Let’s take a look at the some of the platforms paving the way for original video content:
Marketers should consider IGTV a test & learn opportunity, especially if:
- The ), that has access to the creative resources necessary for long-form video storytelling. Example: Huckberry. has an existing, well-defined video strategy (owned or in collaboration with
- The has a robust Instagram , particularly in verticals where long-form is a proven performer on other platforms (look to YouTube, podcasts for insights): food (cooking), beauty (tutorials), gaming (reviews, e-sport coverage), fitness (routines), fashion/retail ( /review/exclusives), travel (extreme / exclusive experiences), /entertainment (bts, AMAs, watch parties). Example: Sezane, DanniJo.
that are highly engaged with partnered influencers’ or creators’ (10k+ ) Instagram Stories.
Benchmark users’ behavior based on Stories metrics: Forward, Back, Replies, Exited, Next Story, Link Opens to get an initial understanding of the type of . Example: Brighton Keller for Nordstrom. and length of video that would be most relevant to your
To get started with IGTV:
- Repurpose existing video programming or high-performing (relevant) Instagram Stories to start, editing as needed for 4:5 vertical format.
- Think of Instagram Stories as IGTV pilots. Use insights from high-performing Instagram Stories as indicators of and consumer interest and business value, first collaborating with creators to brainstorm and then rapidly test ideas for longer-form programming. Start testing incremental IGTV programming and recurring segments, incorporating multiple feedback loops by leveraging IG Stories and polls in tandem with IGTV programming to better understand ‘ preferences.
Despite Instagram’s major IGTV launch, YouTube still remains the king of video – after all, YouTube is the world’s second largest search engine and third most visited site after Google and Facebook. YouTube has not only introduced a slate of ad-supported Originals programming from Hollywood talent and creators to its NewsFronts presentation, but it has also announced partnerships with third-party tools like MOAT and Nielsen Catalina Solutions that enable to measure the effectiveness of YouTube campaigns in terms of viewability and sales lift, among other metrics. Consider this the impact of the “Marc Pritchard Effect,” and why he’s willing to give the a second look. Lastly, YouTube has also introduced new monetization tools, helping creators to generate revenue in areas beyond advertising, like subscriptions and merchandise.
Influencers, however, have quite a different opinion of YouTube. According to Mavrck’s Influencer POV Report, YouTube came in last in the influencer use rankings. Only 33 percent of respondents use YouTube as a way to engage fans and , and the average likeliness of recommending YouTube to other influencers as a way to engage fans and is 5.5.
Make it Work
Regardless of which is “winning” the video war, (both long- and short-form) continues to be an opportunity for to engage with and relay information. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. Not only do videos grab people’s immediate attention, but they keep it – videos get 1,200% more shares than text and images combined. After an influencer shares, likes, or comments on a video, 59% of people said they are more likely to watch it. And with so many platforms investing so heavily in original , the help of influencers and will be required for to create a high volume of authentic cost-efficiently. If you want to engage and relay information, video is an effective method.
Experiment with video of all shapes and sizes – With the possibility of a long-form video revolution on the Instagram horizon, brands should begin working with influencers to experiment with this new length. Brands can think about working with influencers to hold sessions like Q&A’s, tutorials, webinars, or IGTV exclusive segments. Then, use the link-out option to repurpose IGTV across multiple touch points.
Rely on video curation from influencers – With platforms like YouTube releasing new tools that allow for video testing and measurement, brands should be leveraging influencers for creation, co-creation, or just ideation or feedback.