Conviva Acquired Delmondo in November of 2018 and has become Conviva Social Insights.
It has been over three years since Instagram TV was launched in June 2018, and in that time, it has morphed considerably. IGTV was Instagram’s answer to YouTube, and it sets it apart from other social media platforms. It is a platform designed for watching long form videos that are up to 60 minutes long, and allows users to create an IGTV channel, much like a YouTube channel.
In the beginning, IGTV only supported vertical videos (9:16). Yet, since its inception, the platform has evolved to support horizontal videos (16:9) as well. The maximum file size for videos that are 10 minutes or less is 650MB, while the file format limit for videos up to 60 minutes is 3.6GB. Users can upload a cover image for each video on the IGTV app, write a video description, and can share videos directly to Instagram Stories. This has opened up a whole new window of opportunity for users who up and until now were exclusively using YouTube.
The critical thing to know is that IGTV is for longer, more evergreen content and is a true destination for mobile video series. By comparison, Instagram Stories are “live-ish” and told over a 24-hour period, perfect for showing people the behind-the-scenes or as a promotional tool to get people interested. Instagram Stories offer a great space where users can swipe through into a more extended experience on IGTV. Comparatively, Instagram Reels don’t have the 24-hour time limit, but they have a cap on the video length. Instagram Reels were Instagram’s answer to the TikTok competition, so they can only go up to one minute long. IGTV offers an option for longer content that won’t disappear in 24 hours. With that said, we wanted to put together a brief guide on how you can start measuring the performance of your Instagram TV videos compared to your Instagram Stories and analyze your video posts today.
How to Measure the Success of Your IGTV Videos
An IGTV channel comes included with analytics out of the box, which is helpful for anyone wanting to use data to produce better videos. While Instagram TV’s insights aren’t as detailed as the Instagram Insights tool, there’s still lots to learn about your video’s performance. Similar to Instagram feed posts, you can view the performance of up to two years’ worth of IGTV videos through Instagram’s View Insights tab. Analyzing the social media analytics of each of your videos, whether an IGTV video or one on Instagram Stories, can help you discover the best time of day to post new content on your channel or what type of videos are most popular with your audience.
Suppose your goal is to create a more robust type of video content in the next year. In that case, you need to pay close attention to what type of content works best for your audience. Changing the cover image, style of video, or other qualities and viewing performance can help you get to know your audience. Instagram Insights offers truly unique data for your IGTV videos which will help.
As an example, as a social media manager, you pay close attention to your retention rate on different video posts. Your audience retention rates for the IGTV app show how many people watched your video to the end. You can even see a drop-off graph that shows at which point people are moving away from your video.
Similarly, the average percentage watched rate is a reliable indicator of your audience’s engagement levels throughout your video. Even if your viewers skip through to the end or only watch a section of the video, your average percentage watched will help you understand just how valuable or engaging the content was.
Which Instagram Insights metrics are most crucial for IGTV video performance analysis?
The number of views of a post or account (view = 3 seconds)
Likes + comments. This metric shows you the combined number of likes and comments one of your videos has at any given moment.
The percentage of all views who completed your IGTV video
Audience Retention Graph
The percentage of views of your video at each moment, expressed as a percentage of all views. The drop-off graph makes it easy to see at what point people are swiping off of your video. If they’re dropping off quickly, maybe your content isn’t grabbing their attention. You need to switch it up or bring in some more exciting elements earlier on.
This option is currently only available if you’re using an Instagram analytics app that enables you to measure the engagement rate on each of your IGTV videos.
How to find IGTV Analytics
You can find them in the app by clicking on the “…” button beside the like, comment, and share buttons on your IGTV video. When the menu appears on the screen, select the option to View Insights.
When you click on the “View Insights” button, you’ll see a screen that looks like this:
The Audience Retention Graph is located right below these statistics. You can refer to it at any moment to see the percentage of viewers who watched your video in its entirety.
Together, all of these metrics can help you steer your marketing and content strategies in the future by revealing what type of videos your audience is watching.