Meenakshi Krishnan — June 22, 2018 — June 22, 2018
The dynamics of marketing need to change with the changing velocity of customers’ preferences. Customers are the lifeline of any business. Building stronger connections with potential customers are imperative to the success of any business today. One of the prime strategies that several brands adopt in these years to build connectivity with their customers is video marketing. Brands are broadening their scope quickly with social video marketing.
Platforms you can consider for social video marketing
- YouTube
- Snapchat
But, the latest to talk about is vertical video canvas which Instagram is offering by the name of IGTV.
With 1 billion users, Instagram is rightly tapping this opportunity. The company’s IGTV is all set to capture a massive and powerful draw. Businesses can take total advantage of this facility to boost their precision.
“IGTV is yet another advanced video marketing science that can shape the substance of your business”
What is a Vertical Video?
It is a full-screen video creating facility; mobile first; super simple and intuitive and vertical. Above all, there is no limitation to one type of content or format. IGTV is the new vertical canvas video app available both as a dedicated standalone app and accessible from a button inside the Instagram app.
How does it work?
As soon as you open the app, just like a TV, videos start playing right away and there are channels created by the creators. Interestingly, anyone using the app can be a creator! Facilities to comment, like and share videos with friends are available too. Users have the facility to access four different categories for the videos: For You, Following, Popular, and Continue Watching. Also, users can get callouts from the IGTV button alerting them to new content.
How can you decode this opportunity?
For businesses, the potential of vertical video is going to be endless as there is huge space for your creative possibilities. Once you create your channel and upload videos, you are set to connect with and inspire your community.
Before you post a video to IGTV, you need to create your own channel which you can do either from the Instagram app or IGTV app. By tapping “Create Channel” from the app, you can create your channel by easily following the on-screen instructions. You can also create your channel from the web. Once your channel is ready, you can easily upload Video, add description, title, and also choose to share to a Facebook Page. Your video length can be anywhere between 15 seconds to 10 minutes to even 60 minutes long. Creators have to just ensure that the videos they create are in MP4 file format with a minimum aspect ratio of 4:5 and maximum of 9:16. Videos can be up to 3.6 GB.
Businesses need to Prioritise this Space
Approximately, 90% of consumers say video can assist them towards making buying decisions. With no clear horizon for content, directing your audience towards this interesting and emerging space is going to be so simple. So, go ahead and make use of this facility to create new perspectives for your audience to engage with your brand. Kris Merc, Illustrator and Animator believe this facility as a new set of challenge and a different way of looking at things. Vertical makes more sense according to Kris.
- You can create a grid to show different angles of a product
- Split the screen to tell two separate yet connected stories at once
- Guide viewers attention to any specific part of your video
- Use Overlays
- Add texture
- Add depth to your content
The possibilities are endless.
Tapping the younger generation of consumers is going to be just easy
Smartphones and vertical video are capturing a huge segment of the video-watching population these days. Several subscription services like Netflix now engage their audience with vertical video from mobile devices.
The younger generation of consumers is explicitly consuming mobile videos. Reports indicate that 47 per cent of the millennials and Gen Xers do not watch TV these days. Instead, they consume video content from apps and smartphones. Marketers have to think to make the most out of this as this category of consumers plays a greater role in the future business. Brands can easily take off with video facility from apps like IGTV. Building engagement is going to be quick and easy with such conversational content.
To Wrap
Right from building customer relationship until product promotions, video stands as a powerful tool in a marketer’s arsenal. Mobile video consumption is rising and nearly 96% of B2B organizations are using video in their marketing campaigns. Video content published by brands on social media apps drives better engagement and huge response rates. One minute of video content has great potential to influence buyers. YouTube, Twitch, Amazon’s live-streaming service are some of the other options for brands, but they are still horizontal. Instagram’s IGTV stands as the new and attractive entrant into this space with vertical canvas. Go for it brands!
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