IGTV
Samples of IGTV Successful IGTV Videos
Instagram wants a piece of every social platform’s pie—IGTV is like taking a bite out of YouTube. And like YouTube, this video platform isn’t cookie-cutter; you can pretty much do anything you want with it within reason. So the following videos are only meant to inspire, not necessarily to use as models to replicate.
When the first wave of lockdown began, Anthropologie got really creative with IGTV episodes, and the series they started called Afternoons with Anthro were some of my favorite parts of the week.
As a retail business, they did a great job of balancing community-building with showcasing their products, by doing things like showing how to mix vintage pieces with new seasonal pieces from their catalog so you could feel comfortable and motivated while working from home, which for their audience (slash community) is appropriate because people shopping at Anthro tend to place a high value on style, whether that's for home-living or on the go.
It also served their audience more than sold to them because when people were suddenly a lot more concerned about money, Anthro wasn't encouraging their tribe to completely revamp their wardrobe for spring or summer; they were literally teaching how to use new and old or used items together.
Still, it provided a lean-in for sales, which Anthro cares about because as a retail business, they want to use Instagram to promote buying.
Another fun watch was Hilary Rushford's series on organizing your closet. This might sound like it's a little matchy-matchy with my last example because it's also fashion-related, but what makes this series different was that Hilary isn't a retail brand; she's a fashion stylist. So her series on how to maximize more of what you already have in your closet, as well as purge the distracting items that make your closet seem full even though they're items you know you'll never wear again, was entertainment and education for the woman who appreciates style but is still working on it for herself. It was also a natural lead-in to participating in her more advanced group program on developing a personal style.
The last one I'm going to share here, though I encourage you to do some browsing of your own if you want to use video in your strategy in the coming year, is Causebox, which is a sustainable subscription box that comes with all sorts of goods in it that millennial and zennial women are going to love—it's got homegoods, fashion items, and beauty items in it, and the their subscribers not only love it but have formed a cult-like community around it, which is really beneficial for them because they have a retail business model.
However, in spite of being a retail model, I would actually consider Causebox a lifestyle brand, and a lifestyle brand best serves its audience by educating and entertaining, which Causebox chose to do with their IGTV channel. The Causebox Girl, as I'll call her, is a woman building a life of conscientiousness and beauty. So when Causebox shared with her how to make a face mask during the pandemic, and how to make homemade marshmallows to enjoy in a mug of organic hot chocolate using mugs that came in the winter box, that just made the Causebox girl fall even more in love with the cause, product, and community, which means she's going to recommend Causebox to more people, keeping buying it for years to come, snap photos to post and tag on Instagram, and all the things Causebox wants her to do in order to help them grow and expand.
Related Content:
REELS, PART ONE
REELS, PART TWO