Social media networks like Twitter, Facebook, Instagram, Snapchat are highly competitive. Every single one of them wants to be the biggest network with most users. As a result they are all constantly developing new features in order to increase their appeal. Instagram might finally have outdone all the other networks with the launch of their new Instagram TV app.
Summary: 5 Minutes read, Level: Advanced
Instagram TV is a new development from Instagram which allows users to post longer videos. It will be available as part of the main Instagram app and there will also be an app solely for the use of Instagram TV. Instagram developed this with the idea of having a go at challenging YouTube’s long video content supremacy in a market they completely dominate, which is definitely a brave move and one which has perhaps been long overdue.
You can create your own instagram tv channel, which people can follow. Your followers will be alerted every time you post new content to this channel. Instagram TV has already launched, but it’s still in its very early days.
Companies and brands are already all over this new platform. Giants such as Nike, Netflix and Gucci are already developing content for Instagram TV. Some of these brands are modifying their Instagram story content and others are creating purpose made video just for Instagram TV. Early indicators are that some serious money is being used. All of the companies which are already using Instagram TV are innovators, so they won’t want to be accused of poor content. Nikes animation of Cristiano Ronaldo for the World Cup has a particularly expensive look. Als Netflix might have had a similar budget for some of their shows.
Imagine if Instagram and YouTube had a child. That’s pretty much how Instagram TV works. Videos will be uploaded to a channel and other users will follow you. They will also have content recommended to them based on previous views and likes. Hashtags can still be used on videos, which is a great way of having other users discover you. Videos are full screen and viewable in vertical mode.
It is possible to include swipeable calls to action in videos as well, which is an absolute bonus for businesses. As of yet Instagram TV is not particularly well populated. It is actually the best time to start on there, before it is completely flooded. There is no way of monetising videos yet, but Instagram says they are working on fixing this.
Users will be able to like, share and comment on videos in exactly the same way as they can using the regular Instagram app.
So many social media developments are great news for businesses. As they provide companies with new ways to market themselves completely free of charge.
As we mentioned, Instagram TV is still in its infancy and there is limited content there. This also means that there are limited users of the app. So your potential audience would be quite low if you were to start using it immediately. On the plus side big brands are already starting to use Instagram TV which is always going to entice more users and followers to get involved with the platform. Even if some people are just curious and use the new app just once, it would be good if they saw your video while they were doing it. We recommend getting in on this quite early before the platform is flooded with advertisers.
As with using any other kind of social media for marketing purposes you will need to be aware of what works and what doesn’t. With Instagram TV being a new app, nobody truly knows what will be successful on it and what won’t. It could be safe to assume that it will work in exactly the same way as any other means of social media marketing, but there will be a great deal of trial and error before everybody within digital marketing is completely sure.
If you’ve ever made an Instagram Story as part of your marketing campaign, this will be quite similar.
As for content, the usual rules will apply. It should be snappy and engaging. Perhaps run an exclusive promotion on Instagram TV to create a buzz about your channel. There are always ways to exploit a social media network in order to make it a great tool in your marketing arsenal. Don’t be put off by some of the big guns who are already using Instagram TV – you certainly won’t need to have a huge budget to get yourself noticed on the app. Nothing is a substitute for good ideas and clever content.
Social media networks just keep handing these gifts to marketers. Instagram has been especially good in recent years, creating Instagram Stories and the ability to do a live broadcast, both of which really played into the hands of businesses and allowing them to effectively advertise for free.
Instagram TV is another avenue which marketers can walk down. It might still be pretty new, but there’s no need to fear it. Embrace it and start using Instagram TV as a part of your marketing strategy today. If Instagram TV becomes a huge success then it might send shockwaves across the video hosting world and it could even impact YouTube. Imagine if they upped their game and offered some new and exciting features? What exciting times for digital marketers!