Ready to make an IGTV series?
With creative titles, topics, and a subscribe button to be notified when new content is released, it's easy to see why brands are following the trend.
With IGTV growing in popularity, creating your own video series could be an excellent way to reach new audiences, increase your engagement, and even get leads!
Ready to start?
Below is how to start an IGTV series in four easy steps. Plus, we'll cover all of the tips and tricks we learned from launching our own IGTV video series!
Why make an IGTV series in 2021?
Like most new things, when people first launched IGTV in 2018, people didn't really know what to do with it. Was it for creators? Brands? Normal people? And what about vertical video?
Basically, IGTV had an identity crisis.
However, as Instagram continued to invest in IGTV and add new tools and features, a pattern emerged.
Instead of regularly producing one-off videos, companies and developers have started creating TV-like “episodic” content that focuses on a specific topic.
To take LululemonBoob Truths. The series contains weekly sections on a single topic (e.g., how to find the perfect fit for sports bras) and is cohesive in terms of set and format.
We even started our own IGTV miniseries called Screen time with later Here we've rounded up the week's top trends, cultural moments, and social media news!
Why are so many great brands jumping on the IGTV series?
Well loud Mel BrittnerLater's social media strategist is one of the biggest perks for brands that your audience will get used to coming back to your profile.
"When it comes to episodic content on IGTV, and you can get people to return to your profile, eventually you'll be part of their weekly routine – just like people listen to TV shows." Says Mel.
"Basically, it puts you in the driver's seat. When people purposely come to your profile to watch your latest episode, you are no longer at the mercy of the algorithm."
Are you thinking about starting your own IGTV series? This is how it works in 4 steps:
Step 1: make a plan
One of the first steps in developing an IGTV series is deciding what your series concept will look like and how it will be executed.
Since you are sharing multiple videos, you need to develop a “repeatable” theme and style – something your audience won't get bored of.
So, take some time to think about what your audience wants to see and how you can break them up into episodes.
If you have trouble defining a concept, Jon YoushaeiIGTV's product marketing manager suggests using Instagram stories for workshop material.
Since Instagram Stories vanish in a day, you can test out different ideas, formats, and sketches before taking the time to convert them into an IGTV series.
"This is a lot more powerful than just guessing what your audience wants to see, spending a ton of time producing video, and then letting it fall flat because your audience didn't feel it," says Jon.
Once you've figured out your concept, the next step is to create a brief description.
Your goal here should be to pinpoint the details like budget, resources, creative direction, and schedule – try to be as detailed as possible!
This will give you a clearer idea of how much lead time you are working with and what size the video series might be.
To make it easier for you to start your IGTV channel, we sat down with Jon Youshaei, IGTV Product Marketing Manager from Instagram HQ for his best tips on building a successful IGTV strategy! Here's what we learned:
Step 2: storyboard + script of your IGTV series
So you have a great idea for your IGTV series and you can start creating content. Great!
However, before you start recording your video, make a quick storyboard to show the details and make sure it all comes together nicely.
Storyboarding before you start creating content will help you plan camera angles, settings, props, actors, effects, length, and other important details.
When you talk about video length, try to be as specific as possible while keeping things entertaining. While long-form videos are actually meant to be long, your audience retention rate is likely to suffer if all of your videos run for more than 30 minutes.
TIP: Experiment with different video lengths to find the sweet spot for engagement!
Step 3: film your series
How you actually produce your IGTV series depends quite a lot on your budget and other factors.
If you're a large, well-funded company with money to spare, you may want to invest in a videographer, professional equipment, and location.
But that is definitely not necessary!
According to Mel, even bootstrap companies can deliver * great * video content to IGTV – it just takes a little creativity.
"You don't need a big budget to make an IGTV series – all you really need is an iPhone and some kind of microphone setup," says Mel.
“If you're a little more relaxed about the graphics, you can also hack them using apps on your phone. You can add transitions with too LumaFusion and create graphics with about. For subtitles I use an app called Kapwing. ”
We have 20 of ours Favorite Mobile Video Editing Apps in 2021! Check out the full list Here!
Filming your IGTV series doesn't have to take weeks either.
"In terms of the process, we have a writers' meeting on Monday where we work out the concepts and include them," says Mel. "Then we script and decide what graphics and screencasts to create."
From there, it's all about filming the episode.
And you really don't need a ton of expensive equipment to film video content! Our phones are powerful machines these days. All you need is good natural light to get started.
Here's what we use to film Screen Time:
- Camera: iPhone 11 Pro
- Lighting: Natural light is great, but not everyone is blessed with it in the home. ONE simple ring light is really all you need! But ring lights are pretty terrible if you wear glasses because of the reflection, so we use too a fill light from Amazon. You can watch this video to learn how to shine for glasses.
- Sound: We have a professional grade mic and mixer, but honestly it's not that helpful if you don't know what you're doing (like us). You could try one USB mic like this oneor a microphone that is currently connects to your iPhone also!
- Teleprompter: A teleprompter is a game changer for recording video content, but sometimes it's a huge pain in the butt too. We discovered that life-saving teleprompter app for taking selfie videos so you can see yourself AND see the text while you are recording! It's free with a watermark, or around $ 25 to remove the watermark.
- Tripod: If you're using a ring light, there is likely a built-in space for your phone. So you are ready! If not, you'll want a tripod for your phone, but you don't need anything special. On Amazon, prices start at $ 10.
- Editing: We're obsessed with that Inshot app (Don't tell our videographer.) It does the job! We also create our graphics using templates that our designer has created for us CanvaTherefore, we don't need design resources for every screencasting element.
Okay, now that you have some tips on how to film, there are certain building blocks that go into making a great IGTV series.
Step 4: creating and adding custom cover art
You want every single video to start strong, both in preview on Instagram and in the video itself on IGTV. Ideally, you want to explain what you are talking about and why it is important to your audience within the first ten seconds.
Check out how Later uses a similar style and format for all of our title screens – each video has a custom title screen that not only reflects the subject of the video but also matches Later's overall Instagram aesthetic:
It's also a good idea to include a call-to-action (CTA) at the end asking your audience to like and share the video so they can reinforce your message!
This is also a great place to get feedback from your audience on the topics you should cover in future videos.
Step 5: adding or creating a series
Once your IGTV video is ready, you can use the new IGTV series feature to organize your content into a series-like collection.
This feature is intended to give developers the ability to produce continuous, elongated video content on IGTV – separate from other videos on their channel.
First, add a video to your series by tapping "Add to Series".
If it's your first video in the series, you'll need to set up a series name and description.
The new tools also make it easy to add existing IGTV content to a series! Simply select the IGTV tab on your profile, tap the video you want to add, and hit edit.
You will see a new option called "Add to Series". From here you can create a new series or select an existing one. Finally, simply tap on "Post" in the upper right corner.
You should also make sure your fans turn on notifications for your IGTV series so they don't miss any new content!
To set up notifications, simply click on the series title (or badge) and click “Enable IGTV Notifications” in the lower right corner.
And that's it! Please follow these steps again if you add more videos to your IGTV series!
Step 6: Promote Your Series
If you want to promote your IGTV videos, it's also important to think of Instagram as a huge ecosystem with different "skins" that you can use to build a larger and closer community – this includes Instagram stories, feed posts, and more .
“When it comes to advertising, I always use that Countdown stickers to tease a new episode beforehand, "says Mel." I find it works best if you share a countdown 2-3 days before a video is released. People are more likely to sign up to get notified . "
You can also create a hashtag for your IGTV series (e.g. #laterscreentime) so people have another place to find all of your great episodes.
And don't forget to post an IGTV preview on your Instagram feed on the day of your video debut so your audience doesn't miss your content!
If you want to get even more traction, you should use your IGTV content for other channels like YouTube as well.
According to Mel, a good hack is to record your IGTV series in 9 × 16 (portrait) and then add a stationary image to each side of the video to make it 16 × 9.
"That's what we post on YouTube to reuse the content," says Mel. It's a great hack because when you watch YouTube on the desktop, you see the frame. However, if you are looking on the cell phone and your phone is vertical, you will see it like in IGTV. "
In addition to the strategies listed above, you should spend some time tweaking your video thumbnails, titles, and descriptions.
For example, capturing a person's emotional reaction in your thumbnail can attract more attention.
Since IGTV is available on mobile devices, most of your titles will be cut off or compressed. Hence, it is important to think about the first three words of your headline as this is what most people will see often.
And just like with YouTube, you'll want to add relevant keywords to your description so that users can more easily find your videos on IGTV. This includes hashtags and tagging other Instagram accounts (thanks to a recent update, IGTV now offers auto-fill suggestions for both).
IGTV Series Step 4: Track Your Success
Once you've uploaded a video to IGTV, you can see insights such as likes, comments, number of views, average percentage of videos viewed and customer loyalty.
Metrics like these are invaluable in deciding what changes (if any) to make to your IGTV strategy. For example, if viewers descend after 5 minutes, you can take that as a sign that creating videos longer than 5 minutes may not be the best strategy.
This is how it works:
On your Instagram profile, tap the IGTV icon. This will take you to your IGTV channel.
Tap the video that you want to see your analytics for. When the video starts playing, just tap the ellipsis icon at the bottom left of the screen.
From here, tap the "View Insights" button to see all of the analytics on your video.
Just like with your Instagram stories and posts, you can see the number of times your video has been viewed, liked, and commented on.
In your audience retention statistics, you should focus your attention. A "view" on IGTV is counted for each time a person has watched at least three seconds of your video. Even if your views may be high, it doesn't necessarily mean that your viewers saw the entire video.
However, the Audience Retention stats only apply to IGTV and will show how long you have caught your audience's attention. It's a great tool to help determine the perfect video length for your audience.
Pay special attention to your average percentage of the rate shown. It is calculated as a percentage of your video that is taken as the average of all plays. This will give you a clearer picture of how much of your video has been seen by all viewers, even if they have jumped forward and only seen certain parts.
Creating an IGTV series is an incredible way to break away from the Instagram algorithm and drive more visitors (including returning visitors!) To your profile.
But at the end of the day, you need to know your audience inside and out and create content that really resonates with them in order to create an amazing IGTV strategy.
Are you ready to move forward with your social media strategy? Plan and plan your Instagram, Facebook and Twitter posts with Later free today!
Benjamin is a content marketing strategist at Later and recently performed a transplant from Toronto. You can follow his everyday life on Instagram @benjaminchacs.