Instagram Rolls Out IGTV: What You Need To Know


by Aleah Feuerborn

In case you missed it, or wondered what that new button at the top of your Instagram feed was, the social platform made a huge update last week – this time taking on YouTube. Coined “IGTV,” Instagram’s new feature allows users to share long videos, compared to the one minute max users were previously capped at. All users except for smaller and new accounts will be able to upload hour-long videos immediately, with that option eventually rolling out to everyone.

How does IGTV work?

You can upload videos through Instagram’s app or the web. Videos are full screen and vertical. And just like turning on a television, IGTV starts playing as soon as you open the app.

How can you find IGTV?

You can access IGTV two ways – via the button at the top of your Instagram – next to the DM paper airplane – or by downloading the standalone app. Either way, you will be able to swipe through longer-form videos and swipe up to browse recommended videos.You will also be notified, in-app, of new content.

What’s next?

Well according to TechCrunch, Instagram CEO Kevin Systrom says there won’t be ads. However, “he says it’s “obviously a very reasonable place [for ads] to end up.” He explained that since creators are investing a lot of time into IGTV videos, he wants to make that sustainable by offering them a way to monetize in the future. Currently, Instagram isn’t paying any creators directly for IGTV videos.”

What should brands be doing?

First, thinking about how long-form videos might be a fit. Whether it’s cooking demos, product how-tos or employee spotlights, the possibilities are endless.

Key Takeaways:

  • Social media is constantly changing, updating and evolving. Brands need to keep up by experimenting and adopting new tools.
  • Video is increasingly important, and clearly the future of social.
  • Anyone can be a creator – and that’s what your followers expect.

For more on IGTV, read this.