IGTV is one of Instagram’s most recent bets to conquer the public that likes to consume video content. As with all news, there are still many tests to be done until the platform is consolidated, but we can already list some tips for what to post on IGTV.
It is always important to remember that each platform requires a different communication language, even if we are talking about a similar target audience. The way you communicate on Facebook or Twitter, for example, is different from what your company should adopt on Instagram and knowing the particularities of each one makes all the difference.
Betting on video seems like a point of no return. According to Instagram, people these days are watching less TV and more digital videos. So much so that the expectation is that by 2021 around 78% of internet traffic will be just videos. IGTV, therefore, is a democratic way of enabling anyone to become a content producer. Is your brand ready to engage with fans and consumers?
Learn the Basics
First of all, you need to know what the characteristics of IGTV are. In the app, videos are displayed in full screen, but always vertically. So therein lies one of the first technical details to be observed. Videos that are simply adapted from other platforms, such as Facebook and YouTube, will certainly not have the same impact because of this limitation.
Also, there is a time limit. Productions can be from 15 seconds to 60 minutes, with longer ones for now being restricted to verified accounts. You might consider this when producing a video for your brand’s channel. For “common” accounts, the time limit is 10 minutes.
There are two ways to watch IGTV content: via Instagram, the most used medium, and via IGTV, a specific application for those who wish to consume this content. The trend is that in the future the new app will take on a “life of its own”, becoming more independent from Instagram. However, in the meantime, it is important to captivate as many users as possible who are on the most popular version of the service.
Keep an eye on new ways to interact
Unlike what happens on other video platforms, here user comments are sent to you in the form of a private message. So here’s your attention: leaving too many people unresponsive can create a bad relationship between viewers and content producers. Upon entering this platform, your company needs to be prepared to handle an eventual increase in the demand for answers.
Another feature that can momentarily alienate content producers is that there is no monetization. If on the one hand this is bad for those who produce, on the other hand it is beneficial for the user, who watches the videos without being interrupted by advertisements. There are plans, however, that the videos could be monetized in the future, but it is not known when this will happen and how this division of the pie will be made.
Best practices when posting videos on IGTV
Although it is possible to post videos with up to 10 minutes (for most users), it is not recommended to go to the limit of this possibility at first. Videos consumed via cell phone tend to be faster and more dynamic, as viewers are often on the go or have little time to see everything that has accumulated on their social networks. Therefore, prefer videos with durations between 2 and 5 minutes, they are more likely to attract the attention of your followers.
Another important aspect to note is the issue of sound. About 85% of videos shown on Facebook, for example, are consumed with the sound turned off. So, if you bet on a narration to tell your story, it may be of little use. Dialogue with your viewers too through captions and topics. This can facilitate understanding and increase the level of engagement.
Cameras vs. smartphones: tactics for recording vertical videos
Designing the videos for IGTV should have a slightly different technical logic in mind. For those who intend to use their cell phone for recording, the thing is a little simpler. Although the quality of smartphone cameras has evolved a lot, they mostly still fall short of the result obtained by a professional camera.
Regardless of your choice, think about the recording format even before producing the content. It is quite possible that you will need to operate professional cameras vertically, a peculiar use for video recording. In many cases, spontaneity and a message delivered naturally can have more effect, but produced videos will require specific recordings and not just simple adaptations like what happens between Facebook and YouTube.
Get there early to get the best seat
A hallmark of any successful profile on a social network is the fact that it has been there for a long time. You rarely start out on a platform and overnight you become a celebrity. This is a job that demands time, effort and dedication and those who arrive first come out ahead.
Start exploring the possibilities the platform offers today, even if you’re not sure how to do it. The important thing is to start building your fan base. Test issues, forms and approaches and measure what works and what isn’t getting an audience. With these results in hand, you can create a powerful channel of communication with your audience over time.