Instagram has given IGTV, its home for long-form video content, more prominence in the app with a new tab on Instagram’s Explore page. But despite the product tweak announced on May 16, advertisers continue to see IGTV as little more than a testing ground.

Over the last year, some agencies have invested resources. For example, digital agency 360i launched a content series on IGTV for the New Orleans Tourism Marketing Corporation in March. Creative agency Conscious Minds created an IGTV series for Nike titled “Fight For Your Dream” and used IGTV to promote Uber Eats during SXSW. Creative agency Kvell has made videos to announce new stickers.

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