Mediaboss Marketing

Two years on from its launch, Instagram's long-form video platform, IGTV, is still yet to gain significant traction, but it is becoming a more popular destination, and seeing more usage as people look for entertainment alternatives.

Last year, Instagram added IGTV previews to the main feed, which saw IGTV usage increase jump by some 300%, while earlier this year it updated its IGTV previews within Stories, further integrating the platform into its main app, and further increasing its viewer numbers.

It may not be rivaling YouTube just yet, but IGTV is slowly carving out its own niche, which has made it a more enticing option for both creators and viewers.

And that, consequently, makes it a more relevant option for brands as well.

If you're considering your options on IGTV, then this is the post for you - here's a look at all the key info you need to know to maximize your IGTV content.

Like Instagram Stories, most IGTV videos are viewed in a vertical feed, so it makes sense to align your IGTV content approach with established viewer behaviors. As soon as users enter the IGTV platform, videos start to play automatically.

Once your video is uploaded, you're only able to can add a cover image, add sounds, or cut the video's length (if it's under 10 minutes). As such, you need to edit your video beforeuploading, which is an important point in maximizing presentation.

The first key consideration is ensuring that your IGTV video file sizeis under 650MB for videos less than 10 minutes. For videos less than 60 minutes,it should be 3.6GB maximum.

Your video should be in MP4 format, and your IGTV video dimensionsshould be 1080 x 1920 pixels or an aspect ratio of 9:16, which is the same size as Instagram story dimensions.

These dimensions are perfect if you upload videos on the IGTV platform, but when it comes to IGTV video preview in your feed, keep in mind that the video is cut down to a 4:5 ratio. If it's important to show the entire video in your IGTV preview, below are the IGTV dimensions you should consider using:

To create your IGTV channel, start by downloading the IGTV app and loging in with your account's credentials, so that the app syncs with your account, allowing you to upload, watch, and share your IGTV videos instantly.

It's that simple.

Instagram now also allows users to upload IGTV videos via desktop.You can access the same features you would see in the IGTV app, but from the comfort of the Instagram desktop version. Note this only works if you've uploaded at least one video on IGTV - if not, then you'll have to use the app itself.

If you've already uploaded a video in the past, go to your account on the desktop version of Instagram, then click the IGTV tab, where your videos are kept. Here,you should see a blue "Upload" button among your options.

Here are some of the best IGTV practices you should be applying right now to maximize your content performance, and increase engagement:

When users scroll through your IGTV channel, your cover image should grab their attention and entice them to click on your video.

Without a cover image, your video might look unprofessional, or users might have to read the title or description to get context (which feels like work). Make it easy for people to read, click, and watch your IGTV videos with the help of a cover image.

One timeless tip is that posting content consistently on Instagram is crucial to your IGTV success. Brands spoil followers, they hate to admit it, but they thrive on consistency. The more consistent you are with your IGTV videos, the more users will look out for your content to watch, share, and engage with it regularly.

This sounds like a no-brainer, but your IGTV, like your YouTube channel, will show you what topics and content your followers want to see from you.

It also pushes you to experiment with ideas, layouts, and structures to increase your views. At the end of the day, it doesn't matter how good your IGTV videos are if no one is watching.

To add context to your video, and maximize viewership, you should also look to add on-screen text.

Canva allows you to create IGTV, and Instagram story covers with ease. You can create your IGTV cover from scratch or by choosing one of their thousands of templates.

Premiere Pro is great for editing videos. You can preset your IGTV dimensions, add text, music, and export your videos in the recommended file size with ease. Whether you're new to video editing or a seasoned content creator, Premiere Pro is always a good pick.

Wave is to video editing what Canva is to graphics.You can upload, edit, and create IGTV videos in minutes online.You can also keep your videos organized, and reuse them at every step of the customer journey.

If you need a video editing app on the go, Inshot does it all. You can resize your videos, add music, and download files in 1080p quality to match your file source. The app is available in Apple or Android store.

Snappa is another online graphic tool which enables you to create, store, and share Instagram graphics. Snappa enables you to edit videos as well,so if you're looking for a platform that does it all, you might want to consider giving it a look.

Creating content for your IGTV video doesn't have to be a constant struggle - in fact, if you start with these five IGTV video ideas, you're sure to strike gold.

Adding IGTV to your Instagram marketing strategy can be a great way to boost your Instagram presence, and maximize connection with your audience.

This year, amid the COVID-19 lockdowns, digital video has taken off, and IGTV has risen with that trend, which could make it a more important consideration moving forward, while the gradual integration of more eCommerce features into Instagram could also mean that your IGTV content will eventually provide a direct connection to your products in-stream.

Worth considering in your process.

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The Complete Guide to IGTV Dimensions, Best Practices and Creation Apps - Social Media Today

B2B Social Media Marketing Market Industry Research Report focuses Market Size, Share, Growth, Manufacturers and Forecast to 2027. This Market Research Report primarily based upon factors on which the companies complete in the market and this factor which is useful and valuable to the business. This report has published stating that the Global B2B Social Media Marketing Market is anticipated to expand significantly at Million US$ in 2020 and is projected to reach Million US$ by 2027, at a CAGR of during the forecast period.

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B2B Social Media Marketing Market Analysis by Current Industry Status and Growth Opportunities, Top Key Players, Target Audience and Forecast to 2027...

"Hypercultural Latinx consumers are 100% Hispanic and 100% American, says Ilse Calderon, OVO Fund.

Presidential candidate Joe Biden took a lot of heat when he said, Unlike the African American community with notable exceptions, the Latino community is an incredibly diverse community with incredibly different attitudes about different things.

Everyone took umbrage at what he got incredibly wrong, but overlooked what he got right: the Latino community is incredibly diverse, and not just on political issues, but as consumers.

Its long past time for brands to discover this dynamic, rapidly-growing, but too often overlooked or misunderstood consumer segment: people with Spanish-speaking roots. Make this, National Hispanic Heritage Month, running from September 15 through October 15, the time to do it.

The Hispanic market 61 million strong or 18% of the population represents the nations second largest racial or ethnic group, after white non-Hispanics. Whats more, they accounted for over half (52%) of U.S. population growth from 2010 to 2019.

As a result of their size, rapid growth, and spending power, estimated to reach $1.9 trillion by 2022, a recent Nielsen study said the Hispanic consumer is becoming a prime driving force in the U.S. economy.

Nielsen went on to challenge brands to grasp the advantage of establishing culturally relevant ties in a hypersocial digital world.

The confusion about this customer is understandable, starting with the fact that we dont know what to call them.

Hispanic is the term most often used, but because of the rapid-growing diversity of this group, mixed Black and indigenous people are frequently forgotten. About 20% of those who identify as Hispanic also identify as some other non-white ethnic group.

The recently introduced gender-neutral term Latinx, as well as gender-specific Latino and Latina, are also used, but a recent Pew study found that only 20% of people who trace their heritage from Latin America and Spain have ever heard of Latinx, and only 3% actually use it.

No matter what they are called, the Hispanic population is so large and diverse that they cant be lumped into one bucket.

Rather, brands needs to dig deeper to avoid the all too common mistake of thinking if they simply translate ads or marketing messages into Spanish, theyve done their job.

Within this large and rapidly growing population, Ilse Calderon, a senior associate at Palo Alto, CA start-up venture capital firm OVO Fund, has found a unique consumer segment that she believes is one of the most important for retailers and brands future prospects: the 18 million strong young Hispanic consumers in their prime spending years.

She calls them the Hypercultural Latinx customer, and she knows them intimately, being one of them.

These consumers are in the early stages or on the cusp of adulthood the median age of a Hispanic is 30 years old as compared with 44 for a white non-Hispanic. For brands and retailers that make a connection with these consumers early, they can bank on an extended stay.

Millennial Hispanics are in their prime spending years, which translates into more dollars for businesses that can capture this customer, Calderon says. Legacy companies are doing a subpar job at capturing this customer. Forgive the expression, but old white men dont understand them.

What distinguishes the hypercultural Latinx consumer from others in the Hispanic segment is they have their feet firmly planted in two cultures. Hypercultural Latinx consumers are 100% Hispanic and 100% American, Calderon explains.

They are second-generation Millennials who have been raised in American society and do all the things that Americans do, yet when they go home, they usually speak Spanish, eat traditional foods, and often live in multi-generation families, she continues. They are constantly going back and forth between two cultures, and as a result, they are forced to createtheir own pseudo-culture and community.

The hypercultural Latinx doesnt feel so much conflicted between the two cultures, but wants to live fully in both. She excels in her self-created culture, where her customs, language, and values shine through, Calderon shares.

Being in the continual process of self-creating an identity and community, the hypercultural Latinx consumer is not afraid to take risks and try something new.

She desires to test the untested, and thus, is likely to cross the chasm before the early majority. This makes her an ideal customer segment for consumer startups, Calderon explains.

This gives startups a natural advantage since they are in the same self-creating, identity-defining stage in their business development.

They [startups] can start from scratch and build a brand from the ground up dedicated to the Hispanic millennial, she says and adds, Startups have the benefit of having no history of bad marketing or image problems.

She points to infamous marketing blunders by major brands, like Hersheys and Kmart, which both got into trouble using Spanish-language terms that carried a slang sexual connotation.

This blended cultural dynamic creates opportunities for brands that get it, like Habit Skin, founded by Tai Adaya, who is of Mexican-Pakistani origin.

It offers anti-aging beauty products for women who dont buy the traditional beauty industry message that one becomes less pretty over time, that we lose value as we age.

Habit Skin boldly challenges that notion, claiming, We believe people, like fine wine, get better with age, so long as we keep ourselves healthy. This message is powerfully affirming for young Latinx women who honor their mothers and grandmothers

Another emerging brand targeting this customer is Spiritu. A subscription-based service, it delivers four seasonal boxes filled with beauty and lifestyle products curated specifically for the Latinx woman, including products from Latina-owned businesses and artisanal products from Latin America.

Founded by Danielle Levine, who worked for Google and FabFitFun before launching her venture, she explained in an interview with Authority Magazine:

My road to starting Spirit stemmed from the desire to explore an entrepreneurial path and wanting to create an ecosystem to better serve the Latina consumer. I wanted to create a platform that disrupts the way the mainstream market interacts with the Latina consumer, who is incredibly powerful, diverse, and yet still underserved.

Another startup brand, Carson Life, crossed over into the big time in less than four years. Its product line of natural beauty and health products has become a force for wellness in the Latinx community.

Now carried by 1,000 retailers, including Walmart and Walgreens, as well as on Amazon, Carson Life grew primarily through word-of-mouth as being a company that didnt just cater to Hispanics, but was made by and specifically for their beauty and wellness needs.

Maintaining and developing strong social connections, both digitally and personally, is a priority for the hypercultural Latinx community. With this insight, Calderon sees emerging opportunities for major brands to develop a platform approach, rather than a single brand strategy, to reach more widely across this market horizontally and vertically.

She points to Coca-Colas Iris Nova multi-brand DTC platform for emerging beverage brands and Arfa for personal care brands, founded by ex-Glossier president and COO Henry Davis, as examples of platform businesses perfectly suited to expanding into the Latinx community.

In a final note, Calderon highlights HerbalLife HLF , the dietary supplement company, as understanding the social dynamic unique to the Latinx market. While it has gotten a bad rap for its pyramid-marketing scheme, HerbalLife is a fixture in Hispanic-American homes.

She sees opportunities for companies to use an affiliate and referral program to sell into and through the Latinx community, think Avon and Mary Kay, but without the pyramid-marketing taint.

An army of social guides approach is my way of explaining using Herbalife-like tactics (without the pyramid schemes) to scale a start-up, she explains, using a network of social guides, rather than salespeople.

This social guide is inspiring and looked up to by the hypercultural Latinx population. My generation, the hypercultural Latinx, are looking for our own aspiring brands and products to become loyal to. After all, its innate to Hispanic culture to be social, so buying socially and through each other makes perfect sense, she concludes.

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Biden Was Right. The Hispanic Market Is Incredibly Diverse And Brands Need To Understand It Better. - Forbes

By pushing the boundaries of how and where we can do business, the COVID-19 pandemic has forced entrepreneurs to look at digital media in a new light.

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September18, 20203 min read

Opinions expressed by Entrepreneur contributors are their own.

I think we can all agree that Covid-19 has been a defining moment of this year as it has shifted everything from how we live our lives to how we do business. The transformation has been far-reaching, but it's mostly impacted the way small and medium-sized businesses operate online. When regulations shifted, and measures had to be put in place to contain the spread and protect public health, the environment changed, accelerating a digital transformation and pushing businesses to go online even if it was something they hadn't previously considered.

Related:5 Simple Steps to Digitally Transform Your Business

By pushing the boundaries of how and where we can do business, the Covid-19 pandemic has forced entrepreneurs to look at digital media in a new light. It proved that digital media isn't only for social media brands and influencers. It is for everyone, and whether or not you are physically doing business with your audience online, that is where they are looking for you, and that is where you need to be.

Entrepreneurs relying on a brick and mortar location open to the public were hit particularly hard during this pandemic. As regulations forced many locations to close and limit their activities, businesses quickly turned to online platforms to keep going. Kendall Shaw of Maybach Media explains, "If you can't go to your store or your location to do business, you have to find another outlet to stay afloat. The limits of online businesses were stretched to include everyone as delivery, curbside pick-up, and reservation-only business models were the only offerings allowed." Going online meant meeting customer demands in a new way.

Social media practically exploded during the coronavirus outbreak. Usage went up, engagement shot up, and everyone was spending a lot more time on social media during this pandemic. Businesses knew that to keep their customers, they had to begin interacting with them online if they weren't already. Social media is expanding the frontier for doing business in challenging times and it cannot be an afterthought anymore. It's all about staying connected.

Related:Free Webinar: Using Digital Transformation To Adapt To Today's New Normal

Small to medium-sized businesses keen on adopting strategies to face this new normal understood that a strong following translates to a healthy bottom-line. "Your following is your repeat business," explains social media expert and CEO of Icon Social Marketing, Alex Shue. "As you concentrate on building your following pull that into a strategy that fills your pipeline and delivers increased sales." Alex believes that if you have a following, you have customers, and in 2020 businesses are finding their following online.

Related:How to Push Your Company to Digital Maturity

COVID-19 has certainly shifted the way we think about marketing, and with that in mind, the landscape is changing for small and medium-sized businesses as the post-pandemic world takes shape. With online strategies on everyone's mind, the power of digital is pushing businesses towards a brighter future where sudden regulatory changes don't inhibit opportunity.

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How Covid-19 Is Accelerating Digital Transformation for Small and Medium Businesses - Entrepreneur

If you havent heard of it yet, The Social Dilemma is the new Netflix documentary that launched this August 2020 to an eager audience, after being selected for the Sundance Film Festival 2020.

You probably think that youve heard it all before when it comes to the subjects of social media addiction, personal data protection and fake news, but this documentary offers something different. Its led by interviews with the great minds of Silicon Valley that actually created Facebook, Twitter, Instagram and Pinterest, such as the co-inventor of the Facebook Like button, Justin Rosenstein, and the former President of Pinterest and former Director of Monetization at Facebook, Tim Kendall, to name just a few. Its this element that makes us sit up and listen.

The world has long recognised the benefits of social media, from connecting families across borders, to acting as an organisational tool for activists. However, the dark side of social media has also reared its ugly head, exasperating issues such as mental health, bullying, political polarization, fake news and misinformation, and even riots and conflict.

Lets go back to how social media platforms work. Its clear that by being free for users, social media platforms are built to treat our attention as the product, which is then sold to advertisers. Its the goal, therefore, of social media platforms to take the most addictive elements of human psychology and pair them with deep personalisation technologies, in order to present us with exactly what we want to see, cause us to use up more and more of our time, and sell our attention to advertisers.

However, what this documentary also highlights is that fake news spreads 6 times faster than true news, making this the king of online content. What this means is that social media platforms are perpetuating an online (and now offline) world where truth is irrelevant, as long asthe content getsas many views and likes as possible. When you add to the mix the fact that Facebook has found that they can actually affect real-world behaviours and emotions, without users even being aware of it, this all results in real-life (offline) effects such as governments and other organisations weaponising social media to incite political polarisation, conflicts, riots, and even violence.

What we also learn through this documentary is that even the people that created these social media platforms are not immune to the negative side effects of these apps, and feel powerless as they watch them not only suck away hours of our personal lives for profit, but on a wider level cause mass conflict and political unrest.

But what does this have to do with startups? Well, a lot, actually. Lets jump into it.

Paying for reach

If you didnt know that the monetisation strategy of Facebook is to sell advertising to companies, then this may explain why your startups business accounts are not reaching many people when you post free (organic) posts. Increasingly, companies like Facebook are reducing the reach of organic postings made by business accounts, in order to entice companies like yours to spend money on promotions. What can you do about it? Set aside a paid media budget for the future. A well-timed piece of content sent to the right audience can be incredibly effective, but make sure that you have a strategy to avoid wasting your cents.

Market dominance

What this documentary also highlights is that big tech companies simply have too much market power. A power imbalance such as this means that large tech companies are not only influencing our personal and political environments, but also single handedly determining how the internet of the future is being shaped. This is restricting innovation across areas such as news, visual media, cloud storage, communication like calls and messaging, and more. A fairer competitive environment would see more opportunity for Europes startups to develop and grow their innovations. How could this be achieved? Regulations. The challenge is that, with national and supranational bodies (like the EU) adhering to lengthy approval processes, oftentimes technology out-innovates any new regulation that comes in.

Reduced productivity at work

As explained in the documentary, social mediainherently turns your psychology against you so that you stay stuck to the screen,and is now classed as anaddictive activity. While will power has a large part to play in staying focused at work, founders and team leaders at work should recognise that users are battling some pretty powerful forces here. If youre leading a team in your startup, it could be worth having a think about starting an open and non-judgmental dialogue with the team to share useful tips (such as downloading an app that restricts your daily use), or agree on any measures like turning off notifications on desktop. The challenge here is to not assume the worst (as many team members may have already got it under control) and to focus on mental health where appropriate.

Founder and startup profiles

While its tempting to panic and just delete all of your accounts having watched the documentary, its worth remembering that businesses nowadays need to have a presence on social media to maintain visibility in front of customers and partners. For your startup, think about whether you really need all of your accounts and where your customers are hanging out online. For instance, a B2C foodtech startup might require an Instagram account to promote their product to customers, however a B2B AI startup might not find their target on this platform. Founders could consider whether its worth it to have personal and professional accounts on all platforms, and where they lose the most time scrolling.

Opportunity for fake news startups

Finally, a silver lining. With big tech companies like Facebook failing to curb fake news and misinformation, a market opportunity has popped up for startups to fill the gap. Whether its fake news, deep fakes, disinformation or the deliberate spreading of false information, European startups are already at the forefront of the fight. Check out this list that we published recently to meet the rising stars of this sector and even use some of their products yourself: 10 European startups fighting fake news and disinformation.

Will you watch the documentary? Let us know how your startup manages the opportunities and challenges presented by social media, and check out these articles for more tips: 10 useful social media tips for early-stage startups and 10 steps to your startups first influencer marketing campaign.

Original post:
'The Social Dilemma': Netflix's documentary and what it means for startups - EU-Startups