In June, Instagram introduced IGTV, a new space for long-form video that does away with the previous 60-second time limit and allows all users to share content up to 10 minutes long (or an hour for select accounts). Since the launch of IGTV, several brands have eagerly started their own channels, testing their audience’s appetite for long-form video content on the platform.
Here are a few ways brands are using the new feature—and what you can learn from them:
One of the first brands to jump on IGTV, Netflix made use of the extended time limit by sharing a hilarious video of “Riverdale” star Cole Sprouse eating a cheeseburger… for an hour. The video, while odd, was a hit, receiving more than one million views and 6,500 comments.
Takeaway: Don’t be afraid to get a little weird. IGTV gives brands an opportunity to experiment and test what content might resonate with their audience. And for entertainment brands especially, what resonates very well may be something way outside the box.
For its IGTV debut, Bacardi teamed up with the renowned dancers Les Twins and DJ A-Trak to create a music video that was “directed” with the help of fans via Instagram Stories polls.
Takeaway: Take full advantage of the platform. A full-length music video would have exceeded Instagram’s one-minute limit for the feed, but brands now have more freedom to be creative with IGTV. Bacardi gave us a perfect example of creating video content made especially for IGTV. Plus, by simultaneously using Instagram’s interactive polls feature, Bacardi was able to engage its audience in a new way and make its followers a part of the creative process.
3. Warby Parker
The eyeglass brand extended its #WearingWarby campaign to IGTV, sharing interviews with influencers like author Marley Davis and food blogger Molly Yeh about why they’re fans.
Takeaway: Tell more compelling stories. In addition to partnering with influencers, Warby Parker created a series of genuinely interesting personal stories that resonated with followers. IGTV allows the time and space to tell these stories that can drive an emotional connection.
4. Louis Vuitton
The fashion label’s broadcast of its Men’s Spring Summer 2019 fashion show is perhaps one of the most visually impressive videos on IGTV (and made especially for vertical viewing).
Takeaway: Create exclusive content. Louis Vuitton extended the reach of its event by letting followers tune in via IGTV, later sharing content from backstage as well. IGTV presents a great opportunity to take your audience along for the ride or behind the scenes.
5. West Elm
West Elm’s IGTV channel is filled with interior design tips and tricks, including “Pillows 101,” “Living in 100 Square Feet,” and a lucky customer’s apartment makeover from start to finish.
Takeaway: Teach viewers something new. Brands like West Elm expertly integrate their products into educational content like tutorial videos, providing real value for their viewers. And West Elm’s series is particularly dynamic, beautiful, and endlessly watchable.
If your brand already has a robust video strategy across other social platforms, you might want to consider repurposing content (once optimized to the vertical format) for IGTV to begin testing your audience’s reaction to long-form content. With videos up to 10 minutes long, you’ll have the opportunity to tell deeper and more meaningful stories around your brand.
Ready to extend your video strategy to IGTV? We can help.