Question: How much video marketing work have you been putting into your brand’s Instagram?


Lots, probably. Especially if your company is a very visually-led brand, or trying to reach a young audience demographic.


Next question: How much work have you been putting into IGTV?


If the answer to this is “minimal” or “what’s IGTV?”, these video marketing ideas for IGTV are going to be VERY useful to you.


Let’s start at the top.


What is IGTV?

video marketing IGTV hammock

The official line from Instagram’s press site is:


“A new app for watching long-form, vertical video from your favourite Instagram creator. While there’s a stand-alone IGTV app, you’ll also be able to watch from within the Instagram app so the entire community of one billion can use it from the very start.”


Short and sweet answer: IGTV is an extension of Instagram that hosts videos up to 10 minutes in length.


What do I need to know before I use IGTV for video marketing?

video marketing IGTV

When it comes to the ins and outs of using IGTV, we’ve read the manual for you (anytime, sweetcheeks) and pulled out the important tips for cracking on with Instagram’s latest toy:


  • Unlike Instagram’s traditional interface, IGTV works very well on desktop as well as on mobile. You can even upload via!
  • You can’t just repost your Instagram Stories to this – they won’t show up when you go to upload from your camera roll and uploads must be at least 15 seconds long anyway. You also won’t be able to upload your previous live videos either – they’re really pushing for variety.
  • Keep video titles short – they cut off around the 20 character mark.
  • Influential accounts with very large followings can upload videos up to an hour (!) long.
  • No subtitles required – unlike other social media platforms (particularly Facebook…), you don’t have to worry about viewers watching your material with the sound off. If they’re on IGTV, they’re prepared to listen, so think about what that initial audio is going to be.
  • All URLs in any video description are clickable. Do you hear that sound? It’s the sound of being able to track direct Instagram referrals from an individual video. HALLELUJAH!
  • Hashtags and comments work the same way they do on each IGTV video as they do on your main Instagram channel.


Video marketing strategy suggestions (that ANY brand can try!)


Conversations and interviews

video marketing IGTV conversation

If you’ve tried to conduct a video interview via Instagram stories or Instagram Live, you’ll be all too familiar with the pitfalls. The former limits you to 15 seconds a time (impossible for any real depth), the latter of course poses a constant risk of things going awry that are completely out of your control (that said, Instagram Live is still a really engaging way to connect with your followers. It’s just that now IGTV is in the mix, you can try riskier creative ideas without any real… well… risk).


Snappy but uninterrupted interviews are now possible thanks to IGTV. So whether you’re keen to show off your team’s expertise by interviewing them or are working with an influencer who’s happy to spend some time on camera connecting with your audience, longer videos mean better, meaningful conversation. And goodness knows we could all do with a dose of that.


Tutorials and scripted videos

video marketing IGTV tutorial

IGTV leaves you in the unique position that you don’t have to build your audience from the ground up – whoever follows your main Instagram is automatically following your IGTV too, they’re not separate. So, safe in the knowledge that your audience already know a certain amount about you and your product/service, start teaching them how it works!


Take them through filmed screens, tell your story and show them the result of buying what you sell. The benefit of clickable URLs holds the potential to make direct sales from this kind of video – just remember it needs to work in the portrait orientation.


Diary entries


IGTV is a perfect length to get a little touchy-feely. If you’re tracking a piece of work or some personal progress, approach it like a diary entry and really open up to your audience for a few minutes. Connection, after all, is key.


Games and quizzes


Inject some fun into your brand AND educate your audience with gameshow style videos or a weekly quiz. Let your audience play along with you and watch the returning views come rolling in!


Create a spin-off

video marketing IGTV lady presenters

You know how Bake-Off has the Extra Slice show and The Apprentice has You’re Fired? Well, why not create your very own brand spin-off show on IGTV? With some ready wit, creative planning and a wicked presenter, you have here a very easy way to bring your audience into the juicy extras that no one else has been able to see yet.


Perhaps this one is best if you’re in the entertainment or events industry. But come on… we know you’re just a little bit excited about the creative potential of this one.


Start your own independent TV channel

filming corporate videos in your office interview

Yes, you read that right. Ok, so it’s not a premiere slot on Sky One or anything, but running your IGTV (and your YouTube, for that matter) like your own TV channel is a trend that’s starting to blow up in the video marketing world, as data shows that by 2020 we’ll be consuming more online video hours than we do traditional TV. That’s big news, and getting ahead of that trend right now could be quite a game-changer for the future of your brand.


Looking to kick your video marketing up a notch and start using IGTV? Get in touch with us – we’d love to put some of these ideas into action.