How to Use Instagram’s Instagram TV (IGTV) for Weekly Product Demos: Best Practices

With Instagram being one of the world’s leading social media platforms, leveraging its features like Instagram TV (IGTV) and Instagram Live is crucial for businesses looking to establish a strong digital presence. This comprehensive guide will show you how to use Instagram’s video platform for product demonstrations or tutorials, reaching your audience with engaging content. Whether you’re a creator or a brand or business, using IGTV for business offers a powerful way to connect with your Instagram followers and promote your products.

IGTV content stands out on Instagram due to its support for long-form video and its vertical video format, allowing businesses to create videos up to 60 minutes long. Unlike regular Instagram posts, IGTV videos give you more room to dive deeper into product details and tutorials, making it ideal for product demonstrations and answering frequently asked questions.

In addition, the Instagram app integrates IGTV seamlessly within the Instagram profile, Instagram feed, and Instagram Stories, helping you to promote your IGTV to a larger audience. Plus, the option to go live with live streams on Instagram Live lets you host interactive Q&A sessions and demonstrate how to use your product in real-time, which can significantly boost engagement.

This guide will walk you through setting up an IGTV channel, creating quality Instagram videos, and using live video to enhance your social media marketing. You’ll learn the key points to consider, from selecting the ideal video format and video length to effectively using hashtags and previews in the Instagram feed. By the end, you’ll have a clear marketing strategy that can help you maximize your video content and achieve your goals on Instagram.

Setting Up Instagram TV for Product Demos

To begin leveraging IGTV for business, you first need to set up your IGTV channel. IGTV allows businesses and creators to share long-form video content that appears directly within the Instagram app. Whether you want to create product demonstrations or tutorials, the setup process is straightforward and helps you provide quality videos for your audience. Below are the steps to get started:

Creating an IGTV Channel for Your Brand or Business

1. Open the Instagram App: Start by opening the Instagram app on your device. Go to your Instagram profile, and click on the top right menu.
2. Access IGTV: Tap on the IGTV button within the app, or download the standalone IGTV app if you don’t see the option. From here, you can create your channel.
3. Set Up Your Channel: Follow the prompts to set up your IGTV channel. This will include linking it to your existing Instagram account and choosing a profile image.
4. Upload Your First Video: Once your IGTV channel is set up, you can start uploading videos. IGTV allows you to post long-form video content between 15 seconds and 10 minutes in length for most accounts. Verified users or larger brands can upload up to 60 minutes long videos.
5. Choose the Right Video Format: IGTV supports vertical video, with an aspect ratio of 9:16. This format is ideal for mobile viewing since it fills the screen naturally. Make sure your video creation follows these specifications to ensure a quality video output.
6. Optimize Your Videos for Engagement: Add a title and description that include relevant hashtags to help more Instagram users discover your content. You can also select a preview that will appear on your Instagram feed to draw attention.

Tips for Uploading IGTV Content

When you upload videos, pay attention to these key points for optimal results:

• Plan Your Content: Before uploading, outline what you want to achieve with each video. Use it to demonstrate a product, provide tutorials, or answer frequently asked questions.
• Use High-Quality Video Equipment: To create quality video content, ensure that you’re using a good camera, proper lighting, and clear audio.
• Include a Call to Action: Encourage viewers to comment, like, or watch the video again for better engagement.

By properly setting up your IGTV channel and posting engaging content, you can establish a strong presence on one of the world’s leading social media platforms.

When I started using Instagram Live to showcase new products, I noticed a significant boost in real-time engagement. One of my best experiences was when I launched a new skincare line and did a live demonstration, showing exactly how to use each product. I encouraged viewers to ask questions about the products, which helped me address their concerns directly. The immediate feedback helped shape my content strategy for future product launches.

Best Practices for Creating Engaging IGTV Content

Creating engaging content on IGTV requires more than just uploading a video. Businesses and creators need to craft their IGTV videos in a way that resonates with their audience while aligning with their social media marketing goals. This section will explore best practices to make your IGTV content stand out on Instagram’s video platform.

Focus on Video Format and Length

The video format is a crucial element of IGTV. Since it supports vertical video with an aspect ratio of 9:16, the videos should be optimized for mobile viewing. Keep these key points in mind:

• Video Length: Most accounts can upload videos up to 15 seconds and 10 minutes, while larger or verified accounts can go up to 60 minutes long. However, keep your audience in mind. Shorter videos, around 3-5 minutes, tend to perform better for product tutorials or online video guides, while longer content is ideal for deep-dives and Q&A sessions.
• Quality Video Production: To create quality Instagram videos, make sure your content is well-lit, has clear audio, and is recorded in a steady frame. This is especially important for product showcases or tutorials, where details matter.
• Aspect Ratio Compliance: Always shoot at 9:16 to fit the video requirements. This ensures that your content fills the screen and doesn’t appear cropped or distorted.

Using Previews and Instagram Stories to Promote Your IGTV Videos

One of the best ways to get more views on your IGTV content is by sharing a preview on your Instagram feed and promoting it through Instagram Stories. Here’s how:

• Post a Preview: When you upload your new video, IGTV allows you to share a 15-second preview on your Instagram feed. This preview can attract more viewers to your full-length IGTV content.
• Leverage Instagram Stories: Use Instagram Stories to promote your latest video by linking to your IGTV channel. Add eye-catching visuals, stickers, and text overlays that encourage viewers to “Swipe Up” to watch the video.
• Use Hashtags Effectively: Include relevant hashtags in both your Instagram posts and Instagram Stories to increase the discoverability of your content. Choose hashtags that align with your brand or business to reach your target audience.

Create an IGTV Series for Consistent Engagement

Creating an IGTV series is a great way to keep your audience engaged. A series format allows you to group related videos together, making it easier for viewers to binge-watch your content. For example:

• Product Demonstrations or Tutorials: Create a series focused on showcasing different products, features, or how-to guides.
• Q&A Sessions: Host weekly Q&A sessions where you answer common questions or address frequently asked questions submitted by your audience.
• Behind-the-Scenes Content: Use IGTV to show behind-the-scenes footage of your brand or business, such as product development or team activities.

As my business grew, I found myself answering the same questions repeatedly. To streamline this, I created a series of IGTV videos focused on common product tutorials. I uploaded these as an IGTV series to my Instagram TV channel and promoted them through Instagram Stories. This not only saved time but also provided my followers with easy access to valuable content whenever they needed it—without having to search through my feed.

Use Captivating Thumbnails and Titles

The thumbnail and title are the first things your audience sees. Make sure they are attention-grabbing and relevant to your content:

• Thumbnails: Use custom thumbnails with clear images and minimal text to ensure they look good even at a smaller size.
• Titles: Your titles should highlight the main topic and include primary keywords like “How to Use” or “Top Tips for…” to catch your audience’s attention.

Encourage Interaction Through Comments and Feedback

The success of your IGTV video isn’t just about the number of views. Encourage your audience to interact with your content by:

• Asking for Feedback: Pose a question in your video or in the comments to start a conversation.
• Respond to Comments: Engaging with comments shows your audience that you value their input and helps build a community around your content.
• Host Giveaways or Contests: Use IGTV to announce giveaways, where participants need to comment, share, or tag friends for a chance to win.

By following these best practices, you can create engaging content that captures the interest of Instagram users and promotes your brand or business effectively.

Using Instagram Live for Weekly Product Demonstrations

Instagram Live is a highly effective tool for running weekly product demonstrations. Unlike pre-recorded videos, live video enables real-time interaction, giving you the chance to engage with your audience directly. Whether you’re showcasing a new product, highlighting features, or conducting a Q&A session, Instagram Live can help build trust and establish your brand’s credibility. But to get the most out of your live sessions, you need to plan them strategically and know how to interact with your audience effectively.

When to Go Live: Timing Your Product Demos for Maximum Engagement

The success of your Instagram Live sessions depends significantly on when you choose to go live. Choosing the right time is crucial because it maximizes the number of Instagram followers who can tune in. Follow these steps to ensure your live broadcast reaches the largest possible audience:

• Analyze Your Audience’s Activity Patterns: Use Instagram Insights to determine when your audience is most active. Typically, this information can be found under the “Audience” section of your Instagram profile. Look for patterns regarding the days and times when engagement is highest.
• Consider Time Zones: If your followers are spread across different regions, choose a time that overlaps for the majority. For example, evenings or late afternoons often work well for a U.S.-based audience.
• Test and Optimize: Experiment by going live at different times over several weeks. Track viewership and engagement to pinpoint the optimal times for your specific audience.
• Schedule Consistent Weekly Demos: Consistency is key in building a loyal audience. Schedule your product demonstrations for the same day and time each week so followers know when to expect your live content. This approach helps build anticipation and routine viewership.

Instagram’s advertising reach grew by 12.2% over the past 12 months, adding 176 million new users in 2023, making it one of the fastest-growing platforms for advertising compared to other social media channels​ (DataReportal – Global Digital Insights).

Tips for Interacting with Viewers During Instagram Live Sessions

Engagement is the primary benefit of live video. Unlike regular Instagram posts or IGTV content, going live gives you the opportunity to have a two-way conversation with your audience, making it essential to keep the interaction lively and engaging. Here are some tips to make the most of your Instagram Live sessions:

• Start by Greeting Your Audience: As soon as you go live, greet viewers by name as they join. This small gesture makes your audience feel welcome and valued.
• Use the Q&A Feature for Structured Interaction: Instagram’s built-in Q&A feature allows users to submit questions that you can display and answer on-screen. This is perfect for product-related Q&A sessions and helps keep the session organized.
• Encourage Participation Early On: Ask viewers to comment, share their thoughts, or suggest topics they want to hear about. Posing questions like, “Where are you joining from?” or “What are you excited to learn today?” helps initiate engagement.
• Demonstrate Product Features Step-by-Step: When conducting a product demo, walk through the features slowly, explaining each step clearly. Show your audience how to use your product and provide real-life examples of its benefits.
• Respond to Comments and Mentions: Monitor the chat and respond to comments as they appear. You can also acknowledge when someone shares or tags friends during the live broadcast.
• Host a Live Giveaway: To increase participation, consider hosting a live giveaway where viewers need to comment or ask a question to enter. This tactic boosts engagement and encourages viewers to stay tuned until the end.
• Plan for Technical Issues: Have a plan for handling potential technical difficulties, such as audio or connection problems. If issues arise, address them promptly and continue engaging with viewers while troubleshooting.

By choosing the right time to go live and maintaining an interactive and welcoming environment, your weekly Instagram Live product demos will become a valuable part of your social media marketing strategy, helping you build a stronger connection with your audience and promote your products more effectively.

Leveraging IGTV Analytics to Measure Success

Tracking the performance of your IGTV content is essential for understanding what resonates with your audience and refining your strategy over time. IGTV analytics provides valuable insights into how your videos are performing, allowing you to make data-driven decisions to optimize your product demonstrations or tutorials. This section will outline the key metrics to track and how to leverage these insights to enhance future video content.

Key Metrics to Track IGTV Video Performance

Understanding your IGTV video metrics can help determine what type of content engages your followers most. Here are the primary metrics to focus on:

• Views: This metric indicates how many people have watched your video. While high view counts can be encouraging, look deeper into other metrics to gauge the quality of engagement.
• Audience Retention: This shows how long viewers watched your video. If there is a significant drop-off early in your content, it may indicate that your intro needs to be more compelling or that the video format should be adjusted.
• Average Watch Time: This metric measures the average duration people spent watching your IGTV video. Longer average watch times suggest that your content is captivating and holding viewers’ attention.
• Likes, Comments, and Shares: Engagement metrics such as likes, comments, and shares reflect how much your audience interacts with your content. High engagement rates often signify that your video content is resonating well.
• Click-Through Rate (CTR) on IGTV Previews: If you share IGTV previews on your Instagram feed, track how many users click through to watch the full video. A low CTR could suggest that the preview needs to be more enticing.

Using Feedback from Instagram Live to Optimize Future Content

While IGTV analytics offer a quantitative view of your content’s performance, feedback from your Instagram Live sessions provides qualitative insights that are just as valuable. Use comments, viewer questions, and overall engagement during live sessions to refine your IGTV content strategy. Here’s how:

• Analyze the Questions Asked During Q&A Sessions: If multiple followers ask the same question, consider creating a dedicated IGTV video to address it in more depth.
• Identify Popular Topics and Themes: Look at which topics garnered the most comments or sparked lively discussions. Use these themes to shape future IGTV content and product demos.
• Monitor Engagement Patterns During Live Streams: If engagement spikes during certain parts of your live stream, this might indicate the audience’s preferred content type or structure. Use this insight to adjust your future video format.

In 2023, Glossier—a skincare and cosmetics brand—leveraged IGTV to create a series of tutorial videos showcasing how to use their products for different skin types. They integrated their IGTV series with Instagram Stories and Instagram Live sessions, where they conducted live Q&A sessions and provided personalized skincare advice. This strategy resulted in a 30% increase in engagement across their Instagram channels and helped boost sales for the featured products.

Tips for Using IGTV Analytics to Plan Future Content

Once you’ve reviewed your IGTV video performance, use these tips to refine your strategy and plan your upcoming videos:

• Create More Content Based on High-Performing Topics: Identify the top-performing videos on your IGTV channel and create related content. For example, if a particular tutorial received a high average watch time and engagement, consider creating a series around that topic.
• Experiment with Video Length and Structure: Test different video lengths to see which performs best. If your audience has a low attention span, shorter videos may be more effective.
• Include Stronger CTAs: If your videos have high view counts but low engagement, try adding more compelling calls-to-action (CTAs) such as asking viewers to comment, share, or watch the video again for more insights.
• Optimize Your Video Thumbnails and Titles: If your IGTV content isn’t attracting as many views as expected, refine your video thumbnails and titles to be more attention-grabbing. Use bold text, clear visuals, and keywords to highlight the main topic.

By regularly tracking these metrics and using feedback from your live sessions, you can create quality Instagram videos that consistently meet the needs and interests of your audience, ultimately driving better results for your social media marketing efforts.

Conclusion

Utilizing Instagram’s video platform effectively—through IGTV and Instagram Live—can elevate your social media marketing strategy and help you engage your audience in meaningful ways. By incorporating IGTV content and live video into your weekly routines, you can create a blend of long-form video content and real-time interactions that showcase your products, answer your audience’s questions, and build a strong brand presence on one of the world’s leading social media platforms.

Setting up an IGTV channel for your brand or business allows you to provide your followers with quality IG videos that go beyond the limitations of regular Instagram posts. With IGTV, you can produce tutorials, product demonstrations, and IGTV series that add depth to your content offerings. Meanwhile, Instagram Live gives you the opportunity to host Q&A sessions, run interactive demos, and capture immediate feedback from your followers.

By tracking your performance using IGTV analytics and leveraging engagement insights from Instagram Live, you can refine your video creation strategy to consistently deliver valuable and engaging content. Whether you’re a creator or a business, knowing how to effectively use IGTV and Instagram Live can transform your presence on the platform and help you achieve your marketing strategy goals.

With this guide, you’re now equipped to start planning, creating, and optimizing your own IGTV videos and Instagram Live sessions to connect with your audience, promote your products, and establish your brand on Instagram.

Frequently Asked Questions

Understanding how to effectively use Insta TV and IGTV videos for your brand can be challenging, especially with so many features and options available. In this section, we’ll address some of the most common questions businesses and creators have about using Instagram’s video platform for product demonstrations and social media marketing.

What is the Best Way to Create an IGTV Video?

To create engaging IGTV content, start by planning your video format and structure. Keep in mind that IGTV supports vertical video with an aspect ratio of 9:16, so always shoot your content accordingly. Use high-quality equipment to produce quality Instagram videos, and ensure good lighting and sound. Before uploading, consider editing your video to include captions, intro slides, or key points to guide viewers through the content. Lastly, optimize your video with a compelling thumbnail and an engaging title that includes hashtags to increase visibility.

Should I Use Instagram TV or Instagram Live for My Business?

Both Instagram TV and Instagram Live have their strengths depending on your content goals. Use IGTV for long-form video content like tutorials, product demonstrations, and pre-recorded shows. It’s ideal for when you want to provide detailed information and keep the content accessible over time. On the other hand, choose Instagram Live for real-time interactions, such as Q&A sessions, product launches, or hosting live broadcasts. Live video is great for building immediate engagement and showcasing the authenticity of your brand.

How Long Can an IGTV Video Be?

For most accounts, IGTV videos can range from 15 seconds to 10 minutes long. However, verified accounts or larger brands can post videos up to 60 minutes long. If you plan to create extended content, it’s essential to maintain viewer interest by including engaging visuals, concise talking points, and interactive elements like polls or questions.

How Can I Promote My IGTV Videos to Get More Views?

Promoting your IGTV content involves leveraging various features within the Instagram app:

• Share a Preview on Your Instagram Feed: Posting a 15-second preview of your video on your feed helps attract more viewers to the full content.
• Use Instagram Stories for Promotion: Create short Instagram Stories linking to your IGTV channel, and encourage followers to “Swipe Up” to view the full video.
• Include Relevant Hashtags: Use targeted hashtags in your video description to increase discoverability and reach more users who are interested in similar content.
• Embed IGTV Videos on Your Website or Blog: You can embed IGTV videos directly on your website or blog to increase visibility and engagement from visitors outside of Instagram.

Can I Track the Performance of My IGTV Videos?

Yes, you can use IGTV analytics to track your video performance. IGTV offers metrics such as views, comments, likes, and average watch time. Additionally, it provides data on audience retention and click-through rates if you’ve shared a preview on your Instagram feed. Use these insights to refine your future video content and identify which types of videos resonate most with your audience.

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