Say Hello to IGTV

Jun 2018
Photo by @kevin via Instagram

Just when we thought we had all the social media platforms possibly available, Instagram launches IGTV. This new video platform disrupts the traditional TV experience with its modern, mobile-first interface, where all videos are created and played in vertical form. The platform is accessible from a button inside the Instagram home screen, as well as a standalone app. Instagram’s CEO, Kevin Systrom, shares the 3 key factors that went into IGTV.



As mentioned, IGTV is all about vertical videos, which stays true to its goal of creating a mobile-first platform. You’ll still be given the option to upload horizontal videos, though it takes away from the overall experience. Vertical video encourages real-time content, as it makes it easy for anyone to create without the pressure of professional video from a camera. Vertical video also eliminates having to rotate your phone or watching a smaller version (sorry, YouTube).



When Instagram said it aimed at keeping IGTV simple, the platform meant it. IGTV’s UI is super easy to navigate through. Think of it as a modern, mobile television. Upon launching the app, a video automatically plays like a TV would. From there, you can swipe through different videos like you scroll through different channels. To make things even simpler, IGTV has 3 categories to better filter your video selection:


  1. For You videos are a blend of Instagram’s own machine learning and what Instagram thinks you will like based on people you follow.
  2. Following is a collection of videos from all the people on Instagram that you’re already following. Instagram does an awesome job of making the 2 platforms feel like one app by making sure your Instagram followers are carried over into IGTV, and vice versa.
  3. Popular features all of the trending videos on IGTV. While ads aren’t available in-app right now, getting your brand’s ad featured here is something to keep in mind for the future.



Instagram kicked off its IGTV launch event with an opening number that starred various influencers such as: Manny MUA, LaurDIY, Lauren Godwin, Katie Austin, and so many more! This tells us social media influencers will be the driving force of IGTV. After all, they are who they are today because of mobile.

“The idea is to let these creators, who have a knack for this style of content and who already have sizable Instagram audiences, set the norms for what IGTV is about,” notes TechCrunch.

If you haven’t already figured it out, this is good news for you and your business! You no longer have to worry about creating a super polished video in order to upload to IGTV. Think of IGTV quality as a middle ground between Instagram Stories and a post you’d publish to your feed. Content doesn’t have to be perfect or curated like a post on your feed, but definitely aim to be a step up from your everyday Instagram Stories. Setting the expectation for quality will allow you and your brand to quickly create engaging videos, without the hassle of putting on a full production.


Video has become an increasingly important skill in social media marketing, and now with the launch of IGTV, if you don’t know how to make or edit videos, you really need to learn… now!


How will you be marketing your business with IGTV? Tell us in the comments below.

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