Given the rapid adoption of social video by organizations of all sizes, it's safe to say video marketing is no longer "a trend," but a powerful strategy that connects brands and audiences like never before. A staggering 97 percent of marketers reported video helped them increase understanding of their product or service, according to HubSpot.
But while you may have focused the majority of your social video efforts on Facebook and YouTube, it may be time to add a third platform to the mix. The brand-new Instagram TV (IGTV) launched in summer 2018 and gives brands the ability to upload full-screen videos 15 seconds to 60 minutes in length — a powerful way to engage with your audience in a place where they're already likely spending a lot of time.
How Does Instagram TV Work?
As soon as users open IGTV, they're greeted with an autoplay video from one of the accounts (or "channels") they follow. Users can swipe up to change channels or search for content they want to see. And, just as within an Instagram feed, they can easily like, comment on and share videos to their own network.
While there is no advertising option for IGTV (yet), it's still a great way to connect with your audience and address their needs and challenges in a way that can further establish trust and promote brand recognition.
Why You Should Leverage Instagram Social Video
Instagram now boasts a whopping 1 billion viewers, reported Business Insider, making it one of the largest social networks. And while it's often regarded as a platform for youngsters, 40 percent of U.S. adults between 30-49 and 21 percent of those between 50-64 use Instagram, according to data from Pew Research Center.
So if you've been waiting to determine whether Instagram is a worthwhile investment of your brand's time and energy, now is the time to dive in. And if you've already established a presence, IGTV can help take your engagement to the next level by giving your audience the information they want in the format they love best.
Social video is one of the best ways for brands to engage their audience. Not only do consumers love video content, but they're also more likely to retain the information they consume via video versus text-based content. By leveraging video platforms like Instagram TV, brands can become even more omnipresent in their prospects' world.