IGTV for eCommerce

IGTV is gaining popularity since its release in June 2018. A slow starter but a rising contender of the videoing platform giant, YouTube, IGTV has the potential to grow an eCommerce brand quite significantly and we’re going to tell you how…

What is IGTV?

IGTV is a standalone application that is interlinked, but separate from that of Instagram. It is an application that can be downloaded by smartphone and android users alike.

It allows people to watch videos, which have a maximum time limit of 15 minutes, which extends the video time on an Instagram post which is just 1 minute.

Whilst IGTV is a standalone app in itself, basic functionalities of the app are accessible from the Instagram app.

IGTV Icon on Phone

For example you can watch an IGTV if you have an Instagram account, you only need to download the IGTV App if you want to upload a video or you want to watch endless IGTV videos without seeing Instagram posts.

Within the app you can search, save, like and comment on the videos.

Who uses IGTV?

The successful brands are those that were early adopters of the IGTV platform as they understood that early implementation of modern technology is key to growing their eCommerce business.

With it’s recent peak in interaction, what better time to begin uploading IGTV videos than now?

Although initially IGTV may be a slow starter it is definitely more likely to bring you long term accomplishments as it has a much lower content variation meaning it is much easier to show up in searches.

Pushing an increased and frequent content now on IGTV, means that you have the potential to become well established on a platform that is new yet popular on the market.

What is the difference between IGTV and YouTube?

IGTV is designed specifically for vertical TV, this makes it perfect for those watching on a smartphone as the video fits perfectly on their screen.

It also has a unique static television feel at the beginning of the IGTV video, this is designed to make the user feel like they are flicking through television channels, distinguishing it from YouTube.


This feature optimises user experience and means users get lost in a trance of videos, much like TV, one show leads swiftly onto another, and so on.

IGTV on phone

Horizontal videos are also more eye catching to the user and are designed to interrupt the users scroll. This is very important when it comes to marketing an ecommerce product as you want to grab the users attention and keep it.

IGTV has links to profile content. Whilst you can click and rummage around to find an eCommerce companies social from a YouTube video, IGTV is a little closer to home and is in fact just one click away from the viewer interacting with your profile.

This is perfect for growing your online presence as it is an uncomplicated, yet effective way viewers land straight at the heart of your businesses Instagram.

How to upload to IGTV.

In order to upload a video to IGTV you will need to have an Instagram account.

Although IGTV is a stand-alone app, it is linked to your Instagram account, including its likes, followers etc. You can even see an IGTV as a post – giving the viewer a little snippet of the video before they click on to watch the video in full.


However – this is a feature you can turn off, if you choose to keep your IGTV and Instagram separate.

IGTV app in folder

There are specific requirements that IGTV put in place which you must know about before uploading an IGTV:
Length – 1 minute (minimum), 15 minute (maximum) – this maximum can be increased if you upload your video from a desktop rather than a phone, however we recommend you stick to the 15 minute mark for optimal video engagement.
File Type: Uploaded in MP4 File format
File Size: Maximum file size is 650MB (for videos under 10 minutes) or 3.6GB (for videos 10-60 minutes)
Dimensions: Video displays at a 9:16 aspect ratio (for vertical videos) or a 16:9 aspect ratio (for horizontal videos)
Resolution: Minimum resolution of 720 pixels
Frame Rate: Minimum frame rate of 30 FPS
IGTV Guidelines: if the IGTV guidelines are not fully adhered to, you could risk having your video reported or taken down by the app. Views are also allowed to report videos for content that does not follow these guidelines. You can read these guidelines by clicking here.

Content Ideas.

In order to optimise your online presence you should be consistent in what you’re uploading and the type of company you are trying to be.

Although, having interesting and versatile content will draw viewers and therefore followers and customers to your page.

Here, we have put together a few different ideas for your IGTV content and how to keep viewers at the edge of their seats.

Use your IGTV to teach your audience.

Your followers will watch, interact and support your IGTV content if they feel as though they are benefiting and learning from it.

Teaching is one of the easiest ways to get clicks and grow in popularity when it comes to marketing your business.

For example, if you are a business that trains makeup artists, do a makeup application video, show the customer what they should expect to be getting with your service by showing off a special skill or a trick in the makeup industry.

If a customer feels they have learnt something from your video, they will more than likely come back to you for business.

Go behind the scenes.

Give the audience an inside look into your business. This is a great way to build a trustworthy and honest relationship between the business and the customer/potential customer.

Show, using your IGTV platform, just how your product is made and where it comes from or how it is packaged.

People want to know that they are buying from a genuine seller and so show them that’s exactly what you are.


Vlogging is a way of connecting with your customers/followers on a personal level. Show them who you are and what you are about.

Show your followers what it is like to have a day in the life of you and what your business means to you.

This is a great way to not only build customer confidence but also a relationship, it gives followers a feeling that they know you on a more personal level.

Do a Question and Answers.

Running your business, it is likely you know everything about that business, you know it like the back of your hand. However, there may be some confusion or unanswered questions amongst your audience that they are dying to know.

This unanswered question could be potentially stopping them from making a purchase. A Q&A is a great way for your audience to feel like they have a voice, rule out any questions and get to know you on a personal level too, as a business.

You will most likely find that the same question will be asked quite a few times, and so focus on answering those questions.

Examples of brands using IGTV and flourishing


TheLilyNews Insta


This is an eCommerce newspaper run by women who use their IGTV to share important topics related to their community on their channel.

They are successful due to their juicy content, consistent aesthetic and individual spin on the platform.

Their theme consists of black and white colours with bright blue popping up in text, graphics and images around the screen as they talk.

Choosing a consistent theme for your IGTV, just like your Instagram feed will not only make you stand out from the crowd, it will also make you memorable.


Now I am sure you’ve all heard on the film platform giant – Netflix. They are using IGTV in a way that people can’t not talk about. For their debut IGTV video they posted an hour long video of Cole Sprouse, who was featured on Netflix’s Riverdale, eating a burger.

Sounds bizarre right?

But it worked and got loads of traffic not only onto their Instagram accounts but also increased their customers to their business. This video alone received 967K likes and 6.6K comments.

It certainly got the world talking about Netflix and that is exactly what you should be aiming for with your IGTV platform.

Final Word.

If you’re not already on IGTV to promote your eCommerce brand, then get it set up as soon as possible. It is innovative, not overcrowded and gives customers direct access to your Instagram account.

IGTV is a great way to promote your eCommerce business on Instagram and here at Go Amplify we certainly believe it could make a huge difference to your company, if used in accordance with these guidelines.

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