Posted On: March 13, 2021

Instagram has announced their most exciting feature to date: IGTV, which is a new app that let you watch long-form, vertical videos on your phone. Marketed as a stand-alone app on Apple and Android phones, IGTV on Instagram is also integrated into the Instagram app so you’ll also be able to watch from within the app itself.

IGTV on Instagram
IGTV on Instagram –  the Next Wave in Social Media Marketing

IGTV videos are not limited to one minute, but rather, each video can be up to an hour. You’ll be able to watch the videos as soon as you open the app, and you don’t have to search to start watching videos from people you follow on Instagram. Just swipe to discover more, or switch between preferences such as “For You”,”Following”,”Popular” and “Continue Watching.” Then like, comment or send the videos to friends in Direct.

IGTV on Instagram also comes with different channels, just that in this case, those Instagram video creators are the channels. When you follow a creator on Instagram, their IGTV channel will show up for you. You can also be a creator, or help your business create a channel! A longer vertical video means that it’s now easier for your business to get closer to your audience and be discovered by your prospects and also more time for you to sell an idea or a product/service.

You can download IGTV individually on iOS or Android – just search for IGTV to download it. If you already have Instagram on your phone, you can also click on the new button for IGTV on Instagram on the top of the app. The videos will pop up in the same way as the Instagram app.

Definitely a very exciting app for someone or business who’ve already feel that the time limits on Instagram videos are not enough. You can create hour-long series on niches related to your business or Instagram account and if you’re a mini-content channel, you can contemplate hour or half-hour long cooking series, for instance. The possibilities are endless.

Update: What’s the Problem with IGTV on Instagram?

But recently, IGTV on Instagram has been making headlines because of unfavourable feedback, according to AdWeek. What actually happened?

Apparently, many Instagram users are using IGTV as if it were Stories or Live, and social media experts are saying it’s because there weren’t enough piloting time given to test the program. If there were a longer period of time, the average user would have better understood how to use this new feature.

Also, there’s a problem of searching within IGTV on Instagram. It doesn’t provide the best user experience and very often, results are only very basic. Many are also saying that this format is not attention-span-friendly, well, at least not in the Instagram context.

Well, it may be some time before IGTV on Instagram can fully be utilised by both users or advertisers. We just have to wait!