Instagram TV, commonly known as IGTV, is a feature on Instagram that allows users to create and share longer-form video content. Unlike the standard Instagram feed, which is primarily designed for images and short videos, IGTV provides a platform for videos that range from one minute to 60 minutes in length. This feature was introduced to compete with platforms like YouTube and offer content creators more flexibility and creativity in how they engage with their audience.

The Origins and Purpose of IGTV

IGTV was launched in June 2018 as a response to the growing demand for mobile-friendly video content. Instagram, recognizing the shift towards video consumption on social media, aimed to provide a space where creators could produce longer, more in-depth videos without the time constraints of typical Instagram posts or Stories.

IGTV was designed to be easily accessible both within the main Instagram app and as a standalone app, though the standalone app has since been removed, with all IGTV features now integrated into the main Instagram platform.

How IGTV Works

IGTV is designed to be simple and user-friendly, mirroring the vertical video format that has become popular due to its suitability for mobile viewing. Here’s a breakdown of how IGTV functions:

Creating Content: Users can upload videos directly from their device or share a live stream as an IGTV video. Videos must be between one minute and 60 minutes long, with the latter duration typically reserved for verified accounts or users with a large following.
Uploading Videos: To upload a video to IGTV, users need to select the IGTV option from their Instagram profile, click on the plus (+) icon, and choose a video from their camera roll. They can then add a title, description, and choose a cover photo, which acts as the thumbnail for the video.
Discovering Content: IGTV videos are accessible through a dedicated section on the Instagram app. Users can discover new videos through their feed, the Explore tab, or directly via the creator’s profile. Instagram’s algorithm also suggests IGTV content based on user preferences and viewing history.
Interacting with IGTV Videos: Similar to regular Instagram posts, IGTV videos allow viewers to like, comment, and share. Creators can engage with their audience by responding to comments and fostering a community around their content.

Features of IGTV

IGTV offers several features that distinguish it from other video-sharing platforms:

Vertical and Full-Screen Video: IGTV’s primary video format is vertical, aligning with how people typically hold their phones. This format allows for a more immersive experience and is more comfortable for mobile viewing. However, IGTV also supports horizontal videos.
Long-Form Content: Unlike Instagram Stories, which are limited to 15 seconds per segment, IGTV allows for much longer videos. This feature provides creators the opportunity to produce more comprehensive and engaging content.
Integrated with Instagram: IGTV is fully integrated with Instagram, meaning that followers of a user’s main profile are also notified of new IGTV content. This integration helps creators maintain a consistent audience across different types of content.
Swipe-Up Links: For business accounts or those with over 10,000 followers, IGTV videos can include swipe-up links that direct viewers to external websites or landing pages. This feature is particularly useful for brands looking to drive traffic and conversions directly from their videos.

Benefits of Using IGTV for Marketing

IGTV has proven to be a valuable tool for marketers and brands, offering numerous benefits:

Extended Engagement: The ability to upload longer videos means that brands can engage with their audience for extended periods. This is ideal for tutorials, product demonstrations, interviews, and storytelling, allowing for deeper connections with viewers.
Visibility and Reach: IGTV videos appear in both the main Instagram feed and the Explore section, providing brands with more visibility. The algorithm also favors IGTV content, increasing the likelihood of videos reaching new audiences.
Brand Storytelling: IGTV is an excellent platform for brand storytelling. Companies can use IGTV to share behind-the-scenes content, interviews, and user-generated content, all of which help to humanize the brand and build trust with consumers.
Enhanced Analytics: IGTV provides insights into viewer behavior, including audience retention and engagement metrics. These analytics help brands understand what content resonates with their audience and refine their video strategies accordingly.

Common Uses of IGTV

Brands and influencers utilize IGTV for a variety of purposes:

Educational Content: Tutorials and how-to videos are popular on IGTV. Brands can use these to showcase the benefits of their products, provide value to their audience, and establish themselves as experts in their field.
Product Launches: IGTV is ideal for launching new products, allowing brands to create hype and provide detailed information about the features and benefits of their offerings.
Interviews and Q&A Sessions: Conducting interviews with industry experts or hosting Q&A sessions with followers can help brands engage with their audience in a more interactive way.
Event Coverage: Brands often use IGTV to broadcast events or share highlights from conferences, product launches, and other significant occasions.

IGTV in the Context of Social Media Strategy

Integrating IGTV into a broader social media strategy can amplify a brand’s online presence. Here are a few considerations for effectively using IGTV:

Consistency: Regularly posting on IGTV can help maintain audience interest and engagement. Brands should aim to create a content calendar that aligns with their overall marketing goals.
Cross-Promotion: Promoting IGTV videos across other social media platforms, such as Facebook, Twitter, and LinkedIn, can drive more traffic and increase viewership.
Content Variety: Experimenting with different types of content on IGTV can help brands understand what resonates best with their audience. From educational videos to entertaining behind-the-scenes content, variety keeps viewers engaged.
Feedback Loop: Paying attention to viewer comments and feedback is crucial for refining IGTV content. Engaging with viewers by responding to comments and questions can also foster a loyal community.

What is Instagram TV (IGTV)?