What Is IGTV? Instagram’s Long-Form Video Platform Explained

In the ever-shifting landscape of social media, video content reigns supreme. Platforms constantly evolve to capture user attention, and Instagram is no stranger to this battle. While known for its square photos and ephemeral Stories, the platform made a bold move to challenge the titans of long-form video. That move was IGTV. But even for seasoned Instagram users, the question often lingers: what exactly is IGTV, and how does it fit into the broader video ecosystem?

Initially launched as Instagram’s answer to YouTube, IGTV was designed to be a dedicated hub for vertical, long-form video content. It promised a new way for creators to connect with their audiences, moving beyond the 60-second limit of feed videos. While its journey has been marked by significant changes and eventual integration into the main Instagram app, understanding IGTV’s origins, features, and strategic value is crucial for any creator or brand looking to maximize their video marketing efforts. This guide will take you on a deep dive into Instagram’s long-form video ambitions, explaining everything you need to know.

The History of IGTV: A New Frontier for Instagram Video

Instagram launched IGTV in June 2018 with significant fanfare. At a live event in San Francisco, then-CEO Kevin Systrom unveiled the new platform, positioning it as the future of mobile video. The core concept was simple yet revolutionary for the time: a video platform built for how we naturally use our phones—vertically. Unlike YouTube, which was dominated by horizontal, landscape-oriented videos, IGTV embraced the full-screen, vertical format popularized by Snapchat and Instagram Stories.

The initial launch featured a standalone IGTV app, as well as a dedicated button within the main Instagram app. The goal was to create a “lean-back” viewing experience, where content would start playing the moment you opened the app, much like turning on a television. Creators were given the ability to upload videos up to 10 minutes long, with larger, verified accounts able to upload content up to 60 minutes in length. This was a direct challenge to YouTube, signaling Instagram’s intent to keep users within its ecosystem for all their video consumption needs.

Over the years, IGTV underwent several transformations in response to user feedback and changing market dynamics. In 2019, Instagram began allowing horizontal videos on the platform, a concession that acknowledged not all creators were willing to shoot exclusively in a vertical format. A year later, the platform introduced IGTV Series, allowing creators to organize their content into episodic collections, further mimicking the structure of traditional web series.

However, the biggest shift came in late 2021, when Instagram announced it was merging IGTV and feed videos into a single format called “Instagram Video.” The standalone IGTV brand was retired, and the separate app was eventually removed from app stores in early 2022. All long-form videos now reside in a dedicated “Video” tab on user profiles. While the IGTV name is gone, its legacy and core functionality—hosting long-form video content on Instagram—are fully integrated into the main app experience.

Key Features of Instagram’s Long-Form Video (Formerly IGTV)

Though the IGTV brand has been phased out, the features it pioneered continue to be central to Instagram’s video strategy. Understanding these capabilities is essential for creators looking to produce compelling long-form content.

Video Length and Format

• Length: All users can upload videos between 60 seconds and 60 minutes long. This extended length allows for deeper storytelling, tutorials, interviews, and episodic content that isn’t possible in short-form formats like Reels.
• Aspect Ratio: While IGTV launched as a vertical-only platform (9:16 aspect ratio), it now supports both vertical and horizontal (16:9) videos. However, vertical video is still prioritized in the mobile viewing experience, as it fills the entire screen without requiring users to rotate their phones.

Content Discovery and Previews

• In-Feed Previews: When you upload a long-form video, you can share a preview to your main Instagram feed. This preview can be up to 60 seconds long and acts as a trailer to entice your followers to watch the full video. You have the ability to select a specific 60-second clip for the preview and choose a custom cover photo.
• Video Tab: All of your long-form videos are consolidated under a dedicated “Video” tab on your profile, creating an organized library of your content. This makes it easy for visitors to browse your entire collection in one place.
• Explore Page and Reels Tab: Instagram’s algorithm can push your long-form video content to the Explore page and suggest it to users in the Reels tab, expanding your reach beyond your existing followers.

Creator Tools and Monetization

• IGTV Series: The ability to group videos into a series remains. This is perfect for creators who produce episodic content, such as a cooking show, a workout series, or a multi-part documentary. It encourages binge-watching and helps organize your content library.
• Monetization (In-Stream Video Ads): For eligible creators in select regions, Instagram offers the ability to monetize long-form video content through in-stream video ads. These are short ads that can play before, during, or after a video. To be eligible, creators must meet specific criteria related to follower count and engagement.
• Insights and Analytics: Like other Instagram content formats, long-form videos come with detailed analytics. You can track metrics such as views, reach, likes, comments, shares, and audience retention. The audience retention graph is particularly valuable, as it shows you exactly when viewers are dropping off, helping you refine your content strategy.

Benefits of Using Long-Form Video on Instagram

Despite the massive popularity of short-form content like Reels, investing in long-form video offers several distinct advantages for creators and brands.

1. Deeper Storytelling and Connection

The most significant benefit is the ability to go beyond surface-level content. A 15-minute video allows you to tell a complex story, conduct an in-depth interview, or provide a comprehensive tutorial. This depth helps you build a stronger, more meaningful connection with your audience. As social media consultant Lia Haberman notes, “Long-form video allows creators to establish authority and trust in a way that’s difficult to achieve in 30 seconds. It’s where you can truly showcase your expertise and personality.”

2. Enhanced Educational Value

Long-form is the ideal format for educational content. A fitness instructor can guide followers through a full workout, a chef can demonstrate a complete recipe from start to finish, and a financial advisor can break down a complex investment strategy. By providing tangible value, you position yourself as a go-to resource in your niche, which can lead to higher engagement and loyalty.

3. Increased Watch Time and Algorithmic Favor

While Instagram’s algorithm is complex, a key signal it looks for is time spent on the platform. High-quality long-form videos that keep users watching contribute directly to this metric. When a user watches a 10-minute video, it sends a much stronger positive signal to the algorithm than a 15-second Reel. This can result in your content being pushed to a wider audience.

4. A Longer Shelf Life

Unlike Instagram Stories, which disappear after 24 hours, long-form videos live permanently on your profile’s Video tab. This evergreen content can continue to attract views and engagement for months or even years after it’s published. Someone discovering your profile for the first time can binge-watch your entire library, creating a new, dedicated follower.

Potential Drawbacks and Challenges

Of course, creating long-form video is not without its challenges. It’s important to be aware of the potential drawbacks before diving in.

• Higher Production Cost and Effort: Producing a high-quality 10-minute video requires significantly more time, effort, and resources than creating a 30-second Reel. This includes planning, scripting, shooting, and editing.
• Audience Attention Spans: In an age of endless scrolling and short-form content, capturing and holding a viewer’s attention for an extended period is a major challenge. Your content must be exceptionally engaging from the very first second.
• Discovery Can Be Limited: While Instagram has made efforts to improve discovery, long-form content still doesn’t have the same viral potential as Reels. The algorithm is heavily skewed towards promoting short-form videos, meaning your long-form content may not reach as many new users organically.

How IGTV Compares to Other Video Platforms

To fully appreciate the strategic role of Instagram’s long-form video, it’s helpful to compare it to its main competitors.

Instagram Video vs. YouTube

• Audience Intent: Users go to YouTube with the specific intent to watch videos, often searching for particular topics. On Instagram, video consumption is more passive and discovery-driven.
• Format: YouTube is still primarily a horizontal video platform, optimized for web and TV viewing. Instagram remains a mobile-first, vertically-oriented platform.
• Monetization: YouTube’s Partner Program is far more mature and accessible, offering multiple revenue streams (ads, channel memberships, Super Chat) to a wider range of creators.
• Community: YouTube has a more robust community ecosystem built around channels and subscribers, whereas Instagram’s community is centered on the broader social graph of followers.

Instagram Video vs. TikTok

• Length: TikTok’s bread and butter is short-form content, though it has expanded its maximum video length to 10 minutes. However, its algorithm and user culture still heavily favor shorter, punchier videos.
• Discovery: TikTok’s “For You” page is arguably the most powerful content discovery engine in social media, giving it unparalleled viral potential.
• Editing: TikTok offers a vast and intuitive suite of in-app editing tools, music, and effects, making it easier for anyone to create engaging videos directly on their phone. Instagram’s native editing tools are less robust.

Practical Tips for Maximizing Your Long-Form Video Presence

Ready to get started? Here are some actionable tips for creating successful long-form video content on Instagram.

1. Hook Your Audience Immediately: The first 3-5 seconds are critical. Start with a compelling question, a surprising statement, or a dynamic visual to grab your viewer’s attention and stop them from scrolling.
2. Optimize for Vertical Viewing: Even though horizontal video is supported, designing your content for a 9:16 vertical frame will provide the most immersive mobile experience. This means shooting vertically and ensuring any text or graphics are positioned for easy reading on a phone screen.
3. Create Compelling Previews: Your 60-second feed preview is your best marketing tool. Select a clip that is exciting, intriguing, or provides a clear value proposition. Treat it like a movie trailer.
4. Design an Eye-Catching Cover Photo: Your cover photo is what people see on your profile’s Video tab and in the feed preview. Use a high-quality image with bold, easy-to-read text to communicate what the video is about.
5. Leverage the Series Feature: If you plan to create recurring content, organize it into a series. A case study from Buffer showed that organizing videos into a series helped increase views on subsequent episodes, as viewers were prompted to continue watching.
6. Use Hashtags and Keywords: Write detailed, keyword-rich captions for your videos. Use a mix of broad and niche hashtags to improve discoverability through search.
7. Promote Your Videos Everywhere: Don’t just rely on the algorithm. Share your new video to your Instagram Stories with a direct link sticker. Promote it in your email newsletter and on your other social media channels.
8. Analyze Your Retention Data: Dive into your analytics to see where your audience is dropping off. Are your intros too long? Is there a boring segment in the middle? Use this data to inform your future content and improve your storytelling.

The Future of Video on Instagram

While the IGTV brand may be part of Instagram’s history, its spirit lives on. The platform’s commitment to video is stronger than ever, but it now exists in a more integrated, multi-format ecosystem alongside Reels and Stories. For creators, this means long-form video is not a standalone strategy but one powerful piece of a larger content puzzle. It’s the format you use to build deep connections, establish authority, and provide substantial value to your most dedicated followers.

By understanding its features, benefits, and challenges, you can strategically incorporate long-form content to complement your short-form efforts, creating a well-rounded video presence that engages your audience at every level. The world of social video will continue to evolve, but the power of a well-told story will always remain.