Introducing IGTV – A Yellow Brick Road ,or Cul-de-sac?

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
4 min read

One of the most recent additions to the video content propagator mix is Instagram’s Facebook-backed IGTV

Have you heard Sara Bareille’s ‘Reside in Atlanta’ version of Yellow Brick Road?  You merely really obtain the full audio-visual performance experience by watching YouTube Music or YouTube (so far as I know).

As using what is continuing to grow into an army of vlogger influencers, artists, organizations and brands alike are putting nearly all their content on video channels.

The biggest question is who, with regards to video content, find yourself owning the best proportion of Mindspace – Google or Facebook or Snapchat…?

One of the most recent additions to the video content propagator mix is Instagram’s Facebook-backed IGTV.

Brands including Nike, Netflix, Warby Parker, Trader Joe’s, Everlane and Gucci are testing the newest channel with content ranging from witty one-offs to interviews with influencers.

IGTV, is Instagram’s reaction to YouTube. Arriving some five years following the launch of Instagram video, in principle it allows any user to create their very own IGTV channel and post video content, providing it really is no more than one hour long.

Videos are accessed by followers of influencers or brands. However, initially unless an entity or individual has sufficient followers or gravitas, video content could be limited to 10 minutes. (Which, given consumers’ attention spans, might not be this type of bad thing).

IGTV has been made with phone usage in mind

Instagram’s Co-Founder & CEO, Kevin Systrom:

“IGTV is made for the way you actually use your phone.  Videos are full-screen and vertical. Also, unlike on Instagram, videos aren’t limited by about a minute. Instead, each video could be up to one hour long.

Just like turning on it, IGTV plays when the app is opened. You don’t need to search to start out watching content from people you already follow on Instagram.  Suggestions derive from your interests. It is possible to swipe around find out more — switch between ‘For You’, ‘Following’, ‘Popular’ and ‘Continue Watching’. You can even like, comment and send videos to friends in Direct.”

Marketers have praised the channel’s integration with the initial Instagram app, along with how it targets vertical video and the capability to create longer-form content. For instance, PR agencies coping with fashion brands can make slick ‘behind-the-scenes’ videos to highlight fashion ranges.  Tracey Baldwin, Head of Fashion, Lifestyle and Sport at KBAPR explains:  “IGTV is really a brilliant chance of fashion PR pros seeking to build awareness and generate buzz around strategically important fashion opportunities such as for example launches and seasonal lines.”

Louis Vuitton and Gucci are counted as are just some of the style brands that have shared video content from recent shows.

IGTV has sent many brands rushing to video producers to repurpose content featured on Instagram Stories.  Others are creating original content from scratch for the brand new channel.

How have brands been utilizing IGTV?

Chipotle, was among the first to generate an IGTV channel. The brand made a Mary Poppins-style video of a guy removing an endless range of Chipotle burritos, chips from the Chipotle bag. As the concept didn’t make use of the new 60-minute video length, it did pass Instagram’s original one-minute limit.

As of that time period of writing, the video has amassed over 10,000 views.  (Respectable numbers due to the fact Chipotle’s Instagram videos usually receive typically between 15,000 to 50,000 views).

“Social is certainly not just a one-size-fits-all,” explained Tressie Lieberman, Executive Director of Customer Engagement Marketing at Chipotle. “It’s another format, so we design designed for long-form and vertical content.”

Netflix used Instagram’s 60-minute video offer to include a full hour of actor Cole Sprouse eating a burger. The video reportedly earned over 676,000 views and nearly 5,000 comments.

Nike’s channel includes an animation featuring Cristiano Ronaldo within its recent World Cup campaign, fashion brand Everlane took its #DamnGoodDemin Day photo series to produce a video that adapts for IGTV.

Thanks to Instagram already attracting a worldwide audience of 1 billion, it instantly provides IGTV having an incredible base-audience.  The true challenge that Instagram faces would be to differentiate IGTV from Instagram Stories.  (Some already are speculating that IGTV may eventually replace Stories altogether).

Whilst YouTube created a whole industry for made-at-home video influencers, the channel has begun to reduce its veneer with the influencers.  This gives IGTV having an possibility to offer such swayers a smart-phone vertical format alternative.

Currently (also to the relief of several viewers) the platform isn’t featuring traditional ads instead of videos designed for the platform ads.  However, considering that an Instagram spokesperson has told the press this might well change later on, to be able to monetize the platform, chances are that there will eventually be two platform flavours – regular (with ads) and premium (no ads however, many variation of a subscription model).

Incidentally, I looked up Sara Bareille’s IGTV channel. During writing, there have been no posts, but 143 followers – including myself, ambling along this latest iteration of a yellow brick road.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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