Is 2019 the year of IGTV?

In April, Instagram announced that it was exploring ways to monetise IGTV–its own video app for users to create their own channels where, like Youtube, episodes are uploaded for viewers to watch. In a bid to encourage users to experience content more intuitively on the platform, these episodes would also start appearing in the default Instagram feed.

Since launching in 2018, IGTV’s uptake has been gradual at best. However, following the announcement, IGTV views have increased by up to ~300–1000%. This signifies a renewed consumer appetite to experience this platform and provides further reason for marketers to stay tuned.

So, how can brands create content for IGTV?

1. Think ‘forever’.

Generally, your customer is served a Facebook post at a frequency of one or two. On the other hand, an Instagram Story’s lifespan is 24 hours.

Social media content is ephemeral, but IGTV is not. So, create content with longer lifespans by exploring subjects that withstand time. Quite simply, ask yourself if your content can be relevant to them in a week, or a month, or even a year.

2. Get real.

No surprises here: people value realism and authenticity in their social media feeds. For instance, a slick television ad won’t work on Facebook, or vice versa. With that in mind, a friendly yet credible host, interesting and lightly edited footage, plus simple, easy-to-read captions are factors adding to IGTV best practice.

3. Be useful.

This is a no brainer. If you create content that provides value to your viewers, they would return to your channel for more. Experiment with how-to guides, tutorials and fact-presenting in formats native to the platform; for example, shooting vertically with a presenter speaking directly to the camera, or an easy-to-digest, ‘listicle’ style video.

4. Avoid the $ell.

Many brands have approached social media purely as an ad platform, by showcasing typical promotional messages commonly seen on television or print. This is a mistake and IGTV is no exception to this rule. It is imperative that branded content forgoes the obvious sales messages (eg. ‘Here’s Product X! It’s $5.90 at a supermarket near you’) and start approaching the ‘sell’ in a more clever, subtle way or at best: skip it altogether.

With that in mind, here are some brands and individuals who do IGTV well:

• Yasmin Suteja. This Sydney-based stylist and photographer invites her viewers to peek into the behind-the-scenes world of fashion. She also speaks frankly to her viewers and provides insight on how aspiring stylists can break into the industry.
• BBC. The news channel creates bite sized clips made for IGTV; of news, culture and documentaries that are easy to consume and enjoy on your phone.
• Pedestrian.tv. This popular, youth-oriented online publication executes a specific strategy on IGTV that differs from its other content streams: a platform-specific series called ‘What is’ which presents information about different topics such as ‘What is gender fluidity?’ and ‘What is intentional dating?’.

Clearly, these tactical implementations to IGTV set the premise for 2019 as a game changing year for the platform. It could even mirror the success of Instagram Stories (let’s not forget how Instagram turned its Snapchat replica into a thriving habitat of content for marketers and consumers alike). We may even observe sitcom or talk show-style video on IGTV, operating similar to television. Clearly, it’s imperative for brands to experiment and explore the myriad ways to position themselves as innovators and early adopters of this platform.