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All Articles / Marketing

What is IGTV and do I need it?

IGTV and why you should be using it

When it comes to social media marketing, video is one of the most useful and effective content formats. Basically, if you’re not creating social videos or using social video ads, you’re already far behind. Instagram has launched IGTV, an app integrated within Instagram for watching long-form, vertical video created by Instagram users.

Do I really need to learn another platform?

We’ve seen a trend toward longer videos in recent years. Social media users are more willing to spend their time consuming the content when it’s a good fit for them.

So what makes IGTV so intriguing? Here’s a snapshot of the IGTV features, a brief on how to start and run your own IGTV account, and some best practice tips for Instagram’s newest function.

IGTV video is an app that can be used alone or in tandem with Instagram. It’s designed for the mobile-optimised viewing of long-form videos. Any user can set up their own channel and share video content that’s up to an hour long.

The main difference between IGTV and Instagram Stories is that these videos are typically several minutes to even an hour in length. At this time, only the most popular, verified users are allowed to create the one-hour videos. IGTV is also designed for use on smartphones, with vertical videos that don’t push users to move their phones into a horizontal position for viewing.

Setting Up Your Channel

Once you’ve decided to use IGTV, the next step is to download the app and ensure that you have it accessible for your needs. You then hit the gear icon (“Settings”) and create your channel.

Jjust like YouTube, IGTV is optimised for both desktop and mobile, so if you feel more comfortable working or viewing on your PC, this won’t be an issue.

Get Started

Once you’ve set up the app, it’s easy to move into the uploading phase. Remember that you can’t immediately record video like you can on Instagram or Instagram Stories. That has benefits and drawbacks, but in general, it’s set up like YouTube where you can create a spat of videos, then edit and release them later when you feel you have more time.

You can upload as many videos to your gallery as you want, after which time they are ready to view right away. Your followers on Instagram will automatically see these videos, even if they’re not using the IGTV app.


Just like any other activity you do within your social marketing, you’ll want to make sure you’re designing videos that talk to your target market.
After you post, you can also share your IGTV videos through your other channels, and on your regular Instagram channel. Make sure to also maintain consistency in terms of branding, visuals, and posting schedule across all your channels.

Design your videos to be 15 seconds long or more, but not longer than 10 minutes. Depending on your product and message, a 3- to 4-minute video is typically a good length to aim for. Your audience probably has a 1-minute attention span, so be clear at the start about what you’re talking about or promoting.


If you already know how to use hashtags on Instagram, you will know how to use them for IGTV. Be careful though and only a few relevant ones, and put them in the video description for better SEO traction.


Don’t forget to review your IGTV insights regularly to get a clear picture of how blogs are performing as well as to realign them with your key business goals. Remember, too, that this is a new platform, so if you see lower numbers than you expect, you may want to give it some time.


Now you know you do need to be on IGTV, give it a go. Honestly? You can’t mess up too badly! Once you’ve played around for a while you can really hone your skills and get traction on this platform. As with any new platform – just start.

For more information on IGTV and other social media management tools check out Monarch Institute’s online marketing courses here. Or call us on 1300 738 955 to chat to a Course Consultant.

Any questions? Ask away!