IGTV for Creators

Instagram Launches IGTV for Creators, Allows One Hour Video Uploads

Last updated on: 2018


Yesterday afternoon at a San Francisco Press Event, Instagram announced that it will start allowing users to upload videos up to one hour in length. This new platform capability, called IGTV, brings the video length allowance a full 59 minutes above the previous one-minute allotment. “It’s time for video to move forward, and evolve,” said Instagram CEO Kevin Systrom onstage at the event.

Video has undoubtedly been at the top of all digital creators’ content priorities over the past year, with it being that much more engaging, and performing better in social algorithms. (Want more information on the power of video? Check out this article.) With this huge push for video, the standard of content is rising swiftly and Instagram is now giving YouTube a run for its money.

So, what do you need to know about IGTV? Keep reading for the full inside scoop on the new feature, and how we foresee it affecting your digital advertising strategy and campaigns.

Instagram has broken down IGTV into 5 key attributes:

Mobile by Nature

IGTV has been built for how you already use your phone on Instagram, vertical and full screen.


Once you click the little orange icon in the top right corner of Instagram, videos immediately start playing. You can easily multitask by watching and searching at the same time!


IGTV, just like Instagram, runs using algorithms that automatically play the videos it thinks you will be most interested in.

Open to All (Mostly)

IGTV is open to anyone globally who wants to create, except for new and very small accounts.

No Commercials (Yet)!

Yep, no advertising will be featured as of yet. There has been no comment on if this will change in the near future, so enjoy happy, commercial-free watching for now!

What Does IGTV Mean for Advertisers?

If you or your brand is involved in influencer marketing, get on board NOW. I foresee this new feature taking up a huge market share in the influencer and video budgets of many companies. IGTV opens up possibilities for even larger influencer collaborations with the added benefit of Instagram engagement rates. The longer time allowance will also make creating content that is easily cross-promoted across all social channels a more simple process.

Interested in learning more about IGTV? Check out the video of the event to learn what IGTV is, how it works and see it come to life.