IGTV Marketing – Maximizing Stories, Highlights, Posts with Video

IGTV Marketing – Maximizing Stories, Highlights, Posts with Video

Setting up IGTV Marketing

Instagram’s IGTV, used for marketing stories, highlights and posts with video, has taken a huge step forward as Instagram has added IGTV Integration. It is now an integrated platform that can be a powerful launch pad for promoting any product or service. This is especially true for hotels and tourism destinations.
This blog shares several ideas and illustrations of how this can work.

IGTV4marketers- what you need to know

For the integration to be complete, you first need to upload your video to IGTV. The video should be more that 1 minute long and can be as long as 1 hour for verified accounts. Other accounts have a maximum of 10 minutes.

To upload, just go to your Instagram account using your desktop browser, log in and follow the steps as outlined in Instagram Help.

Uploading Your Video to IGTV

On the Web, go to Instagram.com:
  1. From a computer, open your web browser and go to Instagram.com.
  2. Go to your profile and click IGTV.
  3. Click Upload.
  4. Click and choose a video, or drag and drop a video file.
  5. Add a title and description.
  6. Soon — Click Post. But not right away

Source: https://help.instagram.com/225190788256708

On Your Smartphone

If you prefer to do this on your smartphone, download Filmr or the Instagram IGTV app.
Filmr is a more useful tool as it allows you to create and edit videos.


Link Instagram Post to IGTV Marketing Video

IGTV Marketing Post preview

ON IGTV, Choose the Preview Post Option

Instagram gives you the option to share a 1-minute preview of your IGTV video to your feed.

Before you post the IGTV video (click Post item #6 above), click the Post a Preview Button on.

Now click Post #6 above

Now you have an IGTV video and a shorter version of it as a Post. The post will play and let your viewers “Watch Full IGTV Video”.

Stories & Highlights

About Stories

Instagram Stories are short 15-second teasers that may be images, videos and slideshows. Content in the story is live for 24 hours and then goes into an archive that is not visible. You can add text, drawings and emoticons to images or video clips in your stories. A story is an announcement that a new video or photo is on your site.

Anyone can tap your IG profile photo and your story displays.

About Highlights
Highlights are the little round images that depict your story. It’s a way to keep your story available on you page.
IGTV Marketing - Maximizing Stories Highlights Posts Video

Link Story & Highlight to Your IGTV

The easy way to link the story and consequently the highlight is to share it from your IGTV video.
To share from an IGTV video to your story:
  1. Open the IGTV video you’d like to share to your story.
  2. Tap.

    crane storyshared by IGTV

    Static IGTV Share does not tell the story.

  3. Tap Add video to your story. You can also add text, stickers or filters.
  4. When you’re ready to share it, tap Send To.
  5. Next to Your Story, tap Share.

A better way

Sharing your IGTV video to your stories’ channel may not be the best way to create a story.

The automated Share from IGTV is very basic as it just takes a snapshot of the video cover image. I

t does work but a better way is to upload a 15-second video that gives the flavor of the video and makes users want to see more.

Upload you video to your story (click on the + Sign under the Story button). Then:

  • Click on the Link icon.




  • Select the IGTV video you want to share.
  • Select Done!

Your Promo Launch Platform

clickable link in IGTV marketing description

To see the Description on a smartphone, users click on the icon at the end of the title



Now you have a story that will announce your news and, if you like, you can promote it. Remember: it will disappear in 24 hours.

You can also Promote the Highlight at any time.

Both are teasers that link to your IGTV video.

Your post also links to IGTV (but you can’t promote it or the IGTV).


Clickable Links in IGTV

The great news is that you can include a clickable link in the IGTV Video description.

Users will see the link and can click on it to go to your website or wherever you link too.

To see the description, users just tap the arrow icon following the post title.

These IGTV links are open to all.

Unlike stories that require you to have 10,000 followers, IGTV videos can include links no matter how many followers you have.




Instagram TV for Business & Entertainemnt

IGTV Clickable links make Instagram a competitive business alternative to YouTube and others.

Marketing Clients with IGTV

This means you can promote your clients and your own business with high quality videos and clickable links on Instagram. Instagram marketers may offer clients a service that includes:

  1. Create and publish an IGTV video
  2. Create a post that links to IGTV
  3. A Story and Highlight
  4. Paid promotion of stories and highlights
  5. Syndication and social media promotion/advertising of any or all of these elements
  6. A service on client’s own website
  7. Your Influencer sites: Access to your influence, followers and promo reach
  8. Embed IGTV on a blog promoting the destination, package or product.

The list goes on. Your blog can be featured on Google News, which will create high authority with a quality brand footprint and expose the brand to a wide audience. Refer to our Instagram tutorials for ideas and tips on general insta-marketing.




Embed IGTV

Pros & Cons of Instagram TV


The beauty of IGTV is clickable links. Instagram is very restrictive about marketing on its platform. They do not allow links unless you are paying to promote a post. They restrict links as they want the site to be about sharing and not affiliate marketing, self promotion or overtly commercial. For this reason it has become a high authority trusted site.

Now with IGTV you can add links into the description and users may click to your site of clients you may be promoting. This puts IGTV on the same footing as YouTube and other what have always allowed links. Also with the ability to link your post preview, your story and highlights to your IGTV link you can have at least 3 links to the TV video. You can promote the story and highlight as teaser that will drive traffic to you TV video and allow users to click to your website.



The preview Post looks just like a regular post but it is actually just a preview of the TV version. It has the sane URL. You cant promote the post. Also you can not at this time promote the TV Video. This seems counter intuitive.  Most other platforms allow you to promote your main video but NOT Instagram. At least not now!   You can promote the Story and Highlight, but it is an indirect link- That is you promote the highlight and you can link it to the TV Video, But users then have two click (Story and IGTV), And the IGTV link is hidden and only visible if users click on the description. That may not be most effective.. You may be better off  linking your promotion directly to ythe URL in the IGTV- If so its you may embed the IGTV in your blog (as above)

On the plus side you van promote everything off site. You may embed it blogs, syndicate it and share it on social media.



(C) Ian R. Clayton

Digital Media Author, Blogger – Videographer

12 Tips to Make Instagram Promos Buzz

12 Tips to Make Instagram Promos Buzz

In this Instagram Tutorial “12 Tips to Make Instagram Promos Buzz” you will Learn how to get the most out of your Instagram-promotions. The tutorial reviews case studies of what has worked and not and explains why.

PROMOS are a easy way to advertise your post – It can be seen by a large audience that you would not otherwise attract. In the video showcased we see how a 40$ budget got 1,400 likes, 324 saves, 898 profile visits and 809 clicks.

Now that does not mean all promos will deliver these results. In fact there are many videos showing what may be total failures. But the fact is that good results are attainable if you do it right. For example many instgramers think it is smart to make a post look like an advertisement. The stats show ads do not get the emotional engagement that a real people based image or video do. Instagramers like real interactions and images with people do best.

It’s all explained in the tutorials along with my personal fiascos with promos of my book. Learn from my mistakes of what not to do.

12 Tips to Make Instagram Promos Buzz also covers vital information that you will need to track and evaluate your promos. It shares links to apps and resources that help you monitor and manage your campaigns. Measuring your success on Instagram is just one of the 12 points to cover. It is much more than tracking reach, likes and comments. You need to  use the right tools, apps and strategies to measure and evaluate how each post is converting as you optimize the strategy for each campaign.


See the full list and links on the tutorial

instagram promoted post

example of an instagram post that may be promoted- Also called sponsored posts. Its an easy way  advertise

Instagram Strategies Tapping Influencers in Tourism

Instagram Strategies Tapping Influencers in Tourism

This instagram tutorial explain all you need to know about influencers. Several Instagram Strategies Tapping Influencers in Tourism are examined. The specifics of how this applies to marketing hotels and travel are explained in detail.

There are Mega influencer, Micro Influencers and right now the trending influencers are Nano-influencer. An article in New York Times says that the nano influencers are offering the best value today. These are account with about 1000 highly targeted and engaged followers. The training explain why big is often not better. You will learn

The article discusses:

  • how to attract influencers –
  • how to identify and select the ideal match
  • how to reach-out to those you want to work
  • how to analyze their accounts
  • how to optimize your account so that influencers will want to work with you
  • how to define and target your niche
  • what it cost and what to expect

The training is easy to follow with many links to resources, case studies and examples.
Tools and apps that can help you build and manage your influencer marketing campaigns are also included.

Get Full Details at http://markhat.com/instainfluencers/


Strategies Tapping Influencers

The Instagram Strategies Tapping Influencers in Tourism tutorials are part of a bonus for book buyer who have purchases any of the books in the series “Marketing Hotels and Tourism” – It is now open to all hotel tourism and hospitality professionals. The instagram series will contain about a dozen session covering all major ares of marketing with instagram.

See more about the Series at WEBSITE Optimization |   DIGITAL MEDIA  Marketing

Hotels Tourism Instagram Marketing Tutorials

Hotels Tourism Instagram Marketing Tutorials

powergram | showroom |authority | passion | shoutoutpages | instainfluencers | promos | IGTV & Stories

Instagram is hot property for tourism  today.This series of Hotels Tourism Instagram Marketing Tutorials will provide a brief video (under 30 seconds) to overview the benefits of Instagram with respect to its major features. The description and notes under the video will expand on the How and why for each aspect.

Aligned with New Consumer Behavior

Instagram is align with the new attitude to information which is visual, engaging and real. Real in the sense that it is user and brands sharing what matters. It’s authentic as Instagram does not allow affiliate marketing and you cannot link back to your site or a landing page that sells a product. Its a counter-intuitive channel for brands, or so it would seem. But the reality is that Instagramers, and perhaps consumers in general, are wary of brand messages. What brands say about themselves tends to be largely discounted.

Entertain To Inform & Engage

 Instatravel entertaining to engage

female traveler taking Instagram destinations photo. source pexel

The new trend to brand adverting is more in line with entertainment. Entertainment first and Information second is the new norm for brands. We see this with BMW example and with the fun ads by booking.com and others. The concept is provide interesting, entertaining content that engages and motivates with out having to bang the drums and shout out a message.

Let the medium tell the story. So Instagram has its own 15 second stories and its full video with IGTV. And that in a direct response to the fact that videos are more engaging than photos. In fact video posts get  38% more engagement than image posts and twice the number  of comments. The fact is that  100 million users are interacting with Instagram Live video everyday.

Favoured by Millennials

Instagram Stories were launched a years after Snapchat had introduced the concept to great applause. Yet today 68% of Millennials use Instagram versus Snapchat (about 40% use Snapchat). As Millenials are the new consumer its important to follow their thinking and to be where they are. They are a new consumer with a very different motivation. They care about the experience first, and put what is done, how it is done and its impact above valuing things and possessions. This requires a new philosophy for brand messaging and brand integrity.

Series of Short Videos & Nano Moments

instagram video tutorials
So over the next few weeks I will share with you some tips and strategies to help build your Instagram base and your travel brand.

It starts with Instagram power. The video series will cover Influences, shout-outs, sharing other people posts and promotions. We will discuss hashtags and content that is congruent with your travel brand. Success on Instagram requires a fine focus.

It’s not about appealing to the largest audience or aligning with the account with millions of fans. Nano influence are now in vogue.

These are people and sites that are very focused on specific niches. They are users with as little as 1,000 followers and they are not famous. They create engaged following based on a different point of view and a passion for work in travel niches like heritage and culture, lifestyles of artisans and dedicate travel venues.

Power of the Gram

This is the first in the series of nano videos in Hotels Tourism Instagram Marketing Tutorials.

The power of the gram is pervasive. It has high appeal to travelers looking for authentic information about destinations, accommodation and lifestyle vacations. We will explain why it has become an authoritative channel in a following video. It is also highly engaging and entertaining as noted above. Part of its appeal is that it is immediate. Real traveler share their experiences as they happen. Its real-time, real users with real experiences.  Successful Insta-Brands understand that Instagram content must be real, authentic and not brand-centrist. Successful Posts are user-centered!

Keep watching as explore these issues in future posts.


Showroom for Travel Brands

Instagram has become a Digital Brochure for travel. It is a de-facto Showcase of tourism. It works for destinations, hotels, villas, apartments, resorts, restaurants, attractions, festivals, events and all tourism activities. Hotel Chains, Online Travel Agents (OTAs) and independent tourism operators have discover that the correct use of Instagram can increase exposure, brand integrity and lead to more bookings.

The point however is that it must be used correctly.

Post need to be unique, engaging and purposeful. It should appeal to an inner need and connect on an emotional bases. It should entertain and motive the viewer to visit your Instagram profile and your brand website. Instagram has a strict policy on linking and only allows a link back to your site via your BIO. This may seem pointless to many marketers which is fine by Instagram, as they do not want to encourage spammy sales links. The good news is that because of this policy it is a very Authentic Site.  And that is good for travel brands using it.

Authenticity & Authority

Unlike many user content sites, Instagram decided that it would restrict linking out to sales pages and websites. Links out to sales page is how brands get value for sharing their content (Backlinks). Its is a big part of affiliate marketing and a natural part of marketing and promotion. Instagram decided that was not on and you can,t add live links to your content.

This has turned out to be a uprisings benefit to travel brands. It is a power platform for branding, especially as it is not crowded with sales pitches and “buy my stuff” backlinks. With fewer sales message clogging the airwaves Instagram has established a high level of credibility, authenticity and authority. It is a good place to build your brand.

Alternative Backlinks

You can and should add a URL in captions, in your videos and images, but these will not link anywhere. They are however essential branding and users who are motivated by your post can always type in the URL (keep it short).

You can add a link to your Instagram BIO (Instagram profile), so long as it is genuine and not-spammy. They don’t like landing pages that are grabbing emails with a signup form. They also may reject clocked links that redirect to another site. So again links have to be genuine links to quality sites. Yo can also add liks to post you promote and to ads on Instagram. Check out the video on promotion coming soon.

If your Instagram account has more that 10,000 followers you can add a link back to your site. You can also add a URL in to your video or photo. However links in video and images are not clickable and users will often go to your Insta-BIO. Be sure your Instagram BIO is optimized well. We will include a video on this later.

There are also apps that will allow you to make you post (images etc) clickable – Check out LATER. I don’t currently use it and have done a very cursory review of it.  It’s a bit of a work around but worth investigation. More on this soon.

Passion – Powered By Passion People & Purpose

In the new digital landscape information is abundant. Travelers, like all consumers, must sift through endless messages, fake news, hype and overload. The old marketing standards of Place, Price, Packaging and Promotion have little meaning. They are replaced now with a new set of Ps: Passion, Purpose, People and Process.  Marketing on the new visual-first platforms, like Instagram, is driven by purpose and delivered with passion to inform, entertain and motivate travelers.

Tourism organization are realizing that they cannot be everywhere. They are reaching out to People and Partnering with Passionate Instagram travelers, photographers and video-graphers to share their user created real-life content. This is the new paradigm of Purpose, Passion, People and Process exemplified by Instagram an its army of people who share.

No! I don’t mean people who share selfies! I personally ignore all of the self indulgent fashion models and body builders unless they have a point of view and interesting take on lifestyles and purpose. There are many who do. These  passionate travelers are documenting lifestyles and culture and introducing people and places all over the world. Many have millions of followers.  An upcoming video will talk about tapping influencers; it has some tips that will surprise you!


The Next lesson in Hotels Tourism Instagram Marketing Tutorials is Shoutout pages.


Shoutout & Share Reposts to Connect

To succeed with Instagram is  you need to post relevant high quality and engaging content regularly. You also must be able to get found, get seen and engage. You will have to promote your posts in order to achieve maximum visibility.

Shoutout Pages

Shoutouts are a great way to promote you post and your brand. We will delve into how to Tap Influencers to get exposure to their followers in the next tutorial.

Tapping influencers generally means you pay them to share your post. You can also do this for free if you have outstanding images or videos.  If you do you can start right away using the free shoutout pages  like LiveFolk, The Outbound Collective, Passion Passport and Discover Earth. These shoutout pages and others like them will share your post if they think it is worth of a shout out.  It a quick way to expose your brand to a large following to get more likes and follows. Its generally free so long as you use their hashtag in your post.

Discover Earth, for example, posts images from various photographers. To get them to  shoutout your post  you need submit to use the hashtag #discoverearth in your post. If they like it, they might feature your image on their feed.  They also like to post information about the image and have a massive following with high engagement rates.


Sharing user-generated content is the essence of  social media and repost are a perfect way to share. By posting another instagramers photos or videos you can increase your engagement, diversity your content and gain authority for rich and relevant content. A repost also inherits the authority tags, keywords and hastags of the post, which helps to expand your reach and influence. Learn more about “How to

Repost or Share” with our Instagramtips page. The article also provides other tips and suggestion for Instagram success. Also checkout the benefits of reposts here>>>
Crossly related to Shoutout pages is influence marketing. That is the next lesson in “Hotels Tourism Instagram Marketing Tutorials”

Tap Influencers to Influence

In the previous hotels tourism instagram marketing tutorial we introduced the concept of shout-out pages, a free resource where you have your post mentioned. An influencer, however, is an instagram star with a Mega following, or a niche expert with fewer but highly targeted and engaged followers. They do not shout out your post for free.  Instagram is by far the best performing platform for aligning with a travel and tourism influencer. it is an excellent and authentic way to reach travelers with interest in your niche. If an influencer agrees to shout-out your post you will get a recommendation from a trusted and authentic source. It is however not always easy to get their attentions. 

Cost and Preformance of Mega and Micro Influencers

Influencer marketing is expected to be a  $8 billion dollar industry by 2020. The mega-influencers are expensive. You can pay thousands of dollars for a singe post. The smaller (nano and micro)  influencers will charge as little as 50$ to several hundred $. These are by far the more popular types of infuencers today. Generally their audience are more targeted and engaged than the “Megas” with millions of Fans.

Micro-influencers with less than 100,000 followers account for about 1/3rd of all Instagram influence channels. According to Sapna Maheshwari of the New York Times, “it is now the nano-influencer, ordinary digital citizens, with 1,000 or so followers that are courted for their influence.”

How to Find the Right Fit

You can find influencers by searching Google for the best Instagram leaders in your niche. The video example above shows the “Best Travel Influencers” which is really too large. You need to trim that down to something that is specific to your target audience.Get dond 3 levels at least- Category (Travel) – Niche Villas – Specialitly/Feature/Benefit: Independent Traveler, Away from the crown as in Poinsettiavillas St. Lucia A more recent strategy is to Personalize your offering by Character like Avant Garde, Artisan and Lifestyle Vacations featuring local people, culture and heritage.

Another option is to search on Instagram for your niche and select those who are not Megas. There are resources like UPROXX that will list the best travel Instagramers. There are apps like iTAGGZ that will help you define your best #hastags and find sites to follow and reach out to.

Reaching Out

It is a good idea to contact several profiles so you can pick and choose from those that reply. The correspondence with them will give you some idea of the working arrangement you might expect. it helps  to have a distinctive site and purpose to grab their attention. Remember they are busy and want to work with winners. Informal message usually work best with Nanos.. Try something like:

“Hello {NAME}! I’d love to gift you a free weekend  in my boutique villa resort and do a paid promo on your Instagram. Let me if this can work for you!”
– The gift is optional but it will help you get a better rate and also help the influencer to understand your offer.

If your message interests them they will check out your Instagram account. If it is not up to standard compared to similar brands, your message will get ignored. Be sure that you have a great-looking site.

Here are 5 key criteria they will look at:

  • The number of followers you have is #1 (They are looking for sites with good traction)
  • Your bio should be clear and short
  • Your bio link must be to a page that is relevant
  • Your grid should look balanced and clean. (see The PreviewApp for examples of differentiated Instagram grids)
  • Posts must be distinctive, original and high value content (a mix of photos and videos – videos get higher engagement – photos are more instant)

Check Credentials

Spam, fake likes and follows abound everywhere today and Instagram is no exception.

3 quick checks that will help you validate accounts:

  • Check that the follower are truly engaging with the site. Your proposed partners should have an average engagement of 2 to 6 percent (likes and comments /follows).
  • Look at 10 or so post and see if they are relevant to your niche and engagement is authentic. Comments like “great post” are usually thoughtless and may be robots. 
  • Be sure that their audience matches your own. Check geographic distribution and demographics.

You may also use tools like Fohr Card to validate followers.
For a good summary of report on how to choose and check accounts see Pixlee

Instagram Promos “Sponsored Posts”

Learn how to get the most out of your promotions.

Instagram’s advertising combines Facebook’s reach and targeting. This allows including  demographic as well as Facebooks data on behavior and interests. This allows you to get pretty specific in defining your audience.

Instagram ads borrows aspects of Facebooks audience definition such as lookalike targeting, retargeting and fine tuned interest and demographics intersection.

Not all advertising features are available for the PROMOS which is similar to Facebooks Boost.  The PROMOS are a quick and easy way to advertise and reach a large audience.  In the video above we see how a 40$ budget over 2 days resulted in 1,400 likes, 324 saves, 898 profile vists and 809 clicks. RJ Kaur https://www.youtube.com/watch?v=J4afQkw2sc8

Now that does not mean all promos will deliver these results. In fact there are many videos showing what may be total failures. But the fact is that good results are attainable if you do it right.

Here are 12 Pointers to help you Ace your Promos

  • Don’t make it look like an advertisements
  • Promote your best posts
  • People centered photo and videos do best.  People create emotions
  • User generated content. Customer photos are dynamite. They prove that people like your site and they are real 3rd party endorsements
  • Cross Promote to your Social Network
  • Use Hastags- See how to use hashtags for full details on this vital aspect
  • Tag others – Tag followers and locations. Tag other brands that might give you a shoutout – see shoutoutpages
  • Use a powerful call to action and link to powerful landing page. As many will go too your profile is a good idea to link you bio to a tracking page
  • Track your results – Optimize your landing pages. Use a tracking service, like LATER to manage profile visits. Optimize your profile as in 5 point in tap influencers.
  • Choose you target demograpgics wisely– The defaults will mess up your campaign

I did not follow this advice when I promoted my book. Still i reached 35,000 people and got 195 likes for 3 post over  18 day and spent 90$

I totally messed up the first lost using the defaults- That god me a lots of 13 years olds from my how town who were not my prospects.

In the first 6 days 5 people bought my book Digital Media Marketing Hotels and Tourism on Amazon  However, Amazon did not provide any tracking and I can’t be sure that the promos were the source of the sales. This level of activity did not occur on the following 2 promos. Ill be doing it again and try to optimize with what I have since learned. I’ll share that soon!.


IGTV for marketers - Pros & cons of the channel

The page is a bit much now. Going to add more on new pages like this on Instagram TV Videos

Integrated Internet TV Marketing >>>


  • Stories
  • Highlights
  • Integrated Posts

powergram | showroom |authority | passion | shoutoutpages | instainfluencers | promos | IGTV & Stories

More Coming Next:

Stay tuned to Hotels Tourism Instagram Marketing Tutorials for more Nano Tips and Strategies on presenting your travel brand on Instagram!

  • Choose HastTags with Precision
  • Using emoji, GIFs & stickers in your Story
  • Finding exciting and engaging content
  • Using provocative conversation starters
  • Getting Creator status
  • Mission & Vision

powergram | showroom |authority | passion | shoutoutpages | instainfluencers | promos | IGTV & Stories

Contact Ian R. Clayton
Author, Publisher, Photo and Video Journalist: