IGTV or Instagram TV is the free long form, vertical video app created by Instagram launched in June 2018. Since the launch we’ve been quite interested to know how it’s been performing and how influencers and businesses are and should be utilising the app.

[Read all about the new video app IGTV]


An overall takeaway for us has to do with how fast the network and its’ user base has grown over the past 8 years. The number of businesses using the app has almost doubled since 2016 and around 80% of users follow a business.

Video on mobile grows:

Watching video on mobile will grow to a staggering 78% of all mobile traffic by 2021 according to Cisco, so it’s a good thing Instagram made the logical next step with its’ 1 billion followers.

According to data from Ooyala for Q1 2018:



Source: https://www.statista.com/chart/14377/mobile-video-consumption-by-length/ 

These stats verify Instagrams smart move towards long-form video content. While influencers and brands with mass following are starting to experiment with the app, small businesses are hesitant due to the absence of advertising and monetisation, but don’t you wish you could go back in time when YouTube first launched?

Now is the perfect opportunity for brands and businesses alike to get established on the new app, to learn what works, what doesn’t and to stay ahead of any new developments.


Let us know how you’ve been using IGTV and if your business is on the app in the comment section below.

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About Anika

Anika is our digital marketing creative and social media guru, with a passion for everything design and user experience optimisation. She's passionate about strategising new campaigns and utilising her knowledge of the psychology behind the consumer’s journey.

Outside the office she spends most of her time outdoors or trying to be the ultimate master chef.

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