54% of consumers want to see more video content from a brand or business they support.
72% of people would rather use video to learn about a product or service.
We all know that video content is powerful, popular, and the most engaging form of content that marketers can offer. Youtube is a long standing giant and a long-time favourite of many content creators, but IGTV is a newer alternative that was released almost a year ago (as of June of 2018) bringing new possibilities to the table.
But which one is the right choice for your business? Let’s reflect: Youtube vs Instagram TV (IGTV)
Youtube videos are easily shared. IGTV, not so much…
Uploading a video to Youtube is 1) a way to share content with your Youtube following, but also 2) a way to host your video allowing you to share it across the world wide web. Youtube videos can be embedded in other articles and blogs, or shared across your social media platforms. Videos on Instagram TV can also be shared through links, but it’s just not as simple as sharing via Youtube. You can copy a link to an IGTV video from your mobile, but it’s harder to share and view content via the web.
IGTV is great for giving more to your Instagram audience without leaving Instagram
If your audience lives in Instagram, then it’s illogical to lead them to another website in order to share your video content. Give more value to your audience in a space that is convenient for them by uploading your video to IGTV. With IGTV videos now appearing in the feed, you’ll easily get views from your following and continue to build your Instagram presence.
Youtube videos are searchable, IGTV is less searchable
If you’re looking to create content that is searchable across the web, then Youtube is a better option.Youtube videos are often suggested via search engines such as Google, but it’s also easy to discover new content by searching within Youtube itself. Instagram TV, on the other hand, is only accessible via Instagram, and won’t appear in search engine results. It’s also pretty tough to search for video content within IGTV with the ability to search for creators rather than videos on specific topics.
IGTV is for bitesize content, Youtube is for longer videos
Planning social and video formats is key. Videos posted to IGTV will need to be kept between 15 seconds and 10 minutes long. Only those with verified accounts can go beyond this, posting videos up to 60 minutes long. By keeping things short, Instagram has effectively created a space for video content that puts less pressure on creators to pump out lengthy content and is more digestible for watchers. If you want to have a bit more freedom and create longer content, then Youtube allows videos to be uploaded that are up to 11 hours long.
IGTV is often more professional and visually appealing
Another pro for IGTV is it’s appealing use of vertical video. While some Youtube videos can be viewed vertically, it’s not quite as slick as within Instagram TV. IGTV content also tends to be more professional looking and visually interesting in comparison to much of the content that lives on Youtube. This is likely due to the ‘Instagram aesthetic’ seeping into the IGTV regions of Instagram. The majority of IGTV’s content is vertical, although this could change due to a recent update allowing for the landscape format.
Youtube has more advanced analytics
If being able to view detailed and comprehensive statistics on how your video content is performing is important to you, then Youtube is a good way to go. IGTV does offer analytical information but it’s not as in-depth as Youtube’s analytics. Depending on how much importance you place on analytics, IGTV might be able to give you enough of the big picture for you to learn how to improve. Otherwise, Youtube will show you the nitty gritty of what you want to know.
So who comes out on top?
Well, there’s no definitive answer here. Youtube and IGTV each come with their own strengths and weaknesses but what really matters are your priorities and intentions as a business. Whichever network you opt for will ultimately depend on what the content is about, who you want to view it, and what you want to do with it. Why not even dabble in both forms and compare the results from each network? Use social media management tools to help you keep on top of your content planning and analytics of what is and isn’t working.
Do you post on IGTV, Youtube or both? Let us know your thoughts on the matter over on Twitter at @ContentCal_io