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Strategic Business Growth

How to Create an IGTV Marketing Strategy

Categories: Strategic Business Growth
Author: Kaitlyn Wilcoxson
Ubon Ratchathani Thailand 10 March 2020: A Man Holds

Integrating video into your communications is a compelling way to engage with your core audiences. IGTV on Instagram allows users to feature videos longer than the usual 60 seconds the platform permits, up to 60 minutes in length. As consumers watch more videos online, creating an IGTV marketing strategy can extend the social media presence of your brand and effectively reach your target audiences on one of the world’s most popular social media channels.

How do you access IGTV? IGTV has its own app, but it can also be accessed on Instagram through previews on your feed, links in your profile, the IGTV channel on Explore, or incorporated into your story.

IGTV presents the opportunity to incorporate great content ideas for your social media marketing like:

Developing Your IGTV Marketing Strategy

Here are some ways to make the most of your IGTV marketing efforts.

Develop your flow

Make sure to only post content that lends itself to a longer format and that will keep the attention of your audience. Compelling IGTV marketing content often includes some key elements: a teaser to draw in your viewers, a title screen to hint at what they are about to watch, a cliff-hanger to keep them interested, and a call to action to continue engagement. It is a good idea to include your cliff-hanger around the one-minute mark of the video to ensure your audience makes the leap to IGTV from Instagram if they are viewing the preview in your feed.

Use subtitles and pop-up text

One great function of IGTV is that it allows you to add subtitles and pop-up text. Consumers are highly likely to view online videos with the sound off, so captions and pop-up text means they won’t miss the information. Also, these features help to ensure that those with hearing difficulties are still able to enjoy your content.

Customize your visuals

Remember, IGTV is built for vertical video, so shoot accordingly. Be sure to choose a compelling image for your thumbnail – one that highlights what your video is about. If you don’t choose your IGTV thumbnail dimensions properly, especially for mobile viewing, Instagram will randomly choose a thumbnail image for you. The image will appear in your feed and may be the deciding factor on whether your viewer chooses to watch.

Create a series

IGTV allows you to create a series of videos to encourage your audiences to binge your content and move easily between episodes.

Keep those hashtags

Use hashtags in the caption and description of your IGTV marketing posts to improve visibility and searchability of your post.

Promote

Build excitement among your audience by teasing your upcoming IGTV marketing videos. Once a video is live, be sure to cross promote over all your channels – Instagram story, Facebook, Twitter, and email marketing.

Maintain best practices

Like the rest of the tools in your communications toolbox, make sure your IGTV marketing strategy is tailored to your target audiences and consistent with your brand – in its tone, messaging, fonts, and color scheme. You will also want to create and maintain a calendar that coordinates with and complements your overall marketing strategy.

Measure your success

Analyze how your videos perform and trend over time. This will help you decide if you need to make adjustments, or experiment with different formats, promotion techniques, and posting times as needed.

IGTV on Instagram is an emerging and powerful tool to add to your storytelling arsenal in support of your comprehensive marketing strategy. Let Paradigm help you discover how it can fit into your social media strategy to promote your business or organization. Reach out today.

Kaitlyn KO 326x375

About the Author

Kaitlyn Wilcoxson, Account Group Supervisor​, is a data-driven, problem-solving marketing guru who, as one of the firm’s longest employees, has worked with almost every client Paradigm has ever partnered with, and has been instrumental in their success. ​Kaitlyn ensures Paradigm’s clients and internal teams are positioned for growth. She manages resources, develops team members, monitors the quality of deliverables, and manages process and procedure planning. She was awarded the Gold Level Stevie® Award for Customer Service and Sales Manager of the Year in the 17th annual Stevie Awards for Sales & Customer Service. 

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