Instagram IGTV and Live features provide content creators with powerful tools to engage audiences in real-time and share long-form video content.
These features are excellent for not only creating unique content but also cross-promoting other types of content, such as posts, Stories, Reels, or even content from other platforms like YouTube or TikTok.
Instagram has evolved into a diverse platform for creators, offering more than just photo sharing.
With IGTV and Live features, creators can now diversify their content strategy and leverage these tools to promote their other posts or external content, driving more traffic and engagement across multiple channels.
This multi-pronged strategy allows you to build a loyal following and extend your reach.
In this article, we’ll dive into actionable strategies on how to use Instagram’s IGTV and Live features for cross-promotion, including creative ideas, examples, and analytics to optimize performance.
1. Teasing Upcoming Posts with Instagram Live
Scenario: You’re planning to post a high-quality photo series or an in-depth Reel on your feed, but you want to build anticipation for the content before its release.
Strategy: Use Instagram Live to tease your upcoming post. Going live gives you the opportunity to interact with your audience in real-time, answer questions, and provide sneak peeks of what’s coming. This live interaction builds excitement and makes followers more likely to check out the actual post once it’s live.
Example: Go live with a brief behind-the-scenes session where you explain the thought process behind your upcoming post or share snippets from a video you’re editing. You can say something like, “I’m going to drop something really exciting tomorrow at 3 PM. You guys don’t want to miss it!” This creates curiosity and keeps your audience engaged.
Interactive Prompt: During the Live, ask questions like, “What do you think the next post will be about?” or “Which theme should I explore next?” Engaging with your audience builds a stronger connection and gives them a sense of participation.
Analytics Insight: Track your audience retention and participation during the Live session. Pay attention to how many viewers tune in and whether they engage through comments or likes. This data helps you understand what type of content your audience prefers and which teasers work best for promoting upcoming posts.
2. Recapping Key Moments with Instagram IGTV
Scenario: After a successful Live session or the release of a new post, you want to repurpose the content and reach users who might have missed it.
Strategy: Turn your live sessions or long-form videos into IGTV episodes. IGTV is ideal for archiving your Live content or creating recap videos, providing a second chance for viewers to engage with your content. By highlighting the key moments of your Live session in an IGTV video, you can encourage your followers to catch up and engage with your post.
Example: After hosting a Q&A on Instagram Live, compile the best moments and post them as an IGTV episode titled “Top Questions from My Live Session: What You Missed!” Use a catchy thumbnail and description to draw attention to the episode and link it to relevant posts or videos from your other platforms.
Interactive Prompt: Ask viewers to leave additional questions or feedback in the comments of the IGTV video, encouraging them to engage even after the Live session has ended.
Analytics Insight: Use Instagram’s IGTV analytics to track the performance of your recap videos. Metrics such as video views, average watch time, and viewer engagement will give you insights into how your audience is interacting with your content and how effective your cross-promotion efforts are.
3. Cross-Promoting Reels and Other Platforms via IGTV
Scenario: You’ve created a successful Reel or YouTube video, and you want to cross-promote it on IGTV to reach your Instagram audience.
Strategy: Repurpose content from your Reels, YouTube channel, or other social media platforms for IGTV. You can post extended cuts, behind-the-scenes footage, or exclusive commentary on IGTV while encouraging your audience to check out the original video on the other platform. This creates a seamless bridge between your content on Instagram and other channels.
Example: After posting a quick Reel on Instagram, create a longer-form version of the video for IGTV where you explain more in-depth concepts. You can say something like, “For the full tutorial, head over to my YouTube channel, but here’s a sneak peek just for my Instagram followers!” By giving your IGTV audience exclusive content, they are more likely to engage and follow you across multiple platforms.
Interactive Prompt: Encourage viewers to leave a comment on both the IGTV video and the original platform. For instance, you can say, “Comment on this video if you’ve watched the full version on YouTube and let me know your favorite part!”
Analytics Insight: Cross-promoting Reels through IGTV can help boost visibility on both formats. Use Instagram Insights to measure if your IGTV viewers are transitioning to your Reels and vice versa. Compare metrics like engagement rate, shares, and saves to determine which types of content resonate most with your audience.
4. Using IGTV to Promote Instagram Stories
Scenario: You have important information or an offer to share via Instagram Stories, but you want to extend the reach beyond the 24-hour lifespan of Stories.
Strategy: Use IGTV to promote your Instagram Stories. Create IGTV content that complements your Stories by diving deeper into the subject. At the end of your IGTV video, include a clear CTA directing viewers to your Stories for more immediate or exclusive updates.
Example: If you’re running a limited-time offer or flash sale on Instagram Stories, create an IGTV video explaining the background of the offer and the benefits of participating. Direct viewers to your Stories for time-sensitive details. You can even mention, “Head to my Stories right now to grab an exclusive discount!” This drives traffic to your Stories and boosts engagement on both features.
Interactive Prompt: Encourage viewers to DM you or reply to your Stories after watching the IGTV video for a special code or additional offer. This creates a sense of urgency and exclusivity.
Analytics Insight: Track the interaction between IGTV and Stories. Check how many viewers from IGTV engage with your Stories after being prompted and measure Story views and taps forward to see if there’s an uptick in engagement after releasing the IGTV video.
5. Cross-Promoting Products or Services with IGTV and Live
Scenario: You want to promote a new product or service using Instagram’s tools to generate more interest and conversions.
Strategy: Use Live sessions for interactive product demos or launches, and then promote them further with IGTV follow-ups. Live sessions provide a real-time showcase of your product or service, while IGTV offers a permanent archive for anyone who couldn’t attend.
Example: If you’re launching a new course, go live with a sneak peek or mini-lesson, answering questions and engaging directly with your audience. Afterward, post a full walkthrough of the course as an IGTV episode, along with customer testimonials or bonus content. In both cases, you can direct viewers to your website or shop link in bio for more information.
Interactive Prompt: During the Live, ask your audience questions like, “What would you want to learn next in this course?” or “What features do you look for in a product like this?” Engage with their responses and build the conversation around their input.
Analytics Insight: Monitor how many viewers of your Live session end up watching the IGTV follow-up, as well as click-throughs to your website or product page. Look at conversion rates to see how effective the cross-promotion was in driving sales or sign-ups.
Conclusion
Instagram’s IGTV and Live features are more than just tools for content creation—they are powerful avenues for cross-promotion.
By strategically using Live sessions to build anticipation, IGTV for recaps and extended content, and encouraging interaction across platforms, you can maximize engagement and drive more traffic to all your content.
With the right approach and constant analysis of performance metrics, you’ll be able to harness these features to enhance your content strategy and grow your audience effectively.
Stay creative, and don’t be afraid to experiment with these features to see what works best for your specific audience!