{"id":27940,"date":"2021-09-08T00:37:36","date_gmt":"2021-09-08T00:37:36","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=27940"},"modified":"2021-09-21T22:38:22","modified_gmt":"2021-09-21T22:38:22","slug":"brands-rocking-igtv-marketing","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/brands-rocking-igtv-marketing\/","title":{"rendered":"Five Brands Rocking IGTV Marketing"},"content":{"rendered":"

It\u2019s no secret that video content has become a higher priority for social media marketers in recent years, especially on Instagram. First with Stories, then with Lives, and now with Reels. But if you\u2019ve yet to dabble in Instagram\u2019s long-form video component, IGTV, now is the time.\u00a0<\/span><\/p>\n

In fact, the Head of Instagram, Adam Mosseri, recently shared that <\/span>Instagram plans to prioritize video<\/span><\/a> as it expands past being solely a photo sharing app to keep up with its competitors, TikTok and YouTube.<\/span><\/p>\n

What does this mean for savvy social media marketers? Well, for one, if the Head of Instagram is signaling a shift to video, that\u2019s a strong reason to believe that the shift is definitely happening sooner rather than later. But it also means that now is an excellent time to get ahead of the competition by creating \u2014 and perfecting \u2014\u00a0 your IGTV marketing strategy before they do.\u00a0<\/span><\/p>\n

While IGTV doesn\u2019t have as high of an <\/span>engagement rate<\/span><\/a> as other posts types on Instagram, that doesn\u2019t mean it\u2019s not worth exploring. Plus, with video on its way to becoming a priority on the platform, that could change soon.\u00a0<\/span><\/p>\n

Whether you\u2019re new to IGTV marketing or are looking for fresh ways to incorporate long-form video into your social strategy, here are five brands rocking IGTV to give you some much-needed inspiration.<\/span><\/p>\n

Fenty Beauty\u00a0<\/strong><\/h2>\n

If you\u2019re marketing a product or DTC business, how-tos, DIYs, and tutorials are the perfect type of content for IGTV. The visual nature of these types of posts make it easy to turn into an engaging video without a ton of production, either.\u00a0<\/span><\/p>\n

Take <\/span>Fenty Beauty<\/span><\/a>, for example. The brand ranks number four of the <\/span>top beauty brands on social media<\/span><\/a> and it\u2019s not hard to see why. Fenty Beauty consistently produces on-brand content for their dedicated (and massive) following that flocks to their account for makeup tips and inspirational looks. The brand\u2019s IGTV channel focuses primarily on engaging followers with educational content like makeup tutorials using Fenty products.<\/span><\/p>\n

\"IGTV<\/p>\n

The post above is one of Fenty Beauty\u2019s top-performing IGTV videos and one of many makeup tutorials that the brand has built its engaged Instagram following around. In the video, makeup artist Myles Sexton shares easy-to-follow steps for an everyday makeup look using Fenty Beauty Eaze Drop Blurring Skin Tint. The video was strategically posted a day before Fenty launched the new product, so not only was it a helpful tutorial, but it gave followers a teaser of what they can expect and built momentum around the latest product launch.\u00a0<\/span><\/p>\n

\"Many

Top-performing beauty IGTV posts in Rival IQ<\/p><\/div>\n

While Fenty Beauty isn\u2019t the number one beauty brand on social media (that award goes to ColourPop), it\u2019s proven that consistency is key to standing out among the competition, especially with IGTV. Showing up is half the battle, after all. If you show up *and* give your audience what they came to see (like a sneak peek, for instance), you\u2019re putting your brand in a prime position for engagement.\u00a0<\/span><\/p>\n

Virginia Tech<\/strong><\/h2>\n

The average college student demographic perfectly aligns with Instagram\u2019s target audience of 18-24, so it only makes sense that colleges and universities are killing it at Instagram. Of those <\/span>top-performing higher education institutions on Instagram<\/span><\/a>, <\/span>Virginia Tech<\/span><\/a> stood out among the rest with a single IGTV video.\u00a0<\/span><\/p>\n

The post below is a compilation of videos featuring students reading their acceptance letters to the school. Talk about feel-good content! And according to the numbers, it clearly resonated with their audience. The IGTV video had an engagement rate of 6.32% which is nearly 12x higher than the median engagement rate for IGTV, according to <\/span>our recent social media industry benchmark report<\/span><\/a>.\u00a0<\/span><\/p>\n

\"\"<\/p>\n

What does this mean for marketers? Virginia Tech, along with the other top universities on social media, has proven that IGTV marketing can go a long way if you know your audience and understand how to tap into their emotions and interests.\u00a0<\/span><\/p>\n

But even more so, Virginia Tech\u2019s high-performing IGTV post is a lesson in user-generated content. The video wasn\u2019t highly produced and instead relied on the content that their future students \u2014 AKA their target audience \u2014 created themselves. Which also goes to show that as long as the content aligns with your messaging and audience, you don\u2019t need fancy video skills to create memorable IGTV posts.\u00a0<\/span><\/p>\n

theSkimm<\/strong><\/h2>\n

theSkimm<\/span><\/a> is a digital media company which began as a daily newsletter that sends its subscribers a rundown of the news they need to know each morning. The content is delivered in a bite-sized format so you can easily skim the news as you start your day. While the media brand has rocked the newsletter game for some time now, they\u2019ve also shown us that they know their way around Instagram, especially IGTV.\u00a0<\/span><\/p>\n

theSkimm\u2019s IGTV channel features a range of series that follow the same ethos of its signature newsletter, which is to deliver bite-sized and easily digestible content.\u00a0<\/span><\/p>\n

\"\"<\/p>\n

One IGTV series in particular, titled, \u201cTexting With\u201d is a Q&A style series that typically features a celebrity or high profile individual answering rapid-fire questions. While celeb content is attention-grabbing on its own, theSkimm\u2019s approach is engaging because it aligns with what their brand is all about \u2014 providing information in a quick and effortless way \u2014 and what their audience has come to know and love. Not to mention, the videos themselves are visually engaging thanks to well-branded graphics.\u00a0<\/span><\/p>\n

\"\"

theSkimm\u2019s IGTV series are well-branded and utilize celebrity content.<\/p><\/div>\n

You may not have connections to high-profile celebrities like theSkimm does (or, maybe you do \u2014 in which case, use that to your advantage!), but that doesn\u2019t mean you don\u2019t have access to people your audience wants to hear from. Tap into your influencer network, reach out to the brand\u2019s founders, or feature employees who, ultimately, are the real people behind the brand. The key to success with IGTV marketing is to make sure the content aligns with and amplifies your brand mission to increase your chances of it resonating with your audience.\u00a0<\/span><\/p>\n

Food Network<\/strong><\/h2>\n

Food Network<\/span><\/a> takes advantage of its trove of content (being a television network with loads of shows has its perks) and often repurposes it for its IGTV channel. With recent videos garnering views in the millions, it\u2019s clear that followers are engaged with what the food experts are offering. The video below had an engagement rate that\u2019s twice as much as the median engagement rate for IGTV.<\/span><\/p>\n

\"Food<\/p>\n

Food and beverage brands can take a cue from Food Network\u2019s IGTV marketing strategy by incorporating highly-visual cooking lessons or drink tutorials into their social content. This is a natural way to promote what you do while still offering helpful and educational content your audience can learn from.\u00a0<\/span><\/p>\n

Not a restaurant or food business with delicious dishes to center your content around? Marketers across industries can learn from the Food Network\u2019s strong repurposing strategy.\u00a0<\/span><\/p>\n

To follow this approach, consider what pieces of content have done well recently. Maybe you posted a Reel that received a ton of engagement. Could you expand on the subject with a more long-form video? Or perhaps you wrote a how-to blog post that received a lot of traffic. Turn those tips into a how-to or Q&A video for your IGTV.\u00a0<\/span><\/p>\n

\n Pro tip: \n<\/strong> Keep in mind that while IGTV allows horizontal content now, it\u2019s designed for vertical content. This means that if you\u2019re trying to repurpose a YouTube video, for example, be mindful of how it will be displayed on IGTV (scroll down to read more about size requirements).<\/div>\n\n\n

Lululemon<\/strong><\/h2>\n

One easy way to keep your IGTV channel active is to give your Instagram Lives a permanent place on your feed by turning them into an IGTV post. Lives are a great way to capture real-time engagement from followers, but not everyone has time to join when it\u2019s taking place. IGTV posts give those who weren\u2019t able to tune in live a chance to participate on their own time. One brand that does this well is <\/span>Lululemon<\/span><\/a>.\u00a0<\/span><\/p>\n

The athletic wear brand prioritizes community as much as it does wellness and movement, so it makes sense that they often host panels or discussions on their page. If you head to Lululemon\u2019s IGTV channel, you’ll notice that most of their posts from this year are actually Lives that have been repurposed into permanent content.\u00a0<\/span><\/p>\n

\"Lululemon

Lululemon turned an Instagram Live panel into an IGTV post.<\/p><\/div>\n

Not only is this a great way to extend the life of your content \u2014 you only have to coordinate one event or conversation but can post it multiple times in different ways \u2014 but you\u2019re also giving your audience options when it comes to how they want to consume your content.\u00a0<\/span><\/p>\n

If you\u2019ve experimented with Lives before but weren’t thrilled with the turn out, try turning it into an IGTV video to get more eyes on the content.\u00a0<\/span><\/p>\n

If you\u2019re satisfied with the live video as is, Instagram gives you the option to \u201cshare to IGTV\u201d directly after your Live has ended. But if you aren\u2019t that bold (hey, we don\u2019t blame you) you can also just save the live video, edit it, and then publish to IGTV later.\u00a0<\/span><\/p>\n

Quick tips for IGTV marketing\u00a0<\/strong><\/h2>\n

Feel like you\u2019re ready to create an IGTV series after seeing these brands rock their channels? Here are a few tips to keep in mind.\u00a0<\/span><\/p>\n

Discoverability\u00a0<\/strong><\/h3>\n

IGTV videos can be found on your page\u2019s dedicated IGTV tab and will show up as a one-minute preview in your follower\u2019s feeds after you publish it. This means you need to use the first minute to grab the viewer\u2019s attention and entice them to go to your IGTV to watch the rest. Keep in mind that Instagram\u2019s API only allows access to IGTV data for videos that are published to the feed. So if you want to accurately <\/span>analyze your IGTV analytics<\/span><\/a>, be sure to share it to your public feed.<\/span><\/p>\n

IGTV videos also show up in the Explore tab, which is another way to get your content discovered. In fact, <\/span>IGTV videos appear 4 times larger than photos<\/span><\/a> on the explore page. To give your IGTV an opportunity to get maximum visibility, it\u2019s important to ensure they\u2019re properly optimized.\u00a0<\/span><\/p>\n

Length<\/strong>\u00a0<\/span><\/h3>\n

IGTV videos must be <\/span>at least one minute long<\/b>. But given that the point of IGTV is to feature long-form content, your videos will likely be longer than that.\u00a0<\/span><\/p>\n

The maximum length they can be is:<\/span>
\n<\/span><\/p>\n

    \n
  • 15 minutes if uploaded from a mobile device<\/span><\/li>\n
  • 60 minutes if uploaded from desktop<\/span><\/li>\n<\/ul>\n

    Size<\/strong><\/h3>\n

    As far as video size goes, IGTV was designed for vertical video and should have an aspect ratio of 9:16. But the app also allows horizontal videos to be uploaded as long as they have an aspect ratio of 16:9.<\/span><\/p>\n

    Wrapping it up<\/strong><\/h2>\n

    IGTV may seem like a daunting post type if you haven\u2019t experimented with video much. But, as these brands have shown, there are ways to create stellar content without being a video pro or having extensive production resources.\u00a0<\/span><\/p>\n

    Like the rest of your channels, the key is to experiment, listen to your audience, and measure the results. By following the lead of these brands who are clearly getting their IGTV marketing right, you may soon find yourself with a brand that\u2019s far ahead of the competition.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    It\u2019s no secret that video content has become a higher priority for social media marketers in recent years, especially on Instagram. First with Stories, then with Lives, and now with Reels. But if you\u2019ve yet to dabble in Instagram\u2019s long-form video component, IGTV, now is the time.\u00a0 In fact, the …<\/p>\n","protected":false},"author":83,"featured_media":27959,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22,24],"tags":[],"acf":[],"yoast_head":"\nFive Brands Rocking IGTV Marketing | Rival IQ<\/title>\n<meta name=\"description\" content=\"These top brands prove that you don't need to be a video pro to rock IGTV marketing. 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