IGTV seems to have made a comeback after its somewhat lackluster reveal back in 2018, as Stories came out around the same time and those took off. Now, many brands are incorporating organic IGTV content by using the Feed to post shorter teaser videos and then linking for longer form visual content on IGTV.
While there isn’t yet a formal plan for ads in this placement, Instagram did unveil a beta program to select creators in May of this year so that they can begin monetizing their IGTV channels.
Image via Sephora and Adweek
One great example we have seen is the athleisure company Lululemon running 20-minute yoga sessions with an instructor, so you too could watch and practice yoga for free. Of course, the instructor was wearing their apparel, and health and wellness are on brand for them, but they did not do a hard sell for their products. The goal is to engage users and develop a relationship with them by offering complimentary, relevant, feel-good content, that also helps with your well-being in real life. People that feel good also tend to be more inclined to purchase something that looks good when they see someone wearing it well on screen.
Image via Lululemon
Think of the types of long- and short-form content you can promote here. Test it out and see how it fares for your brand, and start having discussions with your teams and your clients about what ads may look like here, as we can most likely expect Facebook to launch in-stream video ads within IGTV in 2021.
2. Diversify your paid social channels beyond Facebook
While this isn’t exactly news, and many of us are already actively testing various paid social platforms, it now seems that diversifying where you advertise is even more important. Earlier this month, Facebook suddenly experienced a mass outage where ad accounts and ads were getting disabled without notice or valid reason. With Twitter Tweet
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