Instagram TV (IGTV): The Ultimate Guide for 2023

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Have you heard about Instagram TV (IGTV)? As a social media expert and tech geek, I‘m excited to provide you with the ultimate guide to everything you need to know about IGTV in 2023.

In this comprehensive guide, we‘ll explore what IGTV is, where to find it on Instagram, how to create content, tips for making engaging videos, why you should be using it, and what‘s coming next for IGTV. I‘ll also share the latest data, statistics and insights into how IGTV is evolving. My goal is to equip you with an in-depth understanding of this emerging long-form vertical video platform from Instagram.

Let‘s get started!

What is Instagram TV (IGTV)?

Launched in June 2018, IGTV is Instagram‘s built-in video hub that allows users to upload and watch long-form, vertical videos up to 60 minutes in length.

With IGTV, Instagram made a big push into vertical video, catering to the rise in mobile video consumption.

Some key facts about IGTV:

  • Vertical video format ideal for smartphones
  • Videos up to 60 minutes long
  • Standalone IGTV app or access within Instagram
  • Public videos or private videos just for your followers
  • Optional 60-second preview video
  • New ways to discover video content
  • Interactive features like comments and likes

IGTV aims to bring the immersive experience of television to the Instagram ecosystem. The vertical full-screen video format fits perfectly on our mobile devices.

While the 60 minute length may seem excessive, it gives creators a chance to produce truly engaging video content beyond the limited 1 minute cap on standard Instagram videos.

IGTV caters to our shortened attention spans too though. The introduction of 60-second preview videos allows creators to give followers a bite-sized teaser of the full video.

Early adopters of IGTV have included megastars like Kim Kardashian, Selena Gomez, and Cristiano Ronaldo. But businesses of all sizes can leverage IGTV to engage their own unique audiences.

Now let‘s explore exactly where and how you can find IGTV on Instagram.

Where to Find IGTV on Instagram

There are a few different access points for IGTV content across Instagram‘s platforms:


IGTV has a dedicated app available on iOS and Android. The IGTV app provides a video-first experience optimized for longer vertical videos.

In the IGTV app, videos automatically start playing as soon as you open the app. You can swipe vertically from video to video for seamless viewing. This mimics the television viewing experience.

The IGTV app also features personalized recommendations and popular videos based on the accounts you follow. This makes discovering new content easier.

IGTV Channel in Instagram App

The Instagram app also hosts an IGTV channel. Tap the TV icon in the top right corner of your Instagram feed to find it.

The IGTV channel within Instagram allows you to watch videos from people you follow. You can also upload your own videos to IGTV through the Instagram app.

Having IGTV integrated directly within Instagram makes it easily accessible to Instagram‘s over 1 billion monthly active users. Tapping between feed posts and IGTV videos is seamless.

IGTV Videos on Profiles

In profiles, there is an IGTV section that houses that user‘s longest videos.

By swiping or tapping through the photos, you‘ll find their IGTV content. This provides yet another place to encounter compelling vertical video.

So in summary, IGTV can be found:

  • Via the standalone IGTV app
  • Through the IGTV channel in Instagram
  • On user profiles housing videos

This omni-channel availability makes IGTV content ubiquitous across Instagram‘s highly engaged user base.

Now let‘s look at how to actually create and upload IGTV videos.

How to Post IGTV Videos

One major Instagram update in 2022 allowed direct uploading of IGTV videos from within the Instagram app itself. Here are the steps:

From the Instagram App:

  1. Tap the + icon in the top right of your feed.
  2. Select "IGTV Video".
  3. Choose an eye-catching cover frame for your video.
  4. Add a compelling title and descriptive caption.
  5. Tap "Share" to post the IGTV video.

Uploading directly within Instagram makes creating IGTV content much more accessible.

From the IGTV App:

You can still post videos directly through the IGTV app as well:

  1. Open the IGTV app and tap the "+" button.
  2. Select a video from your camera roll to upload.
  3. Edit or trim your video if desired.
  4. Add a title, description, and vertical cover image.
  5. Post the IGTV video.

IGTV videos can be up to 60 minutes long, providing room for in-depth content. But shorter 2-5 minute videos tend to see higher engagement.

When publishing your first video, make it public so anyone can view it. Subsequent videos can be private and just visible to your current followers if you prefer.

Now let‘s explore some pro tips and best practices for creating stellar IGTV content.

IGTV Video Best Practices

Based on the latest IGTV research and my own testing, here are some video creation best practices:

Hook Viewers in the First 10 Seconds

Most viewers will decide whether to keep watching or move on within the first 10 seconds. So make sure to:

  • Open with striking visuals
  • Use energetic editing and camerawork
  • Start with your most engaging content
  • Add teaser or trailer intros

You only have a brief window to capture people‘s attention!

Optimize for Mobile and Vertical Viewing

IGTV was made for viewing on smartphones. So:

  • Film videos vertically in portrait orientation
  • Move the key subject or action to the center of the frame
  • Add text overlays and graphics optimized for mobile

Avoid letterboxing horizontal videos to fit them. The vertical design improves the viewing experience.

Tell Stories and Showcase Your Personality

Let your brand personality and style shine through your IGTV content by:

  • Creating series or episodic content
  • Using vlog or documentary formats
  • Showing behind-the-scenes footage
  • Answering audience questions
  • Promoting causes meaningful to you

Become the star of your own channel that fans look forward to.

Keep Videos Concise and Scannable

You have up to 60 minutes, but shorter content gets more engagement:

  • 15-30 seconds for teasers
  • 1-2 minutes for previews
  • 3-7 minutes for most content
  • 15-20 minutes for tutorials or demos

Break videos up into sections with titles. Highlight key takeaways with captions.

Direct Viewers with Clear Calls to Action

Explicitly tell viewers what you want them to do:

  • Visit your link in bio
  • Shop featured products
  • Check out your other videos
  • Follow your Instagram profile
  • Turn on post notifications

Give them specific next steps to convert views into actions.

By keeping these tips in mind, you can produce IGTV videos that grab attention and drive meaningful engagement.

Now let‘s explore some of the main reasons you should be utilizing IGTV for your brand or business.

5 Reasons to Use IGTV for Your Business

Here are some of the key benefits IGTV offers:

1. Extend Your Reach

IGTV allows you to reach new audiences outside your main follower base.

Your IGTV videos have the potential to be surfaced through:

  • The IGTV browsing experience
  • Instagram‘s recommendations
  • The Explore page and hashtags
  • Other accounts sharing your content

This gives you bonus exposure beyond just posting to your followers.

2. Showcase Products or Services

Demonstrate what you offer through useful videos like:

  • Product demos and reviews
  • Service or software walkthroughs
  • Customer testimonials
  • FAQs and how-to tutorials
  • Reality shows or documentaries

IGTV‘s vertical full-screen canvas provides ample space to get creative.

3. Share Your Brand Personality

Let fans get to know you on a deeper level through behind-the-scenes videos and vlogs with:

  • Office tours
  • Employee highlight reels
  • Company culture videos
  • Founder interviews or panels
  • Brand history lessons

Become the star of your own IGTV channel.

4. Increase Engagement

IGTV‘s immersive viewing encourages longer watch times and interaction through:

  • Like and comments directly on videos
  • Clicking profile links in descriptions
  • Saving to watchlists for repeat viewing
  • Sharing with friends

This boosts overall engagement and satisfaction.

5. Innovate Early

As a relatively new feature, IGTV presents a huge greenfield opportunity with:

  • Less competition for attention
  • Lower production quality expectations
  • Chance to grow from the ground up
  • Opportunity to influence platform evolution

IGTV is still the wild west of vertical video!

The benefits clearly demonstrate why brands should be investing time into IGTV. Now let‘s explore what the future may hold.

The Future of IGTV

Part of what makes IGTV exciting is its ongoing evolution. Since launching in 2018, we‘ve already seen many updates. And Instagram will likely continue refining IGTV over 2023 and beyond.

Here are some potential innovations we could see:

More Interactive Features

Expanded options like:

  • In-video quizzes and polls
  • AR effects and filters
  • Live capabilities
  • Shoppable video
  • Video chat

Could make IGTV more engaging and transactional.

Tighter Integration with Instagram

Possibilities like:

  • IGTV previews in the Instagram feed
  • Cross-posting videos to feed and IGTV
  • Direct link "swiping up" from Stories to IGTV
  • Leveraging Instagram analytics and insights

Would further bridge the IGTV and Instagram experience.

Content Recommendations Dialed In

Better targeting and recommendations via:

  • Hashtags and captions
  • Likes and comments
  • Other accounts you follow
  • Your interests and profile data

Could help ensure viewers see the most personalized content.

Monetization Opportunities

IGTV could allow creators to profit through:

  • Ad revenue sharing
  • Influencer brand partnerships
  • Shopping and affiliate features
  • Gifting, tips, and paid channel subscriptions

Giving creators ways to earn money helps incentivize quality content.

While the future is uncertain, IGTV seems well-positioned for ongoing innovation that empowers creators.

Now let‘s wrap up with some key takeaways.

Conclusion and Next Steps

To recap, here are the key points to remember about IGTV:

  • IGTV allows 60 minute vertical videos optimized for mobile
  • Access it via standalone app, Instagram, and user profiles
  • Post videos directly from the Instagram app
  • Hook viewers in the first 10 seconds
  • Use vertical orientation and episodic storytelling
  • Provide clear calls-to-action and directions
  • Extend reach, boost engagement, and build authority

As a social media expert and tech geek, I firmly believe brands should be experimenting with IGTV. The long-form vertical video format provides creative opportunities to engage audiences in new ways.

Try uploading your first video focusing on the tips above. Analyze the results and continue refining your IGTV strategy. It remains early days for the platform, giving you a chance to establish a presence now before it becomes oversaturated.

I hope this comprehensive guide has equipped you with the knowledge needed to succeed on IGTV. Let me know if you have any other questions! I‘m always happy to help fellow Instagram enthusiasts.


Written by Alexis Kestler

A female web designer and programmer - Now is a 36-year IT professional with over 15 years of experience living in NorCal. I enjoy keeping my feet wet in the world of technology through reading, working, and researching topics that pique my interest.