- Open Instagram.
- Tap the IGTV icon (a TV with an antenna) at the top right.
- Tap the gear icon, then select "Create Channel."
- Follow prompts; your channel links to your profile info.
- Vertical videos with aspect ratios between 4:5 and 9:16.
- Length: 15 seconds to 60 minutes (verified accounts); up to 10 minutes for regular accounts.
- Format: MP4.
- Size: 560 MB for videos up to 10 minutes; up to 3.6 GB for longer videos [Source: Wondershare].
- Tap the plus icon (+).
- Select your video, then tap "Next."
- Choose a cover image—adjust the rectangle or pick from Camera Roll.
- Enter title and description.
- Optionally, add to an existing or new series.
- Enable "Post a Preview" for a 15-second snippet on your feed.
- Tap "Post."
- Visit instagram.com and log in.
- Click your profile, select the IGTV tab.
- Hit "Upload."
- Drag and drop your MP4 or select via the '+' icon.
- Add title and description.
- Choose to share a preview.
- Click "Post." To improve your content quality and reach, consider using tools like AI content repurposing engine.
- Use high-quality vertical videos to boost engagement.
- Add captions or subtitles; many watch without sound.
- Promote videos by sharing previews on your profile and stories [Sources: Wondershare]. For insights on creating engaging content, see our article on social media engagement.
- Format: MP4.
- Length: 1 minute minimum; up to 15 minutes from mobile, 60 minutes from desktop.
- Aspect Ratio: Vertical (9:16) or horizontal (16:9).
- Resolution: Minimum 720px; 1080px recommended.
- Frame Rate: At least 30 FPS.
- File Size: Up to 650MB for videos under 10 minutes; 3.6GB for longer.
- Cover Photo: 420×654 pixels; cannot edit post-upload.
- Orientation: Vertical preferred, but horizontal supported.
- Follow Instagram community guidelines.
- Upload via IGTV app, Instagram, or Facebook Creator Studio. For optimizing content, see our social media checklist 2025.
What is IGTV and How Does It Work on Instagram?
Overview of IGTV
IGTV, short for Instagram TV, launches in June 2018 as a vertical video-sharing platform. Designed to enable users and creators to upload longer videos than standard posts or Stories, IGTV initially existed as a standalone app on iOS and Android devices. Over time, most features integrated into the main Instagram app. IGTV supports videos from 15 seconds up to 10 minutes for regular accounts, and up to 60 minutes for verified or large accounts. Videos must be in MP4 format with aspect ratios of 9:16 (vertical) or 16:9 (landscape) Source: Wikipedia, MeetEdgar. To understand how to analyze your social media performance and optimize content, check out our guide on social media KPIs.
How IGTV Functions on Instagram
On Instagram, access IGTV through a dedicated tab on profiles, in-feed previews, or via the Explore page. Videos autoplay upon launch, creating a continuous stream tailored to interests or trending topics. Users can follow channels, like, comment, save, and share IGTV content, similar to regular posts. Creators upload videos directly from mobile or desktop, with limits of 15 minutes from mobile and 60 minutes from desktop [Sources: Wikipedia; MeetEdgar; Tom's Guide]. For tips on managing your social media presence effectively, see our article on social media content calendar.
Content and Features
IGTV supports tutorials, behind-the-scenes footage, product demos, interviews, and series—enhancing engagement for brands and creators. Features such as landscape video support and sharing IGTV videos to Stories improve discoverability and interaction [Sources: Wikipedia; MeetEdgar; HubSpot]. To learn more about moderating your content and maintaining a positive community, explore our content moderation guide.
The Transition and Current Status
In 2022, Instagram shut down the standalone IGTV app. Its functions merged into the main app, streamlining user experience and emphasizing Reels. Nonetheless, long-form vertical videos remain central to Instagram’s video strategy [Sources: Wikipedia; TechCrunch]. If you're interested in the latest social media trends and how to adapt, check out our social media trends 2025.
How Do I Create and Upload Videos to IGTV?
Step-by-Step Guide for Mobile and Desktop
1. Create an IGTV Channel
2. Prepare Your Video
3. Upload via Mobile App
4. Upload via Desktop
Tips for Effective Uploads
What Are the Best Practices for Growing an Audience on IGTV?
Creating Engaging Content
Since IGTV prioritizes vertical videos, shoot in 9:16 aspect ratio. Use attractive thumbnails matching your brand style to draw viewers. For example, Jessica Jaye emphasizes vertical shooting and consistent cover images to create a cohesive feed and attract attention (source: Spiel Creative). To enhance your social media strategy, consider exploring social media marketing strategy.
Optimizing Titles and Descriptions
Craft clear, enticing titles that highlight value—like "7 Tips to Stay On Track Through the Holidays." Incorporate relevant hashtags—limit to around 9-10—to avoid engagement decline. Descriptions should include keywords and CTAs, guiding viewers to your website or profile (source: Agorapulse). For further optimization tips, see our guide on social media KPIs.
Hook and Keep Content Short
Begin videos with a compelling hook within the first 5-15 seconds. Keep videos concise—most successful IGTV videos last under 4 minutes—focusing on delivering quick value. Brooke Schultz notes that engaging intros and brevity increase retention (source: Spiel Creative). For more on creating engaging content, check out social media content calendar.
Use Series and Consistency
Organize content into themed series—tutorials, Q&As, behind-the-scenes—to encourage binge-watching. Use IGTV Series to structure related videos. Maintain a regular posting schedule to build loyalty and repeat viewership (source: AdEspresso). To learn about content planning, see our content marketing funnel.
Promote and Engage
Share previews in your feed and Stories with swipe-up links or CTAs to increase traffic. Cross-promote on Facebook and other platforms. Engage with comments and run contests or Q&As to foster community. Caption videos to reach silent viewers and use relevant hashtags to increase discoverability (sources: Woobox, Agorapulse). To learn more about community building, explore social media community management.
Consistent Quality and Content
Post regularly at times when your audience is active. Focus on educational, entertaining, or behind-the-scenes content aligned with your brand. Consistency strengthens your presence and encourages followers to tune in (sources: Spiel Creative, Woobox). For scheduling tips, see best time to post on social media.
Optimize for Silent Viewing
Add auto-captions or use tools like InShot to make videos accessible without sound. This extends reach, as many users watch silently (source: Verizon Media). For captioning tools, check our AI-powered self-service for CX.
Effective CTAs and Links
End videos with specific CTAs—ask viewers to follow, visit your site, or check out products. Use clickable links in descriptions to drive conversions and loyalty (source: Konstruct Digital). To further boost conversions, consider using AI marketing attribution tracker.
How Is IGTV Different from Reels and Stories?
Key Differences
IGTV caters to long-form, high-quality videos—up to 60 minutes for desktop uploads and 10 minutes on mobile. Brands like Lululemon use IGTV for in-depth tutorials, emphasizing detailed content. Reels deliver short, entertaining videos (15-60 seconds), optimized for viral potential and discoverability, similar to TikTok Sources: ShortStack, Boosted. To stay updated with platform features, visit our social media trends 2025.
Summary
IGTV suits long, edited, and educational videos. Reels excel for short, viral clips. Stories serve for quick, engaging updates. Each format targets different content strategies and audience behaviors.
Can I Monetize My IGTV Videos?
Monetization Opportunities
Instagram offers several ways to earn from IGTV. Recent features include IGTV ads, badges during live streams, and access to the Creator Marketplace. IGTV ads generate revenue with a typical 55% split for creators Source: TechCrunch. To qualify, creators must meet criteria and follow community standards—creating original, family-friendly content. For monetization tips and policies, see our social media advertising guide.
Future Plans
Instagram tests a Partner Program with ad revenue sharing; details remain in development but indicate expanded monetization. Creators also earn via badges during live sessions and brand collaborations through the Creator Marketplace [Sources: Instagram Creators]. To explore influencer marketing strategies, check out micro-influencers.
Summary
Current options include IGTV ads, badges, and partnerships. Success depends on meeting eligibility and content standards.
What Are the Video Specifications and Requirements for IGTV?
Technical Specs
Additional Considerations
Examples
Vimeo recommends MP4, aspect ratios of 9:16 or 16:9, 720px+ resolution, and size limits aligned with IGTV standards. VideoFresh emphasizes the importance of aspect ratio, resolution, and size to ensure quality.
How Can I Promote My IGTV Videos Effectively?
Strategies for Reach
1. Optimize Titles and Descriptions
Use keyword-rich, attention-grabbing titles. Write concise descriptions highlighting benefits, with relevant hashtags and clear CTAs.
2. Design Eye-Catching Thumbnails
Create high-quality, branded thumbnails that reflect your content style. Use graphics or overlay text to entice clicks.
3. Hook Viewers Early
Start with a compelling question, teaser, or bold statement within the first 10 seconds. Use engaging sounds or visuals to captivate immediately.
4. Maintain Consistent Quality and Schedule
Post valuable, high-quality content regularly. Analyze audience activity to determine optimal posting times; consistency builds anticipation.
5. Cross-Promote Content
Share previews on your feed and Stories with swipe-up links or CTAs. Embed videos in blogs, email campaigns, or other social platforms. Collaborate with influencers for broader reach.
6. Monitor Performance
Use Instagram insights to track views, engagement, and drop-off points. Adjust content based on feedback and analytics for better results.
7. Invest in Paid Promotions
Use targeted ads to boost visibility. Collaborate with influencers or run sponsored content to reach niche audiences.
8. Partner with Influencers
Work with niche influencers to create or share your IGTV content. Influencers extend your reach and credibility.
9. Timing and Consistency
Post at times when your audience is most active. Use analytics to refine scheduling and maintain a steady posting rhythm.
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