Posting photos with text may have done a good job of maintaining a social media presence in the past but with video growing more popular by the minute, it’s going to take more than a picture and a good caption.

Video is the future

Video is taking over the world and it’s growing at a rapid rate. 87% of online marketers use video content. They make great storytellers and make information much more digestible, making them highly shareable.

A research by Hubspot mentions that 43% of consumers found branded video content to be the most memorable. Video content also has higher retention rates— 65% of viewers watch more than 75% of a video.

Instagram playing catch up

As video content flooded the Internet, Instagram caught up by allowing users to upload 15-second videos which has now expanded to 1 minute.

Next was their take on Snapchat— Instagram stories, where users could post short clips that disappears after 24 hours. Instagram Live was launched not long after, enabling live videos and interaction with their followers.


Instagram’s latest venture into long-form video content, IGTV was released in June 2018 and made headlines with its unusual format and simple interface.

Unlike most video platforms, IGTV videos have a vertical format, similar to how people normally use smartphones. It’s also very easy to start using IGTV— simply tap on the icon and swipe to view different channels.

How businesses use IGTV

Soon after its launch, big brands such as Chipotle and Netflix immediately joined in. Chipotle made a simple short video to display their generous portions and array of delicious meals and Netflix went the long video route and released a 1-hour footage of Cole Sprouse, the Riverdale actor eating a burger.

However, IGTV isn’t limited to just big brands. Small businesses can use it to release content for their audience. Whether it’s product demonstrations, tutorials or even Q&A sessions. One of the perks of using IGTV is you won’t have to find a new audience since Instagram accounts are integrated with IGTV channels.

For more information on how to use this new feature on Instagram, check out this infographic below!


** About the Author: Andre Oentoro is one of the co-founder of Milkwhale, an internationally acknowledged infographic production agency. He helps businesses increase visibility on the internet with visual data and well-placed outreach campaigns. Read more on his latest guide to Viral Infographics and learn how to get the most value out of your website’s traffic.