Even if you’ve been living under a rock for the last 10 years, chances are you’ve probably heard of Instagram. But, just in case you’ve managed to evade one of the most popular photo-sharing apps of all time, here’s a quick rundown.
Since the launch of Instagram in 2010, the app has evolved from a place to post over-edited pictures of peace signs to a social hub that allows users to shop in-app, share posts to ‘Stories’ that last no more than 24 hours, message friends around the world, watch never-ending ‘Reels’ of 30-second video content, and more.
As of 2021, there are 500 million active Instagram users per day and over 1 billion active users per month who share photos to the app at a rate of 995 posts per second. And, since it isn’t all about photos anymore, Instagram added a feature called Instagram TV— more commonly referred to as “IGTV”— in 2018.
What is IGTV?
According to Instagram, IGTV is “long-form, immersive video. It isn't limited to one minute, and takes over your entire screen.” This unique form of video content is uploaded to a user’s profile in a designated IGTV section—remaining on the account as a normal post would—allowing users to search through a profile’s IGTV series and videos with ease. With a maximum time limit of 60 minutes, average users and businesses alike can add content to their accounts that would otherwise have to be uploaded to a platform like YouTube.
Now located on the Instagram Explore page, IGTV videos are suggested to users based on their previous likes, interactions, and interests. Advertisers have been making the most of this, given the added ability to link products directly in IGTV videos.
In-depth IGTV Info
Brands who take advantage of the IGTV platform are ahead of the curve. “By 2021, mobile video will account for 78% of total mobile data traffic,” according to Instagram. Long-form video allows for brands to make connections with their audience, tell their story in unique ways, and reach more users in their target demographic. With IGTV series on the rise, big name brands like Lululemon are attracting large viewership with various at-home workout videos and one series in particular called #boobtruth Tuesdays.
Through the use of IGTV, brands are able to:
- Better understand the interests and passions of their current audience while connecting with new audiences searching for relevant topics
- Build consumer engagement by developing a content strategy that actually resonates with their followers
- Collaborate with influencers on a new level
- Gain access to a new wave of online content, aka the “Creator Economy”
More recently, Instagram has allowed content creators to make a profit from IGTV through the use of advertisements. This means more users will be incentivized to post longer IGTV videos, featuring an array of content. In turn, more web celebs and big name broadcasters will be attracted to the Instagram add-on.
Why is this important?
Thanks to our strong existing partnership with Facebook, we are able to keep a pulse on new and emerging API integrations that are hosted by Instagram. Because of this, we are now able to offer Radarly users access to IGTV data from videos that have been uploaded since the Instagram API update. Radarly is able to access IGTV data including titles of videos and series, captions, and hashtags. And similar to the way Radarly captures data from typical Instagram posts, Radarly users are able to see keyword clouds, sentiments, languages, and geographical location of IGTV media.
*Notice in the Radarly screenshot(s) above that profiles are identified as “Instagram user.” This is due to the fact that we are unable to determine the username of the profile to which IGTV posts belong if the user does not have a public Instagram account set in “creator” mode.
We are very pleased about this addition to our already existing Instagram content and wanted to share it with you as soon as possible! We hope that gaining access to even more social media insights will allow us to better assist your day to day brand operations.
Curious to see how it works? Request a demo today!