Instagrams long-format video, IGTV launched two years back, has become popular and witnesses high usage as users want to have entertainment on the platform. Instagram brought IGTV previews to the main feed in 2019, resulting in a 300 percent boost in IGTV usage, and upgraded its IGTV previews within Stories early this year, further integrating the platform into the main app and improving viewer numbers. While it is not yet on a par with YouTube, IGTV is gradually carving out its niche, making it a more appealing alternative for producers and consumers. As a result, it becomes a more relevant alternative for companies as well.
If you’re contemplating your IGTV choices, this is the post for you – here’s a look at all the critical information you need to know to maximize your IGTV content.
What is IGTV?
Instagram TV or IGTV is the latest feature that lets users post videos within 15 seconds to 60 minutes. To achieve this, users have to create an IGTV channel of their own. You could think of these channels similar to YouTube channels or simply your Instagram account with great videos.
As already mentioned, videos could be of 60 minutes in length, but that is available only for tremendous or verified profiles as of now. Regular users are allowed to post up to 10 minutes of video. It is yet a lot of time that the users could post previously in in-feeds or stories.
An interesting fact about IGTV is that you have to post vertical videos. It distinguishes IGTV and YouTube, and other video networks that have horizontal viewing. There are some negatives and positives that it brings in. For instance, you need not have set your phone to landscape mode to make a video, but it does take some extra effort if you wish to share the same video on Instagram and YouTube. You can also download the IGTV stand-alone app from the play store. Also, you can access IGTV simply by tapping on the IGTV button on Instagram.
Create an IGTV Channel
To begin creating your IGTV channel, download the IGTV app and connect using your Instagram account credentials. The app will then sync with your account, allowing you to publish, view quickly, and share your IGTV videos.
That is all.
Video Size and Dimensions on IGTV
As most IGTV videos, similar to Instagram stories, are viewed vertically, it makes sense to connect your IGTV strategy with proven viewer behaviors. Videos start playing automatically as soon as the user opens the IGTV app. You may only modify the video by adding a cover photo, adding tracks, or shortening its duration when posting the video. As a result, you have to edit the video before sharing, critical for optimizing display.
The essential factor to consider is to keep the IGTV video size within 650MB for videos shorter than 10 minutes. For videos shorter than an hour, the maximum size should be 3.6GB. The video has to be in MP4 format, and the dimensions of the video must be 1080*1920 pixels or a 9:16 aspect ratio, the same as the dimensions for the Instagram story. The dimensions are correct if you share videos on the IGTV app, but considering the IGTV video preview in feeds, do remember the video gets cut down to a 4:5 ratio.
Upload IGTV Video Using Smartphone
Instagram lets you post videos to IGTV from your phone or desktop. To post using a smartphone, you need to follow these steps:
- Step over to the newly created IGTV channel by clicking on the profile photo at the right of the screen.
- Then, tap on the “plus” symbol at the right of the screen.
- Next, choose a vertical video that is more than 15 seconds in length to upload.
- Review the video and click “next.”
Note: You could upload only completed videos to IGTV. Unlike other video features on Instagram, you could trim, apply filters, add emoticons, etc. These videos are like YouTube videos, for that matter.
- Here, you have to fill in the description and the title for your video. And you can also select if you want to share it on your Facebook page.
- Change the cover photo by clicking on the “Edit Cover” and selecting an image from your phone gallery or a video frame.
- When done, click on the post button, and the IGTV video gets uploaded.
Upload IGTV Video from Computer or Laptop
The process is quite the same to post an IGTV video from the desktop.
- Initially, you have to open Instagram in the web browser.
- Sign in to your account and go to the profile page.
- Tap on the IGTV tab present above the pictures and then hit the “upload” button.
- Select your video, fill in the title and description, upload a cover photo, and select whether you wish to post an IGTV video to your Facebook account too.
- Click on the “Post” button, and your video begins to upload. When completed, the video will go live, and you can view it on the IGTV channel.
The followers would get a notification on their home screen when you have uploaded a new video.
How To Access Your IGTV Analytics
IGTV analytics offers plenty of information about your IGTV videos. The engagement rates and retention analytics shows:
Views: The total number of people that have viewed above three seconds of your video.
Likes: The number of people that have liked your video.
Comments – The number of comments made on your video.
Average percentage viewed – The average duration of your video viewed by all the viewers.
Percentage of plays at a time: Here, you will notice the percentage of users still seeing at a specific point in the video.
Access analytics from the IGTV channel, click on the video you want to check the analytics for, and then tap on the three dots & select Insights.
The insights help you modify your strategy to IGTV videos, check whether the audience drops off, most popular videos, etc. The percentage of plays at a time is mainly helpful to know where you have a significant drop-off. You could then create curiosity at a particular point in your video or make it shorter.
10 Best Practices to Follow
Let us see some of the IGTV practices you need to focus on to increase the content performance and boost your engagement levels,
1. Always Have a Cover Photo
While users check your IGTV channel, your cover photo has to grab the user’s attention and encourage them to tap on your video. Your video may look unprofessional without the cover photo, or the users may have to check the description or title to get the context. Hence, ensure to include a cover photo to make the user easily read, tap, and view your IGTV videos.
2. Share Consistently
One of the excellent tips is to post content regularly on Instagram, which is critical to the success of your IGTV channel. Brands spoil the audience, and they don’t admit it, but they stick to consistency. The more consistent you post IGTV videos, the more users will check your content to view, engage, and share regularly.
3. Make Content That Audience Like to View
It may sound like a no-brainer. Like YouTube, IGTV will display the content that your audience is interested to see. It, in turn, pushes you to test with multiple layouts, ideas, and structures to maximize the views. Eventually, it won’t matter how well your videos are if nobody is watching.
4. Utilize On-Screen Text on Videos
To include context to videos and increase views, you also need to place on-screen text.
5. Choose Quality over Quantity
It is better to create high-quality and captivating content than to upload low-quality videos regularly. You might lose an audience in this manner, and when you post quality content, the engagement levels will increase, and the watch time would improve, and it would be good for you to build a great IGTV channel.
6. Edit Descriptions Using Your Computer
Do not be alarmed if you have made a mistake in your description or want to amend anything. While you cannot update descriptions on the phone as of now, you could do it on a computer. If you don’t have access to a computer, you could change your description using a web browser such as Google Chrome and selecting ‘desktop site’ from the options menu. Now, you will be able to browse the web in the same way you would on a desktop computer.
7. Create Crystal-Clear Personalized Covers
Create succinct vertical covers for your IGTV videos. It will help your video stand out from the pack, and a visually appealing cover will increase views. The optimal dimension for the cover is 420 × 654 pixels. You cannot modify your IGTV Video cover picture at the moment, so make sure you upload a decent one.
8. Take a Vertical Position
IGTV videos play vertically. Maintain a 9:16 aspect ratio and produce videos with a 1080 x 1920 pixel aspect ratio for the most excellent quality. Videos up to ten minutes in duration can be up to 650mbs in size. Bear this in mind when you create videos for IGTV.
9. Incorporate links into your IGTV videos
It is now possible to include clickable links in the descriptions of your IGTV videos. You could have a link to your website, a freebie you’re providing, your business or course, or anything else you’d like.
10. Include a link in your Instagram Story
When you publish an IGTV video, Instagram notifies your followers. These might occasionally vanish fast, though, if your followers are also following a large number of other people who have just published. To maximize the number of views on your IGTV videos, you may share a link to one via your Instagram Story. Posting a little snippet from the IGTV video can generate interest; however, avoid posting the whole punchline.
5 Ideas For Your IGTV Video Channel
Making content for your IGTV must not be a struggle- begin with the following five video ideas for IGTV; it is a sure shot to strike gold.
1. Product Demos
Whether a bestseller or a fresh product, use IGTV to display product demos to your audience. That will help gain the audience’s attention to its details and features.
2. Behind the Scenes
As the audience loves to stay connected with the brand, it is a perfect idea to showcase the operation behind the products, day-to-day activities, and projects. That could help increase customer loyalty.
3. FAQ’s
Use IGTV as an expansion of the customer service simply by informing and educating users about the fresh features, answering their queries, and a lot more.
4. DIYs/Tutorials
Besides FAQs, you could also create tutorial videos to instruct followers about the usage of the products once when ordered or if they wish to make a purchase.
5. Special Highlights or Celebration
IGTV could be a great place to make videos that highlight seasonal and memorable moments that take place in your company.
Final Thoughts
Including IGTV as part of your Instagram marketing strategy could be a perfect way to build your presence on Instagram and to have a strong relationship with the audience. This year, despite the COVID-19 lockdowns, digital video has exploded, and IGTV has followed a trend, which may make it a more critical consideration as you advance. At the same time, the gradual incorporation of additional eCommerce features into the platform may also mean that the IGTV content will ultimately provide a direct link to your products in-stream.
About the Author
Mary Kyle is a content developer and marketing manager who works at Snaphappen. She has written more trending articles on social media and has a handful of experience in delivering engaging content.
