on IGTV, you need to edit them. And while there are free video editing softwares on your phone, some of them don’t support vertical videos yet and most have limited features. Use professional video editing software such as Adobe Premiere Pro or Final Cut on your computer instead.

Are There Limitations When Creating IGTV Video?

Unlike Instagram Stories, IGTV gives you more freedom when sharing videos with your followers. Do keep in mind these technical specs when creating a video for the app.

    • Length – 15 seconds up to 60 minutes 

Note: The whole 60 minutes is currently available for Instagram-verified accounts or those with a large following. Normal accounts have a limit of 10 minutes.

    • Size – 650MB for 10-minute videos while 3.6GB for videos up to 60 minutes
    • Orientation – Both portrait (vertical) and landscape (horizontal)
    • Aspect Ratio – Instagram recommends to use the following aspect ratio: 9:16 (for vertical videos) or 16:9 (for horizontal videos). For video thumbnails, an aspect ratio of 1:1.55 looks best.

However, do note that the display of Instagram videos is automatically cropped to an aspect ratio of 4:5 (in IG feed) or 1:1 (in IG grid)

    • Video Format – MP4 file format
    • Video Thumbnail – JPG file format

How to Upload Video on IGTV?

Now that you have probably created your very first IGTV video, it’s time to start uploading them on the platform. Here’s how you can do it.

1. From the main screen, click on the IGTV (resembling a TV) icon found on the top of your feed.

2. Tap the “+” button on the top right corner and choose a video to upload.

3. Select “Next” in the top right.

 

4. Type a “Title” and “Description” to let your followers know what your video is about.

 

5. Add a Cover Photo by tapping on the video frame at the bottom. You can choose a thumbnail from your own video or upload a new custom cover photo.

 

 

6. Click “Post” to publish your video.

How to Share an IGTV Video?

After uploading your IGTV video, you have to share it in order to keep your followers updated (whether in or outside Instagram) on your content and possibly hook other people. Read on to learn more!

    • Share Within Instagram

You can actually add your newly-uploaded IGTV video to your Instagram stories. Simply follow the steps below.

1. Open the IGTV video that you would like to share.

2. Tap the paper airplane icon

 

3. Select “Add Video to Your Story.”

 

4. Add additional text, stickers, or filters if you like.

5. Once done, tap “Send To” button.

6. Click “Your Story” then tap “Share” to post it in your stories

    • Share Outside Instagram

If you want to share your IGTV video on Facebook, Twitter, or any other sites, follow these guidelines.

1. From the IGTV menu, open the video you want to share.

2. Tap the three dots at the bottom of the screen.

3. Select “Copy Link” from the pop-up screen.

4. Paste the said IGTV video link to share it with users outside of Instagram.

Can I Earn Money on IGTV?

Yes, startups can earn a lot of money through IGTV!

However, it’s not by displaying advertisements on your videos. For now, IGTV doesn’t allow ads on its videos unlike YouTube. Rest assured, Instagram creators plan to expand the platform soon especially when it starts becoming big.

6 Effective Ways Startups Can Use IGTV

Fortunately, running actual “ads” on your video is not the only thing startups should consider when venturing into IGTV. To guide you, here are 6 effective ways you can use IGTV to boost your business’ profit.

1. Reuse Your Popular Video Content to Reach New Audiences

Already got a successful video content from your previous campaigns? Reuse it now on IGTV to reach new and unique audiences! 

However, do not simply repost the same video from your Facebook page. The key here is to give it a new twist for exclusive IGTV use. For instance, you can repurpose your long videos by sharing a snippet of it on IGTV.

2. Deliver Tutorial Videos to Introduce Your Brand

Try using tutorial videos if you’re looking for a way to boost brand awareness for your startup. Through this kind of video, not only can you introduce your products to the consumers but you can also teach your followers something that they still don’t know about your brand. 

It also doesn’t matter what your startup offers—whether you sell makeup products or offer yoga classes, you can take advantage of tutorial videos and share your knowledge with the audience. This makes them more likely to try your products because you already taught them how to use it and how they can benefit from it.

3. Create Exclusive Content to Build Relationship with Your Viewers

Creating exclusive content is the secret to building long-lasting relationships with your followers. And by giving them insight into what happens behind your brand, you can hook them through emotional connection.

Furthermore, you don’t have to deliver complex IGTV videos that may require extra editing work. You can simply stick to a personal approach. After all, people like to view authentic content.

Tip: You can also opt to share behind-the-scenes footage of exclusive events such as speaking engagements, social gatherings, and even industry trade shows.

4. Host Live Videos to Engage with Your Customers

If you want to improve engagement rates among your audience while still providing relevant information, hosting live videos is the way!

You can answer any questions your viewers might have or even give them shoutouts in the video every once in and awhile. Doing this will show that you are open and committed to discussion and can be trusted and relied upon.

For a successful IGTV live session, you can collect the most popular audience questions then take your time answering them. You can even use the question feature in Instagram stories to easily gather relevant questions from your own followers already on the platform.

5. Produce a Recurring Show to Develop Community

Since IGTV can be used as a television, you can also approach it in the same way. 

Try producing weekly (or even monthly!) shows and upload them at the same recurring time. Through this, you can profit from a dedicated fan base who will get accustomed to coming back and watching your videos on IGTV.

6. Feature Customer’s Success to Build Social Proof

If you really want to persuade your audience to invest in your startup, you should start featuring other’s success with your brand. After all, they are more likely to buy your products if they see fellow customers love it. So take advantage of this and invite some of your loyal followers when making your next IGTV video.

With the release of Instagram’s new platform IGTV, startups now have more freedom when it comes to sharing their videos with their followers. Through the longer vertical (and even horizontal) videos, more businesses can enjoy an increase in audience engagement and conversions.

Found this post helpful? Check my blog for more informative articles about social media marketing.