IGTV: Is It For Me?

Photo by Linda Xu on Unsplash
As a business, it’s important to keep up with the trends, engage with consumers, and as Instagram says, “leverage your community.” That means you should be using every tool available, especially video. Animoto says 75% of millennials watch video on social media daily, and Business Insider says video will represent 82% of all IP traffic in 2021. It’s clear that video is the way to connect with your audience, and IGTV gives your business that opportunity.

What Is IGTV?

Instagram launched IGTV last June, a vertical full-screen video app that is also accessible from the Instagram app.
IGTV was created with the purpose of a fast and simple way to consume new, creative content. IGTV gives users access to video content up to an hour long, compared to minute long video posts or 10-second stories.

How Do I Do It?

You’ll first need to create an IGTV channel by downloading the free IGTV app. Once your profile is made and connected to your Instagram account, you can start uploading videos.
There are requirements for IGTV videos, such as videos must be between 15 seconds and 10 minutes long. However, a verified or larger account can upload a video up to an hour long. The most important part, however, is that videos need to be vertical, not landscape. Instagram says the ideal size ratio is 9:16.
TechCrunch created a quick demo on IGTV during the launch back in June.

Vertical video? Doesn’t that go against everything we’ve learned?
Because we consume so much content on our phones, platforms with vertical videos such as Snapchat and Instagram are dominating the way we view quick, easy content.


Like with any new platform, there have been mixed reviews. The main concern stated by many Instagram influencers is that it doesn’t generate as much engagement as their normal posts, stories, or even Youtube videos. People think of Instagram as a short, fast way to consume content, not a place to watch hour-long videos. But it all depends on the content you’re creating.
“We have to wait for people to adopt it, and that takes time,” says Instagram CEO Kevin Systrom.

If your business relies heavily on Instagram to engage with your audience, it’s important to utilize the new tools being created by the platform.

How To Make A Quality IGTV Video

Along with the launch of IGTV, Adweek compiled ways to take advantage of the platform, including the importance of video technique. Because IGTV is a quick way to consume content, there isn’t much focus on the overall quality of the video. This means that anyone can make a video and upload it, whether you’re using a professional camera or just an iPhone.
You do, however, want to make sure that you remember the basics, meaning if you have the capability, take advantage of shooting your video in 4K, creating a good composition, and making sure the lighting is adequate. Instagram said, “Good lighting can make all the difference—the general rule of thumb is that the higher the frame rate, the more light you will need.”


If you’re just starting out, a good idea for your first video series could be a behind the scenes look at your office or workspace. This is a great way for consumers and potential clients to have an inside look into your business, something they wouldn’t normally see on your other platforms.
Featuring employees would be another great series. These videos could be quick, minute-long profiles. Bonus tip: if you plan the questions and answers ahead of time, and set up the video in front of a plain wall or background, your videos will be simple, but still professional, informative, and a great addition to your social media presence!
For more casual, get to know the staff videos or office walkthroughs, IGTV is a great fit. New platforms and apps may seem intimidating, but there’s no harm in trying it out to see if it works for your business!

Lucy Wolfe is the Marketing and Communications Intern for Green Buzz Agency. Screen Time says she spends over five hours on Instagram every day.

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