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IGTV has landed! A look inside Instagram's latest baby



For a while now, Youtube has been the forerunner in online video content- ensuring that it caters for both content creators as well as consumers but Instagram is now ready to compete and has come all guns blazing! Introducing IGTV, a new feature to the platform that allows users to consume longer length content within a video hub as well as allowing creators to upload up to 1 hour long videos. Accessible from a button inside the Instagram home screen, as well as a standalone app, is IGTV now in the race to compete with Youtube?


According to the IG blog “by 2021, mobile video will account for 78% of total mobile data traffic" and they’ve “learned that younger audiences are spending more time with amateur content creators and less time with professionals”.

In addition to the small TV icon next to your share airplane at the top right of your Instagram feed home screen, where access to IGTV channels now lives, there is also a new, standalone IGTV app. So what do you need to know? Here's the breakdown:


  • Your IGTV Channel sits next to your Instagram Stories Highlights on your Instagram profile.

  • It can also be accessed from the news feed home screen.

  • You're able to add a description, thumbnail and title to each video.

  • You can share IGTV videos to Instagram Direct Messages

  • You can link directly to an IGTV video from your Instagram Stories (the above two points open up so much room for additional reach and traffic)

  • You’ll can follow “channels” and viewers are able to leave comments and likes on your videos. These notification will appear in the same screen you get your regular account engagement notifications.

  • So far IGTV insights include: Views, Likes, Comments, and Average percentage watched.

  • Videos should be be up to 3.6gb in size

  • Videos are in MP4 format

  • Videos should be 9:16 size

  • Video must be between 15”secs to 60”mins long (a big jump from Instagram’s current 60-second limit)


So how does it measure up to Youtube? Does it even pose any threat at all?


Video content on YouTube is being uploaded in all forms- long & short, vertical & widescreen. When mobile video became a thing, mobile networks, screens and cameras weren’t ready for longer-form video and even if it were, the users were still in a stage of limbo between TV and mobile video. Now with the creation and distribution of content being tailored to fit all platforms and screens, video content has become a hot commodity.


IGTV has opened the portal for vertical video and this in turn means that mobile video content can be consumed in a way that is native to the device- making it more attractive to consumers and easier for creators to create.


Youtube may be home to the fairer share of video content but Instagram has sounded the alarm that they aim to dominate the mobile content space. I can't wait to see the giants battle it out for mobile video content domination.


Either way: You're putty perfect ;)


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