With the combination of surges in social media marketing and video content, Instagram created a place within their platform for users to throw up longer and more professional videos. Instead of multiple 15-second story videos and 59-second post videos, Instagram started providing a way for anyone to upload one succinct video that will last much longer, and social media marketing companies are loving it.

If you are still wondering how it works and what it can do for you, don’t worry, we got you.

IGTV Channels and the Algorithm

Thinking of traditional TV channels, you might envision a list of channels on a TV menu’s guide or a remote clicking through the variety of channels you have, but IGTV is much different. Once you click on the IGTV icon that is now readily accessible from your Instagram’s home page, there are multiple videos that you can scroll through and watch. There are four to six video viewable thumbnails on your phone at a time with descriptions and lengths marked over the thumbnail. The videos that appear on your IGTV list are based on what accounts you follow and what things you like. This is an algorithm that is supposed to give you the things that you will be interested in.

When you finally click to watch a certain video, it will expand to a full-screen view but it will play vertically rather than horizontally. In addition, you can access the video creator’s IG page from the full view play screen, exactly what brands, influencers and social media marketing companies want.

Creating a Channel and Why

You already know that these entities are creating their IGTV videos solely to get more people to engage with their IG page, but can you think why?… Of course you can! It not even a question you wouldn’t already know, however, it is worth discussing.

Whether it is a social media marketing company doing work for a clothing company or an influencer promoting the latest update on their blog, IGTV videos are just another way to bring people in. Unlike most of the other video content on Instagram, what is nice about IGTV videos is that they can be made with more quality and professionalism. Further, having the option to create a 10-minute video gives creators the ability to expand on a vision or thought. These kinds of videos are a nice change up from the typical short videos and can give viewers A LOT more content. The individual or company that can deliver a video with rich content — more than their typical posts — will have a better chance of attracting a wider audience.

Once you’ve posted an IGTV video, Instagram automatically creates a subpage for you that contains all your IGTV video posts. This page ultimately functions the same as any other regular page but will be made up of just IGTV posts. At the top of the page, under the description is a “View Profile” link that will take you to the creator’s main page. Creators can also post a 59-second “Preview” of the video on their main page so that your followers will see the post and then have the ability to watch the full video on IGTV.

The first reaction to Instagram adding “TV” to their platform may not have been a good one for some people, but it is definitely a good move. It is still less than a year old and yet social media marketing companies are finding it highly effective. If your company is looking to do more on their Instagram page, contact a social media marketing company like us, Fusion 360, and we will turn your Instagram space into a polished account with the followers you need and want.

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