WHAT IS IT?
IGTV is the best of several social worlds in one; it has the video sharing capabilities of YouTube with the social aspect and ease of Instagram. Videos posted to the platform are saved to a feed and don’t disappear like Instagram Stories. Those with IGTV accounts can see the number of likes, comments, and views on their uploaded videos, much like Instagram Stories. When users tap into the IGTV tab in Instagram (it’s a separate app from the regular Instagram app but is also integrated) they can expect to see a video pop up and start to play immediately, like a traditional television, and from there can browse videos that are suggested or posted by accounts they already follow. This longer, vertical IGTV video integration allows for users to get in front of a broader audience and is meant to be a simple and intuitive extension of the Instagram app.
WHY DOES IT EXIST?
Instagram’s IGTV is a direct answer to users’ demand for longer videos. The platform was first released in June of 2018 and is integrated with Instagram but is also a separate application. The IGTV app can host videos up to 10 minutes in length (and keeps them on your profile). More recently, IGTV began allowing larger accounts and verified accounts the ability to post videos up to 60 minutes long, though they need to be uploaded from a computer. These videos must be uploaded from the IGTV app, or website, but can be viewed by your audience through the Instagram app in the top right corner next to your direct messages icon, or often in the “Explore” tab of your Instagram account.
As of early March 2019, Instagram has started rolling out clips of IGTV posts in the regular Instagram feed, with the ability to click through to view the full length video. The integration allows for the opportunity to use paid promotion on your IGTV videos as well as sharing a notification about your IGTV uploads directly to your Instagram Story, where viewers can “swipe up” and be directed to the full IGTV video. (This “swipe up” feature is typically reserved for users with over 10,000 followers but anyone can use it for IGTV video-to-story sharing.) Currently, IGTV is the only option for uploading one, continuous clip longer than 60 seconds.
WHO DOES THIS BENEFIT?
Marketers seeking the widespread reach of Instagram with younger generations can utilize IGTV to get their commercials, behind-the-scenes videos, product launch announcements, company updates, directly in front of clients. Video is one of the fastest growing mediums for personal and business use. IGTV for business is still a newer concept, so getting creative with how you use it can really make you stand out. IGTV is a perfect answer to hosting and promoting longer edits of real estate videos, music videos, baking how-to’s, behind-the-scenes office tours, photoshoot sneak peeks, and more.
Requirements for IGTV video are as follows: must be portrait orientation, 9:16 ratio, and 1080 pixels wide x 1920 pixels tall. (These are the same pixel dimensions as Instagram Stories.) Videos must be MP4 file format. Find more requirements and information on the IGTV help page or feel free contact us to help you navigate this new platform.