Jun 28, 2018
Retailers would be wise to take notice of Instagram’s new longform video platform. The new app, called IGTV, is presumably Instagram’s attempt to snag some of YouTube’s market share. Content creators can share up to 60-minute long, full screen videos on IGTV — a big departure from the one-minute time limit on regular Instagram videos.
According to a recent IGTV press release: “You can swipe up to discover more [content] — switch between ‘For You,’ ‘Following,’ ‘Popular’ and ‘Continue Watching.’ You can also like, comment and send videos to friends in Direct.”
Although IGTV is technically a separate entity from Instagram, platform users can view videos on IGTV through the Instagram app. This means that Instagram’s online community of over one billion users will automatically be introduced to IGTV content without needing to download the additional app.
IGTV will create another channel, outside of YouTube, for retailers and brands to employ storytelling and create new opportunities to sponsor lengthy video content from Instagram influencers. Since platform users can swipe up to discover more when watching a video on IGTV, retailers will be able to easily direct potential consumers to a place to purchase the products they see in the longform videos.
Since nobody wants to sit down and watch an hour of obvious advertising, retailers will need to take a subtler approach to in-app advertising. “This means you should create your Instagram content in advance,” Inc. advises, “and then look to release it at optimized times — when something related to what you do is trending, for example, or when you see an otherwise perfect window.”
When asked by Refinery29 how Instagram Live fits into the IGTV equation, platform co-founder Mike Krieger replied, “It’s something that came up when we were developing [IGTV]. I think we’re going to integrate them more over time. Right now, you can save your Live for 24 hours afterwards. I think figuring out how to blend that into IGTV better makes sense.”
DISCUSSION QUESTIONS: Do you think brands will be quick to adopt IGTV as a new marketing platform in addition to YouTube? Will IGTV change the way retailers sponsor influencer content? How important will longform video content become to marketers in coming years?
“Do you think brands will be quick to adopt IGTV as a new marketing platform in addition to YouTube?”
