June 2018 was a big month for Instagram. Not only did the social network officially announce its milestone of reaching a billion active users, but it also rolled out its biggest feature since Stories: Instagram TV, the network’s gift to the online video streaming community. With Instagram as popular as it is, brands rushed to kickstart their video production on the platform—flexing their marketing brains and publishing intriguing video content as fast as they could make it. We got an eye-load of things like this, and weirdly enough, even some of this.
However, not many brands have been able to sustain their appeal beyond the initial pull of the feature’s novelty. Long periods of inactivity, duplicating content—the problems are many. Losing their momentum, many brands have floundered, leaving us with visual reminders of their sporadic attempts in the form of an odd mix of videos that have since gone stale.
Only a few brands have been able to successfully manage their IGTV presence—creating a niche for themselves and adding value to not just their existing brand, but also to the IGTV platform as a whole.
1. SoYummy – Finding harmony on the right platform
Have you ever sat through a 10-minute video by a brand and wondered “this could’ve been a lot shorter”? Don’t worry, you’re not alone. There’s a reason so many of you can relate to this conundrum and it’s not because video marketers are all somehow getting it wrong.
It’s because one of the decisive factors in video strategy today is this little thing called network algorithms. By looking at videos’ run-times, these algorithms decide which content shows up where on your feed. They’re also regularly being tweaked and changed, which plays a big role in deciding how lengthy brands and content creators make their videos.
And if brands don’t comply? Expect lower monetization.
A genre that often falls victim to this is the DIY/tutorial/How-To segment. Many of these videos are lengthened solely for monetization and its requisite ads.
So when IGTV came around, the food network So Yummy was able to do wonders with the shorter video format. Their Instagram channel is filled with quick recipes that cater to shorter attention spans and a large audience on a platform that naturally takes to their content.
2. Lele Pons – Bending the routine
The Queen of Vine—as she was called for being a breakout star on the now-defunct video network—internet celebrity Lele Pons has shown us how to use IGTV right. While her channel isn’t teeming with daily videos, she has pulled off a successful series that’s gotten her to the top of the “IGTV kick-starters” list.
Lele Pons used IGTV to promote a series that was an intersection between two of Instagram’s favorite pastimes: cooking and comedy. With her IGTV-exclusive “What’s Cooking,” she was able to make full use of the video format and length, and set up informal cook-offs with friends and celebrity chefs who featured on the show. While this wasn’t exactly a detour from her content on other monetizing platforms like Youtube, Pons ensured her series fit perfectly in the gap that IGTV was looking to fill.
For an entertainer with a video-first strategy like her, IGTV does something that long-established platforms like Youtube don’t—improving visibility based on followers alone, instead of pushing it down with an algorithm that prioritizes search results based on video length, content rating, and multiple other factors.
While this may be subject to change, given time and monetization, Pons—knowingly or unknowingly—showed us a way to increase a brand’s reach using a new platform and a new strategy, but with the same type of content.
3. NASA – New platform, new purpose
It’s not the usual suspect you’d expect to see on a list of brands acing social media—but NASA’s strategy here is better than you’d probably imagine. Their Twitter is abuzz with daily conversations and trends, their Youtube houses some out-of-this-world footage, live from the space station, and their Instagram feed is stacked with surreal photos of space.
With IGTV, the organization’s taken a more educational route with their content strategy. In 1-5 minute formats, NASA’s stream is full of informative videos like “Surface tension in space” and “How 3D Printing is revolutionizing the space experience” which, combined, have racked up over a million views.
Even if they’re cross-posting some of their daily content across platforms, this segmenting and network-based curation has helped them create a niche on IGTV.
4. Buzzfeed – Thinking beyond content
We know what you’re thinking. It helps that Buzzfeed is a $167 million revenue-producing company. Stay with me, here. There’s still an important subtext to a company as established as Buzzfeed having hit the ground running on IGTV—especially since many large-scale video-producing companies haven’t been able to find the positioning that Buzzfeed did. Instead of merely participating on the platform like other brands and trying to elbow out the competition, Buzzfeed is leveraging their video production muscle and large fan base to popularize IGTV as a concept.
Besides creating IGTV-exclusive videos, the company is partnering with Instagram to train video producers in an initiative called VerticalU, to produce IGTV-focused content. Coming up with a content strategy that doesn’t start and end with pure content alone has given Buzzfeed more than just an early-adopter advantage. This also affords them the opportunity to influence the video-production industry as a whole and set lasting, more enduring trends.
It often takes rethinking your content strategy to get it right on a new platform. While IGTV, as a platform itself, is still fledgling and slowly gaining ground on other established video networks, a good content marketing strategy always finds ways to rise to the top.
Excellent website. Lots of useful information here. I am sending it to some pals ans additionally sharing in delicious. And of course, thanks for your effort!
Yes! Finally someone writes about people.
Heya i’m for the first time here. I came across this board and I find It truly useful & it helped me out a lot. I hope to give something back and aid others like you aided me.
Today, I went to the beach with my kids. I found a sea shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She put the shell to her ear and screamed. There was a hermit crab inside and it pinched her ear. She never wants to go back! LoL I know this is entirely off topic but I had to tell someone!
Wonderful post! We are linking to this particularly great post on our website. Keep up the great writing.
I pay a quick visit each day a few web sites and information sites to read articles or reviews, except this website gives feature based writing.
Excellent blog post. I absolutely love this website. Keep writing!
Hi there all, here every one is sharing such familiarity, so it’s nice to read this website, and I used to go to see this web site all the time.
I every time emailed this webpage post page to all my associates, because if like to read it then my friends will too.
Do you mind if I quote a few of your posts as long as I provide credit and sources back to your blog? My blog site is in the exact same niche as yours and my visitors would certainly benefit from a lot of the information you provide here. Please let me know if this ok with you. Regards!
Hey there! Do you use Twitter? I’d like to follow you if that would be ok. I’m absolutely enjoying your blog and look forward to new posts.
I wanted to thank you for this very good read!! I absolutely loved every little bit of it. I have got you bookmarked to check out new stuff you post…
Greate post. Keep posting such kind of info on your blog. Im really impressed by your site. Hi there, You have done an excellent job. I will definitely digg it and for my part recommend to my friends. I’m sure they’ll be benefited from this site.
It’s impressive that you are getting thoughts from this piece of writing as well as from our dialogue made here.
Hurrah! Finally I got a webpage from where I be able to genuinely obtain useful information regarding my study and knowledge.
Good to hear that! ???? – Amrutha
Hello to every one, it’s in fact a good for me to go to see this web page, it includes valuable Information.
Hello to every one, the contents present at this web page are genuinely amazing for people knowledge, well, keep up the nice work fellows.