A few months ago, Instagram launched IGTV – an app which allows users to watch lengthy, vertical videos.
Is IGTV A Smart Move?
We have two questions …
1. Instagram built the app for videos that are longer than 60 seconds – which could be a questionable move since, according to Wistia,videos up to two minutes long get the most engagement. So why launch a new app when shorter videos are more digestible?
2. Could IGTV really compete with YouTube? Instagram’s latest venture caters for long-form videos like YouTube, perhaps the two platforms will be competing for users and views …
Here’s what Instagram have to say …
“We’re evolving with the times; these days, people are watching less TV and more digital video. By 2021, mobile video will account for 78% of total mobile data traffic.“
What is IGTV?
The videos can be up to an hour long, they’re automatically played when users open the IGTV app, or through the IGTV tab in Instagram.
It puts mobile first: IGTV is built for how consumers use their phone, vertical and full screen
It’s intuitive: videos start playing as soon as the app is opened
It’s curated: consumers can view the videos of those they already follow on Instagram
Anyone can use it: be a creator and upload videos any time
The reason behind IGTV is to make longer videos – which should result in getting closer to your audience and raising brand awareness.
Video marketing is one of the most popular marketing methods for businesses to engage their target audience. And with good reason – 78% of us watch online videos every week and 55% of people watch online videos every day.
Lengthier videos mean businesses can advertise their products / services in greater detail. After all, 4 times as many consumers would rather watch a video about a product than read it!
Perhaps your businesses is irritated with the time constraints on Instagram. Or maybe longer videos are perfect for your next marketing strategy. IGTV could possibly be the new marketing method for you.
About the author:
Marie Harwood is a Digital Marketing Assistant at Different Gravy Digital, Hale, Cheshire.
Different Gravy Digital are a full service Digital Marketing Agency operating in the Hospitality & Leisure, Financial Services, Legal & Property sectors. Products and services range from; 3D & 360° Tours, Website Design & Build, Social Media, Video Production, Search Engine Optimisation (SEO), Content Creation, Email Marketing, Online Feedback / Review Systems and Paid Advertising (Google, Bing and Social Media).
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120a Ashley Road, Hale, Altrincham, Cheshire, WA14 2UN