IGTV may not have taken off the way Instagram would have hoped, but it is, reportedly, growing, and there are opportunities to connect with relevant audiences via the app's longer-form video option.
But it does require a different approach to the regular Instagram feed or Stories. If you want to get the most out of IGTV, you need to consider its strengths, and what viewers are coming to IGTV content for, in order to cater to those needs.
That's what this new infographic from Instagram examines, using the success of food/trave publisher Thrillist as an example for how to get the most out of IGTV content.
As you can see in the graphic below - shared by social media expert Matt Navarra - Thrillist details what they've learned from their experiments with IGTV, including insights on video naming conventions, the use of captions and visuals and post timing.
There are some great notes here - if IGTV is on your radar, it's definitely worth a read.