It's been getting a bit crazy on Instagram of late. The IGTV platform feels like it's been talked to death already and it's barely a week old. Now the proverbial dust has settled what is it all about and is it truly the game-changer everyone is making it out to be? How can you monitise it and how do you edit you videos for the IGTV vertical format?
I'm still unsure, what is IGTV?
IGTV is a standalone app and one that can have integrated into your Instagram account. You can upload videos up to an hour long if you have a verified account. Although I believe there are some hacks or ways to get around this limitation for non-verified accounts.
For those minnows like you and I we will be restricted to 10 minutes. Which is plenty of time for a vertical video. (We'll talk about the vertical video problem/solution later).
It will certainly enhance the sales of Gimbals as the jittery homemade videos will soon get tiresome, much like all the found footage movies did after The Blair Witch Project.
It will certainly separate the men from the marines when it comes to video content because you'll need to be a bit more clued in with editing, creating ideas that doesn't just involve 15 seconds of you filming yourself blowing out a birthday cake.
Ten minutes might be a very long time for people with so few ideas.
Will using IGTV benefit my business?
You bet your ass it will. Imagine having an hour long video platform where you can demonstrate your products to your audience, of course there is also LIVE for that but let's be honest, what brands really use that? It also helps brands or Influencers who do not currently have a presence on YouTube target their audience on Instagram with more engaging video content.
There are insights available for your IGTV video. So far IGTV insights include: Views, Likes, Comments, and Average percentage watched.
There's even a handy chart to show you the points at which video viewership increases and drops.
How do I edit IGTV videos for a ten-minute format?
Well this is where you need to get that big brain a'cookin’. Firstly, lets talk about the editing. As IGTV presents videos ONLY in vertical format then any new videos you shoot for IGTV should be filmed in portrait but make sure there is enough resolution left after the cropping.
It would be great for a horizontal format to be introduced but for now make sure every time you film something with your cameras you need to keep the object in the middle of the frame. As we're the guinea pig generation for this new format then I wouldn't start hiring out film crews or studios just yet.
I'm going to film everything on my Sony A7Sii, then import the videos to my iMAC and edit them in iMovie or FinalCut. For this demo I'll use iMovie, so this is how to create a video for IGTV from scratch:
1. Film your subject in portrait NOT landscape. Copy from your SD card to your iMac. Open iMovie, create a new project "IGTV Test" and import the video into the project. Even if you've filmed in portrait, iMovie will rotate the content to display in landscape...don't panic.
2. On the top right-hand side in iMovie, click the "Cropping" icon, then "Rotate the clip clockwise" until your movie displays in portrait as below.
3. Edit your video as you would normally and save to file. If you are using Airdrop to transfer the video from your iMAC to your iPhone then save in 1080p although I do believe that IGTV supports 4K resolution.
4. Then simply open IGTV and upload your movie. Remember that on IGTV you can add URLs in the description and they become clickable links --> use this format https://www.hawkinsandshepherd.com/
I haven't had the chance to experiment with including music on the videos. Currently IG stories can be uploaded with music, (royalty and non-royalty) but posts on the home feed that contain music that require royalty fees, get taken down almost instantly.
According to Digitial Music News it looks like Instagram is also working on layering music into Stories. This is still at the rumour stage, though monetization would likely include both background music and intentionally added clips.
I'm a blogger/instagrammer, what are the best videos to upload to IGTV?
I already uploaded one of me working out in KOBOX. I can imagine fitness vids and instructors making huge use out of this.
What will this do for all those fitness apps out there like Tabatas that you need to subscribe and pay for to see this kind of content? They'll need to rethink their model that's for sure.
We mentioned product demos but I think Unboxing videos will be great for this. Unboxing vids on the stories is tricky, and boring because it takes 15 seconds just to get the damn sellotape off.
How about doing content that no one can get on any of your other platforms? Imagine a news release or a giveaway code for a product?
Recently I thought David Haye missed a massive trick. He announced his retirement on his website with a very thorough and well thought out blog post.
Then he just reeled it all off on an Instagram vid for those that he said 'can't be arsed to read'. I mean there's repurposing content and there's just killing all the emancipation.
Why should I move over to IGTV?
When a new platform is started, there is an opportunity for content creators to get noticed. New platforms lack content so there is a greater chance of your content getting noticed.
When it comes to bright and shiny new things people are in “exploring mode” looking for people and content to enjoy and follow. Which makes it much more likely for your content to become popular.
Also we're migrating more and more to our phones. The IG blog highlights that “by 2021, mobile video will account for 78% of total mobile data traffic" and that they’ve “learned that younger audiences are spending more time with amateur content creators and less time with professionals”.