How to Use Instagram IGTV: A Guide for Marketers
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Tips on How to Use Instagram IGTV for Marketers

instagram igtv

With so many additions to social media, marketers sometimes can’t keep up to date. Just as you get a grasp of Instagram Stories or start understanding Snapchat, something new comes up. You really can’t catch a break nowadays. But if you want to grow your business, having an active social presence is a must. If you’re fresh off reading our article on Instagram Boomerang, we’ll go a step further. Today, we’ll teach you how to use Instagram IGTV — a powerful video app.

We know what you’re wondering right now. Do you really need to master another app from social networks? The answer is yes because Instagram IGTV offers so many great opportunities, including:

  • Building engagement
  • Collaborating with influencers
  • Improving your Instagram marketing strategy

With Instagram gathering more that one billion users every month, we don’t need to spell it out for you — this app is a place to be now. So, open your account, take a look at your feed, and ask yourself how you can improve your business page. If you ask us, one way is to use Instagram IGTV.

In this guide, we’ll get down to the nitty-gritty and prepare you for the world of long videos. 

What Is Instagram IGTV?

With 78% of people watching online videos, Instagram had to find a way to engage the audience and give them what they want. Its responses to this growing video-first trend were many features, including Stories. However, short-form videos weren’t enough for the video-powered businesses. That’s when Instagram went one step further and released IGTV.

In a nutshell, IGTV is a long-form video feature, enabling brands to deliver their messages in more than 15 seconds. While IGTV is accessible as a stand-alone app, users can also watch videos from within Instagram’s original app.

What’s more, videos you post need to be at least one minute long. The maximum length of your IGTV videos is:

  • 15 minutes if you’re uploading from a mobile device.
  • 60 minutes if you’re uploading from a computer.

If you’re an Instagram lover, you know that IGTV significantly increases the maximum duration of the on-platform videos. This means that you can post explainers, how-tos, and other video formats straight on your feed without worrying about their length. Recently, Instagram released the IGTV series feature. It enables content creators and publishers to make a regular series of videos, releasing them weekly or monthly.

With more chances for customers to discover you on the Explore page, long-form online videos, and video series, IGTV has become a sure-fire way to improve your Instagram strategy.

However, regardless of its benefits, businesses have been reluctant to adopt IGTV. The reasons for this could be:

  • Time needed to create a long-form social video.
  • The costs surrounding the production of an IGTV video.

But, you should still learn how to use Instagram IGTV. It can actually be a great way to build engagement and improve your strategy.

How to Use Instagram IGTV?

At first, Instagram had one feature that annoyed marketers. Namely, to upload a video on IGTV, you needed to create an IGTV Channel. But this is no longer a requirement (good decision, Instagram!). All you need is an Instagram account (which we believe you already have). Start uploading a video either through the Instagram app or via the IGTV app.  

Another perk of this feature is that it allows you to post videos either using a computer or mobile device. We’ll go over a step-by-step guide to uploading online videos on IGTV below.

Posting a Video from the Instagram App

Posting an IGTV video is quite simple — you can do it straight from your phone. Here’s how:

  1. Tap   at the bottom of your screen.
  2. Choose a video you want to upload.
  3. Select Long Video to post your content.
  4. Choose a cover image either from the frame or the gallery.
  5. Write a title and description.
  6. You can post a preview to the feed or share your video to a Facebook page.

Once you’ve filled out all the required fields, your video can finally see the light of day! Just tap Post and voila! Congrats  — you’ve just learned how to use Instagram IGTV from your phone.

Uploading a Video from Desktop

Some marketers find it easier to upload a video from their computers. You might end up favoring this option as well, that’s why we’ll guide you through it! This is how you can publish an IGTV video from your desktop:

  1. Visit your Instagram account and tap the IGTV tab on your profile.
  2. Click Upload to open a new page.
  3. Add your video on this page.
  4. From there, you will be able to customize your video and decide where your video will appear.

Of course, if you’re still not ready to share your video, you can always save it as a draft.

So, there you have it — you now know how to use Instagram IGTV. But we won’t stop here. What about some fun facts about IGTV? If you’re up for them, let’s see what we’ve prepared.

Things to Know About Instagram IGTV

IGTV has been a part of Instagram for two years now. It’s possible that you’re not entirely acquainted with it (with Snapchat, Tik Tok, and Facebook Live, who has the time, right?). No judgement here! But it’s time you expand your knowledge about this video app. What better way to start than by arming yourself with the below three fun facts regarding Instagram IGTV.

Here we go!

Videos Are Both Horizontal and Vertical

Well, they weren’t in the beginning. At first, the only option you had were vertical videos. But publishers and creators weren’t happy about having only one option and one thing led to another. Needless to say, IGTV is now both horizontal and vertical. Smart move, Instagram!

Last year, the video and image sharing app revealed that they made this change because of creator feedback. And we have to say, this is a step in the right direction. The more options Instagram offers, the more popular IGTV will become.

Furthermore, vertical videos do wonders if you want to be up-close with your audience. They create that personal experience many customers crave. But landscape is also beneficial. In particular, horizontal videos are suitable for formats like dance and sports. Both of these are high motion and often have numerous people in one frame.

Moreover, creators were actually sharing landscape videos on IGTV before this update. However, viewers couldn’t flip their phones to play them in full screen. Of course, this didn’t create the most ideal viewing experience, thus Instagram had to find a solution.

IGTV Is Similar to YouTube, Not Netflix

Yes, you can upload videos up to one hour long on IGTV, but this doesn’t make it Netflix. So, don’t expect to binge-watch your favorite TV show on IGTV. Basically, Instagram’s goal was to create something similar to YouTube. That’s why IGTV is more aimed at brands, influencers, and vloggers than at Hollywood elite. 

Instagram is pulling out all the stops to attract teens from YouTube and Snapchat. In fact, seven out of ten teens spend over three hours watching mobile video. Generation Z’s focus is predominantly on social media influencers. Therefore, Instagram is trying to lure these influencers to its platform and IGTV.

IGTV Series Is a Smart Move for Brands

Creators can now start their own IGTV series! Many brands and publishers such as BBC News have jumped at this chance. And we understand them completely. With this new tool, you can create ongoing, long-form videos that tackle one topic at a time. Your viewers will get notifications about a new video in the series, meaning your views, likes, and comments will increase!

Okay, now that we’ve armed you with these facts, it’s time that we get some ideas going in your mind. After that, you’ll have a better understanding of how to use Instagram IGTV.

How to Use Instagram IGTV for Business

It’s undeniable that video is the most powerful and engaging marketing tool today. We’ll go as far as to say that it is the king among all content formats. It’s so important, in fact, that 72% of consumers want to learn about a new product or service by watching an online video. If you’re already using it, you’ve seen for yourself what it can do for your business. And if you upload a video on IGTV, you can expect even better results.

In case you’re not sure, here are the three video types you can create for IGTV.

Tutorial Videos

Building engagement is certainly on the top of a marketer’s to-do list. And if you want to check the box next to this bullet point, you should start creating tutorial videos. With this type, you can deliver a clear message and avoid “attacking” your viewers with too much information.

In addition, tutorials help you cover a range of different topics in your niche. For instance, if you own a bookstore, you can create an IGTV series focusing on the best work of arts. Alternatively, you can introduce a new author in each of your IGTV videos.

On the other hand, if your company offers a product, you can show your customers how they can use it. As you can see, there are many possibilities for an engaging IGTV series!


Nothing brings your brand closer to the audience like a good Q&A session. Your customers probably have some burning questions they’re dying to ask you! So, give them a chance and a platform to do this.

You can create a separate post on your feed or Story where you’ll promote your upcoming Q&A session. Ask your followers to send in their questions and assure them they’ll get an answer soon. In the end, you can make a list of these questions and use them while recording IGTV.


How to use Instagram IGTV in 2020? Well, up close and personal content is what your audience wants to see. Sure, it’s good to create a formal corporate video to present your company. But you can take things to the next level. A formal corporate video is what your customers expect. Every major company has them today. But what they mostly don’t have is a behind-the-scenes content that humanizes their business.

So, if you want to build transparency, post behind-the-scenes videos on IGTV. You can give your customers a look at how your brand operates. For instance, you can interview your employees or give a tour of the workplace. As a result, you’ll increase the audiences’ trust. Nowadays, brand trust is everything.

IGTV: Build Engagement Today!

We hope this answers your question “how to use Instagram IGTV.” Although a relatively new platform, IGTV is beneficial in that it allows you to publish high-quality video content. Not only that, but it also gives you a chance to connect with your customers. So, try IGTV now and see how user engagement increases!