If you can be sure about one thing in the Social Media World, it is that things change at a super fast speed. Especially Instagram!
Have you heard the latest and the most fabulous news yet? Last week Instagram took the world by storm when it announced its newest social media platform, IGTV. While it left a lot of users exhilarated, it also left many confused. If you belong to the latter part of the world, Iam sure you have had questions like, what is it? How different is it from its native platform and most importantly what should you do now? I am answering all your questions here and more!
I will also leave you with an action plan if you do choose to jump on the IGTV ship.
So let’s dive in!
What is IGTV?
IGTV is the newest Social Media platform with its app for watching long-form videos. The videos start playing as soon as you open the app and covers your entire screen, top to bottom, giving the users a super friendly and straightforward experience (no more tilting your phone sideways to watch your favorite videos). The whole idea behind it is to make videos that are mobile friendly, that is vertical!
How is it different from videos on your Instagram?
This is the exciting part! Before this, you could only upload videos up to 60 seconds or less on Instagram. With IGTV you can create up to 10 mins of videos and eventually the limit may go up to 60 mins. IGTV gives Instagram massive leverage over YouTube!
Actually, the word TV in IGTV explains a lot. Instagram wants creators to produce videos that their viewers can watch just like they watch a TV show. This makes a lot of sense since videos have taken over the digital world in the past year or so. So in one sentence, if Netflix and YouTube got married and had a baby, it would be IGTV!
The most crucial question for Y’all here perhaps is, should I be on IGTV?
My answer, why not? But don’t jump on it just because you have to. I didn’t. I waited a couple of days and saw what the platform is all about. What other creators are doing on the platform and most importantly, what is Instagram featuring? Here’s the thing guys – Video Marketing is the future!
According to the CEO and the co-founder of Instagram, Kevin Systrom, people are watching 60% more videos. So its only natural that Instagram listened to its customers and created a platform just for creating and sharing videos.
So my advice is to you, get on it. Be the first in your field and gain a foothold. If you wait for 5 yrs, this ship may have sailed.
But I urge you guys to not to jump on it without a plan. Anything you do on Social Media without a strategy can be a colossal bust, and you can end up being frustrated pretty quickly.
What should be your action plan?
Before we talk about your action steps to confidently start creating videos on IGTV, let’s talk about what you shouldn’t be doing. These are some of the most common mistakes I am seeing users making right now.
1) Treating IG TV as IG Stories – IG Stories is more impulsive and does not need to be curated. The production value of your videos does not count there. The fact that they made another platform and called it TV, not Stories 2.0 or LIVE TV tells us something. I see a ton of creators uploading 20-second videos of their road trip or a view from the resort where they are currently vacationing. That’s not what Instagram is looking for.
Remember when we said its a cross between Netflix and YouTube? So producing a minute long video might be a good start but what they really want is a minimum of 5-10 mins of high-quality videos that add value to their viewer’s life.
So think of IGTV as one step above your IG stories.
2) Reusing the same content across platforms – As soon as IGTV launched, creators started uploading lots of videos that they had just shared on their Facebook and their YouTube channel.
I would caution you against that. Most likely your viewers have already seen those videos so releasing the same videos is like spamming them across platforms. If you have to re-use the same video, make sure you are giving some time in between, a few days if not weeks.
Now, let’s talk about what you should be doing instead.
I have a 5 step action plan for you to start creating and take advantage of this promising platform.
Step 1 – Think about who you are trying to attract
Knowing your Ideal Audience is critical whenever you develop any kind of content. So really think about who is it you want to attract and then create content just for them. Like I always say when you are talking to everybody, you are talking to nobody. Get inside your Ideal Customer’s brain and think about what would bring them to your channel.
Step 2 – Come up with a strategy
As with any other social media platform, posting content and waiting for a miracle is not going to work. You have to come up with a plan. Here’s what I will suggest you do. Think about 7-10 content ideas, write them down. Then write down 5 things you will talk about for each idea. When you have a plan, the overwhelm of it will start to dissipate.
Step 3 – Add massive value
Don’t show up and start rambling about nothing. Think about how you can add value to your viewers. Can you teach them something through your videos? Make their life simpler, make a burning pain less painful or make it disappear altogether?
Step 4 – Step it up!
Its very clear that Instagram wants us to create videos with high production value. If you are new to video marketing (I am!), you may need to learn some necessary video marketing skills like video editing, etc. I don’t want you to enroll yourself in a course and spend $$$ but do some research and teach yourself necessary skills.
Step 5 – Be consistent
The only strategy for success on Instagram is consistency. Remember in Step 2 you came up with 10 ideas? Now make a plan on when you will release those episodes. Weekly, Bi-weekly Daily? Whatever schedule you come up with, stick to it and be consistent.
My suggestion would be to start weekly first and then decide if you want to add more episodes.
These 5 Steps should get you started, but I missed the most important step!
HAVE FUN! IGTV gives you another great opportunity to connect with your viewers, show your unique awesome personality and create a personal brand! Don’t forget to have fun and try out new things. You aren’t going to break anything, and we are all learning here. Iterate as the platform evolves and give your viewers a chance to see the face behind your brand!
Now over to you, how excited are you about creating content for IGTV? Are you ready for it or does it seem like another to -do on your list?