10 years from now, will you be reading content or will you be watching it on your phone?
In case you you haven’t noticed, video has taken over the Internet. Youtube is the second largest search engine in the world.
According to a research by Hubspot, 43% of consumers found branded video content to be the most memorable. Video content also has higher retention rates because 65% of viewers watch more than ¾ of a video.
IGTV and the Future of Uploading and Watching Online Video Infographic Summary
The History of Instagram Video
Instagram made headlines when they finally allowed users to upload videos on their feed. They started out with 15 second limit but have now allowed up to 1 minute videos. Take a look at any of these top Instagram accounts, and you can see how each of them are using visual content and video to grow their following and provide value to their audience.
In 2016, Instagram released “Stories”. Similar to Snapchat, Instagram Stories lets users record videos which will be uploaded on their profile and will disappear after 24 hours.
Recently, Instagram launched IGTV — a feature which lets users upload long-form video content of at least 15 seconds and up to 10 minutes or 1 hour (for accounts with large followings).
IGTV videos are vertical, unlike the usual landscape format. The feature is surprisingly very easy to use, thanks to its user-friendly interface. Just click on the TV icon to start IGTV and videos will automatically play. You can swipe to select and watch other videos.
A search bar is available but searching for content can be a bit tricky since the search results are based on channels and not keywords.
Instagram’s latest feature garnered mixed responses from content creators and influencers who questioned the vertical format. However, some content creators are already using IGTV and have released content extensively on their channels.
IGTV for Marketing
Big brands such as Netflix, Nike and Chipotle didn’t waste any time jumping on the bandwagon by releasing exclusive content on their IGTV channels. Netflix released a video of Riverdale actor Cole Sprouse eating a burger for an hour on their channel to further promote a TV series.
Celebrities are also using IGTV to share extensive content. Musicians such as Shawn Mendes and John Mayer have used IGTV to release behind the scenes footage of their latest singles.
Don’t let the big brands intimidate you from using IGTV. Small businesses can also utilize IGTV to share interesting content with their audience such as product demonstrations, tutorials, and Q&A sessions.
Blackforest Wood & Co. is a woodworking store in Canada who is well known for regularly posting progress videos of their tables.
Since the release of IGTV, they have created a weekly series called Wood Wednesday where they teach viewers about different types of wood. They also have compilation videos of table productions ranging from 2-7 minutes.
IGTV is a great way to distribute video content to an already existing audience since the channels are integrated with Instagram accounts. For businesses hoping to increase their online presence and take social media marketing to the next level, IGTV is a great way to start.
Infographic source: Viral Infographics