Posted by Sponsored Post Posted on 25 February 2023

Ultimate Guide: How Does Instagram TV work?

Welcome to the ultimate guide to IGTV, the platform that unlocks the true potential of longer-form video content on Instagram.

With its immersive and engaging approach, IGTV is the perfect channel to showcase your products, share styling tips, and create compelling step-by-step tutorials that will capture your audience’s imagination and help build long-lasting relationships.

But how does Instagram TV work, exactly? And what is IG TV on Instagram? In this comprehensive guide, we’ll walk you through everything you need to know to master IGTV. From setting up your own channel and creating captivating series to analyzing your performance, we’ve got you covered. If you’re interested in learning more, we will answer the following questions: what is Instagram TV and how does it work ? 

What is IGTV?

What is Instagram TV, you ask?  IGTV is the ultimate destination for mobile-optimized video content up to 60 minutes in length.

Initially, IGTV only accommodated vertical (9:16) videos. Today, the platform is more versatile and can handle horizontal (16:9) formats in length. too, providing new possibilities for creators who have been sharing videos on YouTube.

Whenever a new video is uploaded, you can easily share a 15-second preview of it on your Instagram feed. This is one of the most effective ways to get exposure and promote your IGTV video to increase its views.

Once your video is published, a separate tab on your Instagram profile will be dedicated to all your IGTV series and videos, making it easy for visitors to discover them in one spot.

IGTV has its own dedicated tab on the Instagram Explore page, which means a huge potential to reach a new audience and get discovered. Here, IGTV videos are handpicked by the Instagram algorithm, which serves videos based on a user’s interaction and engagement history, attempting to predict what the viewer is most likely to enjoy.

Recently, IGTV has introduced new features that can benefit businesses and creators alike. One of them is IGTV Shopping, which enables businesses to tag products directly within their video content so that viewers can tap to shop while watching.

But how does Instagram tv work? And what is IG TV on Instagram? How to use IGTV for your brand or content creation?  Check out Aaron Martinez’s video on the best IGTV tips for beginners: 

How to Use IGTV – Upload to Instagram TV (INSTAGRAM IGTV Update 2018)

How to use IGTV

The IGTV App 

The IGTV App is easily accessible from the native Instagram app. Just head over to your profile and tap on the Explore tab. From there, you can choose IGTV from the carousel menu and start enjoying amazing content. So how does Instagram TV work? It’s simple, just follow these steps.

But that’s not all, there’s also a standalone IGTV app that you can download from the app store. With just a few taps, you can have access to a whole world of entertainment, right at your fingertips.

Once you’ve signed onto the app, you’ll be transported to your very own IGTV Home Page. This page features a story-like design, showcasing Creators You Follow at the top. You can choose to explore their content or simply scroll down to discover recent IGTV videos from creators you love.

Watching a full IGTV video is an immersive experience, and you can engage with the content just as you would with a regular Instagram post. Whether it’s liking, commenting, saving or sharing, you’re in control. Get ready to be transported into a world of entertainment that’s truly captivating.

How to create an IGTV Channel 

In the past, creating an IGTV Channel was the norm for those wanting to upload videos. But, Instagram has made things simpler by removing this requirement.

All that’s necessary to create an IGTV account now is an Instagram account. With just one account, you can easily upload your videos using either the Instagram or IGTV app.

How to Share a Video on IGTV 

Creating IGTV videos is a great way to share your content with your audience. If you’re new to IGTV and wondering:  how does Instagram TV work? Here’s a simple guide on how to share a video on IGTV:


  1. Launch the Instagram app and click the “plus” icon on your profile page.
  2. Choose a video from your camera roll that’s over 60 seconds in length. Depending on your account, you can upload videos that are up to 15 minutes long or as long as 60 minutes.
  3. Pick a frame from your video or select an image from your camera roll to use as your cover image.
  4. Add an engaging title and description for your video. Don’t forget to include clickable links for brands to drive traffic and for creators to share affiliate links.
  5. Choose whether to add your video to a series and toggle the button on or off to post a 15-second preview to your feed.
  6. Edit your 4:5 feed preview by selecting “Edit preview” to adjust the section of your 9:16 video.
  7. Choose how you want your IGTV’s cover image to appear on your Instagram grid by selecting “Edit profile cover.”
  8. Add automated captions by selecting “Advanced settings” and toggle the “Auto-generated captions” button on.
  9. Finally, select “Post to IGTV” or “Save as Draft” to publish your video.

Once your video is posted, you’ll notice a new tab on your Instagram profile dedicated to your IGTV videos. With these simple steps, you can create and share your own engaging IGTV content with your followers!

How to Create Videos for IGTV 

Creating IGTV videos that stand out from the crowd takes more than just filming with your phone.


To ensure your video looks and sounds great, use the following technical specifications:


  • Video format: MP4
  • Length: Videos should be at least 1 minute long, with a maximum length of 15 minutes on mobile devices and 60 minutes on the web.
  • Size: Keep videos under 650MB for videos under 10 minutes, and under 3.6GB for videos up to 60 minutes.
  • Orientation: Shoot your video in either portrait or landscape.
  • Aspect ratio: Instagram recommends an aspect ratio of 9:16 for vertical videos and 16:9 for horizontal videos.

Remember that the first 15 seconds of your video will be used as a feed preview. Use this time to hook your audience and make them want to watch the rest of your video. Consider using an attention-grabbing intro, a teaser of what’s to come, or a question to pique their curiosity.


IGTV videos are displayed on Instagram’s feed in a 4:5 aspect ratio. Make sure your footage looks great in this format by framing your shots accordingly. Experiment with different angles and perspectives, and be mindful of the placement of text and other graphics.

How to Create a Series on IGTV

IGTV’s series feature can be a game-changer for brands looking to boost their audience engagement and grow their followers. By consistently delivering quality content to your viewers, you can quickly see a rise in your metrics.


So, here’s how to create a stunning series that will keep your audience coming back for more:


To start, tap on “Add to Series” to add your first video to your series. If it’s the first video in your series, you’ll need to come up with an appealing series name and description.


You can also include existing content in your series with ease! Simply select the IGTV tab from your profile, choose the video you want to add and tap “Edit.”


Next, click on “Add to Series.” You can either create a new series or pick an existing one. Finally, hit the “Post” button in the top right corner to finish.


Creating different series with unique themes and styles can help your viewers know what to expect from your channel. Consistency is key, so make sure to stick to your chosen theme and style in every episode.


When your visitors can count on the quality and content of your videos, they’re more likely to hit the “follow” button and come back for more.

IGTV Best Practices Checklist

IGTV is a powerful tool for marketers to share longer-form content with their audience. To make the most of this platform, it’s important to follow best practices that will help you reach a larger audience and keep viewers engaged. Here are six tips to keep in mind when creating content for IGTV:


  • Start with the important information to grab viewers’ attention.
  • Use your brand colors and fonts to keep your channel consistent.
  • Make sure your video can be watched without sound, or use subtitles.
  • Add relevant hashtags to increase your video’s visibility.
  • Share your video on other social media to reach more people.
  • Only post longer videos that are worth it, like tutorials or brand series.

Understanding IGTV Analytics

Understanding the app’s analytics is crucial to improve your video performance on IGTV. IGTV insights provide valuable information about your video’s engagement. To access your analytics, tap the 3 dots at the bottom of your screen while your video is playing, and select “View Insights”.


Here, you can view your video’s interactions, such as views, likes, comments, and saves. A view is counted only if the viewer has watched at least three seconds of your video. By analyzing your insights, you can gain insight into what works and what doesn’t for your audience, allowing you to improve your content.

Final Thoughts

IGTV can be a valuable platform for brands and creators, with versatile format options, automatic captioning, and monetization opportunities. Investing time and resources in IGTV can prove to be beneficial for your business or personal brand.

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