Video is king of today’s social media landscape. And with the recent launch of IGTV, it’s safe to say that Instagram has its eyes set on seizing the throne.

IGTV? Can I watch TV on Instagram?

The answer depends on what you consider TV nowadays. According to a recent study, nearly half of adults ages 22 to 45 don’t watch content on traditional TV platforms anymore. In 2016, the smartphone replaced TV as the most used device among millennials.

IGTV does incorporate familiar elements of traditional television, hence the name. For example, it automatically starts playing content as soon as you open the app, and you can bounce between “channels” to see what your favorite creators have posted.

How is IGTV Different?

Like YouTube, IGTV allows users to upload videos to their own “channel,” where viewers can watch, like, comment, and even send videos directly to friends. In short, it gives users one more reason to stick around Instagram, instead of hopping to another social media platform like YouTube to satisfy their hunger for binge-worthy video content.

The most significant difference between IGTV and YouTube? IGTV caters to users’ appetite for vertical video, allowing you to view content in full screen on mobile … without having to turn your device sideways.

Compared to videos uploaded to the grid or Instagram Stories, which are somewhat limited in length, videos on IGTV can be up to 10 minutes long for general users and 60 minutes long for users with larger/verified accounts, though this will be an option for all users in the future.

Best Practices for IGTV Content Marketing

Instagram as a whole could revolutionize the way we consume content and leverage our social media marketing efforts. Take advantage of this opportunity by developing an innovative IGTV content strategy.

Here are a few things to consider:

• Film your videos vertically. Forget widescreen video … “tall-screen” video is where it’s at when it comes to IGTV. This will ensure that your videos display full screen, making it easier for users to consume your content – because who wants to squint while watching a 10-minute-long video?

• Create content in an episodic format. Think of your IGTV channel like a real TV channel. By creating content like television episodes, people will be more likely to keep coming back to consume your content — series like how-to’s, interviews, and “A Day in the Life” have proven to be popular formats to keep IGTV users coming back for more.

• Capitalize on the binge factor. Before launching your IGTV channel, consider building out a small library of high-quality, engaging videos you can publish right off the bat. This will help you play into users’ craving to binge on your content.

• Start thinking about how to reach IGTV users with paid advertising. While IGTV does not have advertising capabilities just yet, Instagram CEO Kevin Systrom believes ads will find their way to IGTV in the future – so now’s the time to start thinking about how to incorporate this platform into your business’ digital marketing strategy.

Ready to launch your IGTV channel?