Posted on July 24, 2018
According to recent statistics, by the time we reach 2020, mobile video will contribute to around 80% of our total mobile data traffic. As we keep trying to tell people, video should be your marketing weapon of choice! It’s only getting bigger, initially starting on webpages and specific video platforms, and now finally taking over our mobile apps. It's everywhere! And if predictions are correct it will continue to become an even larger element of marketing. It truly is a case of striking whilst the irons hot - but should IGTV be part of that? And as a brand if you don't use it, are you missing out on a new video marketing tool?
What is IGTV? It is popular social media platform, Instagram’s, new TV channel for it’s dedicated users. At Affixxius we’ve been really intrigued by the latest update to the ever-growing Instagram app, so we’ve given it a test run on our own Instagram account to see what the fuss is about. Firstly instead of your quick 60 second video clips, you’ve now got 10 minutes to play with, and even bigger accounts have up to an hour to share content. Being honest, as a video production company we don’t normally exceed the 3 minute mark on videos especially those for products, however exceptions are had for testimonials, behind the scenes footage and often recruitment videos, but rarely any would come close to reaching 10 minutes and definitely not the hour mark.
It is quite obvious that it is something that has been brought in by Instagram to allow influencers to utilise the platform for videos, we assume to pull more away from using Youtube. Influencers by nature, whatever platform they belong to, will gravitate or have a presence on Instagram whether they use YouTube or not. Instagram stories has become a firm favourite amongst influencers and businesses a like, instant 18 second updates with the ability to use hashtags and location tags to reach further afield, it sort of seems only a natural progression for the platform. So where does video marketing fit within this sector? First and foremost video is published vertically, if filmed via a mobile it will automatically be shared vertical, and if uploading a file to the platform, it will try to make it vertical also. You can do landscape but it really doesn't look very good and certainly not visually appealing. We did a healthy bit of IGTV stalking and many companies who had opted for a landscape video, when looking through the Instagram app, it simply showed the video sideways. You could rotate your phone, but often it confused the phone because Instagram isn’t designed to be used anything other than vertical. It seems that many have forgotten that Instagram is used by mobile users, it isn’t used on a desktop, so people won’t naturally rotate their phone for the platform, mainly because they've never had to and it simply isn't the way this platform works. We uploaded our new showreel onto IGTV with a branded background and a small version of our video centralised. It was small. A bit too small for us, and somehow lost the 'wow factor' of that showreel, but if we’d of uploaded it vertical, it would of chopped most of the footage off because it wouldn’t fit the screen.
Perhaps having IGTV is simply a box checker for brands? Showcasing their latest advert on there, but nothing more? The Affixxius team debated whether brands should utilise IGTV, and the general feedback was somewhat negative. Whilst people understood the concept, most believed it was simply an influencer tool and that videos created for brands would lose their impact and quality. So the jury is out here with the Affixxius team, but from me, the digital marketer at Affixxius, I'd say confidently it really depends on the brand. If you're a fun brand with a young audience it would be a mistake to skip using it, as 90% of the time, this will be where your target market is hanging out. The big question is, what will you put on your IGTV channel? Content for contents sake? Micro-content? Your advert? Is it worth shooting your video in a different format just to make it fit for Instagram and not necessarily work for any other platform? And more importantly, what about this all subsequently raising your marketing spend because it? We'll leave that one with you...
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