IGTV has been a tough nut to crack for creators across Instagram. The platform’s answer to YouTube is a great way of getting longer-form, more value-adding content out into the world, without having to condense a video down into under a minute. But, keeping users interested has proven to be hard, and with a previous lack of insights or detailed analytics into IGTV content, people have a been a little stuck on what the best practices are. So, how do you get your IGTV videos in tip-top shape, so that your content resonates with your followers and doesn’t utilize too many resources? Read on to find out.
How to Understand Your IGTV Performance 📈
Previously, you couldn’t view in depth analytics when it came to IGTV, however, we have just launched IGTV metrics and tracking in our Analytics Suite in Flick, making it a whole lot easier to understand where you’re going right (or wrong).
IGTV can be tricky to pin down and get right, mainly because it is a long-form content format within a fast-paced platform. People don’t tend to keep their attention on one post or video for too long, so creating content that people will actively watch, that lasts longer than a few minutes can be tough.
Engagement Rate 👏
One of the first indicators of your IGTV performance, is of course, your Engagement Rate. This not only reflects the Reach and Impressions of your IGTV post, but it also lets you know whether your content is engaging enough to prompt people to like or comment in order to join the discussion. When comparing the Engagement Rate across different IGTV posts you have created, you can pinpoint patterns in terms of the types of content that most excite your audience. Let’s take a look at a quick example:
On both of the above posts, we can see our different Engagement Rates. The first post is more of a stylized lookbook guide, with a cinematic twist, whilst the second post is a simple lookbook video without any bells and whistles. We can see that the audience responds more to the simpler content, as the Engagement Rate is 8.1% compared to 5.4%. This suggests that as an account, we should continue to post this style of lookbook, because that is what our audience responds best to.
By comparing IGTV formats within the same style or niche, you can easily find out what will work specifically for your account, in the future.
Hashtags Ranked #️⃣
Another metric that can help you understand the performance of your IGTV content, is the number of hashtags your video ranks on. Of course, like normal posts, if your content ranks on a hashtag, this means it is pushed out to a wider audience who are searching for that hashtag. This in turn, increases the view count of your videos and tends to have a knock-on effect with other metrics such as Engagements or Engagement Rate. You should employ the same hashtag strategy to your IGTV content as you do your normal posts. Always use the maximum of 30 hashtags (that’s 30 chances of ranking) and always go back to our Analytics Suite to see exactly which hashtags you ranked on for your IGTV videos.
You can then develop a Collection within Flick of the top performing hashtags for your IGTV videos for reference, and examine these to understand whether specific hashtags work better for IGTV in comparison to Stories or normal feed posts.
Percentage Watched ％
You can access this metric directly on Instagram, and it is a great way of understanding how well your videos are retaining your audience. The % watched gives an average time that people tend to watch your videos before dropping off, which indicates roughly how long your videos should be. If you make 15 minute videos for example, and people only tend to watch 5 minutes before clicking off, those extra 10 minutes could be wasted time and resources. Understand and respond to what your audience wants with the content you create, and you should see your other metrics also increase. Whilst IGTV videos are Instagram’s way of pushing longer-form content on the platform, user behaviours haven’t necessarily changed, and people still tend to prefer to consume shorter form content on Instagram. According to Hubspot, videos that are an average of 26 seconds receive the most comments on Instagram.
Below is an example of a high performing IGTV video that has a high watch percentage due to the content format, audience and hook.
Pro Tip 💡: Repurpose your IGTV videos by cutting them down into Reels, feed videos and Stories, to make your content work harder.
Reach vs. Impressions 🙌
Reach is the total number of times your content is viewed per account, whereas Impressions are the number of times your content is displayed overall. You can get a good idea if people are going back to your content, rewatching it, or seeing it repeatedly by comparing your Reach with your Impressions. If your Impressions are significantly higher than your Reach, it may mean that those who have seen you content have consumed it repeatedly, which indicates their receptiveness to the video. Within Flick you can view Impressions and Reach side by side, in order to directly compare across one video, or multiple videos.
We hope you have all you need to start understanding your IGTV metrics and are ALREADY on your way to making killer video content. If you want to learn more about how to up your Instagram strategy, just click the banner below!