Everything you need to know about the launch of IGTV

It’s a step up from Instagram Stories and it’s not quite YouTube, here’s the low down on IGTV aka Instagram TV

I love Instagram, and even though it’s frustrating with the follow un-follow game and changes to algorithms I am hooked on this app.

Not only has it changed the social media landscape but it’s also changed how people can do their PR, advertising and marketing.

It’s now much easier to get images and video content online, it’s given a lot of power to the brands and influencers as well as new and creative ways to raise awareness.

The launch of IGTV will be an interesting one to watch. With the close of Vine and the sheer scale of YouTube, I’m actually quite excited to see what IGTV will bring to the fold.

I think it’s going to encourage more spontaneous content which in turn will be more chatty, informal and feel more personal. You’re initially going to get a lot of replica content, think tutorials, unboxings and monthly or weekly vlogs. Travel, holiday and food content from people will continue to be popular as this will make it even easier to post things that are slightly longer than IG Stories.

The biggest impact, in my opinion, will be the fact it encourages more people to become creators and film easy video content. In the long term I think it will create more vloggers and more citizen journalism.

When big world events or news happens I think we’ll see more reactions, a bit like Facebook live. I’m not sure if that’s for the better or worse. If it’s bad events it’s going to be more graphic content that can be upsetting or at the other end of the spectrum we’ll see more music events and snippets of magical moments between friends and family. Cue engagements, weddings and babies!

Is IGTV going to step on YouTube toes? Possibly in the future, once it’s fully formed and people are using it regularly. It’s a fine line to tread, especially with the recent epic failure of social platform Vero. Although Vero didn’t have the backing of a platform with a billion followers!

Does Instagram want to take on YouTube and steal a piece of the pie? Of course it does! It’s all money. It’s all advertising, branding and a way to generate top dollar and be at the forefront of social media developing. Evolve to survive, it’s digital Darwinism!

So here’s a quick run down to the new app and what it hopes to add to the current social media mix.

What is IGTV?

IGTV is bridging the gap between Instagram Stories and YouTube, it’s a new app for watching long-form, vertical video.

The aim is to make producing edited video content quicker, easier but not as in-depth as editing a YouTube Video or as simple as an Instagram Stories.

What sets it apart?

I’m going to bullet list this to keep it short, sweet and to the point because there are a lot of features to cover!

A little more about IGTV

  • It’s built for how you actually use your phone
  • Videos are full screen and vertical
  • You can use it through your existing Instagram app or through the dedicated IGTV app
  • Videos can be up to one hour compared to IG Stories which are limited to a minute
  • Content autoplays as soon as you open IGTV
  • IGTV will have already lined up content for you to watch from the people you follow and your interests


  • Swipe Up: allows you to check out things that are “For You”, that you are “Following”, or are “Popular” and things you can “Continue Watching”
  • Direct: this feature allows you to like, comment and send videos to friends much like other social platforms
  • IGTV Channels: each creator is a channel, so if you decided to start posting videos you’d instantly become your own channel

What Kevin Systrom, the Co-Founder and CEO, says…

“Instagram has always been a place to connect with the people who inspire, educate and entertain you every day. With your help, IGTV begins a new chapter of video on Instagram. We hope it brings you closer to the people and things you love.”

Read Instagram’s full press release or visit the help centre to find out more about IGTV.

How can I use or watch IGTV?

You can watch or use IGTV through your existing Instagram account or through the dedicated IGTV app.

You see that little new tv logo in the top right, that’s your passport through Instagram to IGTV…

Click on the TV logo to view IGTV

When you click on the IGTV logo for the first time this is the screen you’ll see. Once you press ‘Watch Now’, you will be taken directly through to the videos to start watching. It has very similar features to IG Stories, you can swipe up or left and right so it’s really easy to navigate around the app.

Once you’ve clicked through you’ll be presented with this screen as you’re main ‘page’ on the app.
Swipe to scroll through videos

Swipe through the videos at the bottom to find something you want to watch. You can also use the search function to search for something specific.

IGTV app

The other way to view IGTV is through the app, which looks like this when you download it from the App Store.

Here’s a quick how to…

The IGTV app – download now!
Loading IGTV…
Welcome to IGTV!
Get Notifications – you’re nearly through the download process!
Once set up is completed, you’re at the main page with autoplay content doing its thing!

So that’s my quick round up!

What do you think of IGTV? Have you used it yet?

Do you think it’s a threat to YouTube? Do you feel like it has a place in the social mix or are wondering why it’s even been created?


Photo credit – the main blog post image belongs to Instagram and was taken from https://instagram-press.com/blog/2018/06/20/welcome-to-igtv/


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