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Saturday, March 2, 2024

2021 IGTV Benchmarks Report

IGTV was released in June of 2018 as Instagram’s first true foray into long-form content. Nearly three years later, with Instagram rolling out IGTV monetization options for creators, long-form video clearly has a home on Instagram. While it’s clear Instagram is serious about long-form content, it’s not as clear as to whether brands are on the same page. 

This report examines brands’ usage of the feature within Instagram, identifies which brands and accounts are using it best, and offers tips and insights for creators.

Highlights include:

  • Single photo and video posts drop as carousel and IGTV posts double in share
  • Video is an engagement hack for carousel posts with 17% greater reach, 16% more impressions, and 12% more engagements than image-only carousels
  • IGTV posts with the shortest descriptions have the highest engagement, but are the most infrequently used

Read the report to learn more!

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