In June, Instagram launched Instagram TV (IGTV) as a long-form video option for its image-hungry users. With the success of video still burgeoning across the social media spectrum, it’s no big surprise Instagram, known as a top performer for visual content, would expand along these lines. The platform touted IGTV, which is a separate app, works in concert with Insta as mobile friendly, offering vertical, full-screen video viewing with content up to 10 minutes in length. It is simple and intuitive, offering marketers more opportunities to get – and stay – in front of their audiences.

With a less than overwhelming adoption rate, IGTV is still growing and finding its audience potential. For marketers, that means there is still opportunity to become an early leader among content creators in this space.

Here are our top suggestions for putting IGTV to use for your brand:

  1. Make the content exclusive, available only on IGTV. Use Insta and even other social platforms to promote it.
  2. Promote and deliver a regular schedule of content. Promise that exclusive content or those early previews, then deliver with consistency.
  3. Stay true to your brand. As always, make the platform work for you by leveraging your brand attributes in a new setting.
  4. Use the platform as intended, taking advantage of extended video options.

Just as it did with stories, Instagram is leveraging its huge community of users to entice IGTV creators to jump on the new platform. When followers open IGTV, they will instantly see the original content from those they follow. Using longer video with a longer life span with a social media giant behind it is sure to benefit marketers. It’s an opportunity for more in-depth storytelling and a way to build stronger connections with an audience. Insta isn’t giving up on IGTV and neither should marketers.

At GMS we do our homework on channels, platforms and opportunities all across the social media and digital marketing landscape. If you’d like to talk about how IGTV and other options can best work for you, get in touch. We’d love to help you connect with your audience in new ways.