Meet IGTV, Instagram’s New Long-Form Video Tool!


The now 1 bil­lion users strong social plat­form, Insta­gram, has a new fea­ture that may take large pieces of YouTube’s pie. On June 20th, 2018 Insta­gram announced the launch of IGTV. IGTV allows cre­ators to upload and share videos up to an hour in length, users cre­ate their own chan­nels, and Insta­gram plans to let cre­ators mon­e­tize their chan­nels in the future. This excit­ing new fea­ture of the Insta­gram expe­ri­ence cre­ates oppor­tu­ni­ty for busi­ness­es, how can IGTV help grow your brand?

Kevin Sys­trom, CEO of Insta­gram, on stage at the June 20th launch event in San Fran­cis­co stat­ed “It’s time for video to move for­ward and evolve.” IGTV videos are opti­mized for mobile view­ers by play­ing videos in a ver­ti­cal for­mat and is acces­si­ble in the Insta­gram app and as a stand­alone IGTV app for both iPhone and Android users.

Unlike pre­vi­ous Insta­gram video fea­tures, where length was lim­it­ed to 1 minute or less, IGTV videos can be up to 1 hour in length. Allow­ing for longer videos gives cre­ators more free­dom and means a lot more time can be spent con­sum­ing con­tent and keep­ing users in the app. There are cur­rent­ly no ads in IGTV but Sys­trom says that down the road they’d like to help cre­ators mon­e­tize IGTV and that they rec­og­nize the pre­mi­um oppor­tu­ni­ty for ads in IGTV. View­ers can com­ment on, heart, and even share IGTV videos with oth­er Insta­gram users. In IGTV you can browse videos cat­e­go­rized in tags labeled “For You” includ­ing videos Insta­gram believes you’ll enjoy, “Fol­low­ing” show­ing videos from cre­ators you fol­low