We’ve all been there — at one time, or another — falling down the digital rabbit hole that is binge-watching YouTube. Whether we’re streaming reviews, tutorials, vlogs, gaming videos — you name it. YouTube has an uncanny ability to fragment our mindshare. The fact is: media consumption is changing, and video has proven to be a great way to capture consumer attention by offering an engaging, digestible content format. Over the next two years, video is expected make up 78% of mobile data traffic and digital video advertising will nearly double. Engagement with video is surging across all digital marketing channels, and this week Instagram decided to get involved in a big way. Enter Instagram TV (IGTV).
How does it work?
IGTV is essentially a standalone mobile app built to reimagine how Instagram videos are created and distributed. There are several key differentiators between Instagram and IGTV. First, IGTV is built for how consumers want to consume video: full screen and vertical (9:16). Second, videos are not limited to one minute. In fact, each video can run up to an hour long. Other notable features include:
- Users can watch inside the Instagram app or on the IGTV app
- Videos play automatically for users upon opening the IGTV app
- “Swipe up” call-to-action functionality on videos is built in
- Anyone can be a creator and upload videos on the app
What does IGTV mean for the video marketing industry?
IGTV is a sign of the times. Modern consumers are watching less TV and more digital video. What’s more, according to Instagram, the Facebook-owned app now has a billion monthly users — up from 800 million in September. Given these changing consumption behaviors and expectations, brands can no longer ignore the importance of using video to get closer to their target audiences. Social videos combine the power of sight, sound, and motion to bring brands and products to life. This is key to capturing consumers’ attention in today’s overcrowded digital environment.
Case in point, a Facebook study found that you can keep a viewer’s attention 5x longer with video than you can with still images. This doesn’t necessarily mean that the content needs to be glossy and highly produced. In fact, there’s evidence that younger audiences are spending more time with amateur content creators and less time with professionals.
When it comes to brand marketing, our scope is no longer just limited to demand generation. Our mission should be building a holistic relationship with our consumers by leveraging video to engage and activate consumers at every point along their journey.
Looking to create epic video content?
If you’re feeling overwhelmed by the prospect of incorporating IGTV into your advertising strategy, the obvious answer is to go directly to your consumers and inspire them to collaborate.
This is still a difficult task. How are you going to enable hundreds, possibly thousands, of people to create content for your brand? This requires sourcing, educating, paying, and empowering them all with your unique brand aesthetic and style. The solution? Leverage enabling technologies, like Social Native, that have built non-traditional content creation channels that scale production and lower costs.
We’re the market-leading technology platform for creating high performing branded content on demand. Our Premium Video Program was developed to build a pool of diverse, high-quality video creators that can be resourced for high-end video campaigns. These creators deliver stunning video executions on every project and can be tasked to fulfill exacting or complex client requirements — from tutorials to stop motion and even narrative videos. Below are just a few examples:
In the end, there is no perfect place to start. When it comes to diving into the murky waters of IGTV, the first step is to just get started. As Bill Gates once said, “Yesterday’s answer has nothing to do with today’s problem.” The introduction of IGTV offers new possibilities to connect with consumers on a deeper level and build more valuable digital experiences. As marketers, we must shift from relying on defined processes and metrics to being courageous and comfortable working in vast grey areas and uncharted territories.