How to Leverage IGTV for Promoting your business on Instagram in 2021

Why use IGTV for business?

• Video content is king now

According to Cisco, there will be 1.9 billion internet video users, representing 80% of internet traffic, by the end of 2021 and also, users are now spending 53 minutes per day consuming content on Instagram. Hence, producing according to consumer’s demand, that is; video content, will definitely help you drive them.

• Helps you to post longer videos

Instagram launched IGTV in June 2018. As mentioned above, it allows users to upload and watch videos from 60 seconds to 60 minutes in duration directly on the platform.

• Boost engagement

IGTV videos lets you communicate directly with the customers who see your content, particularly through comments, messages or reviews. It gives you those customers that you care about what they say and think, leading them to feel esteemed and part of the community you’re building. It also allows you to gather priceless information on customers’ interest and preferences. Many creators also buy real Instagram followers

• Longevity of your content

Instagram launched IGTV in June 2018. You can use this feature to personalize and humanize your brand and help potential customers know more about your products. These videos are permanent unless you delete them, unlike stories which disappears after 24 hours.

• Increase conversion rates

Every business has different explicit goals but all of them want to achieve growth by driving more consumers and convincing them to purchase. To do this effectively, you must take advantage of this most valuable marketing resource.

• Economic than other marketing methods

According to the 2019 Social Media Marketing Industry Report, 26% of marketers are using native Instagram videos like IGTV. Because this video marketing is considerably less expensive than other conventional marketing methods.

Percentage of Instagram users taking actions after seeing product details:

Data source: Facebook

• Expansion of your reach

It helps you drive your target audience and thus expand the reach of your company. With product and brand awareness campaigns, you can expand your brand recognition and boost sales.

Also read: How to Create Instagram Stories like a Pro in 2021

Now, after understanding the need of video production for almost every business, let us go deeper into, how to use IGTV for business development.

You can leverage these strategies to use IGTV for business growth

Strategy# 1- Build a niche audience with specialized content

You must represent unique content with viewers to build a dedicated audience. When you reach a specific target audience, you start building a loyal following with an impressive increment in sales! providing your target audience consistently, help viewers develop an emotional connection to your business. Your videos could be tutorials, how-to’s, demonstrations, behind-the-scenes videos that show product development, manufacture, promotion and distribution. You don’t need to present super-polish videos as viewers love to view authentic & unedited footages. Brands that are enjoying success on IGTV are Nike, Adidas, and Sephora. All of these companies are integrating micro-influencers into their content.

Strategy# 2- Provide ‘How to’ and tutorial videos to highlight product features

Instagram reported that over 90 million Instagram accounts clicked a post to reveal product tags every month, as of September 2018. In March 2018, Instagram reported that 200 million accounts visited one or more business profile every day. Numerous businesses integrate IGTV - to showcase their products with instructional videos like webinars, how-to’s, demonstrational, educational and tutorial videos. To take engage your followers with your content, communicate with them.

Strategy# 3 Grow into a community with IGTV series

IGTV is a contemporary form of traditional TV therefore, you can present your content in series or by sharing a weekly or monthly video at a particular time. Consistency is significant because viewers love predictability.

Instagram engagement by time, consumer goods, CST

Source: Sprout Social

Dissemination of episodes on a systematic schedule will get your audience habitual to your content and keep them coming back and watching more from you! An incredible branded example of this comes from Mejuri. This casual jewellery brand hosts a weekly series on IGTV called Inbox Stories where they represent influencers and get the stories behind their favourite set of jewellery.

Also read: Instagram Stories for business: How can they help your brand in 2021!

Strategy# 4- Host Q&A, giveaways or AMA sessions to engage with target audience

You must reply all the comments on your videos. Hosting polls, Q/A sessions or giveaways is an incredible opportunity to improve engagement while showcasing your merchandise. This mechanism helps you to look more reliable, authentic and people start trusting your expertise and relying on your brand. You can make a video answering ‘frequently asked questions’ from your audience.

Strategy# 5- Demonstrate Your Proficiency featuring different prospects

Brands can show their expertise and build authority for their business, to reach target audience by offering knowledge in the form of longer videos with detailed guidance and instructions.

Product reviews

A product review is the most accommodating types of video, particularly for customers who are in the consideration phase of the shopping expedition. Brands can upload reviewing videos of its products, to react to enquiries, uncertainties and represent the exclusive features that your product/brands offer. This mechanism influence and inspire customers when they make purchasing decisions

Facebook Business stats published in February 2019 show that high percentages of users will use Instagram as part of the shopping process. 83% will use it to generally discover new products, 81% to research products or services, while 80% will use it to decide whether to buy a product or service.

Percentage of users using Instagram at different stages of product discovery:

Data source-Facebook

Narrowing the focus to brand content specifically, the figures are bit lower. 42% said it helps to discover products, 44% to find out new information about a product or service, and 41% say brand content help them research the product or service.

Event videos

Event videos feature experiences at a conference or exhibition and can be a prodigious way to represent the enthusiasm of a crowd. This is a great mechanism to allow viewers who couldn’t attend a chance to attend physically. Viewers will appreciate it, and you can give them marketing content they can involve with.

Behind the scenes

Brands can broadcast inspiring employees and fascinating consumers. These types of videos effectively reveal your company culture

Demonstrational videos

Explainer/demonstrational videos are complete & exhaustive videos elaborating how to use a product or several parts of a product or service. Tutorials/demonstrations can be used to explain a new product feature.

Thought leader interviews

You can broadcast thought leader’s/famous personalities or expert’s interviews to increase your company’s credibility among target audience through IGTV for business account

Project reviews and case studies

Reviews and case studies summary an efficacious campaign or business project.

Feature loyal customer success stories

Happy Customer testimonials promote a brand’s reliability and act as social proof. They can be long-form discussions with gratified customers. Customer testimonials can help increase sales and product credibility. Nothing is more convincing to consumers than patrons talking about why they love your brand.

Keep scrolling to know more on, how to use IGTV for business!

Strategy# 6- Collaborate with influencers

Influencer marketing is expected to grow to be worth $13.8 billion in 2021 (Influencer Marketing Hub) businesses now have the opportunity to expand their reach and connect with their target market through influencer marketing campaigns. Any contemporary brand that wants to go successful in the current business environment must make videos as part of their overall marketing strategy. Influencers have the supremacy to affect the purchasing decisions of a buyer because of his or her authority, expertise, knowledge, position, or association with his or her audience. It is an excellent way to reach potential customers, drive traffic, build brand awareness, and increase sales. IGTV for business allows you to engage with these influencers and gain their respective audience.

Strategy# 7-Cross promote your IGTV videos

Drive more viewer attention to your videos by promoting them through Instagram Stories, Twitter and Facebook. To include the IGTV link in your story’s posts, create a new story and tap the link icon. Then on the next screen, choose the IGTV Video option. And add a teaser for your and include a direct link to your video.

Strategy# 8- Leverage hashtag feature

To make sure your videos are also discovered by non-followers, include relevant hashtags in your description. Your IGTV for business content will appear on the corresponding hashtag page on Instagram, where users following that hashtag can notice your videos.

Strategy# 9-Promte your brand colours, themes, logo, motto & fonts!

If you want to increase brand’s recognition and discoverability, you must present your original brand. Let the users identify you. Go for a similar branding as on your other social media platforms or website. Protruding to the same colors, tone, and style.

Strategy# 10-Create branded slides for IGTV

Make your video super watchable by including animated graphics, organize easy-to-watch segments, with slides including graphs, timelines, intro slide, section breaks or subtle watermarks and text signals that help audiences follow along and better envisage what the creator is talking about. Incorporating into your IGTV for business video will help you maintain a consistent appeal and keep your target audience engaged. Through this mechanism, you can amalgamate your brand aesthetic and give your video a much more professional look!

Businesses can use free apps like Canva to create branded, cohesive slides to add to your IGTV videos.

Also read: How to create Instagram Reels 2021in

Strategy#11- Share Instagram Live broadcasts straight to IGTV!

According to businessinsider.in Instagram Live usage jumped 70% recently. Sharing your Instagram Live to IGTV is a great opportunity to drive more target audience on your content and reach new potential target customers. Alternatively, from producing stories that will live on your profile for 24 hours, you can outspread the life of your broadcast and continue grabbing user attention to your video. Many brands have already started on the feature!

Strategy #12- IGTV preview videos promote full IGTV video viewership

Instagram has introduced numerous new features since February 2019. This contains IGTV preview videos, support for horizontal video, and increased UX and search features. Businesses can employ these features to see successful results. You can use the new preview video feature and create a 1-minute (or shorter) teaser video. Many users watch videos on Instagram without audio, make sure to include captions on your preview videos.

Strategy #13- Harness the powerful keywords in your IGTV video description

Incorporating keywords in your descriptions will help your target audience find videos that they are searching for. To find the right keywords for your videos, use a tool like Google Ads keyword planner, TubeBuddy or VidIQ.

Also read: How to Create a Perfect Instagram Post

Now let us know, some of the great brands leveraging the longer video format!

Popular brands using IGTV for business

• Chipotle- Chipotle was among the first initial users of the using IGTV for business.

• Netflix- This emerging app also took advantage of the feature to announce the introduction of new episodes!

• Warby Parker- They share inspirational stories on IGTV!

• J. Crew- IGTV is used by the company in marketing the brand.

• Bacardi- For their first IGTV video, Bacardi teamed up with Les Twins, the renowned dancers, and DJ A-Trak.

I hope you found this comprehensive guide on how to use IGTV for business growth & development useful.

Leverage it to skyrocket your success!

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