FACT: Younger people are watching less TV and more digital content with some commentators predicting that by 2021 mobile video will account for 78% of all mobile data traffic.
Instagram, is no longer the younger sibling of Facebook and is making leaps and bounds by showcasing its capabilities by recently introducing longer form video (IGTV). Known as Instagram TV, this new service lets anyone upload long form video content as well as being a stand-alone mobile app on iOS and Android with videos playing automatically once the app is opened.
So, the big question is, what does this mean for businesses?
Videos on Instagram TV aren’t limited to snippets (currently 60 seconds on Instagram) but instead they can be up to one hour long, enabling businesses to showcase seminars, tutorials, Q&As etc. Another major bonus is that fans don’t need to subscribe, saving you from starting from scratch and re-building your audience.
Looking from a competitive perspective, IGTV is going head to head with YouTube, by making suggestions of content that is of interest to you and what might interest you. And probably the most important feature is that Instagram has put forward the message that this new platform will make is possible for anyone to reach people on Instagram, not just those with large audiences.
If your business is the B2C sector and are interested in capturing or reaching younger demographics, then this platform is worth considering. It’s similar to Snapchat with the Discover section on the app particularly as Discover draws more users than Snapchat itself.
We’ve had a look at the app and these are our key take-outs:
- Videos can be uploaded by anyone
- It’s a great way to reach younger demographics so ideal for B2C companies looking to enhance their reach
- Users can create their own channel, similar to YouTube
- Liking, sharing and commenting functions remain the same
- You can watch it on Instagram or via the new stand-alone app
- Its curated content, what you like or follow is what you see
- The platform will be great for welcome and training videos, product demonstrations and has great marketing and advertising potential.
So if what you have read intrigues you, give us a call at Elevate and we can strategise how Instagram TV plays a role in your communication strategy.
About the Author - Olivia van Dalsen
With a passion for digital media, Olivia brings a contemporary approach to the PR and communications field.
Building on a platform of visual content and a constant search for innovative digital opportunities, she has quickly built a r...
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