Instagram IGTV App
Expanding on its video capability, Instagram has introduced IGTV, a standalone app and a feature within the Instagram app that plays longer videos and enables users to discover more videos – all in its mobile, vertical format. Instagrammers can find the same content creators and influencers they already follow, as well as new ones, but get longer video content. For brands and businesses, the biggest key is more time to get a message across and more time to engage. Bacardi was one of the first brands to utilize IGTV, creating a music video directed in real time by followers on Instagram. The song is by DJ A-Trak and features moves by dance brothers Les Twins. The engagement part is fans using the poll feature, vote and “direct” which dance moves the dancers will make in the video. The video appears on the Les Twins channel and Bacardi channel.