Rethinking Creativity with Instagram's IGTV

Instagram’s primary focus has usually been forming connections. It never fails to create new opportunities for its community to stand out in a fresh, ephemeral way. This June, Instagram again managed to surprise its 1 billion users by becoming more video friendly with the launch of IGTV - A standalone application for watching long-form vertical videos.

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The biggest strength of IGTV is that it started with over a billion users already, as it is open to all its users and anyone with an Instagram account can begin uploading and watching videos right away.

We understand that every discovery brings as many questions as it answers! Similarly, the launch of IGTV brought immense enthusiasm amongst people to know more about it.

Thus, today we'd like to answer as many of them as possible. Read on to find out.

What is the IGTV? What type of video does it support?


Instagram's IGTV (Instagram TV) can be called as a next generation standalone video application that is focused on the creators whom you adore the most and already follow on Instagram. IGTV supports vertically-shot videos as compared to horizontally-shot videos. It believes in communicating the brand message in a way that fits the phone - Vertical and Fullscreen.

No doubt a user can upload a horizontal video but sticking with dimensions similar to Instagram Stories (1080 x 1920 pixels, or an aspect ratio of 9:16) can provide a better video experience.

Remember, vertical equals better results with regards to IGTV videos. According to marketing specialists, vertical videos catches more of the viewer’s interest, that's precisely what you want when you are advertising.

Additional information:

  • The IGTV application is available for both Android and iOS users.
  • The creators could post up to an hour long videos.

How to get started with IGTV?

It's reasonably simple to get started with the new functionality. There are two ways you could use IGTV:

  • First, you can download the standalone IGTV application on your smartphones and could sign into the application using your Instagram account.

  • Second, if you have updated your Instagram app, you'll find a little TV icon on the top right-hand side. By clicking on the icon, you can directly watch the videos uploaded by people you already follow on Instagram.


IGTV provide a smooth TV-like experience. It is easy to navigate IGTV, and it is intended to keep you hooked so that you end up spending more time on it by switching between ‘For You,’ ‘Following,’ ‘Popular’ and ‘Continue Watching’ tabs that help you discover more videos.

Who are the Creators?

Instagram business blog says "IGTV is focused on the creators."
However, now the point is, 'Who are Creators?'

"In IGTV, the creators are the channels," Instagram co-founder and CEO Kevin Systrom said through a press release. Anybody could be a creator on IGTV — you can create your own channel and could upload your IGTV videos in the app or on the web. You can like and comment on videos of other creators too.

How to create a Channel?

To create IGTV channels, you can follow the following two methods:

  • Create your channel through Instagram: You can do it by going on the home page and tapping on the IGTV icon. This will take you to IGTV and then click the settings option. You will be prompted to 'Create Channel.'

  • Create your channel through the IGTV App: When you’re into the IGTV app, hit the settings option. You will be prompted to a menu where you can find the ‘Create Channel’ option.

    Once a channel is created, you can dive into the ocean of creativity and start uploading attractive vertical videos. Remember, nothing sells like creativity and uniqueness.

Explore the new opportunities with IGTV

Longer, vertical video on Instagram makes it even easier to get closer to your audience and be discovered by new people. As a brand, there’s so much you could do with 60 minutes to connect at a deeper level with your audience! IGTV is still new and is not overcrowded with the content.

Thus, now is the ideal time for your brand to begin ruling IGTV with an hour long video. Whether you are an individual or a brand, you can start using IGTV for the following:

  • Grow the community
  • Expand the reach
  • Improve the engagement
  • Test your creativity
  • Experiment with the vertical video format
  • Explore a new direction in Influencer Marketing

The most imaginative, unique and creative brands will have the advantage to engage their current audience and attract new ones. Remember, the sooner is always better! The sooner you start exploring Instagram's IGTV, the bigger the benefits will be for your brand.

To enable you to begin, here are some ideas on how brands could start using IGTV:

Since first impressions are everything, a good channel intro can make your channel very welcoming. Show the world who you are and what your IGTV channel is all about. Other types of videos that your brand could post on IGTV are listed below.

  • Tutorial videos
  • Product Demo videos
  • Team Introduction videos
  • Office Tours videos
  • Educational Videos
  • Vlog Videos
  • Behind-The-Scene videos
  • Special Occasion Videos

As a Digital Marketer, I believe that success on social media depends a lot on tapping the right events/occasions at the right time. Similarly to achieve success on IGTV, you need to make sure that you do not miss out on events which resonate with your target market. Watch out the calendar to discover that sweet spot between the most relevant opportunities and a brand’s suggestion to augment the results.

With the rise of this innovation, it is the ideal time to establish some Social Media Objectives and smash them!

[Infographic] - Check out this infographic by 'M2 ONHOLD' on IGTV!



Again with the launch of IGTV, Instagram proved that it indeed isn’t “just another market trend,” but an incredible sign of evolving times, of how the social world is swiftly moving from knotted texts and images to the engaging videos.

IGTV can prove to be great for brands and individuals regarding reaching crowd as it will enable the creators to also post the content to Facebook Watch through it. For now, you can consider IGTV as an advertisement-free standalone application for posting up to one-hour videos.

If you are an Instagram user and want to succeed on social, start using IGTV right away. Be creative and consistent. IGTV has begun to roll out globally. You can discover more about IGTV by visiting the Instagram Help Center.


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Ritika Sharma

Ritika is a digital marketing specialist and a writer who works on putting together creative and useful content for Statusbrew. Other than this she's an adventure seeker and a photography enthusiast.

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