Whether you’re into social media marketing or simply a user of social media, it’s no secret that Instagram is one of the most popular platforms for posting and consuming content of all varieties. However, there’s so much more to Instagram than just the ability to post on your feed or engage with the feeds of others. In fact, there’s a hidden gem on Instagram: IGTV.
As Chalene Johnson discussed in her talk at Social Media Marketing World this year, IGTV is Instagram’s ‘favorite child.’ It’s where they’ve been funneling the majority of their resources, what most of their updates have targeted, and, most importantly, your one-way-ticket to being the algorithm’s favorite user.
Fulling harnessing the power of IGTV to elevate your business and brand isn’t difficult, but it’s multifaceted. It requires proper use of Instagram’s other features to draw your audience to IGTV, as well as a compelling video that will keep them there upon arrival.
Johnson outlined that successful IGTV videos must be up to date with current growth guidelines – being just one year behind could result in difficulty getting viewership. To grow on Instagram in 2020, you must be willing to abandon the idea of an ‘aesthetic.’ While branding is useful and your posts should have some consistency, it’s important to catch peoples’ attention at first glance. What catches the attention of a seasoned audience and new viewers? Unique, new, and creative content – oftentimes this won’t fit into your aesthetic.
Additionally, you’ll want to highlight the value your post has to a viewer. While your dedicated audience may be interested in content about you, the majority of Instagram’s users will want to draw takeaways for their own benefit. Finally, make sure you’re consistent and trustworthy with what you post and when you post. Trust the brands you endorse, maintain a clear brand voice, and post often.
Curate your content with these growth guidelines in mind – it’s what Johnson’s most recent case study on IGTV engagement has proven will work. These should help you create a compelling video, and Instagram’s other features can be used to direct people toward it.
The story feature is particularly useful at promoting your IGTV content. Not only is it where Instagram users are spending an increasingly large amount of their time on the app, it also gives viewers a preview of your video. Johnson says the first five seconds are the most critical moments of your video. Rather than bothering with a formal introduction, captivate viewers with something exciting and unique. Make them click on that story feature, go to IGTV, and stay there for the full duration.
Be sure to give the promotion of your IGTV video context, though. Sure, you may get some engagement by simply posting the video to your story, but you’ll get far more if you overlay some text, an emoji, or even another image. Not only will it look better, it’ll make more sense to your audience.
In the vein of aesthetics, it’s important to create an appealing thumbnail for your video. As of recently, IGTV videos show up as feed posts – meaning anyone who browses through your profile will see your video’s thumbnails alongside all your other posts. While Johnson did encourage users to abandon the restrictive ideas around maintaining an aesthetic, your thumbnails should look nice and draw users to your video. First impressions do matter here!
Finally, be persistent when it comes to IGTV. It’s important to note yet again that this is where Instagram is directing their money and attention at the moment. Recently, IGTV videos gained a whole section on the Explore Page – meaning your content isn’t only going to appear to your followers. Harness the power of this overlooked and extremely useful feature, and do it now! The ability to put long-form, video content on a platform as popular as Instagram and maintain favor within the algorithm is nothing short of miraculous.