Despite initial hiccups with interface and navigation, IGTV offers a huge opportunity for marketers
This piece, which is based on an interview with an Instagram expert –Jasmine Star – says that building videos specifically for IGTV can drive deeper consumer engagement. With Instagram pouring in more money to the platform, marketers can use it to help their content stand out.
According to the article, audiences tend to stay longer on IGTV than on Facebook because of the ease of viewing and seamless integration with Instagram. While most videos on IGTV are between 15 seconds and 10 minutes long, videos between 3-5 minutes seem to perform better than others.
Uploading videos in IGTV’s 16:9 format, which covers the entire screen helps in immersing viewers fully in the video and reduces distraction. Marketers can hold the viewer’s attention by mixing the video with complementary memes, Gifs and even other videos.
[12 minute read]