Instagram Announces IGTV

  • July 11, 2018

Does your content strategy hold up to consumer video demands?

You’ve heard the buzz: Instagram officially reached 1 billion users and simultaneously launched their latest feature, IGTV.

The new long-form video capability, which allows users to upload up to one full hour, aims to capture a similar audience and purpose as YouTube and Facebook’s ‘Watch,’ which launched just last summer. The new feature conveniently tells you when accounts that you’re following have uploaded something new to IGTV, and also has its own deliberate app.

What’s the scoop?

  • IGTV leverages smartphone user’s habits, like the fact that nearly all content viewed is vertical.IGTV
  • Video marketing is the future. With capabilities of up to an hour of watching, IGTV is tapping what research has shown us for months; including that 500 million hours of videos are watched on YouTube each day and 88% more time is spent on a website that has video vs. one that doesn’t. If you aren’t making videos, you aren’t playing the game correctly. 
  • You are likely to tap new audiences through the dedicated app which encourages a curated selection, ‘For You’ as well as ‘Following,’ ‘Popular,’ and our favorite, ‘Continue Watching’ to remind folks to finish watching what they started.

Why you should be an early adopter.

  • Brands and influencers alike may be skeptical of whether they should early adopt or wait out the rain. If you dabble early on, you’re more likely to get organic and higher views on your content before others hop on the bandwagon.
  • Instagram has a good track record of feature launches. Take the news that Instagram Stories recently doubled Snapchat in total daily users.
  • Early adopters will have a leg up on those who do not when Instagram finalizes their plan to integrate it into Facebook’s ad network. The plan is currently to monetize it by the end of the year—why wait to create a successful strategy that works the kinks out?
  • Don’t let the vertical focus prohibit you from making a splash horizontally. Early adopters like The North Face and influencer Cat Carney are uploading horizontal content and still leveraging large numbers of views.

How to become a master of video marketing.

Developing a video content strategy is a must, but your strategy doesn’t have to be completed internally. Look to partners and agencies to help bring your ideas to fruition or to craft your video strategy from scratch.

Catapult leverages AIM Studios—a powerhouse of videographers, directors, and producers with 65+ years of experience. AIM Studios is unique in the filmmaking world because it sits at the nexus of the most successful outdoor production company in history—Warren Miller Entertainment and the 50-plus brands of Active Interest Media (AIM).

Discover AIM Studio’s award-winning work here. What are you waiting for?