7 things you need to know about Instagram TV
Back in the Spring of 2018 Instagram launched a new app: Instagram TV. If you’ve not heard of it, don’t worry. IGTV hasn’t made quite the same splash as Instagram Stories before it. However, that’s no reason to consign this long-form video platform to the social media scrap heap. After all, Instagram is the second most popular mobile social media app and is updating its features all the time. So what do businesses need to know about Instagram TV?
What is Instagram TV?
First, let’s set the scene. Instagram launched IGTV with the aim of keeping users on the platform for longer. People are watching video online more than ever and Instagram wants a slice of the views hogged by YouTube.
However, this is no copycat app. There are lots of differences between Instagram TV and YouTube; the most of obvious of which is that videos are shown vertically rather than horizontally.
Here’s some more things to know if your business is thinking of launching its own IGTV channel to compliment its Instagram strategy:
1. IGTV aspect ratio
The video ratio for Instagram TV is 9:16. Don’t try to reuse old footage as your videos won’t have the same impact. Start from scratch for a slick channel.
2. Vertical video is more mobile
While horizontal is the standard format for video on TV and desktop computers, a vertical video is easier to watch on the go. This is one of the major selling points for IGTV.
On average the 78% of UK adults who own a mobile phone check them once every 12 minutes during the day. Making video content easier to view will keep them hooked on your message for longer.
3. Viewers don’t need the IGTV app
It is possible for your followers to find your videos in the normal Instagram app by clicking on the TV icon at the top of their screen. ‘Why two apps?’, you might ask. This may be to do with Instagram’s bigger plans for IGTV in the future. If your customers are on Instagram, being an early adopter of Instagram TV could pay off in the long run.
4. Up to one hour viewing time
It’s possible to upload videos of up to one hour long to Instagram TV. However, shorter videos seem to have more success with two to three minutes proving most effective for viewing figures.
5. Share on Instagram Stories
A new feature released at the end of 2018 is the ability to share previews of IGTV videos onto Instagram Stories. You can share your video to your own profile’s Story or other people can share it to theirs. The people who view the preview can click through to the full video. This is a great addition to the app, widening the reach of IGTV videos.
6. ROI is hard to measure
As yet there are only very basic insights to help you measure the success of your Instagram TV videos. This is a major downside if you want to compare how it’s performing against other marketing channels like YouTube, which give you detailed information about views, watch times and viewer demographics.
7. What to share
Brands doing well on Instagram TV have embraced the vertical format and are creating bespoke video content for the platform. Behind the scenes videos and mini-series are being used by the likes of M&S and the BBC.
If you plan to boost your business’ use of Instagram in the year ahead then we can help. The team at Amplify PR are experts in creating social media strategies and offer training for businesses who prefer to manage their social media channels in-house. Get in touch to find out more about our range of social media services.