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:
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.
June 26, 2018
Written by Brandon Gloeggler
This message is only visible to admins.
Problem displaying Facebook posts.
Click to show error
In this week's Marketing Insight, Director of Brand Innovation, Manish Patel, sheds light on what up-and-coming job… https://t.co/L5Ai5ecJws
March 8 - 6:53 pm - View on Twitter
In this week’s Marketing Insight, CEO Tom Sullivan discusses behavior change through the lens of Social Accountabil… https://t.co/HlOOBLiGdW
February 1 - 6:59 pm - View on Twitter
In this week's Marketing Insight, CEO Tom Sullivan shares a ten-minute talk about his unique approach to developing… https://t.co/7yaFXSnx8Z
January 10 - 4:41 pm - View on Twitter
There's still time to "gift" back this holiday! Check out our top 10 cause-based picks for the undecided shopper. https://t.co/HpVeLNHuGn
December 18 - 4:20 pm - View on Twitter
In this week’s Marketing Insight, CEO Tom Sullivan puts a spotlight on five successful, inspiring companies whose c… https://t.co/ZEWZw42Okq
December 13 - 7:32 pm - View on Twitter
In this week’s Marketing Insight, CEO Tom Sullivan shares some personal reflections on how to respond to today’s of… https://t.co/43WRKaYkI5
December 6 - 6:06 pm - View on Twitter
In this week’s Marketing Insight, Director of Brand Innovation, Manish Patel, discusses the impact of digital gamin… https://t.co/fYfSgLRRCk
November 29 - 5:09 pm - View on Twitter
At PPI, we love all things spooky. Check out our Halloween Video for a creepy treat! https://t.co/tKQHPyuvpm
October 31 - 2:33 pm - View on Twitter
In this week’s Marketing Insight, Director of Brand Innovation, Manish Patel, shares a personal anecdote that sheds… https://t.co/xc9uCVFHFK
October 11 - 6:50 pm - View on Twitter
CEO Tom Sullivan discusses several approaches for developing an informed, data-driven content strategy to boost the… https://t.co/0Nbz61DCd9
September 27 - 5:15 pm - View on Twitter
In this week's Marketing Insight, CEO Tom Sullivan continues to explore what we can learn from FAANG's Walled Garde… https://t.co/JeUvsfcDSb
September 19 - 4:30 pm - View on Twitter
In this week's Marketing Insights, CEO Tom Sullivan discusses the Walled Garden approach that FAANG companies, and… https://t.co/vRDzMWoAs9
September 12 - 3:26 pm - View on Twitter
In this week's Marketing Insights, Associate Creative Director, Tim Burr, discusses how a focused approach to marke… https://t.co/5loRgrFdUS
September 5 - 4:44 pm - View on Twitter
Check out our last installment of our Voice "mini-camp" series where VP of Marketing and Media Strategy, Chris Sull… https://t.co/6yxEmeYu9G
August 30 - 3:13 pm - View on Twitter
In our third Voice Marketing Insight, VP of Marketing & Media Strategy, Chris Sullivan, explores how marketers can… https://t.co/vjHPQEcWbe
August 16 - 3:50 pm - View on Twitter
VP of Marketing & Media Strategy, Chris Sullivan, discusses the importance of persona development and Audio Identit… https://t.co/fYSbIZGLED
August 7 - 4:41 pm - View on Twitter
In the first Insight of a "mini-camp" series on voice marketing, VP of Marketing & Media Strategy, Chris Sullivan,… https://t.co/tFgqjVh11C
July 31 - 7:05 pm - View on Twitter
CEO Tom Sullivan explores the recent succession of CEOs in the Fiat Chrysler Automotive and Ferrari families, and h… https://t.co/yIoeSKdhov
July 24 - 3:05 pm - View on Twitter
Check out my latest #podcast https://t.co/eFFLCk7uYn on #Podbean
July 23 - 9:02 pm - View on Twitter
Check out my latest #podcast https://t.co/D9dl82LjkP on #Podbean
July 23 - 8:52 pm - View on Twitter