IGTV

IGTV (Instagram Television) was Instagram's dedicated platform for long-form vertical videos, launched in June 2018 to compete with YouTube; WIRED reported at launch that videos could run up to ten minutes, while creators with massive audiences could post up to 60 minutes 5. In 2022, Instagram eliminated the standalone IGTV tab and merged long-form videos into the main app under a unified "Instagram Video" format, integrating them into Feed, Reels, and the general video library.

Current Performance and Engagement

The decline of IGTV reflects Instagram's strategic pivot toward short-form content. Long-form video has since given way to Reels, the short-form format Instagram has made central to video on the platform. This is why brands have shifted their video strategies away from long-form content.

Socialinsider's 2025 benchmark of 35 million brand posts found the average Instagram engagement rate at 0.48%, a 24% drop year over year, even as brands posted 33% more Reels 6. Despite Instagram's massive user base, long-form content struggles to capture audience attention in an increasingly short-attention-span environment.

Strategic Marketing Applications

Before the merger, marketers leveraged IGTV for in-depth storytelling, tutorials, product demonstrations, and behind-the-scenes content to build deeper audience relationships beyond quick-scroll feeds2. Brands often cross-promoted IGTV content through Stories and feed posts to drive traffic and increase viewership.

Post-merger, long videos integrate into comprehensive content strategies for educational campaigns and narrative storytelling. As a result, brands now use long-form video sparingly—typically as Feed videos tagged for shopping or boosted through paid promotion. Smart marketers funnel budgets toward high-performing Reels, which are responsible for over half of all Instagram interactions.

Optimization Best Practices

To maximize the potential of long-form video content on Instagram, marketers should adopt a hybrid approach. Repurpose IGTV-style content into short Reels teasers that point viewers to the full video through the link in bio or Stories. This strategy leverages the algorithm's preference for short-form content while still delivering comprehensive information to interested viewers.

When posting long videos, optimize for Instagram's algorithm by using compelling hooks in the first 3 seconds, posting during peak engagement times, and encouraging saves and shares. Use shopping tags and clear call-to-action elements to turn views into sales2.

Consider A/B testing different content formats: Socialinsider's 2025 benchmarks put carousel posts at a 0.55% average engagement rate and Reels at 0.52%, so the best format depends on your audience 6. This testing helps avoid the low engagement that traditional long-form content often sees.

Integration with Modern Instagram Strategy

IGTV's evolution into Instagram Video represents a broader shift in social media consumption patterns. Instagram video now spans Reels (short-form, algorithm-boosted), Stories (ephemeral content), and longer videos posted to the Feed. Understanding this ecosystem is crucial for developing effective content strategies.

Successful brands now use integrated long videos in Feeds for specific purposes like virtual tours or detailed product demonstrations, often tagging products for higher average order value than competitors4. The key is strategic deployment rather than relying on long-form content as a primary engagement driver.

For social media managers using platforms like Publora, tracking performance across all video formats becomes essential. Monitor engagement rates, completion rates, and conversion metrics to determine the optimal content mix for your brand's specific audience and objectives.