Why You Need to Create New Marketing Videos for IGTV
By Stanley Meytin
When you’re watching a video online, on IGTV, or on the TV, you probably don’t think a lot about exactly how that video is made. That is, until you start making videos of your own.
Video marketing should undoubtedly be part of your marketing strategy. That’s because video marketing comes with many benefits that include:
- Videos make you more visible, literally
- They make customer engagement effortless
- Video is one of the most versatile forms of content
However, not all videos are created equal. As you dive deeper into the world of marketing videos, you’ll quickly learn that making them is very different depending on the platform you’re using.
That’s definitely the case when it comes to Instagram mobile and their new video format IGTV.
What is IGTV?
First, it’s important to understand what IGTV is. It stands for “Instagram TV” and it was specially created for Instagram mobile.
At this point, you might be thinking, “Doesn’t Instagram already do videos?” They definitely do, but the original app only accommodates short videos of up to 15 seconds. IGTV allows videos of up to 10 minutes, with some accounts able to record much longer.
This new platform can be accessed with its own app, but there’s no reason to download it if you don’t want to. The TV icon in your regular Instagram app will provide you with a carousel of videos that people you follow have uploaded.
Benefits of IGTV
Increasing the time of an Instagram video doesn’t sound like a huge deal, but there’s a lot more users can do with the ability to record longer videos. For example, it suddenly becomes possible to upload instructional videos and reviews on Instagram when that wasn’t possible before.
It provides Instagram influencers with the ability to provide more value to their followers, and it adds more value to the brands they partner with. However, it can help brands directly too, even if they aren’t working with influencers. Brands can demonstrate their products and services on Instagram by uploading their own videos.
The biggest benefit of IGTV is its mobile-friendly format. Video is recorded in a vertical format instead of the traditional horizontal format. That’s a big deal because 72-percent of Millennials refuse to flip their phones horizontally to watch video.
Why you shouldn’t just edit existing marketing videos
If you’re ready to get your brand out there through video, you may be tempted to record the old-fashioned way and simply upload the same video on all your accounts. After all, that would help you save time.
That might work with other formats, like editing a video for YouTube and including it on your website, but it isn’t going to work for IGTV.
Do you remember when widescreen TVs were just starting to be a thing? If you popped a widescreen movie into the DVD player and watched it on your standard TV, you were stuck with large blackout bars above and below the picture that greatly reduced your viewing area. Not to mention, it affected the overall experience of watching the movie.
The same is happening with our phones.
If you record traditional video and modify it for social-media platforms, like IGTV, you’re going to be stuck with those big blackout bars. They were annoying on the TV, but they are even more annoying on a screen that is only a few inches long by a few inches wide.
As tempting as it may be to record one video for every platform, you’ll end up paying the price. Your video won’t perform well, and if it doesn’t perform well, there is no reason to upload it at all.
It is vital that you create new, vertical marketing videos for social media platforms like IGTV.
Tips for creating compelling IGTV videos
Fortunately, many of the tips that work well for recording traditional video work for creating videos on IGTV. For example, getting the lighting right has always been a tip you should follow, no matter what kind of video you’re creating. However, there are some tips that work especially well for Instagram mobile.
A few tips for recording vertical video include:
- Set up your shots for vertical video. It will ensure your video looks as good as possible without the need for extensive editing.
- Don’t be afraid of your video looking a little less professional than other marketing videos if you are filming on a phone. Vertical videos on social media are meant to look spur-of-the-moment and on-the-fly.
- Be mindful of your video’s cover image. It will default to the first frame of your video, but you have the option to edit this image before your upload is complete.
- Remember to link your video to your Instagram Story so people viewing your Story can swipe to view your video without having to access the TV icon or app.
If you want to try filming vertical video for IGTV for the first time, it’s a good idea to reach out to True Film Production. Not only can we help you create compelling storylines and ideas for your videos, we can also help you record in a vertical format to make sure your video is social media-ready.
Reading Time: 4 minutes
By Stanley Meytin
When you’re watching a video online, on IGTV, or on the TV, you probably don’t think a lot about exactly how that video is made. That is, until you start making videos of your own.
Video marketing should undoubtedly be part of your marketing strategy. That’s because video marketing comes with many benefits that include:
- Videos make you more visible, literally
- They make customer engagement effortless
- Video is one of the most versatile forms of content
However, not all videos are created equal. As you dive deeper into the world of marketing videos, you’ll quickly learn that making them is very different depending on the platform you’re using.
That’s definitely the case when it comes to Instagram mobile and their new video format IGTV.
What is IGTV?
First, it’s important to understand what IGTV is. It stands for “Instagram TV” and it was specially created for Instagram mobile.
At this point, you might be thinking, “Doesn’t Instagram already do videos?” They definitely do, but the original app only accommodates short videos of up to 15 seconds. IGTV allows videos of up to 10 minutes, with some accounts able to record much longer.
This new platform can be accessed with its own app, but there’s no reason to download it if you don’t want to. The TV icon in your regular Instagram app will provide you with a carousel of videos that people you follow have uploaded.
Benefits of IGTV
Increasing the time of an Instagram video doesn’t sound like a huge deal, but there’s a lot more users can do with the ability to record longer videos. For example, it suddenly becomes possible to upload instructional videos and reviews on Instagram when that wasn’t possible before.
It provides Instagram influencers with the ability to provide more value to their followers, and it adds more value to the brands they partner with. However, it can help brands directly too, even if they aren’t working with influencers. Brands can demonstrate their products and services on Instagram by uploading their own videos.
The biggest benefit of IGTV is its mobile-friendly format. Video is recorded in a vertical format instead of the traditional horizontal format. That’s a big deal because 72-percent of Millennials refuse to flip their phones horizontally to watch video.
Why you shouldn’t just edit existing marketing videos
If you’re ready to get your brand out there through video, you may be tempted to record the old-fashioned way and simply upload the same video on all your accounts. After all, that would help you save time.
That might work with other formats, like editing a video for YouTube and including it on your website, but it isn’t going to work for IGTV.
Do you remember when widescreen TVs were just starting to be a thing? If you popped a widescreen movie into the DVD player and watched it on your standard TV, you were stuck with large blackout bars above and below the picture that greatly reduced your viewing area. Not to mention, it affected the overall experience of watching the movie.
The same is happening with our phones.
If you record traditional video and modify it for social-media platforms, like IGTV, you’re going to be stuck with those big blackout bars. They were annoying on the TV, but they are even more annoying on a screen that is only a few inches long by a few inches wide.
As tempting as it may be to record one video for every platform, you’ll end up paying the price. Your video won’t perform well, and if it doesn’t perform well, there is no reason to upload it at all.
It is vital that you create new, vertical marketing videos for social media platforms like IGTV.
Tips for creating compelling IGTV videos
Fortunately, many of the tips that work well for recording traditional video work for creating videos on IGTV. For example, getting the lighting right has always been a tip you should follow, no matter what kind of video you’re creating. However, there are some tips that work especially well for Instagram mobile.
A few tips for recording vertical video include:
- Set up your shots for vertical video. It will ensure your video looks as good as possible without the need for extensive editing.
- Don’t be afraid of your video looking a little less professional than other marketing videos if you are filming on a phone. Vertical videos on social media are meant to look spur-of-the-moment and on-the-fly.
- Be mindful of your video’s cover image. It will default to the first frame of your video, but you have the option to edit this image before your upload is complete.
- Remember to link your video to your Instagram Story so people viewing your Story can swipe to view your video without having to access the TV icon or app.
If you want to try filming vertical video for IGTV for the first time, it’s a good idea to reach out to True Film Production. Not only can we help you create compelling storylines and ideas for your videos, we can also help you record in a vertical format to make sure your video is social media-ready.
What story would you like to share?
Whether you want to launch an idea, spark a movement or simply get people talking about what you do, you have one shot
at delivering your message in a way that matters. Let’s make sure you do it right.
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