Instagram’s recent launch of the IGTV app has made digital marketers take a step back and rethink our strategies. With the evolving tech landscape, only marketers who are prepared to keep the pace with the future of digital marketing will survive.
What is IGTV?
IGTV, launched by Instagram, is a new way of watching long-form vertical video content. Whether it’s a DIY video, a music video or a collaboration, brands can now create videos up to an hour long.
While most people mistake IGTV for an Instagram feature, it is also available as a standalone app – aka another revenue stream for Instagram. You’ll also need the dedicated IGTV app to create your own channel and content. However, you can view all content from within the Instagram app too.
Further, just like a regular television, IGTV has channels too. It even shows you the black and white noise screen before giving you options to switch between “For You,” “Following,” “Popular” and “Continue Watching.” You can swipe for hours and enjoy a variety of programs.
Who produces content on IGTV?
In direct competition with YouTube, IGTV will stream ads so it generates revenue for content creators. Basically, the only difference between traditional TV and the 21st century IGTV is that the channels are now created by brands.
For content creators, that means more targeted audiences and higher brand engagement. In fact, Will Smith’s son and co-star of The Pursuit of Happyness, Jaden Smith, just launched his music album Electric on IGTV! Now that’s called staying ahead of the game.
Even the UAE royal family has embraced the new concept of IGTV. The Crown Prince of Dubai, HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, leveraged the platform to post a vertical video clip of him spearfishing off the coasts of Dubai.
Instagram Creator Handbook Download
Digital marketers who consult firms on how to use the most advanced online tools can even download a full guide by Instagram on best practices for creating IGTV content here.