Instagram TV (IGTV) has become one of the most impactful ways for brands and creators to share long-form video content on a mobile-first platform. Unlike short Reels, IGTV gives space for deeper storytelling, making it ideal for product showcases, tutorials, interviews, and even commercials. As vertical video continues to dominate digital consumption, brands that adapt their content strategy to IGTV are staying ahead. With the help of tools like Pippit, creating professional, engaging, and on-brand IGTV videos is easier and more accessible than ever in 2026.
What is Instagram TV?
Instagram TV, commonly called IGTV, is Instagram's platform for vertical, long-form video content. Unlike standard feed posts or reels, IGTV allows creators to post videos up to 60 minutes (for verified accounts) and provides a dedicated space for subscribers and followers to explore video content. Brands can use IGTV to run Instagram TV commercials, product demonstrations, tutorials, or behind-the-scenes content, making it a valuable tool for engagement and storytelling.
Why is Instagram TV vertical?
Instagram TV prioritizes vertical video because most users consume content on mobile devices. Vertical formats fill the screen naturally, making videos more immersive and easier to watch without rotating the device. This orientation increases viewer attention, reduces drop-off rates, and allows marketers to create Instagram TV videos that feel native to the platform. For commercial purposes, vertical videos improve the chances of viewers engaging with the content and taking action.
How to create Instagram TV content
Creating effective IGTV content involves a few key steps:
- 1
- Plan your video concept: a tutorial, storytelling piece, product showcase, or Instagram TV commercial. 2
- Shoot vertically: Use a smartphone or camera to record in vertical orientation for optimal display. 3
- Edit for engagement: Add captions, overlays, graphics, and music to make the content dynamic. 4
- Include a strong hook: Capture attention within the first 5–10 seconds to retain viewers. 5
- Publish and promote: Upload content, share previews, and include links to drive traffic or conversions.
Explore Pippit: An All-in-One Platform for Instagram Content Creation
Pippit simplifies IGTV content creation by offering a full suite of AI-powered tools. Users can turn text prompts into stunning video visuals, generate customizable templates for quick edits, and create engaging avatar or talking photo content to make videos more interactive. For brands, Pippit enables professional-looking Instagram TV commercials without expensive production, allowing even small creators to compete with larger accounts. With one-click video generation from images, media clips, or documents, Pippit accelerates production while maintaining high-quality visuals tailored for vertical viewing.
Steps to create IGTV content with Pippit AI
Explore Pippit to create stunning IGTV content for your channel and brand. Follow the guide and click the link below to get started:
- STEP 1
- Upload links and media
Log in to Pippit and start with "Video generator" to upload links, media, scripts, or even a document. Select "Agent mode" to directly turn the provided info into Instagram TV content, or choose "Lite mode" to further customize your Instagram TV content. Confirm your info and click "Generate" to get started.
- STEP 2
- Customize content for IGTV
On the next page, you can fully customize your IGTV content by adding your brand logo and name, highlighting video content, and targeting your audience. Auto-match scripts or click "Pick preferred types & scripts" to personalize your own scripts. Select an avatar with customizable voiceovers as the main character in your IGTV. Confirm your settings and click "Generate" to begin the creation process.
- STEP 3
- Export and publish
Preview and select your preferred videos from the AI-generated videos. Click "Create new" to regenerate the content. For content adjustment and editing, you can click "Quick edit" or "Edit" to fine-tune the content based on your needs.
When you're satisfied with your editing and creation, click "Export" to publish your video directly to your Instagram channel, or save it for offline use. Make the final export settings and bring the video to gain followers and engagement on your Instagram channel.
Explore more features of Pippit for IGTV creation
- Lifelike avatars: Your virtual host for IGTV
Bring your videos to life with Pippit's AI avatars. Whether you want a virtual host to introduce your channel or a character to tell your story, lifelike avatars make your IGTV more engaging and professional. These avatars can match your brand's tone—friendly, formal, or creative—helping your content feel more relatable to your audience.
- Customizable voiceovers: Add impactful storytelling
Add an extra layer of storytelling with customizable voiceovers. Pippit allows you to generate natural-sounding narrations in multiple tones, accents, and styles. Whether it's a product demo, a tutorial, or an Instagram TV commercial, voiceovers ensure your IGTV content delivers a clear and consistent message without the need for manual recording.
- Product showcase: Virtual try-on for smarter selling
For brands and small businesses, Pippit offers a product showcase feature powered by avatars. This allows you to create videos where avatars virtually try on clothes, glasses, or accessories, helping customers visualize products in a real-world setting. Perfect for fashion, lifestyle, or e-commerce brands, this feature transforms IGTV into a digital storefront, driving sales through immersive product experiences.
- Smart crop: Perfectly sized videos for IGTV
IGTV requires vertical videos, and resizing content can be a hassle. With Pippit's smart crop feature, your videos are automatically resized to meet IGTV's aspect ratio requirements without losing quality. This saves time and ensures your content looks professional, polished, and platform-ready every time.
Tips for Instagram TV content creation
- Hook viewers in the first few seconds
Start with an engaging opening — a strong headline, eye-catching visual, or a question that sparks curiosity. Since audiences decide quickly whether to keep watching, the beginning of your IGTV video is crucial.
- Keep it vertical and mobile-friendly
IGTV is built for vertical viewing. Always shoot or crop your videos in 9:16 format to ensure they fill the screen naturally and provide a smooth, immersive experience for mobile users.
- Tell a clear story
Whether you're promoting a product, sharing a tutorial, or posting an Instagram TV commercial, structure your video with a beginning, middle, and end. A clear narrative helps viewers stay engaged and remember your message.
- Use captions and on-screen text
Many viewers watch without sound, so adding captions and key points as text ensures your message is delivered even if the audio is muted. Pippit's online caption generator enables you to add captions to your videos in seconds with customizable text effects.
- Maintain consistent branding
Stick to your brand colors, fonts, and style throughout your IGTV videos. Consistency not only boosts professionalism but also makes your content instantly recognizable in a crowded feed.
- Highlight your CTA (Call-to-Action)
Don't just entertain — guide viewers on what to do next. Add a strong CTA like visiting your shop, following your page, or checking out more Instagram TV videos for deeper engagement.
- Leverage analytics to improve
Track metrics like views, average watch time, and engagement rates. Use these insights to refine your next video and see what resonates most with your audience.
Conclusion
Instagram TV has evolved into a powerful platform for long-form, vertical storytelling that connects brands with audiences in a more personal way. From commercials to engaging series-style videos, IGTV content offers businesses the chance to showcase creativity and build deeper engagement. The key lies in crafting content that is visually appealing, accessible, and tailored to Instagram's vertical-first experience. With tools like Pippit, creators can simplify the entire process—from generating lifelike avatars and voiceovers to auto-cropping videos and designing captions with style. By combining smart strategy with innovative creation tools, IGTV in 2026 remains a valuable space for brands to stand out and leave a lasting impression.
FAQs
What is Instagram TV?
Instagram TV (IGTV) was launched as a vertical video platform focused on long-form content directly within Instagram. Though IGTV as a standalone app no longer exists, users can still upload IGTV-style videos through Instagram. Pippit helps tailor long-form videos specifically for vertical viewing on Instagram, ensuring each upload feels native and engaging to your audience.
Does Instagram TV still exist?
While the standalone IGTV app has been officially discontinued, the ability to upload long-form vertical videos on Instagram remains. These uploads are now part of Instagram's core platform. With Pippit, you can still create high-impact IGTV-style content optimized for today's Instagram video standards and grow your brand through long-form storytelling.
How to post on Instagram TV?
To post on Instagram TV, simply use the Instagram app or website to upload videos longer than 60 seconds. These will be published in-feed and under your profile's video tab. With Pippit, you can generate and export content in Instagram TV-friendly formats, helping you streamline your long-form content creation process and maximize reach.
What happened to Instagram TV?
Instagram TV was rebranded and merged with Reels between 2021 and 2022. Although the IGTV app was phased out, users can still post videos up to 60 minutes in length on Instagram. Pippit makes it easy to produce and publish IGTV-style videos that are formatted, edited, and ready for direct upload, keeping your brand storytelling strong.