Previously, we have discussed the opportunities of IGTV for business and described a few general practices of video content making that were tested and approved by hundreds of marketers over the years of the Web 2.0 existence. In this article, we will dive deeper into the abyss of video marketing to spot the pitfalls, riffs, and bottlenecks of promoting a brand with video content.
To begin with, one should better understand what IGTV actually is and what changes may occur to the policy of the platform as it will help you to work out the proper strategy. The first and the most important thing to understand is that this functionality is brand new, so there is not too much content and this allows the early birds to get more views and become popular comparatively easy and with fewer investments.
Another highly probable change that may be introduced soon after the IGTV app gains the sufficient audience is the ads inserted in the video by the platform with additional monetization for content makers (the feature is quite familiar to any vlogger who uses YouTube). This second probable change may be a good tool for cross-channel engagement at least at the beginning as the ads pricing should be much more attractive in comparison with the existing competitors.
Still, the main goal for the early adopter of IGTV is to get as many views and likes from the very start as possible as it will be the source of income both in terms of sales conversion and of channel monetization in future.
So, here are a few thoughts that may lay the foundations for the breakthrough.
Know Your Target Audience
It is easier than it sounds. All in all, Instagram is a perfect all-around platform for reaching almost any desirable customer group: it is popular both with digital natives and older generations, so the demographics are extremely favorable for any experiments. More than 70% of the social network users have an Instagram account and, what’s more important, 82% of Instagram users check it on an everyday basis. And, judging by the statistics of the platform, it is continuously growing over the last 3 years gradually increasing its share on the market.
So, in this case, you will never be in a hit-and-miss situation with IGTV.
Thoughtful Video Production
With the rise of Instagram and the peak of the smartphone era, videos become more and more influential in term of decision-making. But don’t ignore the fact that your video must capture attention and push the trigger within the first 16 seconds, so keep it in mind while planning the content production. Your videos should be eye-catching and mind-blowing at the same time.
Currently, the vertical format is still to be adopted and, as we mentioned before, a larger part of conservative and more professional video creators will remain the YouTube adherents. But we have strong reasons to believe that very soon pros of video content creators are likely to turn their gaze upon the vertical format of IGTV due to significantly lower competition. And surely they will be able to offer a number of options for those marketers who wouldn’t like to limit themselves only to raw videos shot with consumer-level smartphone cameras.
No need to mention that social networks are becoming integrated with online shops and, in fact, are gradually turning into huge marketplaces with adding more and more functionality that allows businesses to fulfill the full cycle of sales within the platform. Instagram is not an exception and this trend will evoke more fundamental changes in future. The latest improvements connected with shoppable tags, the rumored introduction of proprietary payment system are the sure signs of the advancing revolution.
As for IGTV, it allows redirection from the video title right to the store webpage (previously this function was available only for the bio page on Instagram) and it is a tremendous conversion tool that should be praised by all the SMM managers of the world.
So, if your brand is offering a catalog of products it will be wise to organize your products in albums and run your IGTV channel within this context to be fully armed by the massive advent of e-commerce functionality on Instagram.
Buying IGTV Views
Now it is obvious to any marketing specialist that purchasing views and likes both for Instagram posts and for IGTV videos is only a part of a promotional strategy and no one will deny that it should be used by a skillful and knowledgeable specialist. However, some people regard buying likes, views, and comments as an extravagant and unnecessary activity which is surely a completely erroneous point of view.
In case, with IGTV the importance of purchasing likes and views and using the snowball effect we have already mentioned in one of our previous articles as the platform’s user base is still evolving and now it’s high time to make a leap to the summit. And InstaBF is ready to help you with it, check out our IGTV Likes, IGTV Views and IGTV Comments!