Inspiring videos on IGTV: learn from Ajax, Sephora & Jägermeister

Inspiring videos on IGTV: learn from Ajax, Sephora & Jägermeister

Door Maud Olieslagers
Since its introduction in June 2018, IGTV has been trying to run with the big boys - well, more like one big boy: YouTube. With the relatively new platform, Instagram is stimulating users to watch long-form, full-screen videos within the platform. But does it really work? Read along to find out the answer.

Derived from an article previously written for Frankwatching.
 
Almost one year after the launch of IGTV, only a handful of brands in the Netherlands have tried their luck with IGTV-optimized content. However, when it comes to generating awareness and conversion, there is still a wide range of opportunities to be explored – especially with the arrival of new, exciting functions, like the support of horizontal videos.
 
Getting your audience there
With IGTV, one of the main hurdles for businesses and content creators to overcome is generating enough views. To stimulate the number of views, Instagram has expanded the functionalities of IGTV. For a while now, it’s been possible to share a clickable photo preview of your IGTV video in your story. With the added possibility of previews for your Instagram feed, with a length up to 1 minute, more and more people will find their way to your IGTV video. If you manage to catch the attention of your audience within that 1 minute, the user can easily click through to your IGTV channel. We’d say that’s a pretty easy way to generate views, right?
 
Landscape mode does it
With the addition of horizontal video, IGTV has become even more interesting for businesses and brands. Instagram chose to add this functionality, because they noticed a lot of users still prefer watching long-form video in landscape mode. This actually isn’t surprising at all: based on the proximity of our eyes, it’s easier to register a landscape video compared to a vertical format. Going from left to right, we can process visual information better, in comparison to information shown from top to bottom.
 
With these new possibilities, we foresee a growth in the usage of IGTV for businesses. Below, we will show you 3 inspiring examples of brands that already use IGTV, just like you should.
 
Ajax
 
IGTV_inspiringvideo_Ajax
 
Last season, many Dutch people followed Ajax closely in their European football journey, closing the team in their hearts. To keep the story about the club and the boys going, IGTV turned out to be the perfect channel. As one of the first Dutch brands, they jumped in on the new feature for horizontal video content. This resulted in the best-watched video of Ajax (#ClassOf2019) on IGTV: a horizontal video with more than 800.000 views. Just to emphasize its success: this is 3 times the number of views on YouTube. I bet you’re starting to rethink that IGTV strategy right about now?
 
Jägermeister
 
Blog_IGTV_Jagermeister
 
For summer, Jägermeister wants to grab the attention of their younger audience with their new Coolpack. And what works better for this kind of audience than influencer content? Throughout the summer, Jägermeister will fire summer dilemmas at selected influencers, via a series created especially for IGTV. Dutch influencers Nellie Benner and Pleun Bierbooms already have been put to the test, with Jägermeister boosting the videos via their feed. Besides that, they can expect traffic from the collaboration with influencers. To give the content a final push, Jägermeister announces the new episode via their Instagram Stories a few days in advance, which creates an extra buzz. Not too shabby!
 
Sephora
 
IGTV_Blog_Sephora
 
A last – and really good – example of a brand that has fully embraced IGTV, is the French beauty giant Sephora. What do people look for when it comes to beauty and make-up? That’s right, product demonstrations and tutorial videos – and that’s exactly what Sephora is using IGTV for. For IGTV in general, beauty and makeup are content favorites and the battle between IGTV and YouTube is on!
 
For Sephora, IGTV is clearly the way to go: Sephora’s videos on IGTV receive an average of 500K up to 1 million views each. On YouTube, Sephora has an average of 7K views. Understandably, Sephora optimizes its video content for IGTV, having found a perfect way to tell more about their product in longer formats, as well as showing their expertise through tutorials.
 
The main takeaway from this blog? IGTV certainly is a place to tell beautiful, strong, inspiring brand stories, just as long as you focus on the relevance of the content and you make it “easy to find”. Want to know more about the possibilities for your brand on IGTV? Let’s have a coffee and we’ll catch you up!

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