Digital content popularity continues its upward trajectory across social media networks. Teenagers are now watching 40% less TV than they did five years ago. On Instagram, alone, viewers watched 60% more video content in 2017 than they did the previous year. According to Instagram’s announcement, video viewership stats sparked the concept of Instagram TV (IGTV), which is a new, customizable video channel available within the Instagram app.

What is IGTV?

IGTV, or Instagram TV, was created as an outlet for creators and a platform to compete with YouTube. This video service allows for videos up to an hour long.

When was IGTV released and where can IGTV be accessed?

Released on June 21, IGTV is an addition to the regular social network’s feed.

Because Instagram believes users don’t want long-form videos in their normal feed, IGTV is a separate tab, featured below, located next to the direct messages tab on the Instagram home page. 

Prior to the IGTV launch, creators had access to the video channel for a few weeks. During this time, they built a library of content for users to watch beginning the minute IGTV launched.

What does IGTV offer creators?

IGTV allows celebrities, makeup artists, influencers and more to create and distribute long-format videos accessible to and viewable by all Instagram users. With a fast-growing user base of 1 billion monthly active users, IGTV has broadened distribution options for video creators. Plus, IGTV will suggest videos to users based on content interests, providing the opportunity for continued viewership expansion.

Certain accounts will be able to post hour-long content, but others will be limited to 10 minutes. Although Instagram hasn’t verified what restricts certain accounts, we assume these limitations are based on account verification and follower count.

For now, there are no ads on IGTV. Eventually, there will be no time caps on the videos for IGTV, according to Ad Age.

What does IGTV mean for you?

If you’re a creator or marketer…

Now you have the option to post hour-long content. But don’t jump to fill 60 minutes. Plan for video duration that works best for your audience and your content.

If you’re a user...

From 10-second videos to one-hour IGTV videos, you will be able to conveniently connect with your favorite Instagram influencers like never before.

From photo posts to Instagram Stories to IGTV, Instagram has evolved with the times, staying on top of and capitalizing on trends like the surge of online videos.

Seeking New Ways To Maximize Your Customer Acquisition Efforts?

Digital Media Solutions (DMS) is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.