If you haven’t been living under the rocks, you surely know the value of instagram branding in the present marketing context. And if you are a marketing purist, and smirking slyly at all the attention instagram is getting, then you need a quick reality check.

Delving into the figures:

• 1 billion active Instagram users per month
• Instagram users spend an average of 28 minutes per day on the platform in 2020. And 200 million Instagram users visit at least one business profile daily
• 98.98% of UAE population are active social media users (see the reach and opportunity here)

So now since we all agree on the rising importance of Instagram, let’s see how to maximize the long video format of Instagram (aka IGTV), to up the game. 

Are you using IGTV to your advantage?

With the declining organic reach, and focus on engagement, the linear step for Instagram is to pitch its long video format against Youtube. A strategy to keep viewers longer on the platform. Though the dynamics of both platforms are quite different, maximizing the potential of each platform is what agencies, brands and individuals need to focus on.

So here are few of the new features that you can take advantage of, to maximize reach and engagement. (Please note that some of it might not be available in all countries or at all account levels, initially.

1. Direct upload on IGTV - No more using another app to upload your IGTV video. Simply click the add button, and the app will ask you if you need to upload as ‘short form video’ or as ‘long form’ video - IGTV.
2. Stays as post on Feed - Plan your itty as part of your content calendar, since it stays as post on your IGTV (you can switch it off if you like). This means your audience gets a preview of 15sec before acknowledging that you would like to watch it as vertical format.
3. Add Clickable links - This is the best one. Unlike the ‘swipe up’ feature on stories, which is available only for bigger accounts, all accounts can add clickable links as part of their post title for IGTV videos. You can even edit your previously posted videos, to add the links. Isn’t that amazing, to lead the audience to your business page, website, or for call-to-action.
4. Create playlists - The fun doesn’t stop here. You can also create your playlists to curate your IGTV videos under topics, themes or collections to make it easier for your viewers.

5. Add IGTV Video in an Instagram Story - After all why not? Since swiping is addictive, and stories have such high engagement, then simply use it to give extra mileage to your IGTV video. Simply click on the link tab, to connect the video link.

6. Add custom resized thumbnail - Make your IGTV video stand out, with the thumbnail of your choice. One that will make your feed look prettier and catch your attention.

7. Promote IGTV through stories - Now one can post their IGTV content in their Stories, and instead of a freeze-frame, 15 seconds of content will play. Perfect for leading them to view the full video, which was the intent!

With these features Instagram intends to give more power and control to the 'Creators' these new features are just the starting point, before the ads start rolling. 

So get going and take full advantage of IGTV to increase engagement of your brands on the favorite social media platform.