Video content has become an important aspect in digital marketing as its popularity continues to grow online. In the past, a stunning photo with a quirky caption was enough to build an online following. Nowadays, it takes much more to grow a strong presence on social media.
People prefer interesting videos to a block of text because it’s much easier to digest and share with their friends. Research states that viewers remember 95% of a message in a video compared to text.
On Twitter, a video tweet has a better chance of being reposted than a photo tweet. About 76% of marketers plan to increase their use of video for raising brand awareness because of its brevity and effective way of delivering information.
Instagram’s first foray into video
Instagram isn’t new to video. Back in 2013, when video content started to grow online, Instagram experimented with video sharing. Initially starting with 15-second limits, which were later extended to 1 minute.
Snapchat was a hit in 2016 with its temporary content. Instagram released their take on ephemeral content in August— Instagram Stories, which enabled users to record and post video clips that disappear after 24 hours. Instagram then allowed users to preserve their stories with Highlights where it is shown on their profile.
In November 2016, Instagram released their live video feature. Users are able to livestream or broadcast live from their Instagram for an hour and viewers can post comments and likes. Followers who missed the live broadcast can watch the clip on the broadcaster’s profile if they save it.
Instagram became the talk of the town in June 2018 when they launched IGTV— a feature similar to Youtube that lets users post long-form video content of at least 15 seconds to 10 minutes or 1 hour (for bigger accounts).
IGTV is different from videos on other social media platforms in a couple ways. First is their video format. Most videos online have a horizontal format, whereas IGTV videos have a vertical format (how most people use their phones). Second is their search algorithm. Searching for videos on IGTV is different because searches aren’t based on keywords. Instead, they are based on profile or account names.
Off the Wall Content
After IGTV was released, many established brands started releasing exclusive content on their channels. Chipotle uploaded a short clip flaunting their vast selection of burritos and salads to-go. Netflix posted a lengthy footage of Cole Sprouse, the Riverdale, actor eating a burger for an hour.
IGTV isn’t just limited to big brands. Businesses— big or small are welcome to use it to their advantage. In fact, many small businesses on Instagram have started using it to share valuable content with their audience such as tutorials, product demonstrations or even Q&A sessions.
Borderlands Bakery, an online bakery specializing in customized sugar cookies used IGTV to showcase their process of frosting and decorating a cookie. Their 1-minute videos have garnered thousands of views on their channel.
For more information about IGTV, check out this infographic below!