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May 1, 2020

How to Use IGTV to Entertain and Engage People

BY: Instagram Business Team

San Francisco, CA

(Update on October 5, 2021 at 10:00AM PT: IGTV and feed videos have been combined into one format, Instagram Video.)

With less options for things to do, people are looking for ways to be entertained online. IGTV is a way to go deeper with your audience by sharing longer videos around topics related to your business or your community’s interests.

Getting started
  • IGTV is full screen (vertical or horizontal), and videos can be up to 1 hour long. You’ll have your own channel on IGTV that gives you more opportunity to be discovered by new fans and customers. When people open IGTV, they’ll see multiple channels filled with videos from creators and businesses they already follow on Instagram and others they might like based on their interests.

  • Make sure you publish original (not repurposed) content, and use sound, editing and graphics techniques to make your IGTV stand out. Engage the viewer in the first 3 seconds. Always use Feed Preview to increase your IGTV views. The new IGTV cropping tool allows you to select a thumbnail image so it looks good on your Instagram profile grid.

  • Also consider using the Series tool to share episodic themed IGTV content.


  • Share updates on how you’re feeling and/or preparing your business during this time.

  • Share a content series featuring your products that people are finding most useful right now.

  • Provide challenges to your audiences and fans as they’re likely to have more downtime at home to participate in.

  • Consider creating a longform Q&A video.

BY: Instagram Business Team

San Francisco, CA