While Instagram’s Branded Content Tags are as yet not accessible to all users, for those that can get to them, they are currently also being extended to longer-form Instagram TV (IGTV)content.
As should be obvious in this diagram (shared by social media professional Matt Navarra), business and creator accounts in districts where the tag is accessible would now be able to set them up for IGTV. Whenever applied, they will ad a ‘Paid Partnership with…’ note in the header of the video post.
The estimation of the alternative is relative – while IGTV hasn’t yet turned into a key goal for video utilization, viewership has been developing, especially since the expansion of sneak peeks of IGTV video recordings inside the main Instagram feed, which the platform took off back in February.
Now, you can preview IGTV videos in your feed. When there's a new video from someone you follow, you can tap from your feed to watch the full video in IGTV. (👋 @HannahStocking) pic.twitter.com/tkYSchB7E8
— Instagram (@instagram) February 7, 2019
Of course, the value of the option is relative – while IGTV hasn’t yet become a key destination for video consumption, viewership has been growing, particularly since the addition of previews of IGTV videos within the main Instagram feed, which the platform set up back in February.
The ability to use branded content tags inside IGTV video recordings will be of specific importance to brands looking to work with influencers to advertise their products, a region which Instagram has been attempting to facilitate better. That will likewise give top-level creators more approaches to adapt their endeavours, and in a perfect world, keep them on-platform for a while – which, for IGTV, is a key worry at this stage.