7 February 2020

The Impact of IGTV: Why now is the time to start posting

By Vix
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There are certain things that we get asked about a lot in our Facebook group. 

Instagram growth. SEO. Getting your first sponsorship. These are the sorts of topics that we see getting chatted about a lot, and for good reason! They’re all super important to us as creators. So, of course, we’ve made sure to include lots of information on these over the last few months in the hub.

However, one thing that we reckon a lot of influences overlook, or think of as something they may do in the distant future, is posting on IGTV.

As far as creating content goes, it just doesn’t seem to be the platform that’s at the forefront of a lot of our member’s minds. But we think it should be!

There are a plethora of reasons that IGTV may be the way to go for you and your brand. That’s why we knew we had to create a blog post all about the power of video content, the impact of Instagram and how this comes together to form the ultimate social media baby that is IGTV.

If you haven’t started yet, now may be the time to begin using the platform in this way, and we’ll explain why. 

Statistics about IGTV

The impact of video content 

There’s no denying that video content is huge.

And whilst most of you probably immediately think of YouTube in relation to videos online, it’s true to say that it’s a media that has infiltrated pretty much every social media platform. Whether it’s Instagram/Facebook Stories, a scroll through Twitter or even a mosey around LinkedIn as a way to look busy at work, you’re bound to come across a video at some point.

As such, companies know the power that video content has. In fact, it’s reported that 64% of consumers make a purchase after watching branded social videos. Which explains why so many brands are willing to funnel huge budgets into sponsorships that utilise video in some way.

In terms of unbranded content, it’s also said that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in a text. This makes video a brilliant tool for creators, who are looking to better get across their brand and to form a lasting, personal connection with their audience.

Couple this with the fact that 92% of mobile video viewers share videos with others, and this type of content not only allows you to create a lasting impression, but one that is much more likely to be shared with other people.

It’s like the influencer dream, right? 

The impact of Instagram

Just as there’s no denying that video content is huge online, there’s also no denying that Instagram plays a pretty hefty role in the world of influencer marketing. 

It was part of 93% of all influencer marketing campaigns in the last year. Pretty impressive, right?

However, it’s not hard to understand why. As well as being a visual platform perfect for promoting physical products, it is also an extremely popular platform for “normal” (not influencer or marketing) people. In total there are now over 500 million daily active users and those users are spending 53 minutes per day consuming content on the app.

That is a LOT of minutes in total that brands and influencers alike can try to make the most out of. Using the platform as either a company looking to sell product or as a person looking to create an income online just makes sense. 

By utilising IGTV, you get to benefit off this huge amount of users, without being limited to 15 second stories or the caption and image of a grid post. Instead, you can create some longer-form video content, for the following you have already developed and potentially a lot of other people that already use the app.

Your video could be a percentage of those 53 minutes, after all!

Looking to start working with brands? Sign up to our Free Resource Library for access to our 5 steps to working with your dream brand.

When video meets Instagram: Statistics about IGTV

As you can now hopefully see, by combining the power of video with the power of Instagram, influencers can tap into two of the most important aspects of the digital space in 2020.

And the time to get started has never been better than now.

The truth is, Instagram TV had a bit of a rocky start. Initially, users were only able to access the platform through an entirely different app. Getting people off the ‘Gram and somewhere new was no easy feat, and views and engagement levels were relatively low to begin with.

However, Instagram quickly introduced IGTV within the main app and created the feature that allows for the videos to appear in Instagram feeds and on the posters’ grid.

Following this, views skyrocketed. It’s estimated that they increased between 300% and a massive 1000% across the board! As just one of many example, one account – @thebucketlistfamily – got around 30,000 views before the switch. Afterwards this jumped up to 400,000! Impressive stuff. 

Thanks to the ability to now more easily share your videos, and the fact that IGTV posts auto-play in feeds, getting people hooked in and watching isn’t such a difficult task. Instead, it offers a brilliant opportunity to reach your Instagram followers, in the same platform, but in a new and interesting way!

There’s no doubt that people are cottoning on to how brilliant IGTV can be for marketing and it’s said that 26% of marketers are now using native Instagram videos such as IGTV. That’s incredible for a feature that was only launched in June 2018!

On the influencer side of things, it’s hard to say how much budget brands will be putting behind this aspect of the platform, but some pretty huge names in the industry have already been utilising IGTV for sponsorships: Victoria from InTheFrow partnered with Armani beauty, Grace Victory partnered with Always and Zoe Sugg collaborated with Daniel Wellington

We’re not suggesting that IGTV will be the be all and end all of your success as a creator. However, we truly believe that it can be a brilliant tool for connecting with your followers in a fresh way, on a platform that you have already had the opportunity to grow.

We also predict that more and more brands will be utilising IGTV in 2020, making it imperative that you build up a backlog of videos that show that you’re the right person for the job if an opportunity arises!

For more insights about all things glowing your IGTV, sign up to become a Grow & Glow member, to access our wealth of killer resources on the topic. 

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