Instagram TV is here

Jun 28

It’s TV but not as we know it! IGTV, Instagram’s brand new video platform, is here!

But wait, what is it, how does it work, why is everyone (or at least me) talking about Instagram TV?

This is Instagram’s way to disrupt the standard TV experience and giving it a reboot for the modern era.

Here are some useful things for you to know:

It’s Vertical ONLY

IGTV is all about the vertical, go ahead and upload a horizontal one but it just won’t be the same experience as the user would have to flip their phone sideways.

Why vertical?

Makes it pretty easy and accessible to anyone to feel like they can start creating, instead of the pressure to create some professional epic on a proper camera, the vertical video encourages you to grab your phone and get recording.

Vertical video makes the mobile experience far better and practically seamless as there’s none of that rotating your phone then trying to figure out why your phone screen doesn’t rotate!

Forcing you to shoot vertically is a smart move in a saturated video market from Instagram but people running multiple social accounts might not like it as it’ll mean more editing as you won’t be able to share the same videos across all your platforms.

Video is here to stay, increased engagement and all that other good social media stuff, it’s an increasingly important skill in social media marketing, and with the launch of IGTV, if you don’t know how to make or edit videos, you really need to start learning….now…go do it…now!!

As always if you need some help don’t hesitate to pick up the phone, pop in, email etc to chat about how we can help you grow your Instagram accounts.

IGTV is more like Youtube less like Netflix

Whilst you can upload videos up to an hour long don’t expect to watch your fave TV shows on it anytime soon. Unless of course, you prefer to watch videos of people you follow rather than TV shows of course!

IGTV is purposely aiming to be more Youtube less Netflix, it’s timely with the big push from Youtube towards premium Youtube accounts (paid for) that IGTV appears all free and disruptive and we love it!

Instagram looks like it’s trying to take a chunk out of both Youtube and Snapchat’s traffic by luring the teenie influencers, beauty, gaming and daily vloggers to their platform.

“Instagram is focusing its efforts around web celebrities that made their name on mobile rather than more traditional, old-school publishers and TV studios that might come off too polished and processed.” quoted TechCrunch.

“The idea is to let these creators, who have a knack for this style of content and who already have sizeable Instagram audiences, set the norms for what IGTV is about.”

This is actually a good move for all concerned, you don’t have to create a super overproduced video to upload to IGTV. Think of it more being a more superior version of Instagram Stories but not as perfect or curated like an Instagram post or vid.


IGTV feeds your addiction

So you’re already sitting there scrolling infinitely through your screen right? Though you won’t likely be seeing your favourite TV shows on IGTV, it seems Instagram is trying to make the overall experience more like a traditional TV experience.

Who can create a channel?

Anyone! If you have an Instagram account you can create a channel, your account is where your IGTV videos will live. You’ll find it at the top right near your profile/bio etc

So what’s it like then?

It’s pretty cool, just like a TV when you turn it on even a bit of nifty static as you scroll through channels, a show starts playing right away when you open the IGTV bit of the app, a video will automatically start playing.

You can like or comment on IGTV videos while you’re watching them, almost identical to you interact with Facebook videos (no surprise there).



Had enough of that video? Swipe to the side and you’re onto the next one.

Want to explore more? Swipe up to search and view them by category or just as easily scroll through your friends, followers and influencers on Instagram.


At the moment there are 3 IGTV categories: For You, Following, and Popular.

  • “For You” is basically a collection of videos that Instagram’s all seeing all knowing algorithm thinks you’ll like, created magically from people you follow and Instagrams smart as you like magical matching platform – or whatever they are calling it these days!
  • “Following” is a collection of videos from all the people on Instagram that you follow.
  • “Popular” is basically all of the trending videos on IGTV.

There is a search bar but it’s quite small, I think Instagram is hoping that it’s curation logic will do the donkey work for you.

So what are you waiting for? Now that you know a bit about how IGTV works go create!!

This post was written by Matt Purser