On June 20th, 2018, Instagram announced that they would be launching Instagram TV (IGTV), a long form video app which is also accessible within Instagram. It will be rolling out over the next few weeks to global users on Android and iPhone devices. This new platform for longer videos is designed to function like social media based television.
It seems that IGTV is Instagram’s attempt to compete with YouTube and Snapchat on video content. This clearly show the trend of rise in popularity of video content on social media. But unlike Youtube, IGTV is made up of all vertical videos, which makes a lot of sense for a mobile-only platform! And, it makes it more approachable to start, since Instagram has already trained everyone to record vertical video through Instagram Stories.
What Brands Need to Know
- Videos are full screen and vertical
- Video length is 15 seconds to 60 minutes (The full 60 minutes is currently only available to larger accounts or verified accounts. Everyone else has a limit of 10 minutes.)
- Creators have their own channels, like YouTube (and anyone can be a creator)
- Videos can be uploaded to the IGTV app or the web
- Videos on IGTV can also be uploaded to Facebook Watch
- Users can watch inside the Instagram app or on the IGTV app
- Videos play automatically for users upon opening the IGTV app
- Creators can add “swipe up” call-to-actions on videos
- Within the IGTV app, users have the option to browse between “For You,” “Following,” “Popular,” and “Continue Watching” tabs
- Engagement: users can like or comment on videos, or send videos to friends via Direct messages
- File size: up to 3.6GB
- File type: .MP4
- Video size: 9:16
- Video thumbnail / cover image: .JPG
- At this moment, advertising is not a part of IGTV, and the company isn’t paying any creators to upload content. However, Instagram says it eventually plans to make sure popular video creators are able to make money from their efforts
Video has become an increasingly important content type in social media marketing. Now with the launch of IGTV, brands need to figure out a long-form social video strategy (if they haven’t already) in their plans and be the first to make a big bang on IGTV.
Everyone who has an Instagram account can create their own IGTV “channel,” which is where all your IGTV videos will live (separate from your regular Instagram bio + Instagram Stories).
Just like when you turn the TV on and a show starts playing right away, when you open the IGTV app, a video will automatically start playing. Viewers can like or comment on IGTV videos while they’re watching them, similar to how you can interact with Facebook videos.
It also released a 48-page guide full of tips and products for creating the most optimal video for IGTV. In it, Instagram outlines key things brands and publishers trying to create content for IGTV should keep in mind. Social media marketer Matt Navara first posted the guide on social channels, but anyone can download it here. Instagram confirmed that document is a best practices guide that our team shares with partners and publishers who want to make the most out of IGTV. You can also learn more by visiting the Instagram Help Center.
Now, episodic vertical video is mainstream. With the release of IGTV, it’s clear that Instagram believes that vertical videos are not only here to stay, but have become the preferred way for many to watch content on their mobile devices.
Here at Lemon, we would love to help you with your social marketing strategies and provide you a free consultation on how these trends are going to affect your business. For more information, you can contact us on 06 562 9519 or firstname.lastname@example.org