West Elm

9 Brilliant IGTV Content Ideas From Top Brands

Instagram TV, or IGTV, was introduced back in June of 2018. About a year later, it’s still largely in the experimental phase for users. This means two important things for social media managers and marketers:

Unlike more established Instagram features, it’s not yet clear what type of content is most effective for brands on IGTV.
There are fewer brands with IGTV channels compared to the number of brands using Stories or posting regularly on their feed.

IGTV is fertile ground for testing, and because there’s less competition, it’s easier for brands to stand out. This means that IGTV is an ideal platform for small and mid-sized brands to leverage so they can connect with followers and get some extra attention.
From animation to raw footage to breathtakingly beautiful videos, the possibilities for IGTV are endless. You can really dig in and get creative with your video ideas.
But where do you start? Does your IGTV content have to be super-produced like television? What if you don’t have the budget for that kind of content?
As you’ll see, there are plenty of brands out there doing great things with their IGTV content without breaking the bank. In this post, we’re sharing nine of the best IGTV marketing ideas to steal from both big and small brands.
Here’s What We’ll Cover
How to Upload IGTV videos from a Computer
IGTV content ideas to steal from big and small brands
– Fun & simple IGTV content from Kvell Collective
– Raw, user-generated IGTV content from Honest Company
– Educational IGTV videos from Bulletproof
– Low-key style and relevant IGTV partnerships from Sweetgreen
– Community story highlights from SoulCycle
– IGTV how-tos from West Elm
– Luxury home tours from the Serhant Team
– Repurposed television commercials from Tiffany & Co.
– An exploration of your company’s mission or identity from Arc’teryx
Go deeper with content ideas for IGTV
First, what is IGTV?
IGTV is a separate section on the Instagram app where users can choose to create a channel (like on YouTube) and share longer videos than you can on posts or Stories. IGTV content can be up to 10 minutes long for regular business accounts, and up to one hour long for verified accounts.
You can upload vertical videos or horizontal videos, and according to Instagram, the IGTV dimensions are 9:16 for vertical content and 16:9 for horizontal content. Your videos also must have at least a 720-pixel resolution.
You can upload most videos directly from your smartphone. However, if your videos are longer than ten minutes (or they’re professionally shot and not stored on your phone), upload them from your computer. Fortunately, it’s easy.

How to upload IGTV videos from a computer

Go to Instagram.com on your internet browser and log in to your account
Go to your profile and click the IGTV tab
Click the “Upload” button to choose a video from your computer files to upload
When it’s finished uploading, Instagram will prompt you to share a preview of the video to your feed if you want, but otherwise, that’s it!

IGTV content ideas to steal from big & small brands
Curious about how IGTV is being put to work? Let’s look at a few different examples to add to your IGTV content ideas bank.
Fun & simple IGTV content from Kvell Collective
Kvell Collective is a creative studio and influencer collective that, among other things, creates and sells animated stickers to put on your social media photos and videos.

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They’ve been using IGTV to announce each new line of stickers, and their videos are incredibly fun, yet simple: their animated sticker moving to an upbeat song against a bright, solid-color background.
This type of content works because it’s genuinely entertaining to watch, plus it’s very on-brand for Kvell. Not to mention, it’s a way to directly advertise their new line of stickers, which is a smart IGTV marketing idea.
Raw, user-generated IGTV content from Honest Company
Honest Company is a natural beauty and baby products brand founded by actor Jessica Alba. They’ve created an IGTV series that follows the stories of four women who found out they are unexpectedly – and delightedly – pregnant.

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Honest Company cut-together IGTV videos of short content filmed by the women themselves. Most of the content consists of video selfies or videos shot on a smartphone by one of the women’s friends. Then Honest Company has taken the footage and edited them together to create a compelling mini-documentary IGTV series. The series’ raw feeling immediately relates to their customer base of women and mothers seeking real, “honest” products. A clever IGTV marketing idea for accounts wanting to build stronger connections with their audiences.
Educational IGTV videos from Bulletproof
Bulletproof is a food, drink and supplements brand for high performance. You might know them by their flagship product, Bulletproof coffee. Many of their customers are people in the biohacking community, which means they care a great deal about the emerging science behind the ingredients and recipes.

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Bulletproof has launched an IGTV series of educational videos that explain their ingredients and some of the more technical terms used in their products in a colorful and engaging way. Many of their IGTV videos have animation and a narrator, but you could easily apply this concept in a low-budget way by creating well-designed slideshows.
Low-key style and relevant IGTV partnerships from Sweetgreen
Fast-casual salad restaurant Sweetgreen has launched a series called MarketWatch, where they film a well-known person in the health food space giving a tour of one of their favorite farmer’s markets.

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The IGTV videos are well-edited but still come off feeling like a video you could have shot with a friend using your smartphone. This is particularly empowering if you’re on the hunt for IGTV content ideas that are easy to create. The series is fun to watch and super relevant to the Sweetgreen ethos of clean and fresh produce, plus educational.
There’s no need for high-tech gadgets to do a series like this. Plus, your brand gets the added benefit of having your IGTV content shared with your featured guest’s audience.
Community story highlights from SoulCycle
SoulCycle is a spin-class fitness giant that doubles as an intimate neighborhood community. They’ve injected their IGTV channel with exactly this spirit. Their video series, “Soul People are the Best People,” features interviews with members about their personal struggles and how SoulCycle helped them overcome it.

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The professionally produced series feels intimate and honest because of the emotional elements. If your brand is built around an idea of community, highlight some of your customers’ stories and further that mission through IGTV.
IGTV how-tos from West Elm
Interior design retail store West Elm has used their IGTV channel to share helpful how-to videos related to your home. For example, they have videos related to caring for your indoor plants and others that show you how to overcome common design challenges.

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They’ve done a great job of making the IGTV videos succinct, with every moment containing a piece of valuable information. They’ve also optimized their videos for silent viewing by including captions of the narrations.
If there’s something you think your brand could teach your customers, a video how-to on IGTV can be a powerful educational medium.
Luxury home tours from the Serhant Team
The Serhant Team is a real estate firm run by one of the stars of Bravo’s Million Dollar Listing, Ryan Serhant. They use their IGTV channel to showcase professional, full home tours of their listings, headed up by the charismatic Ryan.

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IGTV is perfect for full-length tours, because you actually have the time to showcase everything. Plus, many people already follow a lot of accounts for drool-worthy images of luxury and well-designed spaces, priming them for this type of content.

You don’t have to be a real estate firm to take advantage of this concept, either. Use IGTV to do tours of your company’s awesome office. Or if you’re in the hospitality, interior design, or construction industry, an interesting IGTV content idea is showcasing tours of your finished projects.
Repurposed television commercials from Tiffany & Co.
Iconic jewellery company Tiffany & Co. has been using its IGTV channels to post their amazing television commercials to reach new audiences who may not watch television.

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While Instagram posts and Stories are too short-form for this, IGTV is made for full-length, beautiful videos. If your brand has already dished out the money for television commercials, you can re-format them for IGTV content and get double the use.
An exploration of your company’s mission or identity from Arc’teryx
Outdoor gear and clothing brand Arc’teryx has created a beautiful video series that digs deeper into who they are as a company, exploring their overarching purpose and what drives the products they create. So far, episodes include a deeper look at the principles behind the design of their products and their material sourcing.

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While their videos are extremely professionally done (and, frankly, jaw-dropping), this concept can still be applied to your brand even if you don’t have a big budget or the manpower to replicate the Arc’teryx style. Use IGTV to tell the story behind your mission or company identity, maybe even via a simple but compelling interview with the founder.
Go deeper with content ideas for IGTV
Our biggest takeaway from these IGTV marketing ideas for your brand is to do what suits you. All while enriching your audience’s lives. One of the biggest advantages that IGTV offers brands on Instagram? The opportunity to go deeper and longer with content.
Before IGTV, Instagram content was shorter. And while that can be helpful for capturing the short attention spans of users, it left little room for concepts that took a little longer to explain in a visual format.
If you have a brand with a complex product or an exciting backstory, IGTV is an excellent place to stop dumbing-down and start going deeper.
But even if you don’t fall into those categories, as we’ve seen in the examples above, IGTV finally offers all brands a chance to be creative with slower-paced, story-driven content.
Curious about using IGTV for your brand?
Use these content ideas for IGTV to create your own powerful IGTV channel, or share this post with your marketing team for your next IGTV brainstorming session.

6 Mobile Ecommerce Trends to Drive Sales

The main challenge for any ecommerce business is standing-out and reaching customers, which can be incredibly difficult among the competition. All the more difficult, too, considering all the ways in which the ecommerce customer base is changing.
Standing out in ecommerce now involves recognizing that, nowadays, buyers are more multi-faceted than ever – they care about social values that their favorite brands do (or don’t) espouse. Marketplaces are making lives difficult for small outlets looking to preserve their brand identity. And providing a better standard of customer experience will never not be a challenge to online sellers.
With all that in mind (dizzy yet?), there’s room for hope. With mobile sales estimated to reach $3.56 trillion by 2021, with so many more users to reach, we put together a list of six of the biggest mobile trends in ecommerce that are driving sales at the moment, to show you how to bridge those gaps and drive your sales into the future.
Conscious Ecommerce
Customers are becoming more and more aware of how their buying choices fit into a wider ecosystem. With this extremely welcome social development comes a new level of scrutiny on brands. As customers are becoming wiser to the potential ethical and environmental elements of ecommerce, sellers need to remain aware of the link between consumers’ value systems and what they buy.
Customers have begun to express concerns about the link between ecommerce and packaging waste, for example. Elsewhere, the carbon footprint of ecommerce overall has been called into question – with the number of home deliveries being made having skyrocketed, there are more large trucks on the roads than ever. Traditional retailers have benefitted from taking something of a stand on their values – Walmart’s Sustainable Packaging Playbook to Dove’s Real Beauty Campaign, or Heineken’s Worlds Apart promo – and ecommerce will be the next to be tested on theirs.
Leveraging this particular trend is as easy as directly addressing those concerns about which customers have been vocal. Invest in biodegradable and compostable packaging materials. Consider making alternative arrangements to how you ship deliveries.
More broadly speaking, ground your operations in values that your customers will identify with. “Conscious ecommerce” may be a trend now, but it’s likely to have far-reaching and long-lasting implications on how brands are perceived. ‘Investing’ in your value system has a universal long-term benefit: for your brand, your customers, and the wider environment.
Be Transparent
Practising transparency, tuning your operations to an ethical code and making it obvious, might seem like an unlikely sales driver at first, but as the likes of Buffer have shown, it can be used to great effect.
Transparency is another dimension of a generally conscious approach. A company’s transparency can be measured in any aspect of its operations – and while transparency is good for avoiding a loss of business value, it can also be used to actively build your brand’s visibility and cultivate a positive perception, much like with conscious production.
Battling the stigma of the data collector is key for any ecommerce seller. Owing to the value of raw customer data, some owners of it are tempted to be vague about how they’re willing to use it – it’s a subject of public sensitivity, and exploiting it can backfire spectacularly. Internet advertising company DoubleClick Inc. found out as much when their plans to share confidential customer information with an offline marketing agency were revealed. Their reputation never recovered.
Transparency also extends way beyond the numbers. Everlane, a direct-to-consumer fashion label, has committed to material transparency, by offering a breakdown of the exact production cost of each item. Their stance is so innovative that it compensates for their lack of conventional marketing, and is responsible for their double-to-triple- digit annual growth.

Moreover, transparency in your dealings is a surefire way to build brand loyalty. In an age where trust is harder than ever to build, transparency is not just an ethical need, it’s an excellent long-term sales strategy.
Partner with the Marketplace…
To brand or not to brand, that is the question. Choosing between preserving your brand strength by selling only in-store, or following the draw and popularity of the marketplace can be an agonizing conflict for an ecommerce director. The latest solution to the problem is to simply go best of both worlds, and actively partner with marketplaces.
Take a look at the page within the Amazon store dedicated to Levi’s. In Amazon, that most impersonal of marketplaces where the potency of a brand dissolves among all the choices available, note how characteristically Levi-esque the company managed to make this page. Levi brokered a unique collaboration with the world’s preeminent online marketplace – and now benefits from all the aspects of selling on Amazon while retaining the integrity of their brand.

It’s a particularly shrewd move that has been seen in ecommerce a few times in the past few years. Levi also collaborated with Lazada on a similar personalised store-within-a-marketplace, while Danone mounted a similar collaboration with Lazada on a series of online stores for South Asia.
Collaborating with a marketplace gives you the chance to catch the eyes of that marketplace’s userbase – if you’re working with Amazon, that’s almost 200 million pairs of eyes – while having the opportunity to tailor the environment to your unique brand sensibilities.
…or Integrate the Market Model Yourself
Bringing your brand to the marketplace can be a sound idea for ecommerce; so can taking a leaf out of the marketplace’s book and ‘Amazonifying’ your own online store.
Retailers are expanding their sights by integrating the marketplace model into their own apps. Instead of partnering or collaborating with the big boys directly, smaller ecommerce outlets are stealing the playbook and adapting their own site. It’s more advised for retailers who already have significant momentum behind them, but the benefits are various:

The reduced amount of mediation brings the seller closer to their customers. Unlike if they were selling through a third-party marketplace, the brand owns the relationship. This opens up avenues for boosting customer loyalty, and the direct-to-consumer (D2C) storefront model helps builds trust.
Where data rules in ecommerce, a D2C model opens up greater possibilities for gathering key data to improve your customers’ experience of shopping. You can measure product interest and buying habits, and approach advertising in a way that is adapted to your brand.
Opening a marketplace storefront is a way of capturing new revenue through commissions on sales.

Again, Walmart leads by example, launching a marketplace feature that immediately doubled their product assortment. Tracks N Teeth combined the marketplace feature with cutting-edge customer experience innovations (result-oriented visual search) for a unique online shopping experience.

Getting Progressive
We’ve spoken at length about the benefits of being ‘progressive’ in principled, ethical ways as a business. Another key sales driver in ecommerce is making your apps themselves progressive.
Progressive Web Apps – or PWAs – are web applications that behave like regular web pages during loading, but then are able to offer significant offline capabilities too. For users (and, indeed, developers) of old-model apps with all their faults, the features offered by PWA are a revelation:

As the name suggests, they’re progressive. The progressive enhancement with which they’re developed means they work, and work just as well, on any browser.
They’re responsive, adapted in design to any device capable of browsing the web.
They’re connectivity-independent, allowing users to work offline or on low-quality connections.
They’re also safe, discoverable and installable.

The rapid load times and improved capabilities of PWA all point towards a tremendous improvement of customer experience. The ability of PWAs to offer push notifications at any time also opens up new channels of revenue.
You will have to tap your developmental reserves to create a PWA: Manifest, service workers and Web workers are some of the most often used technologies in creating PWA-type capabilities. The benefits, however, are vast in their potential. PWAs offer a significantly cheaper alternative to the native app with increased functionality, are great for SEO, and as companies from PetLove to West Elm have found out, they’ll bolster your conversions too.
They’re low-data consumption, they load like lightning: PWAs are the future of app use, and they should be the future of your company’s in-app ecommerce experience.
Getting Social
It’s no secret that social media is becoming increasingly important to customers’ experiences of ecommerce. Given the role social media is now beginning to play specifically in driving sales, with 55% of shoppers having made a purchase directly through a social media platform, any ecommerce outlet worth its salt will be adapting their strategy accordingly. As private messaging services are also looking as though they’ll soon go transactional, the number of approaches to making those adaptations is large, and expanding.
Metrics and the definition of a customer persona are absolutely vital for successful social media-based advertising; even the basic aspects of social media promo, like your garden-variety Facebook ad, will flop if you’re not optimizing. Always make sure you’ve built up a clear picture of who you want to appeal to before you launch an ad.

Greater integration of your own brand with social apps shortens the gap between you and your customer – a buy button can make all the difference, as it has on Snapchat. Meanwhile, some of the social media platforms themselves are looking to meet ecommerce in the middle. You can already make a “shop” through Instagram, but Instagram itself is working on a full-shop app that makes use of its current ecommerce integrations like product profiles, links to merchants and native payments.
Decisions, Decisions
Having so many ways of potentially driving your ecommerce sales can in some ways make the task feel as difficult as if there were only one. There are a vast number of new approaches to getting your brand ahead, as the ecommerce market continues to expand. But as a wise man once said, if you aren’t busy being born, you’re busy dying. Give a few of these new strategies a spin and give new life to your ecommerce business.

An Honest Craigslist Mattress Ad

Selling a full-size IKEA mattress that is four years old. I've only slept with four guys in this bed, and that's honestly not that many guys. You should feel bad for me! But in my defense, I've only had the bed for the past three years. Before that it was my cousin's, and she gave it to me for free because she also felt bad for me. I've gotten a lot out of this world based on pity alone, and I don't plan to end that streak anytime soon. I mean, come on, I'm a woman!This is a very nice bed for a lady looking to be a spinster or a guy who is really trying to "just work on himself right now." It's comfortable, but not so comfortable that you'll feel guilty about how well you are sleeping and then spiral into self-awareness of your cushy life and the social injustices of the world. When you travel and spend the night in a hotel, you'll definitely appreciate the quality of the hotel bed and maybe even miss the hotel bed a little bit when you return home and look at your sad fucking IKEA bed and think to yourself, Jesus, how did I get here? Where are all these crumbs coming from?! What do my friends even mean by wanting to "help me help myself?" Listen, the bed is a little creaky. I think it's the box spring. You'll either be having crazy-loud sex, or teaching your partner how to sex you real gentle-like. That's for you to figure out, along with the rest of your horrible and messy personal, professional and familial life. Please buy this bed and get your goddamn shit together. Think of this mattress as a stepping stone towards a better version of yourself. I was in your position once–willing to take whatever bed someone was ready to ditch at the curb, accepting the fact that someone else's trash was indeed my treasure. Hey, you have to IKEA before you can West Elm. Buy this bed and you too will grow up. You might even go from being 22 to 24. You could possibly, during the course of owning this bed, get a not-so-entry-level job that's less administrative and slightly more interesting. Maybe, against all odds, you'll find someone who regularly wants to sleep in this awful fucking excuse for a bed with you. I am not kidding, this bed doesn't even have springs. No springs at all. It's just a soft, plush pallet that is generally mattress-shaped. And then maybe you, too, will be lucky enough to have a roommate who is moving out and pities you so much that he'll sell you his much nicer bed for a super reduced price. That's called moving up in the world. Trust me on that. I'm 25 now.Looking for $100 but will take more if you have any empathy whatsoever. — This feed and its contents are the property of The Huffington Post, and use is subject to our terms. It may be used for personal consumption, but may not be distributed on a website.