How IGTV Shaped Brand Video Strategies on Instagram in 2025

People spend a lot of time watching videos on their phones today. It has become one of the main ways we learn, get entertained, and connect with others. For brands, this change means video is no longer just an option. Short clips are still popular, but they don’t always allow brands to explain their message fully. Many brands want to tell bigger stories, share real experiences, and show more details about what they offer. That is why long-form video on Instagram has become so important.

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Long videos let brands speak more clearly and personally to their followers. Instead of rushing through short clips, they can take time to explain a product, share an interview, or teach something useful. This kind of video helps brands build trust and keep their audience interested for longer. In 2025, many companies use Instagram’s long-form video format, which first started with IGTV, to share deeper content. It helps them show who they are, what they stand for, and why people should care.

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This article will explain how IGTV changed the way brands create and share videos on Instagram. You will learn how long-form videos help businesses grow, reach more people, and connect better with customers. 

The Legacy of IGTV in Modern Instagram Marketing

What is IGTV? When Instagram launched IGTV in 2018, it aimed to compete with YouTube by providing creators a space for long-form vertical videos. It gave brands and influencers the ability to dive deeper into topics and tell stories in ways that short posts couldn’t. This shift encouraged experimentation with narrative formats, tutorials, interviews, and more polished storytelling.

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For many businesses, IGTV marked the first time they could blend social media immediacy with professional-quality production. The platform’s goal was to merge the casual nature of social media with the depth of traditional video marketing — all while helping creators navigate common visibility issues like the Instagram shadowban. It gave users a reason to stay longer on Instagram while offering businesses new ways to connect with their Instagram followers.

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Why IGTV Was Discontinued

As users gravitated toward shorter, faster content, IGTV struggled to maintain mass engagement. Despite its early promise, IGTV faced challenges with discoverability and user habits. Many viewers preferred shorter clips, and brands found better engagement through Instagram live videos and Reels. Eventually, Meta decided to phase out IGTV, merging its features into Instagram Video for a more unified experience.

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This shift taught marketers the value of adapting quickly. Those who embraced shorter formats learned to tell powerful stories in under a minute, setting the tone for Instagram’s modern content landscape.

IGTV’s Lasting Legacy

Even though IGTV is gone, its impact is still visible. The habits it encouraged, planning scripts, improving production quality, and creating consistent series, remain essential for success. Today’s Reels and Lives borrow IGTV’s storytelling depth while maintaining a faster, more mobile-friendly rhythm.

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Brands that once thrived on IGTV now rely on dynamic combinations of Reels, Lives, and Instagram ads to reach wider audiences and maintain consistent engagement.

How IGTV Changed Brand Storytelling

Before IGTV, Instagram was a space for snapshots and captions. The introduction of long-form video shifted user expectations, proving that people would stay engaged if the story felt authentic. This opened the door for brands to share behind-the-scenes footage, customer testimonials, and tutorials that built trust.

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Even today, that influence continues. While the format has evolved, users remain more open to detailed content, as long as it’s well-paced and visually appealing.

The Rise of Aesthetic Branding

IGTV also helped shape visual identity trends. The it girl aesthetic, a polished yet relatable style, became common among influencers and brands. They used soft tones, intentional lighting, and minimalist aesthetic captions to keep their content cohesive.

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This visual consistency still drives engagement in 2025. Brands that maintain clear aesthetics across Reels, Stories, and Lives attract loyal communities that appreciate the overall experience, not just the message.

Educating Through Video

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Another major contribution of IGTV was the normalization of educational content. Brands began offering tutorials and mini-courses, making Instagram a learning platform as much as a social one. In 2025, creators use Lives and Reels to provide bite-sized lessons that feel approachable and helpful.

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Kicksta, for instance, encourages creators to focus on genuine growth strategies. By studying how educational videos perform, they guide users in attracting Instagram followers who are interested in meaningful, informative content rather than just trends.

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Modern Instagram Video Strategies Inspired by IGTV

Modern strategies combine the storytelling depth of IGTV with the brevity of Reels. Brands often post short teasers that link to longer content on other platforms. This approach keeps attention high while giving followers the option to explore more if they’re interested.

Going Live to Build Real-Time Connection

IGTV’s departure pushed brands toward Instagram live videos, where they could maintain authenticity and direct interaction. Lives allow real-time engagement, Q&A sessions, and product launches that feel more personal. For many businesses, this replaced the polished IGTV format with something more immediate and relatable.

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Viewers who join as Instagram Live viewers often feel included in the moment, which helps build loyalty and repeat attendance. This spontaneous engagement style has become central to how brands nurture their communities.

Ads and Promotion Integration

Where IGTV once relied on organic discovery, Instagram ads now fill that role. Brands integrate video promotions directly into feeds or Stories, targeting audiences more precisely than ever. The lessons learned from IGTV, like clear storytelling and emotional appeal, still influence how ads are structured today.

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When used effectively, these ad formats can feel just as engaging as organic content, keeping users interested without breaking the visual flow of their feed.

Getting More Views on Videos

Attracting consistent views on Instagram videos is one of the biggest challenges for creators and brands in 2025. Since IGTV merged with other features, attention spans have shortened, and competition for visibility has grown. To succeed, creators need to combine creativity, smart optimization, and consistency. The key is to make content that stands out within the first few seconds while aligning with current trends and user interests.

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Modern Instagram video strategy focuses on three key elements: grabbing attention instantly, optimizing for search, and promoting across multiple touchpoints. Brands and influencers who master these elements often see a steady increase in both visibility and engagement, no matter their niche.

Hook early

One of the most valuable lessons from IGTV’s evolution is the importance of starting strong. The beginning of a video determines whether people will keep watching or scroll away. Successful creators open their videos with something visually striking or emotionally engaging, like a bold question, quick motion, or surprising sound. This quick hook helps establish relevance and signals to viewers that the content is worth their time.

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Timing also plays a huge role. Posting during the best time for Instagram post increases the chances that your content appears near the top of followers’ feeds when they’re most active. Pairing great timing with a strong opening can significantly boost the reach and retention of every video, whether it’s a short Reel or a longer Instagram live video replay.

Use keywords in the title

Searchability matters more than ever in 2025. Using descriptive and relevant keywords in your title helps your videos reach users searching for specific topics. For example, a fitness coach might name their video “5-Minute Morning Stretch Routine” instead of something generic like “Wake-Up Moves.” Clear titles improve discoverability not only within Instagram but also on connected search platforms like Google.

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This strategy mirrors what worked for IGTV creators back when the platform existed. Titles that accurately reflected the content attracted viewers genuinely interested in the topic, leading to longer watch times and better engagement. Today, creators can apply that same principle across Reels, Lives, and even Instagram ads, ensuring every post aligns with what their audience is looking for, a method that aligns with the fundamentals of search-friendly content practices that help videos and posts get discovered more easily.

Promote IGTV-style

While IGTV itself has ended, its name still carries weight among older audiences and nostalgic creators. Many brands refer to past “IGTV-style” videos when repurposing older long-form clips. They promote these through Stories, Lives, or Reels as “classic throwbacks,” reminding audiences of how far their brand storytelling has evolved.

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Kicksta’s social media growth experts often recommend revisiting old campaigns to analyze what worked. Those insights help guide better-performing video ads and engagement-focused strategies today.

Measuring Performance

Analytics matter more than ever. Instead of focusing only on views, brands analyze how long people watch. Retention graphs show where viewers lose interest, allowing creators to adjust pacing or visuals. This metric echoes what IGTV once taught: that longer watch time equals stronger viewer connection.

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Retention also helps define how many people can you follow on Instagram before engagement quality begins to drop. Balancing audience growth with content focus ensures that each viewer remains genuinely interested.

Engagement metrics

Likes, shares, and comments still define success, but the deeper insight lies in reactions during Instagram live videos. Seeing how Instagram Live viewers respond to polls, questions, or emojis gives real-time feedback that static posts can’t offer.

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These metrics also tie directly to the effectiveness of Instagram ads. A video ad that drives both clicks and comments signals strong alignment between message and audience interest.

Content iteration

Top creators never rely on one formula. They constantly test different formats, hooks, and captions. Learning from IGTV’s trial-and-error phase, marketers now analyze what works weekly. Tools like Kicksta help automate growth tracking, showing how small creative tweaks lead to measurable improvements.

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This constant iteration ensures content remains relevant and keeps pace with Instagram’s shifting algorithm.

Mistakes to Avoid

Low-quality visuals were one of the reasons IGTV videos often underperformed. Today’s audience expects sharp images, clear sound, and thoughtful composition. Even smartphone cameras can achieve professional results when used properly. Poor lighting or shaky footage immediately reduces credibility and engagement, a pattern similar to what’s highlighted in video quality essentials where strong visuals play a major role in keeping viewers engaged and trusting your content.

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Investing in basic equipment or editing tools can make a significant difference. Quality content encourages viewers to stay longer and engage more deeply.

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No promotion

Creating good videos isn’t enough without proper promotion. IGTV once suffered from poor visibility because many creators didn’t share their videos across Stories or Feeds. Now, cross-promotion is essential. Brands announce new Lives, Reels, or collaborations multiple times to build anticipation.

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Sharing clips with trending hashtags or linking through Stories boosts visibility and ensures the effort behind each video pays off.

Ignoring analytics

Many creators still overlook insights, repeating the same strategies regardless of results. IGTV taught that analytics reveal audience behavior and preferences. Ignoring that data wastes potential growth opportunities.

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Modern creators analyze when their followers are online to find the best time for an Instagram post, helping videos reach peak visibility. Those who track data consistently see better engagement and more loyal communities over time, a reminder of how important it is to follow reliable audience behavior research like the findings shared in social media analytics studies that show how data shapes smarter content decisions.

The Future of Instagram Video Marketing

The lesson IGTV left behind is that connection matters more than production. In 2025, brands focus on relatability, responding to comments, and building communities rather than chasing viral hits.

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Even the most polished videos can’t replace genuine engagement. By combining approachable tones, interactive formats, and consistent visuals, brands can sustain long-term trust.

Blending entertainment and commerce

Instagram now merges entertainment with shopping seamlessly. From Lives that showcase real-time demos to integrated product tags, users can buy directly from engaging videos. These changes echo IGTV’s early ambition to make content more functional and interactive, much like the rise of social commerce trends that show how entertainment-driven shopping is reshaping the way people discover and purchase products online.

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For brands, this means every video is an opportunity to sell, educate, and connect simultaneously.

How long can IGTV videos be?

IGTV used to allow videos between 1 minute and 60 minutes long, depending on whether you uploaded from mobile or desktop. However, since IGTV was officially merged into Instagram Video, that format no longer exists as a separate feature. Today, Instagram allows regular video posts of up to 60 minutes through its main feed, combining what IGTV once offered into one simplified system.

Can I upload IGTV videos from my computer?

When IGTV was active, yes, you could upload directly from your computer using Instagram’s web interface. Now that IGTV has been discontinued, users can still upload longer videos from desktop through Instagram’s main video upload feature, which replaced IGTV’s functionality. The process is similar but integrated directly into your profile’s feed, not a separate IGTV tab.

Does IGTV still exist on Instagram?

No, IGTV no longer exists as a standalone feature. Instagram removed the IGTV app and merged all video formats into a single feed simply called “Instagram Video.” This change made it easier for users to find and watch video content without switching between features. Although the IGTV name is gone, many of its creative ideas, like long-form storytelling and series-style videos, still influence how creators make content today.

Do I need a business account to use IGTV?

You didn’t need a business account to use IGTV when it existed; any user could upload long-form videos. Now that IGTV has been replaced by standard video uploads, the same rule applies. Whether you have a personal or business account, you can post long videos directly to your profile. Business accounts simply gain access to extra analytics and ad tools, not special upload privileges.

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Can I monetize my IGTV videos?

Monetization for IGTV was tested briefly but never fully launched for all users before the feature was phased out. Today, monetization happens through Instagram Reels, Instagram ads, and brand partnerships instead. Creators who once relied on IGTV now use these newer options to earn from their content, often integrating affiliate links, collaborations, or sponsored posts.

Conclusion 

Even though IGTV has disappeared from Instagram, its impact continues to shape how creators and brands approach video content in 2025. It changed the way marketers think about storytelling, proving that authenticity, structure, and consistency matter more than flashy trends. The lessons learned from IGTV’s rise and fall helped creators master the balance between long-form and short-form storytelling, ultimately leading to the rise of Reels and Instagram live videos as dominant formats.

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Today’s creators use these tools to build genuine relationships with their audiences, experimenting with formats, titles, and visuals to find what truly resonates. Whether through Instagram ads, live sessions, or educational clips, the goal remains the same: connect meaningfully and keep viewers engaged. Modern audiences value transparency and creativity, so every video must offer both entertainment and insight.

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The story of IGTV reminds us that social media never stands still. Platforms evolve, but strong storytelling always endures. Whether it’s through a live stream, a short-form clip, or a nostalgic long-format series, creators who adapt with purpose will continue to thrive on Instagram. The essence of IGTV isn’t gone; it’s simply transformed into the foundation of today’s video strategies.