Introducing IGTV
June 22, 2018

Introducing IGTV!

Revolutionise mobile viewing with IGTV! Introducing IGTV: Instagram's new long-form vertical video platform.

They’re calling it the YouTube Killer – Instagram TV will change the way we watch and share videos on our phones forever! What is it? IGTV is an app and platform within Instagram where people can watch long-form (up to an hour), vertical video from their favourite Instagram creators and celebs, allowing them to connect around the interests and passions that matter the most to them,” the company said in a statement – We can’t wait to see more!

Instagram is taking on TV and YouTube with a new platform within Instagram called IGTV, where videos can run up to an hour long.

“We’re evolving with the times; these days, people are watching less TV and more digital video.”

It’s note TV, it’s Instagram!

Instagram revealed the video platform in San Francisco on Wednesday, at an event attended by web celebrities like gamer Tyler Blevins, also known as Ninja, and Lele Pons, who has 25 million followers. Creators take their followers from Instagram to their new IGTV channels.

“The magical part about IGTV is that a lot of these creators don’t have to start from scratch,” says Kevin Systrom, Instagram CEO, at a press event following the release of the app.

For weeks, creators had early access to IGTV so that when it launched on Wednesday there already was a library of videos, Systrom says. The videos run vertically because that’s the way most people hold their phones, the company says.

Instagram decided to build a standalone property because longer videos are not something people typically want on the main app, where videos are limited to 60 seconds.

“When people browse through the feed they don’t want to stop and watch a 10-minute video,” Systrom says. Instead, they can seek out the longer videos in IGTV, where they can run for up to an hour.

Systrom expects that eventually there will be no time limits on videos in IGTV. For now, there are some restrictions on what accounts will have privileges to record for an hour. Smaller accounts will only be given 10-minute video limits, but Instagram did not specify the exact criteria for what qualifies an account for the longer video option.

There also are no ads in IGTV, yet. However, brands can create their own channels just like any other person with an Instagram account.

Instagram is following its parent company into the longer-form video space.

“We have a very engaged community who tune into our Stories,” Leung says, referring to the vertical video format already available on the main Instagram app. “With Stories we’re sharing so much of our life events, it would be great to share that on IGTV.”


Mobile first: IGTV is built for how you use your phone: vertical and full screen.

Simple and intuitive: It starts playing as, soon as you open the app. You don’t have to search or browse to get started, and it’s easy to multitask.

Curated: IGTV is focused on the creators you love most and already follow on Instagram.

Anyone can be a creator on IGTV and upload videos in the app or on the web.

What this means for businesses

Longer vertical video on Instagram makes it even easier to get closer to your audience and be discovered by new people.

Be the first
Be among the first to lead the future of video.

Get closer
Use longer, permanent video for deeper storytelling. Build stronger connections with potential customers as you showcase other dimensions of your business without being limited to one type of content, length or format.

Leverage your community
As with stories, IGTV is built on Instagram leveraging a global community of more than 800M people. When your followers open IGTV, they will instantly see original content from you, and new people can also discover your brand.


Need advice on how to set up your instagram account to utilise this new exciting feature? Let us help you get started.

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