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How to use IGTV as a marketing tool for Travel and Interiors brands?

The use of video is hugely important in social media. According to Cisco, by 2021, mobile video will account for 78% of total mobile data traffic.

Video allows brands and influencers to be concise and capture interest in only a few seconds. It allows them to condense information into easily digestible snippets which is sure to attract attention - providing the video is short enough to leave viewers wanting to learn more.

What is IGTV?

In short, it's essentially Instagram's own version of Youtube. It works as its very own stand-alone app and also integrates within Instagram's original app. IGTV allows users to create and share videos that are up to an hour-long, which is significantly longer than videos created with Instagram which are still capped at 60 seconds.

IGTV videos are designed specifically for viewing on mobiles, meaning that they’re all vertical and full-screen experiences like Instagram Stories. Other users can leave comments on videos and like them, and this interaction will be visible to other users.

How to discover new content

Videos automatically play one after another using personal recommendation, which is a great feature to keep people watching and engaged before they have a chance to click away, unlike on Youtube.

On the IGTV app, users can choose which content they would like to view:

  • For you (based on your interests)

  • Following

  • Popular

  • Continue watching

A case study:

We recently worked with influencer Ruth Preston who created an IGTV video of her press trip to our client Raithwaite Sandsend. You can view it here:

Ruth has cleverly sped up her video clips in order to create a short vlog of her stay at Raithwaite Sandsend. She has also added captions with details which her followers might like to know.

Was it successful?

With 3,416 views, this equates to around 27% of Ruth's overall following (12.6K at the time of writing). Bearing in mind the average reach rate for Instagram Stories is around 7.2% of your following, this proves that IGTV is a hugely successful way of reaching a wider audience and a great way to boost follower numbers.

Although unlikely to replace Youtube anytime soon, IGTV is a great way to see more creative and lengthy content from your favourite brands and influencers, including those who you may not have previously heard of.

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