Instagram TV (IGTV): What Is It & Should Your Business Use It?

15th November 2018

As far as social media goes, Instagram is a big deal. In fact, 60% of users log in daily, making Instagram the 2nd most engaged social network after Facebook (Brandwatch).

Over the years, Instagram has gone from strength to strength, which is likely because of their ability to adapt and evolve to suit the needs of its 1 billion users. And talking about Instagram’s ability to adapt, the creators have launched a brand-new app to accompany their already successful photo-sharing app.

And this new app is called Instagram TV.

Instagram had already evolved with video content being able to be uploaded onto the app, however, Instagram TV is a bit more advanced, now making it a close rival of YouTube.

In this article, we will go through what Instagram TV is, and the benefits of using it for your business, so that you can then determine whether or not you think Instagram TV is worth dedicating time to.

What is IGTV? 

Instagram TV (a.k.a. IGTV) is both a new stand-alone app and a feature on the original Instagram app where you can view and upload long-form video content.

The videos are full-screen and vertical, putting mobile first as this orientation is how phones were built to be used.

Videos are already available on the original Instagram app, however, IGTV is a lot less limited in terms of length. Videos on the original Instagram app are limited to 60 seconds, whereas the new Instagram TV app is limited to 10 minutes for most accounts and up to 1 hour for bigger (verified) accounts.

To upload content to IGTV for the users of Instagram to view, you will need to create a ‘channel’ on the app (like creating a YouTube account).

An example of Instagram Tv via Instagram
An example of Instagram TV via Instagram.

Benefits of using IGTV for businesses

There are many benefits of the new Instagram TV app that businesses can take advantage of. Below we have outlined what those benefits are so that you know what your business could be gaining.

1.     It could become huge

As the original Instagram app is already successful, this gives the new IGTV app a head start. Instagram users already trust the Instagram brand; therefore, they will be more willing to try out the new app.

And even though it is a separate app, it is also a feature on Instagram; linking both apps, which ultimately strengthens them both.

The benefit of Instagram TV becoming huge if your business uses it, is that it will mean you will see an increase in traffic. More traffic = more brand exposure which in turn leads to an increased conversion rate.

2.     As an early adopter, you will get the limelight

Instagram TV is still very new, and because of this, there isn’t a huge amount of people or businesses uploading content onto the app. And with limited content being available to those viewing the videos, it means you are more likely to be discovered if you upload content onto IGTV.

Ultimately, by adopting the app early on, you will have the limelight and benefit from more brand exposure. Get in early while there’s still time to stand out.

Also, users of Instagram are more likely to follow accounts they aren’t familiar with compared to other platforms such as Facebook, leading to a bigger and better following, and a higher brand exposure further down the line.

A graph to show the amount of active users using Instagram for brand research

3.     Mobile video is the future

As mentioned earlier, Instagram has already adapted to the needs of video content for its users. On the original Instagram app, you can upload videos of up to 60 seconds in length, whereas the new app allows up to 10 minutes of video content for most users.

With the added length extension on videos, this gives businesses a chance to showcase products and services in a distinct and informative way.

Instagram adapting to video content growth is a good tactic, especially as a 2016 study by Cisco has indicated that by 2021, mobile video will account for 78% of total mobile data traffic.

4.     Enhanced engagement 

Instagram TV is a great place for brands to boost engagement. Instagram’s original app alone has 10 times more engagement than Facebook, and a staggering 84 times more engagement than Twitter (Forrester).

With the addition of video content on their new app, this is creating more chances for engagement. Instagram TV allows users to like and comment on videos as well as being able to send videos to friends through their inbox (DM). Also, when uploading video content, you can add descriptions and links in your videos, encouraging your viewers to engage with your brand further.

Ways you can use IGTV

There are several ways in which you can use Instagram’s new video sharing app IGTV to enhance your business’s social strategy.

  1. Video introductions; to attract new visitors/customers
  2. Interviews/Q&As; with industry experts or influencers
  3. Exclusive content; such as the first look at product launches
  4. Tutorials; for example, cooking lessons
  5. Behind-the-scenes; your viewers will see the human element of your business

Should your business use IGTV?

You will never truly know whether IGTV is great for your business or not without trying it first. However, at least understanding what it is and how you can use it will help you determine whether your business can use the app effectively or not.

Trying it out now whilst it’s new and whilst your competitors aren’t on there could be very beneficial to your business. So, if you’re thinking of trying it out, now is the time.

If you would like to work with a team of digital experts to help you enhance your social strategy with or without Instagram TV (or if you simply have any questions following this article), contact us here.

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