Instagram has been pushing further into video market recently, with the launch of their YouTube competitor, IGTV.
IGTV allows you to upload videos longer than 1-minute to the platform, but only to the IGTV section.
Here are some best practices for uploading video to Instagram and IGTV.
When uploading directly to Instagram, your videos should be no longer than 1-minute, however, 30-seconds is the golden number for user engagement.
Videos should also be uploaded in a vertical aspect ratio or portrait. This makes your video take up the most screen real estate, keeping your video on a users screen for longer. This has been proven to increase user engagement.
Instagram auto-plays videos with no sound. To make your video stand out and to share the contents of the video with viewers, make sure you include subtitles in your video. This shows the viewer what is being talked about in the video and can increase user engagement by 70%.
IGTV is for long-form content. If you have a small following, your maximum upload length is currently 15-minutes, but for accounts with larger numbers of followers, that upload limit is 1-hour.
As with the rest of Instagram, IGTV is optimized for portrait video, so make sure that the content you upload is in a 9x16 aspect ratio.
Content that would work best on IGTV is videos that are made specifically for that platform. While you can upload modified versions of your YouTube videos, it is recommended that you create videos specifically for IGTV.
Instagram stories can be no longer than 15-seconds in length. Your videos should be short and sweet. Do not chain together more than 3-5 videos to tell a story on your Instagram Stories.