What you need to know about Instagram TV

Just as you’ve managed to get your head around Instagram, posting content and stories, they throw another spanner in the works with a new social media platform! Don’t stress, let’s go through what you need to know about the latest addition recently launched by Instagram - Instagram TV (IGTV).


IGTV is a long form video app that’s also accessible directly within Instagram! This move is a response to the dramatic rise in popularity of video content on social media. The platform caters for full-screen vertical videos, that anyone can upload, and can be up to an hour long! This means that Instagram has created a place for content that, previously, would have typically been suited to YouTube or Snapchat. 


What you need to know about IGTV?

  • Videos are full screen and vertical

  • Video length is between 15 seconds to 10 minutes (verified accounts can access video lengths of up to one hour)

  • Users can watch from inside the Instagram app or through the IGTV app

  • Engagement: users can like or comment on videos, or send videos to friends

  • Creators have their own channels and anyone can be a creator (like YouTube)

  • There are multiple ways to browse, including: ‘For You’, ‘Following’, ‘Popular’ and ‘Continue Watching’ tabs


You already have an idea of what kind of video content resonates with your audience (think about what type of stories you post get the most views and engagement!). It’s clear that Instagram is positioning IGTV as a home for content that ENTERTAINS, rather than short personal updates (keep these in your stories). If you’re thinking of starting up a channel and not sure about what your followers might want to see - it never hurts to ask!

Keep in mind that Instagram generally attracts a younger crowd and these types of audiences tend to prefer amateur content to professional, polished content. Don’t forget, IGTV was created with a ‘mobile-first’ audience in mind, unlike YouTube, so there’s no need to be a TV executive to get started ;)


What are you waiting for? Go have a browse of the app and get familiar with it. If you decide it might be something you want to utilise, be sure to work out a social video strategy before you get started.


Dreamhunter Team x

Renae Porter