IGTV, short for Instagram TV, was Instagram’s long-form video feature designed for vertical viewing on mobile. Launched in 2018, IGTV allowed creators to upload videos longer than typical Instagram feed posts — up to 10 minutes for regular users and up to 60 minutes for larger accounts. It functioned as a standalone app as well as a feature inside Instagram.
Though Instagram eventually merged IGTV with feed videos under the “Instagram Video” format in late 2021, the term IGTV is still used informally to refer to longer-form vertical videos on Instagram.
IGTV was built to:
Marketers, influencers, educators, and entertainers used IGTV to host interviews, tutorials, series-style content, or product showcases. Even though it’s not a separate format anymore, those use cases now continue through Instagram Video.
Instagram has since unified IGTV with standard feed videos to simplify the platform. However:
IGTV played a major role in shaping how vertical video evolved on social media. It helped brands and creators:
Even post-IGTV, long-form vertical video continues to be key in Instagram content strategy — particularly with trends shifting toward video-first feeds.
Is IGTV still a thing? Not as a separate feature — Instagram merged IGTV and Feed Videos into “Instagram Video” in 2021. But you can still post long-form videos on Instagram.
Can I still watch old IGTV videos? Yes. Older IGTV uploads are archived under the Video tab on a user’s profile.
What made IGTV different from Reels? Reels are short-form (up to 90 seconds), fast-paced, and algorithm-driven. IGTV was more like YouTube-style content: long-form and designed for deeper engagement.
