Now that Instagram offers formats such as Reels, Live, Stories, and IGTV, creating your Instagram strategy can be a challenge.
So, how do you figure out which formats to invest in?
You need to understand what makes each format different and how they can benefit your business.
This guide covers how to make an IGTV plan part of your social media strategy.
Keep reading to learn:
- How IGTV can help your business grow
- How to use IGTV
Table of Contents
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IGTV: An Overview
So, what is IGTV video, and how does IGTV work? IGTV stands for Instagram TV, which empowers users to post long-form video content.
Users can download the IGTV app or use Instagram to view IGTV videos. The standalone app is available for both Android and iPhone.
Unlike Instagram Reels, which have a limit of 10 seconds, IGTV videos can be up to 10 minutes long. IGTV also supports horizontal video as well as vertical video.
IGTV competes directly with platforms like YouTube and Twitch.
How IGTV Can Benefit Your Business
We recommend you invest in IGTV if you have excellent original video content or a strong Instagram following.
Examples of original content that works well with IGTV include:
- Visually appealing and satisfying products
- Educational content, like how-tos or DIY tutorials
- An engaging brand personality
If your business has the right content for IGTV, it’s time to learn how to make an IGTV channel.
If, on the other hand, you’ve just started to build your Instagram following, we recommend you focus on other formats first.
If your business has the right content for IGTV, it’s time to learn how to make an IGTV channel.
If, on the other hand, you’ve just started to build your Instagram following, we recommend you focus on other formats first.
How Brands Use IGTV
You can learn how to make an IGTV strategy work for you by seeking out examples from other businesses.
Here are a few excellent examples of how to post on IGTV to grow your brand:
- BBC News creates video trailers for its top news stories.
- Lululemon shares episodic video series content with themes like “Let the Feeling Flow” and “SeaWheeze.”
- Tarte Cosmetics educates customers and uploads #howto videos using its products.
- Gary Vee repurposes video content from YouTube and his website and posts it on IGTV to reach a different audience.
- Levi’s shares its platform by hosting relevant cultural dialogues on its IGTV channel.
If you’re a brand that’s already creating video content for YouTube or your website, you can get more out of your efforts if you repurpose videos on IGTV.
Otherwise, you can use IGTV to:
- Bring followers back for new episodes
- Highlight new content releases or product launches
- Educate customers about your products
- Create a dialogue and build a community around your brand
- Partner with influencers for content creation
How to Upload to IGTV
- Open the Instagram App
- Tap the + icon and select IGTV video
- Select a new video to upload
- Select or upload a cover image
- Add a title and description
- Post your video
- Share your video on your Instagram feed
- Share your video on Facebook
Tips for Creating IGTV Content
Upload Consistently to IGTV
Like all social media strategies, consistency is essential for IGTV. You need to learn how to upload IGTV videos consistently.
Start with a posting schedule you know you can follow.
For best results, you can research the best times to post each day of the week.
You can also learn how to make an IGTV series for episodic content. When you upload a new IGTV video, there’s an option to “Add to Series.”
And finally, keep your videos visually consistent. Create templates for intros, cover images, and calls-to-action. We recommend your videos stay aligned to your brand image and personality.
Share Authentic, Original Content on IGTV
You might turn to other brands to find inspiration, but ultimately, your IGTV content needs to reflect your brand and your personality.
According to Social Media Today, 90% of consumers list authenticity as an essential factor when they choose brands to support.
Before you learn how to make an IGTV post, revisit your brand guidelines.
Ask yourself what type of content best highlights who you are as a brand.
Add CTA Links in the Description Section
When you add an IGTV video, you can include outside URLs in the description. With the links, IGTV content can help you drive more traffic to your website or even sales conversions.
Using a CTA in IGTV videos is especially beneficial for accounts that don’t meet the requirements to add a “swipe up” option to Instagram stories. In other words, unverified accounts with fewer than 10,000 followers.
You can even link the IGTV video to your Instagram story. Start by creating an Instagram story (using a picture or video) and then select the link icon at the top of the editing screen.
Here, you have the option to add an IGTV video. When users swipe up on your story, they’ll see your IGTV video, and if they click on the title it will display the description with your CTA.
Use Hashtags on IGTV to Increase Visibility
When you learn how to make an IGTV post, descriptions are optional. However, we recommend you take advantage of your title and your description to optimize your videos’ visibility.
Since users can follow hashtags in addition to Instagram profiles, use hashtags for IGTV titles and descriptions so your videos can pop up on someone’s feed even if they don’t follow your profile.
Pay Attention to Your IGTV Cover Image
Amazing video content only matters if users click to watch your videos. That’s why your cover photo on IGTV is just as important as your video.
Your cover image should look sharp. If you can see fuzziness or pixels, you need a higher quality image.
With your cover image, aim to create curiosity. Whatever image or text you use needs to be clickable. You want to entice users to stop scrolling and watch your video.
Text can also be useful for your cover image. If you use text, make sure it’s readable on mobile devices.
Experiment With IGTV Video Length
Although an IGTV upload can be up to 10 minutes in length, we recommend you experiment with video length to find your sweet spot.
People on Instagram aren’t looking for very long video content yet. You’ll most likely find that videos between two to five minutes long perform best on IGTV.
Upload a few videos of different lengths and let your analytics guide you.
Add Teasers to Your Feed and Cross-Promote IGTV Videos
After you post your video to IGTV, you have the option to create a short teaser video for your Instagram feed.
When you post a preview to your feed, you can generate increased engagement from your followers.
In addition to sharing a preview of your IGTV video, consider cross-promoting on other platforms, like Facebook and Twitter.
Final Thoughts: How to Make an IGTV Strategy Work for Your Business
As far as Instagram video formats go, IGTV is still catching up to the others. But it might just be the perfect format for your brand.
Long-form videos are an effective way to educate customers and create conversations. If you want to increase engagement with your current following, IGTV is an excellent choice.
Whatever format you choose, remember consistency is key to growing your social media channels. To learn more about social media scheduling tools, check out Fanbooster today.
