How to Maximize Instagram TV

Smartphone with a video onscreen with the IGTV logo in the background

Video content is hot, hot, hot and even more so on Instagram. Are you leveraging Instagram TV (better known as, IGTV)?

IGTV is a free mobile app available for any device that allows you to upload vertical video up to ten minutes in length.

Currently, you can upload a video up to one-minute within the Instagram News Feed and you can upload 15-second videos into Instagram Stories, but IGTV allows you to upload a longer format up to ten minutes.

When you upload a video to IGTV, you can share a one-minute preview that gets shared on your Instagram feed. Once people watch the one-minute they can tap through to see the full-length video. IGTV also has a prominent spot in the Explore tab. When you click this button, at the top now are categories and the 1st category is IGTV, which will show you videos from people you follow or people Instagram thinks you may be interested in. We have found that because of these two updates, our IGTV videos are getting thousands of views!

Making The Most of IGTV

Repurpose existing video content.

If you’re already creating content on YouTube or Facebook, it’s probably horizontal, but you can repurpose that into vertical video. I recommend using the app called InShot that is available for any device. InShot is an awesome app that will easily take your horizontal video and convert it to a vertical format. You can add text and emojis onto the video to enhance it. Also, Instagram recently announced it would start to allow horizontal video to IGTV!

Create unique content.

As you’re out and about (showing homes, meeting up with clients, etc.), shoot quick behind-the-scene videos. As your clients ask questions, write those down and save them for later. Use them to create video content for IGTV.

How To
Create an IGTV Account

Log in to Instagram.
Sign in to the IGTV App.
Click on the settings gear icon in the right hand corner, and click “create channel.”

How To
Post IGTV Videos

Go to your new channel by clicking on your avatar from the main page. Click the + icon in the right hand corner to add a new video to IGTV.
Select a video from your camera roll.
Write your title and add a description. Just like on YouTube, you’ll want to add in any relevant keywords to your description to make it easier for people to find your videos on IGTV.

Add a cover photo! You can upload your own custom cover, or choose a thumbnail from your video. The cover photo is what will show up on your channel page and in the IGTV categories, so make it catchy.

Share your IGTV video to your Instagram feed. Instagram recently introduced the option to share a 1-minute preview of your IGTV video to your Instagram feed. If you select to do this, your IGTV videos will live in the grid on your Instagram profile, with a little IGTV icon in the right-hand corner.

Click the post button.

Helpful IGTV Tips

The title of your IGTV is the caption that gets shared in the preview so a great descriptive title is key.

In the caption of your video, you can add live links. For instance, you may have a video about a property and in the caption, you could add, “for more information please visit Instagram.”

When you upload a video, you can scroll through the video to find and select a great cover or thumbnail for the video. TIP: Pause and smile in the first few seconds of your video so you can capture a great thumbnail.

Looking for some inspiration? Check out what Robyn Burdett and Betti Russo are creating on IGTV. They’re producing great weekly episodic content that they have repurposed from other video content they have created.


Don’t just ‘like’ comments on your IGTV videos, but meaningfully comment back. Instagram’s algorithms dictate the order that users see posts and they favor posts that have engagement with the audience. So make sure you actively respond to those comments.

Katie Lance
Katie Lance is the author of #GetSocialSmart and founder and CEO of Katie Lance Consulting, a social media strategy firm. She’s been recognized by Inman News as one of the 100 most influential people in real estate and is a featured keynote speaker at many industry events. For more information, please go to and use the promo code WAREALTOR to save $30 off your monthly membership in to the #GetSocialSmart Academy.

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