What Is IGTV? Everything You Need To Know About Instagram's New Feature!


Instagram has announced the launch of IGTV, the platforms new video service. The new service allows creators to create content up to an hour in length, as opposed to the previous 1 minute video limit!

The new feature has caused a frenzy in the world of social media and many are beginning to question whether this could be the new Youtube?!

The app has definitely responded to the rising popularity of video content on social media and platforms such as Youtube. However unlike youtube, the new app is built for how you actually use your phone, so videos are full screen and vertical! The app is also designed to make the new service “Just like turning on a TV”, so as soon as you open the app, IGTV will start playing, no need to waste time searching for your favourite creators! The people you follow on Instagram and any other people you are likely to be interested in will play immediately. To discover more videos you simply swipe to switch between “For You”, “Following”, “Popular” and “Continue Watching”. 

As soon as you follow a creator on Instagram, their IGTV channel will show up for you to watch. But it’s not just the celebrities and online influencers who can be creators! Anyone can upload their own IGTV videos in the app.

So what does this mean for brands?

The new app opens the door for more brands to get involved with longer video creation as a way to market their product or service.

The longer, vertical videos will make it easier for brands to be discovered by new customers and build stronger connections with their existing customers. Brands will now have the opportunity to showcase other dimensions of their business without being limited to 1 minute long videos.  

For brands wishing to start utilising the IGTV feature, it may be useful to take some inspiration from what brands are currently doing on Youtube, and what’s working best. Examples of videos that tend to be popular for brands include ‘how to videos’, tutorials & Q&A’s. If there is an opportunity for your brand to create videos, why not try creating content on IGTV? 

If you’re unsure of the kind of content your followers/customers would like to see from you, there’s no harm in asking! Just be sure that before you start, you have created a clear strategy to enable you to make the most of this exciting opportunity!

What brands need to know about IGTV

  • Video length is 15 seconds to 60 minutes (The full 60 minutes is currently only available to larger accounts or verified accounts. Everyone else has a limit of 10 minutes.)

  • Videos are full screen and vertical

  • Users can watch inside the Instagram app or on IGTV's separate app.

  • Videos play automatically for users upon opening the IGTV app

  • Within the IGTV app, users have the option to browse between “For You,” “Following,” “Popular,” and “Continue Watching” tabs

  • Users can like or comment on videos, or send videos to friends in Direct

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

  • Videos on IGTV can also be uploaded to Facebook Watch

  • File size: up to 3.6GB

  • File type: .MP4

  • Video size: 9:16

  • Video thumbnail / cover image: .JPG

  • As of launch, no advertising options are available, but Instagram says it eventually plans to make sure popular video creators are able to make money from their efforts.

If you have any more questions or need help creating your social media strategy, don't hesitate to get in touch! @lucyhitchcock_@sassydigital