Home SMM IGTV for Business in 2019. Part II: How Brands Use IGTV, A Case Study

IGTV for Business in 2019. Part II: How Brands Use IGTV, A Case Study

by Mary Ivanova

 

IGTV for Business in 2019. Part I: What is IGTV

In the second part of our IGTV for business in 2019 guide we are looking at brands that managed to leverage IGTV for better user engagement and high view numbers. We’ve looked at Netflix, So Yummy, BBC News, Coach, Adidas, Sephora, and many other brands to learn how they use IGTV and their results so far. Check our findings below.

Go to part 1: IGTV for business introduction, comparison to other platforms like YouTube, Vimeo and Facebook Watch

While sharing IGTV posts to Stories and IGTV button in the Highlights have been available since last year, feed previews of IGTV posts only became available in February.

Following the introduction of the feature, IGTV video views jumped 3- to 10-fold, according to Later.

As we were exploring brand IGTV channels for this post, we’ve noticed a similar trend. If that’s not reason enough to start creating IGTV content right now, here are a few brand success stories with the platform.

Netflix

The streaming giant updates their IGTV channel with trailers for their shows and films and fun videos featuring popular actors.

One of the most viewed posts is Riverdale cast fun Q&A (currently at 2.2 million views):

Case Study: How Brands Use IGTV

This video on Netflix IGTV channel

Netflix’ first IGTV upload features the show’s star Cole Sprouse eating a hamburger.

It’s one hour long, has over a million views and almost 7,000 comments.

“This saved my life ,” commented one user.

One of the most recent uploads by Netflix is a video with another popular personality – Vine and YouTube star Thomas Sanders.

He takes on the Netflix Challenge:

Case Study: How Brands Use IGTV

This video on Netflix IGTV channel

What’s the secret of their success?

  • knowing their audience
  • fun content that’s easy to consume
  • tightly edited videos
  • free long-form content their audience is interested in

So Yummy

So Yummy provides its subscribers with handy video recipes:

Case Study: How Brands Use IGTV

Image from So Yummy IGTV

Here are view numbers for 10 most recent videos from the brand:

  • 2.5m
  • 5.2m
  • 2.7m
  • 787k
  • 1.3m
  • 6.3m
  • 4.5m
  • 3.9m
  • 2.7m
  • 2.8m

What’s the secret of their success?

  • high-quality closeups
  • good editing
  • ingredients listed on the screen
  • free long-form content their audience is interested in

BBC News

BBC News uploads news reports from across the globe.

The videos rarely get under half a million views.

Case Study: How Brands Use IGTV

Image from BBC News IGTV

What’s the secret of their success?

  • videos well adapted to vertical format
  • subtitles
  • videos tell a story and feature real people, depicting a problem not as a generalization but showing real examples

Procreate

Painting app Procreate uses IGTV to post handy tutorials.

They show how to use individual app features.

Uniform covers that help easily find content by title only without getting distracted:

Case Study: How Brands Use IGTV

Image from Procreate IGTV

What’s the secret of their success?

  • content meets the demands of their audience
  • high educational value for users of the tool
  • demonstrations are slow enough for newbies to catch on
  • subtitles added when needed to include additional explanations

Coach

Accessory brand Coach is posting videos featuring its brand ambassadors and runway shows:

Case Study: How Brands Use IGTV

Image from Coach IGTV

What’s the secret of their success?

  • launching an emotionally charged social campaign #WordsMatter
  • featuring brand ambassadors
  • new collection previews

Adidas

Adidas’ IGTV currently features videos within their She Breaks Barriers.

One of the most recent ones got 1.2m views as of this writing:

Case Study: How Brands Use IGTV

Image from Adidas IGTV

What’s the secret of their success?

  • videos adapted to vertical format
  • social campaign She Breaks Barriers
  • good editing
  • subtitles

Sephora

Beauty multi-brand chain Sephora shares product demonstrations and tutorials:

Case Study: How Brands Use IGTV

Image from Sephora IGTV

The brand’s videos used to get between 30 and 60 thousand views.

Their February 8, 2019, video got 1.5m million views, and since then their videos don’t dip below half a million views.

In fact, out of the 21 videos posted in the last two months only 6 have under 1m views.

Curiously, similar content on their YouTube channel is much less popular:

Case Study: How Brands Use IGTV

Image from YouTube

What’s the secret of their success?

  • addressing to the audience like a vlogger
  • unique content
  • useful, instructional videos with actionable advice targeted toward audience’s interests
  • being an early adopter

Raven + Lily

Accessories brand Raven + Lily shared short interviews as part of their Fall 2018 campaign:

Case Study: How Brands Use IGTV

Image from Raven + Lily IGTV

What’s the secret of their success?

  • providing content that’s interesting to their audience
  • videos adapted for vertical
  • featuring personalities their audience can be interested in

Later

Two of the brand’s latest GTV videos have garnered 8 and 14 thousand views.

Their feed videos get an average of 2-3 thousand views.

This update about IGTV algorithm changes got 14,980 views:

Case Study: How Brands Use IGTV

This video on Later IGTV

What’s the secret of their success?

  • colorful, intriguing video covers
  • unique content
  • addressing the audience directly
  • simple, useful tutorials

The takeaway

Content that works for IGTV includes:

  • tutorials and explainers,
  • entertaining content featuring personalities your subscribers are familiar with,
  • originally made-for-vertical content.

Instagram is constantly introducing new features to improve and promote IGTV, meaning that your content will become more visible as the platform develops.

Stay tuned for part 3 of our 3-part series on IGTV for business.

In the last part of the series, we will be trying out the platform ourselves and teaching you how to use IGTV and create video content for the platform!

Go back to part 1 (IGTV basics like video requirements and key characteristics plus YouTube, Vimeo and Facebook Watch at-a-glance comparison).

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