What is Instagram TV? How to Use IGTV for Brand Building

When it comes to brand building, IGTV is a game changer. Not just because of its uniqueness as a hybrid of YouTube and Instagram Live, but also because it lends its power not just to elite companies and influencers, but emerging brands as well.

One of the biggest gripes with influencers and companies attempting to build their brand is that they don’t have access to the same features that large powerhouses do. For example, there are certain linking features that do not unlock until you have 10,000 Instagram followers - if you’re a blogger, you can’t link to the luxury brands you’re wearing in your Instagram stories. If you’re a fitness coach, you can’t link to signup forms - it’s a bit discouraging if you’re just starting your brand.

Luckily IGTV allows Instagram accounts of all magnitudes to utilize its features and include links. Pretty cool, right? We’ll dive into that below, as well as key info like how to post content and the proper IGTV video size.

In case you’re wondering how Instagram TV is different than Instagram Live or Stories, the answer is simple. Instagram Live allows brands to stream in real time and interact with followers, whereas Instagram TV aims to be more of a hybrid between YouTube and going live. IGTV is better than YouTube because there isn't the pressure and expense of having professionally produced content, and it’s better than Instagram Live because you don’t have to properly time your streams and hope for viewers. Plus, you can record at your convenience. Win. Win. Win.

These are just a few of the reasons why Instagram TV is clutch for building your brand. Here’s how it works:

How to Use IGTV

Download the IGTV app, which is available in the iTunes and Google Play stores. You don’t have to create a separate login to utilize the app so long as you’re already logged into Instagram on your phone. Just press “Continue” and begin.

  • "For You"

  • “Following”

  • “Popular”

Once you find a video you’d like to watch, tap the video to watch it full screen.

You can like and comment on IGTV videos by tapping the heart or comment buttons at the bottom of videos. You can also share videos via direct message or a share link, that way you can enjoy the content with friends and family.

Need to pause in the middle of a video? IGTV conveniently remembers where you left off. When you return, you can find the video you were watching and keep tuning in under the “Continue Watching” tab.

You can also watch IGTV content by going to an influencer or brand profile and viewing it in the same area that you can find their highlighted stories.

How to Post on IGTV

Ready to start your own channel and take your brand building to the next level? To get started, click on your profile picture and head to your personal landing page. Click the “+” button to start uploading videos to IGTV. They can be up to one hour long, but note: you can’t record video from inside the app. You must upload content directly from your camera roll.

You can overlay text and images on top of your video. The process is intuitive and much like overlaying things on Instagram Stories.

Also similar to Instagram Stories, the IGTV video size is a 16:9 aspect ratio. In fact, don’t get left behind on the trend - convert your horizontal videos into vertical ones!

Much like how you can watch IGTV videos natively in the IGTV app, you can also upload content directly in the Instagram app. Just click on the small orange TV icon next to the direct messages button.

What should you post?

Well, it’s up to the brand that you’re building. Here are some ideas we love:

  • DIY Guides and How-To’s: Show your audience how to perfectly distress jeans or set up a drool-worthy tablescape. Whatever your niche or aesthetic is, there’s likely DIY content that is easy to incorporate into IGTV content.

    Content we like: Fitness influencer Aubrie Bromlow (@aubrieb) has posted IGTV videos teaching viewers how to make her signature hair bun. Meanwhile, her husband shared a video detailing how to make his fat-free honey mustard salad dressing.

  • Product Hauls and Outfit Links: Naturally, IGTV posts of this nature are perfect for bloggers. For emerging bloggers who don’t have enough followers to link products and affiliate links directly in their stories, IGTV videos allow them to link products right in the description of their videos. This is also great for consumer goods companies who want to build their brand and increase conversions through Instagram.

    Content we like: 12th Tribe (@shop12thtribe) creates short and sweet videos introducing new products and generating conversion opportunities.

  • Ask Me Anything: Allow viewers to learn more about you with fan Q&As and ask me anythings! This type of content is great for brand building because it allows you to create a more intimate relationship with your followers. The result is brand loyalty and a mutually beneficial rapport.

    Content we like: Madelaine Petsch of Riverdale fame (@madelame) did a short Q&A, answering questions from how to become vegan all the way to if she could do the floss dance.

How can you take advantage of IGTV?

The IGTV rollout of earlier this year proved the potential of VOD content. Because, let’s not forget - Instagram, with more than one billion active users, is not just looking to compete with YouTube, it’s also trying to tap into an industry that is growing rapidly!

IGTV is still brand new and the key to using it is experimentation - just try, test, asses, and try again. Make sure that you’re taking full advantage of IGTV and that you’re effectively connecting and engaging with your audience. Wave.video published a great guide with some excellent ideas from Dan Knowlton on how to stand out on IGTV.  

Instagram TV Recap

All in all, IGTV is a brand new platform and it will likely evolve over time. However, it’s easy to incorporate into your current brand aesthetic thanks to tools we’ve implemented here at Instasize. Once you create your video compilation, you can upload the video to our app and add a filter that matches your Instagram feed. This keeps your visual unified and further solidifies a consistent brand.

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