When IGTV – Instagram’s new, long-form video feature – first launched a few weeks ago, we knew straight away that it was going to be a big deal. As last month’s article explained, IGTV is set to shake up the influencer marketing industry in a big way. The feature will change the way Instagrammers use their accounts, offer more ways to create social media content and make navigating brands’ and influencers’ work far simpler.
For these reasons, it’s clear that brands will really benefit from adapting their influencer marketing strategy to encompass IGTV. And that’s only half of the story. It’s also important to stress that some brands will see these benefits far sooner than others. Why? Because when it comes to adapting to shifts in social media trends, some brands are more on the ball than others. That means that certain brands will embrace IGTV far more quickly than others – and as a result, they’ll be able to reap the benefits of IGTV content far sooner.
What does this all mean for your brand? That whilst IGTV is still a new social media platform, it’s already crucial that your brand begins to embrace the new long-form video feature. In fact, plenty of top global brands are doing so already! So, let’s take a closer look at how big brands across the industries are already embracing IGTV’s potential to enhance their influencer marketing strategy…
Repurposing Existing Content For IGTV
If you follow any fashion brands on social media, you have probably already noticed that this industry wasted no time in launching their IGTV channels.
Following IGTV’s launch, designer fashions brands like Gucci, Miu Miu and Louis Vuitton immediately began posting IGTV videos. And, over the past few days, this content has been continually refreshed. These fashion brands have been attracting literally thousands of consumers over the last few weeks – directly through their IGTV profiles.
This has been pretty impressive to watch. But it might leave you wondering how these fashion brands have managed to create such a high volume of IGTV content in such a short amount of time. Well, the answer is simple. These designer fashion brands have simply opted to repurpose existing video content for IGTV.
The brands are able to use any vertical videos that will work on IGTV. So, for now, these fashion brands are mostly opting to share shots from their fashions shows. We expect to see more variety, and even more great content on their channels in the future. But for now, this strategy certainly seems to be paying off. And it’s no wonder! Repurposing existing video for IGTV is a quick and simple way to launch your IGTV channel with quality content – therefore attracting consumers to your brand straight away.
We are already seeing other brands repurposing existing video content for IGTV in the same way. In particular, a number of media outlets – including BuzzFeed, Cosmopolitan and National Geographic – are favouring this strategy. So, if your brand is also looking to embrace IGTV content, repurposing existing video content is definitely one strategy you should consider, too!
Creating New Content For IGTV
Fashion brands and media outlets show that creating effective content for IGTV doesn’t have to be complicated. But having said that, other big names in the industry are already showing that on IGTV, a little bit of creativity and innovation can really pay off…
Take Nike, for instance. They have used IGTV to share unique video content promoting this year’s World Cup, starring footballer Cristiano Ronaldo. The animated video, in particular, has gone down a storm with football fans, and has already been viewed hundreds-of-thousands of times.
Here, it’s interesting to note that a number of brands are using IGTV to share interviews with celebrities and influencers. This is even something you can find on our own Instagram! So, this is definitely another strategy that seems to be going down well with consumers.
For now, however, the award for the most creative use of the IGTV platform may have to go to Netflix. This brand’s IGTV channel is now brimming with assorted video content. But Netflix originally launched the channel with one video in particular. The brand shared a clip of one of its biggest stars – actor Cole Sprouse – simply enjoying a hamburger… for an entire hour!
As strange as it sounds, this clip has been a huge success for Netflix’s IGTV channel. Already, over 900,000 people have viewed the video, and it’s amassed a further 6,000 comments.
Creating Effective IGTV Video Content
American fast food chain Chipotle has also started creating its own original content for IGTV. In fact, the brand immediately opted to create brand new promotional material for their IGTV channel.
As Tressie Lieberman – Chipotle’s executive director of customer engagement marketing – explains, this was very much the brand’s aim with IGTV. ‘It’s a different format, so we want to make sure we are designing specifically for long-form and vertical content,’ Lieberman adds.
As of yet, not every brand will have such a clear IGTV strategy. But these are still wise words that all brands should keep in mind as they embark on their IGTV experience. Without a doubt, the great thing about IGTV is that it’s adaptable. As IGTV channels like Gucci and BuzzFeed show, brands can definitely adapt existing video content to launch their IGTV channels. Or, alternatively, they can create original content for the platform. But either way, it’s crucial that brands ensure this content works for IGTV. After all, creating video content that works for your platform and your audience is always vital when it comes to conducting a successful marketing campaign.
The Future of IGTV
So, we’ve seen how various different brands are choosing to navigate the IGTV social media platform in its first few weeks. These cases demonstrate that both new and existing videos are being used to create effective IGTV content. However, the most important thing is that these videos work for IGTV and its users.
There are still a number of questions that need to be addressed. Will it become more difficult to gain views on IGTV as the platform becomes saturated? Will Instagram introduce further search capabilities for IGTV users? And perhaps most importantly, when – and how – will ads start to appear on the platform?
The answers to these questions will only be revealed with time. For now, the main thing is that your brand begins to establish itself on IGTV, just as brands like Netflix, Chipotle and Gucci are already doing.
For further support on creating social media content that makes your consumer ACT, get in touch today. You can also stay up to date with all the latest news and views in influencer marketing here on our blog.