What is IGTV? A Look At Instagram’s New Long-Form Video Platform

June 22, 2018by Brian MayaInstagramSocial Media0


A New Challenger Has Arrived!

Instagram CEO, Kevin Systrom just introduced the world to Instagram’s play at video domination. IGTV is a brand new platform for watching long-form video content. Anyone can create their own IGTV channel and share video content through the Instagram app or new IGTV app. With Instagram just recently hitting 1 billion worldwide users, small business owners should take notice of what the future holds for IGTV and digital content consumption as a whole.

CEO Kevin Systrom announcing the IGTV app launch


“It’s time for video to move forward, and evolve,” -Instagram CEO Kevin Systrom

IGTV App Features Vertical Video Up To One Hour Long

The IGTV app has some notable features that are turning heads. Since IGTV is mobile first, all video content is vertically oriented and fills your phone screen. Instagram has increased the length of videos from 1 minute to 1 hour giving creators plenty of time to develop really engaging content. While IGTV will first be populated by content from Instagram celebrities, the new platform is open to anyone and everyone.

Examples of the IGTV app interface


You can check out how the app works in this tech demo by Tech Crunch.

While content creators experiment with IGTV, consumers will have plenty to discover. Similar to cable TV, the IGTV app introduces you to a “channel guide”. Users can discover new content by switching from “For You”, “Following”, “Popular”, and “Continue Watching”. If you rather not use the stand-alone app, users now have access to content through a new icon within the main Instagram app.

Why Should You Care About The IGTV App?

Instagram just crossed 1 billion users worldwide. Instagram had half that amount only 2 years ago. Let that sink in. With IGTV’s user-generated content, Instagram can rival Youtube as a reliable platform for watching digital content. This move will re-engage current users and entice new users accustom to consuming content on the dominating video platform.

The IGTV app presents a brand new opportunity for businesses to engage with their audiences. The longer videos allow brands to build strong connections with customers and allow a variety of video content ideas including webinars, interviews, talk shows, and more. Every video shared will be seen natively within the Instagram app for maximum exposure.

There is plenty for brands to explore, but what about ads? For now IGTV won’t be serving in-video ads. Expect Instagram to roll out new ways to monetize before the end of 2018.


A report from eMarketer suggests mobile content consumption will overtake traditional TV by 2019. Both Youtube and Instagram are dominating engagement among teens. A recent study by Pew Research Center revealed 51% of teens between 13 and 17 use Facebook. Compare that to a similar study in 2015 that had that number at 71%. The study also revealed 85% of U.S. teens use Youtube with Instagram close behind at a solid 72%. Both Youtube and Instagram are dominating a key demographic that will have huge ramifications over the next several years.

With Youtube and now the IGTV app, the trend toward digital content consumption is increasing at a rapid rate. Future-minded brands are keen to invest on IGTV early on to influence the next generation of buyers. If your brand hasn’t taken the opportunity to explore video content, now is the perfect time to give it a go.

You can download the IGTV iPhone app here.

If you have any questions, please don’t hesitate to contact me here.

Brian Maya

I am an award winning digital designer focused on building successful brands. My specialties include web design, web development, brand identity, and social media marketing. Say hello @BrianJoelMaya!