What is IGTV and How Can Brands use it for Marketing?

IGTV  is a new feature exclusively for Instagram videos. Its goal is to share high-quality long videos. If you’re a heavy user of social media and apps, you’ve probably noticed they are being updated all the time to meet the needs of users.

The Introduction of IGTV

With people spending more time viewing online video, it’s no surprise that Instagram TV has since evolved into a powerful channel for video storytelling. If you’ve considered ramping up your video marketing strategy, think of what you can do with IGTV.

In this post, we give you a detailed breakdown of Instagram IGTV. This will lay a foundation on how to implement IGTV into your overall social video strategy.

What is IGTV?

IGTV is Instagram’s way of disrupting the traditional TV experience and updating it for a modern, mobile experience.

YouTube has exploded in popularity in recent years, and because of mobile video, the amount of time teens spend watching TV has decreased 40%!

By 2021, mobile video will account for 78% of total mobile data traffic, and Instagram is betting big on mobile video with the launch of IGTV.

Anyone on Instagram can create their own IGTV channel, where they can share long-form videos with their followers.

IGTV is Instagram’s way of disrupting the traditional TV experience and updating it for a modern, mobile experience.

For users, the app features an easy-to-navigate interface with various tabs including “for you,” “following,” and “popular.” The search bar comes up with personalized suggestions for you. In addition, while you’re using the app, you’re also automatically connected with existing Instagram followers who are intentionally using the app.

How does IGTV work?

Released on June 20, 2018, IGTV can be accessed as its own app or via Instagram, both available on Android or iOS.

Despite being different apps, both are fully integrated. In addition to being visually similar, to access IGTV an Instagram account is required.

IGTV was dream up and developed especially for mobile devices. As soon as you click on IGTV and open a video, it automatically starts to play. The symbol to access it on Instagram is in the upper-right hand corner of the home page of the app.

The idea behind the feature is to transform it into an actual TV app, where the users don’t need to waste time searching for content from the people they already follow. Everything will be on one screen.

Who can use IGTV?

One of the positive aspects of this new feature is that it will not be exclusive to famous Instagrammers.

All users will be able to use the new feature to share their videos. To do so, you just have to use the app to upload your videos directly. The app is available for iOS and Android, and also on a web version.

IGTV focuses on young users, and is ready to compete with YouTube, opening doors to those who want to become content creators.

With interesting videos, it will be possible to stand out and become a “celebrity of Instagram TV”.

Why is it important to make longer content on Instagram TV?

You cannot ignore the success of short videos that flock the feed and stories on Instagram.

However, the possibility of sharing long-form videos gives the opportunity for creators to put more information on their videos, making the material more valuable and appealing to users.

The objective is to deliver something that really adds value to the viewers, which is much easier to do when you have more time.

How to Create an IGTV?

Now that you know about IGTV, the time has come to learn how to get the most out of it. Because it’s such a new resource, it’s been getting a lot of attention from Instagram.

Let’s roll up our sleeves and get going:

Creating the IGTV video

Different from Stories, the video needs to be recorded and edited in order to be posted on IGTV. There are a variety of free and paid apps to edit your videos. And then,  you just have to click the “add new post” button and select IGTV.

Adding the video to Instagram TV

When clicking to add a new video to IGTV, you can personalize it to draw more attention. The video needs to be in your gallery and ready to be posted and viewed as a thumbnail.

To add the thumbnail, just select the video, continue, and now you can either pull a thumbnail from the video itself or select an image from your photo library. After doing this, it’s time to optimize your video:

  • Title: The title of your video should be short and appealing, making it clear to the user what they will be watching;
  • Description: It’s essential to add a description, giving more details about the content of the video;
  • IGTV Series: This acts like a playlist. If you don’t have one already, the option will appear to add to a series or to create your first series. Just click on the title and add a description.
  • Post a preview: In this step, you can choose to add a preview to your profile and feed on Instagram. The preview can be up to 1 minute long;
  • Edit the profile cover: This will be how the image will appear on your feed. You can select which part of the video you’d like to show in your feed and hit save;
  • Facebook and Watch: Finally, you select if you’d like to share the video on Facebook too.

Why use IGTV for your business?

Why use IGTV for business?

Video has become a powerful tool for brands and marketers to engage consumers. And IGTV can play a crucial role in promoting your business through Instagram marketing.

In fact, six out of 10 people prefer to watch online videos over television. And 72% of consumers prefer to learn about a product or service through videos. So it’s no surprise that 54% of consumers are demanding to see more video content.

If you are interested in making money on Instagram, IGTV should no doubt be a part of your Instagram marketing strategy.

Also Read:

Everything You Need to Know About Instagram Reels


Guidelines for Using IGTV in Your Marketing Campaigns


1. Setting Up Your IGTV Channel

Once you’ve decided to use IGTV, the next step is to download the app and ensure that you have it accessible for your needs. You then hit the gear icon (“Settings”) and create your channel.

It’s worth noting at this point that, just like YouTube, IGTV is optimized for both desktop and mobile, so if you feel more comfortable working or viewing on your PC, this won’t be an issue.

2. Start Uploading your IGTVs

You can upload as many videos to your gallery as you want, after which time they are ready to view right away. Your followers on Instagram will automatically see these videos, even if they’re not technically using the IGTV app.

Make sure your videos are in portrait mode at a ratio of 9:16, or at least no bigger; otherwise, the video will not fit properly.

3. Tips and Best Practices for IGTV

  • After you post, you can also share your IGTV videos through your other channels, and, most importantly, on your regular Instagram channel.
  • Make sure your videos are 15 seconds long or more, but not longer than 10 minutes. Depending on your product and message, a 3- to 4-minute video is typically a good length to aim for. And consider that your audience probably has a 1-minute attention span.
  • Also, in the introduction, make sure you’re not blaring music or being loud yourself, as it can turn people off, especially if they’re watching in a public place or with headphones.
  • Don’t forget to utilize clickable links in the descriptions, which is similar to YouTube and is extremely useful for driving traffic to your landing page.

4. Hashtags for Instagram TV

If you already know how to use hashtags on Instagram, you will know how to use them for IGTV. Be strategic, use only a few relevant ones, and put them in the video description for better SEO traction.

10 Amazing IGTV Video Ideas You Can Try in 2021

  • Provide nice tutorials

What better way to provide product tutorials than through video? IGTV makes that possible. Since IGTV allows you to upload longer videos, you can easily share videos showing your audience how to use your product.

  • Take your audience behind the scenes

Give your audience a sneak peek of what goes on behind the scenes with IGTV videos. Show them what goes into making your products, where and how your employees work, filming bloopers and more. This is a great way to maintain transparency and build trust with your customers.

  • Stream an event

If you’re hosting an important event such as a seminar or a convention, Instagram TV is a great way to enable virtual attendance. Consider streaming the event through IGTV and engage those who couldn’t attend it physically.

The Stella McCartney Instagram account used IGTV to showcase highlights from its Summer 2020 fashion show.

  • Q & A Videos

Answer the Questions Your Followers Have Asked.

Establishing a strong connection with the people who follow your IGTV channel should be one of your top priorities. Q&A videos offer a perfect opportunity to strengthen that bond. This is a great way to show your knowledge in a certain area or to provide your followers with useful information about a given topic.

  • Review Videos

Culture can serve as an endless source of ideas. Reviewing movies, books or restaurants can be a great way to introduce a certain culture to the people who follow you on IGTV.

  • Intriguing interviews

Interviews also make an excellent addition to your IGTV strategy. Invite Instagram influencers relevant to your industry and have them share intriguing insights or answer pressing questions from your audience.


IGTV is probably a worthwhile platform to at least test out if you already have a large Instagram following and your content is video-heavy.

Remember that Instagram Stories are only temporary, and with IGTV, you can create content that sticks around. So, it really depends on what kind of value your brand is getting out of a short versus lengthy video.

Longer videos mean longer engagement times, and this means more potential for embedding your brand into someone’s memory.


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