IGTV will be the Instagram TV announced by the social. How should companies use it to do online marketing?
At the dawn of reaching the milestone of 1 billion active users per month, Instagram announces the upcoming launch of its TV called IGTV. It is a system available on Instagram within the ‘Explore’ section, but also as a single app. IGTV will host videos produced by users or by companies. These videos may have a minimum length of 15 seconds and a maximum of 60 minutes. Such a duration suggests the attempt of the Instagram house to compete with YouTube.
This move ties into the growing dominance of video content. Predominantly preferred by the youngest, they are very successful and are very engaging. For this reason, the main social networks are equipping their platforms to make video production and uploading more and more dynamic and easy. On IGTV in particular the videos will be full screen and vertical. They can be watched in Instagram or on the IGTV app and as far as we know so far, the new technology will probably only be usable on mobile.
Social media users will be able to access the suggestions tabs of the videos to watch, called “For You”, “Following”, “Popular”, “Continue Watching”. Videos can be commented on and shared with friends in Direct. Each user will have their own IGTV channel.
Each video will have a description that will finally allow you to insert links. It will be possible to refer to a company website, a blog or any other reference external to the platform.
Currently, no form of video sponsorship is available and in general IGTV will be launched without the provision of advertising tools. In this regard, Instagram CEO Kevin Nystrom said: “At the moment we are focused on building engagement”. In perspective, however, it is absolutely plausible to expect the introduction of an advertising system that in all likelihood will be connected to the management of Facebook ads, as is currently that of Instagram. The cost attribution model will almost certainly be based on CPMs (cost per thousand impressions).
The video makers who upload their videos to the new platform will not initially have any benefit in terms of earnings on the economic proceeds of each video, unlike what happens in YouTube. This is obvious, considering that at the moment the videos will not include advertising and therefore in themselves do not represent a direct source of income for Instagram. In the future, however, Instagram will almost certainly also encourage its users to publish new interesting videos through plans for sharing the profits generated by each video.
From the point of view of the target, IGTV will aim above all to satisfy the expectations of Millennial, but above all of teenagers. According to the most recent sociology-demographic surveys, the very young show an interest in traditional television in vertical decline: they even watch TV 40% less time than they did five years ago. That time that was previously absorbed by the small screen has been reused in flavor of the use of mobile devices, which offer an enormous amount of on-demand content able to better satisfy the entertainment demands of children. IGTV wants to capture this hunger for usable content on smartphones that generation Z has now revealed.
A final question concerns the relationship that the contents of the new platform will have with Google. Will the search engine index IGTV videos? Or will it protect YouTube and ban it from the SERPs?
Difficult to make a prediction now, we just have to wait to see in the facts which policies the Mountain View giant intends to launch.
How to use IGTV for marketing?
Taking into consideration what is known, what are the possible marketing actions that companies will be able to implement to make the most of this new platform? Here are the most effective ways that can bring significant results to business marketing and communication.
Presentations of products or services
Thanks to the possibility of publishing wide-ranging videos, companies will be able to present new products and services in a detailed and engaging way. But they will also be able to propose tutorials on the use of more particular and complex products. Obviously it will be possible to link a link to the description of the video in order to refer the user to pages or sites for further information or even where to purchase the products presented.
A good way to exploit the potential of IGTV is to propose selections of live events, for example fashion shows, road tests of new cars or motorcycles, etc. These videos may include a link to a page where users can per-order a product or purchase it if it is already on the market.
If you have not yet dedicated yourself to this type of content, now is the time to do it. You can also decide to invest in an influence marketing strategy, by contacting a buy real Instagram likes UK influence capable of producing excellent videos for your brand in which with his sympathy and spontaneity he can effectively talk about your company to his fans.
Extension of the blog
Bloggers will be able to take advantage of IGTV to give more visibility to their content. By creating video pills in which some of the themes of one or more posts are addressed, it will be possible to win the attention of users and redirect them to the blog using the link introduced in the video description.
Tourist videos or videos related to the territory
Companies operating in the tourism sector will be able to publish videos showing the hotel, the surrounding area or some characteristic events that characterise the locality in which they are located. In general, territorial marketing can find an excellent communication channel in IGTV, as in all video platforms.
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