IGTV launched in 2018, but even after 2 years, it seems like Instagram users are still trying to figure out what to do with it. It’s a little different from the normal likes, follows, and stories that we’re all pretty comfortable with. But that doesn’t mean you can’t start using IGTV for your business or brand. Not sure how to start an IGTV series? We’ve got a few pointers for you. 

1. Create a Concept for your series

   
   If you want people to identify your series by name and become avid followers, you’ll want to start with a concept. This is the hook, or grab, for your viewers. Just like BBC News has an ICYMI (in case you missed it) series, you should create a foundation for your series. This will depend heavily on your product, your followers, your target audience (both current and aspirational), and the stories you want to tell. Try asking yourself these questions: 
   – What do our followers want to see more of? What do they want to see less of?
   – What’s something that relates to our brand that we can create endless content for?
   – Are there any stories we can tell about our products? Our users/followers?
   – What will be easy for people to remember? 
   
   

2. Plan around your Concept

   
   A lot of IGTV is raw and organic, which makes it easier (and cheaper) for businesses like yours. That being said, Instagram marketing is always rooted in strategy. So you’ll need to plan out your IGTV series just like you plan out every other part of your Instagram campaigns. 
   
   Take your concept and hone it in on specific micro-stories. You can create a rough IGTV calendar to plan out your content for the year. It might move around or change entirely, and that’s okay. As long as you’re building your IGTV schedule around your concept and a rough idea of what you’d like to produce, you’re already a few steps ahead of the game.
   
   

3. Film and Post

   
   This one’s the fun one! Start filming and posting your content. Lots of companies start out with in-house production, which is a lower budget and generally easier to do. If the IGTV series takes off, an agency or production team might come into the picture.
   
   If you’re just starting out, try filming your first few videos internally with your team. Remember, IGTV can be raw. It doesn’t have to be heavily edited or editorialized. People like to see real, behind-the-scenes looks at your business. P.S., keep this in mind when planning out your concept — you may want to take a behind-the-scenes-only approach to see if it resonates with your followers.
   
   

4. Look at your Audience Retention Numbers

   
   If you’re a content creator, you probably have a good grasp of Instagram’s Insights feature. For IGTV, it’s best to look at your audience retention numbers. Audience retention is a measure of how much of your video was viewed. Ideally, it’s 100%. But you probably know that’s rarely the case. 
   
   That’s okay, though. No need to get alarmed if you see a low percentage for your audience retention. It’s helpful for you to see how engaged people are. For example, if people are watching the first 3 minutes of your video but dropping shortly thereafter, you may try making shorter videos. It could be a sign that your followers love your content, but they don’t have the time to watch it for a long period of time. Or, if you see certain videos have a longer attention span than others, re-watch them and make notes of what could have kept your audience’s attention held. 
   
   Lights, camera, action! 
   
   Now you’re set to start brainstorming your heart out. An IGTV series isn’t a huge time commitment, but if yours takes off, it can become a central part of your marketing strategy. Try it out — and contact us if you need some social media wizardry to help you form your strategy.