Brands and consumers don’t always see eye to eye. Consumers are savvier than ever and tend to be a little skeptical when it comes to advertising. But when it comes to video content, and even video marketing, consumers and content creators just can’t get enough. Enter IGTV.
While it had been rumored for months – there is now another major player in the online long-form video game. Instagram (and their parent company Facebook) launched IGTV on June 20, 2018, taking a direct step to capture market share from YouTube’s valuable audience. Instagram has been growing rapidly and this was a somewhat expected next step for the social media powerhouse.
But now that the dust has settled on the big news, and more content creators are trying out IGTV, there’s only one question left. Can IGTV really compete with YouTube for long-form video traffic?
Behind the Lens
There are some pretty big differences between YouTube and IGTV regarding their platforms, and not just on the backend.
IGTV is specifically catering to mobile users who are already scrolling through Instagram on vertical screens. As such, IGTV videos are displayed in a full-screen vertical format. This means that longtime YouTubers can’t just (cleanly) repurpose the same video content for IGTV. Instead, anyone wanting to share video on each platform would likely have to shoot and edit each video twice.
There are content considerations, too. The vertical display might attract a different kind of content than YouTube. Does it really make sense for music videos or movie clips to abandon the horizontal format?
Most IGTV users are currently limited to uploading 10-minute videos. While that’s a huge increase from Instagram’s old limit of 1 minute for video posts, it’s still a platform limitation compared to YouTube. IGTV does plan on offering unlimited video to all users at some point in the future.
If these all seem like potential downsides for IGTV, there’s still one huge win for Instagram: dominating on mobile devices. As consumers spend more and more time on their smartphones in the vertical position, consuming video this way is a natural fit.
Influencer Marketing
IGTV + influencers = a match made in heaven. After all, think about how many influencers were created on the original Instagram platform. Now that Instagram has grown to an impressive one billion users, this is the perfect opportunity for influencers to expand their reach.
For influencers already producing sponsored content on their Instagram feeds, adding longer IGTV content could boost engagement and reach. Expect to see companies and influencers working together to think of new marketing strategies that will make the most of this new platform.
In the wake of YouTube demonetizing its smaller channels, this might be the perfect time for IGTV to recruit new influencers. Although IGTV does not currently serve ads, influencers should easily be able to partner with brands through Instagram.
Influencers will also have an easier time giving fans more of what they want. Instead of having to use “link in bio” workarounds to direct IG users to longer videos, influencers can now send fans directly to their IGTV channels.
For influencers who aren’t on YouTube and don’t have the resources to create their own independent channel, IGTV all but guarantees influencer loyalty to Instagram. With IGTV, Instagram may be cementing its position as the one-stop social shop for video influencers.
Content Creators
IGTV is currently focusing on rewarding larger name creators. Large verified accounts can ignore the 10-minute limit and create videos up to 60 minutes long. But is this perk enough to lure content creators away from YouTube in the absence of monetization strategies?
Instagram sees IGTV as an entertainment platform more than a social media network, so it makes sense that some of the first content has a focus on news, entertainment, and even product demos.
Even though IGTV might not be the optimal place for daily posts, brands can still leverage the “personal” vibe. Less stylized content in the vertical format lends itself to real connection and storytelling opportunities. Consider these effortless video marketing ideas:
– Demos and success stories from personal trainers
– Cooking tips
– Beauty tutorials
– Impromptu product explainers
– Testimonials
– Office tours and employee interviews
Instagram and IGTV users are used to scrolling through their feeds looking for updates on their favorite online personalities. Let your brand’s story be part of the conversation.
One potential downside is that content creators who have been focusing their strategy on Instagram in the past may be surprised by what it takes to produce long-form video content. It’s possible that some early adopters of IGTV will lose steam and return to shorter Instagram videos. But content creators who stick around may be rewarded with sky-high engagement.
Traditional Advertising
We’ve already mentioned that IGTV isn’t running any ads at this time. And a year of YouTube scandals led to the so-called “Adpocalypse” in which major brands pulled their advertising from the platform. Can IGTV become an attractive platform for major advertisers?
Much like the content creators themselves, advertisers will have to create different ads for both platforms. A lack of standards regarding video “views” can also make online advertising tricky.
But there are certainly plenty of pros when it comes to spending advertising dollars online. The most compelling being that 2018 is expected to be the first time that consumers spend more time with digital video than TV.1 We can only imagine that this trend will continue into 2019 and beyond.
We’ve also been impressed with the number of brands that are stepping up their marketing in 2018. Could these same innovative brands be among the first to take their ads to IGTV?
Your Video Strategy
It’s too soon to say if YouTube will feel the impact of IGTV. Whether one brand dominates or they both carve out their own niche, it’s clear that the future is bright for long-form video.
Feeling left out of the loop on video marketing? If you’re not using video as part of your content strategy, you won’t want to be left behind! When compared to written content, video can’t be beat for shares, engagement, and conversions.
If you need a video strategy for social media or advertising, we’d love to help. Let’s work together to create a jaw-dropping campaign that will make your message stand out from the crowd.
