< Blog

What Brands Need to Know About IGTV

With the recent introduction of IGTV to the Instagram platform, everyone seems to be asking the question, what is it? IGTV (Instagram TV) was created to solve the issue of video length limitation that many Instagram users were experiencing. With video length capped at 60 seconds for posts and 15 seconds for stories, many users were unhappy they could not post videos of significant length to the popular platform.

IGTV now allows users to upload videos of up to 1 hour! This is a real game changer for us social media marketers, now allowing similar opportunities to that of YouTube. IGTV gives brands an opportunity to tell a longer story, this will now be included in their social digital strategy when planning.

Instagram has introduced IGTV at the perfect time. Video content has become increasingly popular across the web, with engagement levels soaring when it comes to video vs photo. Take Instagram Stories for example; there are more than 300 million people posting Instagram Stories on a daily basis. Now that’s a whole lot of content and engaged users!

Similar to Instagram Stories, IGTV has maintained a vertical video format, which makes sense as majority of it's users are viewing the platform vertically via their smartphones.

Throughout the next 12 months, we are excited to watch IGTV expand as more and more brands adapt their content for the platform. We predict we’ll see some pretty creative content to come!

Our advice to brands is to get content up on IGTV early, as it’s not yet overcrowded and thus gives brands a unique opportunity to stand out amongst their competitors.

What should we expect next?

If we were to follow Instagram’s most recent behaviour, we would expect ads to be added to the IGTV mix. It’s also likely they will introduce ‘shoppable’ videos, similar to what we’ve seen added to Instagram posts, where users can purchase content directly from links built into the Instagram platform.

STALK US @BORN_SOCIAL

Does it get any more eggsellent than @Gramercy.Social's Big Apple Benedict?! We think not 🤤 #BornSocial
Who took yesterday off for an indulgent, super-long weekend? 🙋‍♀️ Meet you at @LadygreenBrighton for Tuesday cocktails 😍🍸 #BornSocial
Can you tell this cheeky little angel had the most fun of us all at our @Moxie_Gear photoshoot? 🐕 #headshot #model #BornSocial
If you're looking for ways to limit your environmental impact, a reusable @KeepCup is a great place to start. 2.7 million coffee cups are thrown out every single day in Australia and are a major contributor to litter on our streets and in our waterways 😫 . Reduce, reuse and recycle wherever you can! 🌿 . Photo taken at @Mag_Nation for @StJamesMelb #BornSocial
We are very excited to show off our brand new @born_social logo! We’ll be rolling out our new branding this week. We sure hope you love it as much as we do! 💙
A big congratulations to our client @_tarrawarra_ on being awarded a @goodfoodau chef's hat for the third year in row! 🥇 👨‍🍳 We are super lucky to work with their talented team and are always in awe of the mouth-watering dishes that come out of the TarraWarra kitchen. 🍴 @markebbels