Instagram: How to make IGTV work for B2B brands
Back in June 2018, Instagram launched IGTV, a long-form, vertical video app. While IGTV struggled to take off in its early days, it’s now gaining traction and becoming popular among consumers. More specifically, after Instagram pushed out an update that allowed IGTV previews to appear in the regular Instagram feed, views on IGTV videos skyrocketed by an impressive 300% to 1000%.
Want to learn more about IGTV and how you can use IGTV to promote your company or client’s brand? Read on to find out more!
IGTV vs YouTube vs Instagram Stories
First, when it comes to IGTV vs YouTube, the obvious difference is that IGTV is built primarily for vertical videos, while YouTube favours videos shot in landscape format.
According to statistics, people hold their phones vertically 94% of the time. As integrated marketing communications expert Bonnie Harris puts it, videos created to fit the vertical orientation capture more attention because they take up the entire screen. More importantly, these videos also create less opportunity for distraction and require no extra movement from the user.
The bottom line? Vertical videos are the way to go and if you want to capitalise upon this fast-growing trend, tapping on IGTV is a wise move.
YouTube aside, what sets IGTV apart from Instagram Stories? Well, the videos you get on Instagram Stories are 15 seconds long at the very maximum, but IGTV allows clips of up to an hour. On top of that, IGTV is also designed with binge-watching in mind – it starts playing videos as soon as you open the app and you can swipe to seamlessly discover new content.
Examples of B2B Brands using IGTV
While IGTV primarily caters for individuals and influencers looking to reach out to a wider community, there are plenty of B2B brands who have jumped on the bandwagon as well.
B2B companies who are using IGTV to market their products and services and promote their brands include:
- Nasdaq, who streamed a “summer solstice yoga in Times Square” show
- HubSpot, which shares marketing tips and insights via IGTV
- SalesLoft, which curates interesting content about sales on IGTV
- Accenture, which uploads fun behind-the-scenes content, including a clip about how the company celebrated Pride Month.
Benefits & challenges for brands
Brands looking to get started with IGTV can enjoy 3 main benefits. First and foremost, because IGTV relies on a vertical format, creating a video for IGTV is as simple as taking your smartphone out of your pocket and using it to shoot interesting content. This levels the playing field and makes it easier for smaller companies to start experimenting with social media marketing.
On top of that, companies that start producing content for IGTV can capitalise on a first-mover advantage and gain a leg up on their competition. Think about it: if you’re one of the first few businesses to establish a presence on IGTV, this makes it much easier for you to grow your audience and get more exposure for your brand. Additionally, IGTV has recently been integrated within the Instagram app and this has boosted IGTV popularity as well as the reach of its native content.
On the flip side, one major challenge of introducing IGTV into your marketing or communications mix is creating authentic, personal content that your audience will enjoy. Consumers on IGTV tend to seek out a personal connection, so if you simply upload a corporate video (or any content that’s too “polished”) on the platform, this will probably be poorly-received.
Best practices: How to get started and grow on IGTV
Want to get started on IGTV? Here’s a step-by-step guide.
- Think of the purpose of the video
First, identify the business objectives you want to achieve. Do you want to generate more engagement for your Instagram? Do you want to drive sales? Or do you want to raise awareness about an upcoming event? This will influence the content you choose to feature in your video.
- Create video content
The sky’s the limit here, so get creative! Some best practices include captioning your video and using video editing apps such as InShot and Splice to add music, titles, voice-overs and more. Make sure your video is as high-quality as possible – this ensures that you come across as professional.
- Upload your video content
Here, be sure to optimise your description by adding hashtags. While cover photos are optional, adding these can also help your video to stand out and look more attractive. Finally, add a Call To Action (CTA) to direct your viewers to your website or landing page and include a Bitly link in your video description so that you can track your click-throughs.
- Promote your IGTV content
Don’t just assume that your followers will see your IGTV content. Instead, dedicate a post or two to promoting your content and encourage your followers to check out your IGTV.
How to measure success on IGTV
It isn’t sufficient to simply upload videos on IGTV – you should also be keeping track of how your videos perform and use the data to measure and evaluate your success.
How do you do this? First, you can check your analytics within the IGTV app. Simply locate the video you want to learn more about, click the “…” icon at the bottom and click on “View Insights”. Here, you’ll be able to see the number of views, likes and comments for your video and you even get a nifty audience retention graph that shows you where your viewers stopped watching.
Assuming you included a link in your video description, make sure you check out the number of clicks that you generated via this link as well. You can also calculate your Click-Through Rate (CTR) and conversion rate from here.
A final word on IGTV
As PR professionals, it’s crucial for us to change with the times and adapt our content based on how our target audiences are consuming said content. Now that vertical videos are all the rage, you’ll want to take full advantage of platforms such as IGTV to ensure that your company is seen as modern and relevant. If you’re not already creating content for IGTV, start experimenting ASAP!