Instagram TV: What is IGTV (And How Do You Use It)?

Instagram TV: What is IGTV (And How Do You Use It)?

Mark Raffan

Video content is on the rise. More than two billion people use YouTube. And 500 million watch videos on Facebook every day. It’s not surprising that the popular image-based platform, Instagram, has joined the party.

IGTV allows brands to grab their followers’ attention without having to leave the Instagram app. Launched in June of 2018, IGTV is a long-form vertical video channel that is accessible from inside Instagram and as a separate IGTV app. Vertical video makes it easy for anyone to start creating from their phones rather than with a professional video camera.

Users can watch and share up to an hour-long video content on IGTV. Its format is comparable to Instagram Stories, but it’s possible to upload longer video content. And it doesn’t disappear after 24 hours. You don’t have to produce a polished video to start creating content on IGTV. Just like in Stories, the focus is on authentic in-the-moment content.

Each IGTV account links to a matching Instagram account. So, you will have two separate apps on your phone that link together—just like the Facebook and Messenger apps do.


Key Features of IGTV

  • Only verified accounts are permitted the full 60-minute recording time.
  • Regular users can upload videos as short as 15 seconds and as long as 10 minutes.
  • IGTV is mobile-first and built for how people view screens: vertical and upright.
  • You don’t have to search to find videos. IGTV starts playing when you open the app.
  • IGTV plays videos from the creators you are already following on Instagram.
  • Swipe up calls to action, where you can link to landing pages, are offered in videos.
  • You can share IGTV videos on your Facebook page.


How to use IGTV

Using IGTV is simple. All you need to do is download the app, create your channel, and start posting and watching videos.


Step 1: Get the app

To start, you’ll need to download the IGTV app. You can download it from the App Store or Google Play. The app will find your Instagram profile immediately if you are logged on to your account.


Step 2: Create your channel

Just like regular TV, IGTV also has channels. But unlike TV channels full of professionally built videos, “the creators are the channels” on IGTV. So, to become a creator, you’ll need to produce your own channel. Keep in mind: you can only create one channel per Instagram account.

After you’ve downloaded the app, click the gear icon on the top right and click create channel. Your IGTV channel will have the same bio and privacy settings as your Instagram account. It is accessible from the Instagram app or the IGTV app. On the original Instagram app, it’ll appear as a TV icon on the top right corner. And the icon will be highlighted if there is new content for you.


Step 3: Post videos

Once you’re ready to start posting videos, you can tap your avatar from the main IGTV page. Then, click on the “+” in the right corner and select a video from your camera roll. You can also post to IGTV from the Instagram app.

Add hashtags before you publish your video to categorize it. You can link to the branded hashtags you are using on Instagram and other platforms. As well, use hashtags that connect to related topics. You can also link your video to external pages like your website or other social channels. Finally, hit “post,” and your video will be published to your channel.

With one billion monthly users, Instagram is one of the biggest social platforms. Using Instagram TV could be a valuable way for your brand to reach audiences with catchy and authentic videos.

Mark Raffan

Mark Raffan

Mark is a serial entrepreneur and lover of marketing and influence. Mark built the #1 negotiation podcast in the world and is an expert negotiation, influence, and persuasion coach that has coached executives and their teams in some of the largest companies in the world.