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Instagram Made Their Move. What’s Yours?

Instagram just made one if its biggest and bravest moves yet – Instagram TV (IGTV). On June 20th, this new feature was released to the public. IGTV allows users to create longer form videos up to 10 minutes long, and for some (based on followership), up to an hour long. This feature can be accessed within the Instagram app, or within its very own standalone platform. With little surprise, this update is already being used by thousands: Kim Kardashian, New York Magazine, and Buzzfeed, just to name a few.

With over 800 million monthly users, there is no doubt that Instagram was already a successful app before releasing this new feature. Choosing not to settle, but instead, to take a leap of faith into a market with big name competitors like YouTube and Facebook Watch, is something every business should take note on.

Here are just a few reasons why IGTV will be successful, and what your business can learn from their success to make your next big power move:

IGTV is mobile first:

People are spending more time on their phones now more than ever? I had no idea! Okay, maybe screen addiction isn’t that surprising, but it is important for companies to react and reassess their marketing efforts to fit this trend. IGTV is designed for how you actually use your phone, therefore, videos on the app are full screen and vertical. Additionally, Instagram understands that mobile device time is precious, and users choose to spend it wisely. That’s why, just like turning on a TV, IGTV starts playing as soon as you open the app. As for your business, it’s important to understand your customers and where they spend their time. With mobile-based media currently accounting for about 65% of total digital media consumption, it may be time to start thinking about mobile marketing (if you haven’t already).

IGTV is simple and Intuitive:

IGTV doesn’t require you to be a Steven Spielberg and post beautifully edited, cinematic footage. Instead, they encourage videos with grittiness and a rougher, more realistic edge that are simple and tell a story. New research reveals 62% of consumers will pay more for a simple experience. Consumers are looking for brands that are straightforward with zero BS. With IGTV, it’s easy for users to access content that peaks their interest. As for your business, you should begin by asking these questions:

  • Are my marketing messages simple, clear, and easy to understand?
  • Is my website design clean, straightforward and offer a good user experience?
  • How can I make my customer’s overall experience with my brand better with simplicity and ease in mind?

IGTV is curated content:

IGTV offers several features that allow you to watch relevant content tailored to you. In the app, you can swipe up to discover videos, allowing you to switch between options under “For You”, “Following”, “Popular”, or “Continue Watching”. By offering multiple sections that unleash new video content based on the section(s) you typically choose to view, the risk of providing users with irrelevant content is avoided. IGTV understands their customers, and it’s important that your business does as well. Instead of running only a single ad for overall brand awareness, try running several different ads that are aimed at a specific niche target market. For example, here at Princeton Partners, we run several different ads on Facebook for a single client, where each ad targets a unique audience by using a custom image and message that is specific, and relevant, to them.

To learn more about IGTV and how your business can leverage this new feature, click here.

Marketing Agency Blog Post Author of Instagram Made Their Move. What’s Yours?

June 26, 2018
Written by Andrea Janiszewski

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