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IGTV Views are Suddenly Skyrocketing: Is It Finally Becoming Cool?

IGTV Views are Suddenly Skyrocketing_Is It Finally Becoming Cool

In July 2018, Instagram announced a new platform that would “change the social video landscape” forever: IGTV.

Standing on a stage with influencers and YouTube celebrities, Instagram founder and former CEO Kevin Systrom declared that it was “time for video to move forward and evolve.”

Vertical video was the future and it was time for everyone to get on board with IGTV, the next big thing and expected rival to YouTube.

But the IGTV hype did not last long, and low views combined with the extra effort of creating vertical video led many creators and brands to abandon ship and write off the channel entirely.

The original IGTV launch partners didn’t last long either, creating only an average of 5 IGTV videos each before leaving to stick with their bread and butter: YouTube.

Despite its initial lackluster stats, some brands have excelled and invested heavily in IGTV production, and Instagram hasn’t given up on their mission to get people to actually watch IGTV videos.

Just last week, Instagram announced that IGTV previews would now appear in the regular Instagram feed, along with videos being shared to Instagram profiles. Since that change, views on IGTV videos have skyrocketed across the board, increasing by ~300-1000%, providing a strong indicator that IGTV isn’t dead yet.


IGTV: What Went Wrong?

Given the success of Instagram Stories, when IGTV first launched in June last year, expectations were understandably high. But it didn’t quite deliver the “game-changing” experience that many predicted.

Unusually, Instagram has been slow to bring in new features or comment on their new channel’s growth.So where did things go wrong?

 A steep learning curve

Thanks to Snapchat and Instagram Stories, businesses have had plenty of time to get familiar with vertical video. But there’s a big difference between creating a 15-second story in vertical video, and creating a highly-produced 20-minute video with music, transitions, video effects, and more.

This partly explains why IGTV’s numbers have been so low: long-form video content is still new territory for most people.

Even if you have stepped up from the amateur video producer ranks on YouTube, IGTV is a whole new playing field. It’s a steep learning curve and it takes dedicated resources and time to master. 

Instagram co-founder Kevin Systrom acknowledged how challenging the new format is for brands in an interview with TechCrunch, noting that: “One of the things I like most about [IGTV] is that it’s actually fairly difficult to just take videos that exist online and simply repost them. [It] basically forces everyone to create new stuff.”

This idea of IGTV as a marketplace for fresh content is great, but it also creates barriers. Not everyone is willing to take a leap of faith and spend hours creating unique content for IGTV, especially given the channel’s weak viewership.

And that’s true for professional content creators as well. When we break it down, it’s about effort versus reward: does it really make sense to spend “x” number of hours shooting and editing a video that (probably) won’t perform well and can only be published to one channel?

 Lack of monetization options

Money-making and revenue-sharing features on IGTV are non-existent at the moment, giving creators even less of an incentive to join the platform. Whereas popular YouTubers can make anywhere from $3 to $10 per 1000 video views, Instagram doesn’t pay a dime for IGTV content.

This is problematic.

According to Ashley Yuki, IGTV’s head of product, all of these concerns are on Instagram’s radar. “It’s a very important area for us,” Yuki said in an interview with Variety. “It’s super top-of-mind for us because we know it takes a lot of time and effort to create this kind of content.”

Top of Form

Bottom of Form

Poor search functionality

IGTV is clearly a tough nut to crack for creators, but the app is also lacking from a usability standpoint.

The biggest complaint? IGTV’s search functionality.

Videos on IGTV are shown to users based on their interests, followed accounts, and most popular videos. Systrom likened the experience of opening IGTV to turning on the TV, which is one of the reasons that videos automatically start playing when you open the app.

But unlike turning on the TV, you’re not able to search for shows on IGTV, only channels.

There is a search bar, but it will only show you results for profiles, not videos, and there’s no

option to search for content based on genre, topic, or even title!

This makes content discovery next to impossible

The same is true for playlists on IGTV. At the moment, there isn’t a way to compile all the episodes of a series in a single playlist. As a viewer, this makes finding the content you want to watch unnecessarily difficult.

Adding the ability to create playlists would be useful for IGTV series that carry a narrative from one episode to the next, and they would also make older videos more discoverable.

 Disconnect from the Instagram app

One of the biggest reasons for IGTV’s initial low viewership was its disconnection from the Instagram app, which made it difficult for brands and creators to convince their followers to leave the Instagram feed experience in order to watch an IGTV video.

When it first launched, the only way to access IGTV from the Instagram app was by tapping on the small IGTV icon at the top of the home screen.

If you happened to miss that button (which is very easy to do) and avoided downloading the standalone IGTV app, you’d be none the wiser.

It was up to the brands and creators to try and inspire a behavior change from Instagram users, which proved to be too difficult a task.

Enter Instagram’s latest power move: showing IGTV previews in the regular Instagram feed.

Instagram introduced the option to share 1-minute previews of your IGTV videos to your Instagram feed and profile, and it’s already making a big impact on the channel’s viewership numbers.

Since the new sharing feature was introduced, everyone seems to be finding a huge increase in engagement and views on their IGTV videos. Take @thebucketlistfamily. They averaged around 30k views on their IGTV videos before the update. Their most recent IGTV? Almost 400k views.The same is true for @sephora. The cosmetics brand averaged around 60 to 80k views per video before the update. Now they’re getting over a million!

Sharing previews your IGTV videos to your feed and grid makes your content discoverable — something that was truly lacking in IGTV’s structure before the new feature launch.

It boosts the visibility of a video, it’s a better experience, and ultimately it’s easier for your followers to find your IGTV content. And it’s clearly already working to increase views for brands.

 The Brands Succeeding on IGTV

Despite its growing pains, IGTV still holds a lot of potential for brands to engage with their followers through video on Instagram. There are thousands of people who use IGTV every day, and many brands are thriving by posting and creating content specifically for IGTV.

Some prominent video creators have continued to invest in IGTV and make it their priority for social video marketing — people like @johnmayer, Lilly Singh (@iisuperwomanii), and Jayden Bartels.

For brands skeptical about IGTV, they only need to look at the businesses who are finding success on IGTV.

Take @thefader for example. The music and lifestyle publisher has shared nearly 60 videos to IGTV, often getting hundreds of thousands of views.

According to Juliana Pache, The FADER’s social media director, in order to get that kind of traction, their team works closely to plan effective rollouts, including optimizing their clips to make it easy for their audience to find the content.

“While for YouTube it’s important to have an SEO hook for titling, IGTV is purely a social play, so a captivating headline and thumbnail are really important,” says Brock Cardiner, director of content strategy at Highsnobiety. “Retention is also important and the audience on IGTV seem to prefer shorter video content, circa 2 to 5 minutes.”

Overall, it’s safe to say that opportunities on IGTV do exist for brands and creators alike. But it takes time, consistency, and sharing to your Instagram feed.

IGTV: Only Time Will Tell

As far as Instagram is concerned, IGTV is here for the long haul. And as we’ve already seen from their new sharing feature, even small changes can have a big impact.

For a company with seemingly infinite resources, Instagram has been fairly quiet about IGTV ever since its launch. Perhaps they, like us, were waiting to see how it would take off and how brands and businesses adapted their content to suit IGTV’s needs. Maybe Instagram hoped that IGTV would grow organically and that IGTV would somehow become “cool” on its own.

One thing is clear: the decision to share IGTV videos to the main Instagram feed has resulted in a massive increase in IGTV videos.

Instagram doesn’t tell you how many of those viewers have clicked to continue watching after the 1 minute in their feed, but it’s an encouraging update that has seemed to breathe new life into the video sharing platform.

Only time will tell if it will live up to its promise of changing the social video landscape forever.

To view the full article, go to https://later.com/blog/igtv-views/

Social Media Management

Social Media has infiltrated nearly every aspect of our lives 

Social media is constantly evolving and has infiltrated nearly every aspect of our lives – keeping up with it isn’t an easy task. Of course, social media isn’t just for personal use -it has become an integral part of digital marketing and can help a business develop from a start-up into a smooth-running machine.

Social media marketing is all about communication.  According to industry legend, Neil Patel, “Social media marketing is the process of creating content that you have tailored to the context of each individual social media platform in order to drive user engagement and sharing.”

Facebook has 2.320 billion users by the end of 2017 and even though there are currently over 7.5 billion people in the world, one in four people have a Facebook account. Patel claims that Facebook is quite literally taking over the world and that in some ways, it is a country of its own. With so many active users on a daily basis, social media presents a prime marketing opportunity.

That’s only Facebook and it’s worth noting that each platform is different in that they each require their own strategy. One thing remains the same, however, the content. Content drives each social media platform. In Neil Patel’s article, Social Media Marketing Made Simple: A Step-by-Step Guide, he unpacks some key social media terms. We have summarised them here for you:

Content: Content is whatever you are posting on your social media profiles. This includes text, videos, and images. Each social network requires different forms of content meaning that what you post should be tailored specifically to each platform.

Hashtags: Incorporating hashtags into your posts have become a very common way of adding meta information on nearly all social networks. Twitter, Facebook, Instagram, and Pinterest thrive on hashtags which lets you describe the topic of your content or mark it as part of a current trend.Hashtags make content easier to find and share – especially if it’s part of a trend.

Shares: Shares are considered the currency of the social media world, they are all that matters. While “likes” are also important, you want people to pass your message on.

Engagement: Engagement just means that other users see and interact with the content you share on social networks. This includes liking, commenting on and sharing your posts.

Fun fact: Nomophobia is the fear of not being near your mobile phone. 

In another article, Social Media for Business: A Marketer’s Guide – by Saige Driver. Driver explains that not every social platform in a good fit for every business, businesses need to invest in the platforms where they are most likely to reach their target audience. Here’s what you should know about each of the most popular social media platforms:


Facebook can be used to share any type of content from photos to important business updates. With a business account, you’ll be able to access various advertising and analytics tools. Having a business page also enables you to highlight operating hours, contact information and the products and services on offer.


With Instagram gaining popularity, it’s important to note that the platform is almost entirely mobile meaning that you can’t create or upload content from your desktop. Artists tend to do well on Instagram as they can take photos and upload them on-the-go with their mobile devices. It’s important that whoever runs your page has some basic photography skills and a keen eye for detail.


Twitter is the ideal platform for posting short updates about your business or sharing links to longer content such as a blog. Twitter has a character limit of 240 characters but also allows the sharing of multimedia content, links, and polls etc. Driver suggests that if you’re a highly visual business or if you don’t have a blog, you may want to skip Twitter. All in all, Twitter is a great platform to quickly spread the word.

Watch: How to Start Social Media Marketing (4 ESSENTIAL Tips for Beginners) – By Neil Patel

If you would like to learn more about the fast-paced world of social media marketing, take a look at our Social media marketing short course here: https://www.immsc.co.za/online-course/social-media-marketing-short-course/