Instagram’s new 2018 app, IGTV, has left many business owners wondering if they should check it out and integrate it as part of their social media marketing mix.

Social media has grown so much over the last decades that it is getting increasingly complicated to effectively decide where your time and effort will produce the best results.

So, is IGTV worth it?

Let’s first dive into what IGTV is and what it used for:

IGTV (Instagram TV) is a new app designed specifically to watch videos from Instagram creators. There is a stand-alone app that you can download, but you can also use it straight from your regular Instagram app.

IGTV works similarly to an actual television as it starts playing as soon as you open the app. It also has different channels that you can browse around like “For You”, “Following”, “Popular”, and “Continue Watching.”

In its short period since it launched, IGTV has already attracted a wide variety of top content creators. National Geographic, Netflix, BuzzFeed, BBC News, Nike, and MTV have already opened their respective channels.

What’s the difference between IGTV and regular Instagram?

There are two main differences between both apps. First of all, IGTV only allows video content while Instagram combines both pictures and videos. At the same time, IGTV’s videos are very unique: they are always full-screen and vertical –just like the way you use your phone.

Secondly, Instagram videos are limited to one minute. With IGTV, the time limit is raised up to one hour per video, which opens the doors to long-form video creators.

But, what’s to like about IGTV?

Video content is on the rise

Favored by most social media algorithms, the importance of quality video content keeps on increasing. One-third of all content that is consumed on a daily basis is on this form, and the number goes even higher, up to 50%, on mobile.

It is a no-brainer that, considering how video has become a focal point in most marketing strategies, jumping in a platform that specializes in this type of content.

IGTV is easy, quick, and low-cost

The most common objections to creating video content are the cost of buying high-tech equipment and the lack of video-editing skills.

But here’s the good news: IGTV doesn’t require any of those. This app was designed for its videos to be both filmed and watched on mobile –no cameras or studios needed. Mobile video also allows you to make entertaining content without being a Scorsese-like filmmaker!

It’s unpopulated (for now)

Ok, maybe you didn’t catch the Youtube start in 2005, but you should not miss out on this app again.

IGTV has not achieved mainstream status yet, meaning that there are still opportunities to make a name for yourself before it gets overcrowded.

Not only that, social media platforms incentivize new products that they launch with more views and exposure. Just like Facebook gave Pages and Live Video an extremely high organic reach in the very beginning, IGTV’s best time is now.

So, are you ready to jump at this opportunity? Let us know in the comments below!

Marti writes about digital marketing and entrepreneurship. Find him with coffee and a laptop while traveling back and forth between Barcelona and Charlotte. Connect with him on LinkedIn.