← Back to Blog
Instagram, Marketing

IGTV for Business: 10 Brands Killing it With IGTV Videos

Using IGTV for business is still new territory for most brands.

It’s only been a few months since IGTV launched, and many brands are wondering how to use IGTV for business, or if they should even use the channel at all.

If you’re still on the fence about IGTV, struggling to find inspiration on what to film, or aren’t sure how to incorporate the new platform into your social strategy, we’re sharing 10 brands who are finding creative ways to use IGTV for business:


Getting Started with IGTV For Business

Haven’t heard of IGTV yet? You might want to check out our Ultimate Guide to IGTV first!

But if you’ve already dipped your toes in the new video channel and you’re looking for some inspiration, here’s some inspiration to help get you started!

#1. Give Your IGTV Audience an Inside Look at Your Brand Like Mejuri

Mejuri, the everyday fine jewelry brand, showcases their product in easy step-by-step “how-to-wear” tutorials. This is a great way to show off new products and drive traffic back to their website!

Mejuri promotes their brand by sharing behind-the-scenes footage, showroom shots, influencer spotlights and more on their IGTV for business channel. Their audience has an opportunity to really know the brand inside and out:

IGTV for Business

Mejuri moves their viewers through every stage of their creative process to the final product using IGTV, giving their audience so many reasons to fall in love with the brand.

Mejuri leaves no question about who they are, how they run their business, or how you can personalize their products to fit your own unique style:

As more and more users turn to Instagram to search for businesses, it’s important that you share as much information as you can with your followers — and using IGTV for business is a perfect new opportunity for this!

TIP: Don’t be afraid to show off your brand from all angles. Your audience will appreciate the honesty and transparency, and are more likely to form a deeper connection to your brand. It’s important to remember you’re here to build relationships with your audience, not just promote your business to them!

#2. Create a Space to Shoot Your IGTV for Business Videos like Tarte Cosmetics

It’s no surprise beauty brands have taken off on IGTV — given their enormous success on YouTube, video is a tried and tested format to reach their audiences!

Tarte Cosmetics has gone all in, featuring makeup artists sharing weekly makeup hacks, product tutorials, “inspired looks”, and more.

Tarte Cosmetics also makes sure to stay on top of the trends, constantly creating highly-relevant content that will resonate with their audience. Tarte’s IGTV demonstrations of recent or popular makeup trends help their viewers recreate the look using their products:

Each of their videos also takes place in front of a branded, color backdrop, so you instantly recognize you’re watching a new Tarte video. Tarte makes sure their bright and colorful brand is displayed in all aspects of their Instagram marketing strategy.

IGTV for business

TIP: Create a branded space for filming your IGTV videos. The easiest way to do this is by purchasing a colored backdrop, or by decorating a corner in your office that matches your brand aesthetic. However you choose to design your space, it’s important to make sure your viewers can recognize your videos right off the bat.

#3. Maintain a Consistent IGTV Aesthetic like The Lily News

A revival of the first newspaper run by women, The Lily News shares important topics related to their community on their IGTV business channell. This week, they launched a new series titled “Unfiltered” featuring YouTubers sharing intimate details their followers “have never heard before”:

In each of their videos, The Lily News maintains a perfectly consistent aesthetic to match their Instagram feed and stories. As you can see, their videos are edited in black and white with pops of blue and purple colors throughout. The brand incorporates these colors in unique ways, including them in text, graphics, and other unexpected places:

IGTV For Business

TIP: By now you know how important it is to maintain a consistent aesthetic on your feed and stories, but this goes for your IGTV too! Creating a cohesive Instagram aesthetic is one of the best ways to attract your target audience and get more followers.

However you decide to carry over your Instagram aesthetic to your IGTV for business channel, make sure you do it in a consistent and cohesive way. Your IGTV viewers should know exactly whose video they’ve tuned into when scrolling through their favorite channels.

Need some help creating a great Instagram aesthetic? Watch our free course on How to Create Your Instagram Aesthetic, and learn everything you need to know in 30 minutes!

#4. Create Branded Slides For Your IGTV for Business Videos like ESPN

The popular sports TV network, ESPN features behind-the-scenes interviews, their “best of” series, game recaps and more. Their videos include branded covers and slides, helping them maintain a cohesive and consistent aesthetic on their IGTV.

ESPN’s IGTV is cut down into easy-to-watch segments, with slides including graphs, timelines and text cues that help audiences follow along:

IGTV for Business

ESPN even created an entire video using graphics with a voiceover, showing viewers how to build the perfect NFL roster:

IGTV For Business

The video grabs the audience’s attention with animated graphs to help them better visualize what the narrator is talking about. This can also be a great strategy for brands who don’t have the resources to produce videos or would prefer to stay off-camera!

TIP: Creating graphics to incorporate into your IGTV for business video will help you maintain a consistent aesthetic and keep your audience engaged! Including things like an intro slide, section breaks or subtle watermarks on your IGTV videos will also help you unify your brand aesthetic and give your channel a much more professional-look!

Businesses can use free apps like Canva to create branded, cohesive slides to add to your video during the editing process. Not sure how to get started?

Check out our video to learn how to create branded templates in Canva:

#5. Go All in on Vertical Video like Food Network

If you’re hesitant about making the switch to vertical video, now is the time!

Brands like Food Network are going all in on using IGTV for business, creating videos that are perfectly optimized for the platform. With the featured #TasteTests, restaurant spotlights, and recipes, Food Network’s mouth-watering IGTV channel kills it with their daily features.

Food Network makes it super easy for viewers to buffer through sections of their videos, screenshot steps, or even watch without volume:

It might sound like a no-brainer, but you’ll want to make sure your videos are optimized for IGTV! With vertical video on the rise, it’s important to make sure you’re editing your video content specifically for the platform.

TIP: Adding small details like numbered video markers or captions makes it easy for viewers to follow along and will keep them sticking around to see what’s next. It’s also important to include captions and graphics in your IGTV videos to ensure viewers can still tune in even when they aren’t able to listen.

#6. Surprise Your IGTV Audience like Netflix

Netflix loves to get people talking when it comes to their social media marketing strategy, and that didn’t stop with their IGTV channel.

To kick things off, they launched their new channel with a 1-hour video of Riverdale’s Cole Sprouse eating a hamburger. Yep, you read that right. Sound crazy? The video got 967K views and over 6.6K comments:


Instead of featuring a simple Riverdale trailer, Netflix took on a much more unique approach to promote the new season. It’s all part of Netflix’s strategy to appeal to a young, digital audience –and it’s clearly working! From behind-the-scenes interviews, new video promos and more, Netflix was quick to jump on the platform as a new traffic-generating strategy.

Tip: Think outside the box! Don’t be afraid to get creative when it comes to your IGTV channel. Using IGTV for business is still a relatively new strategy, so now is your time to stand out and do something different.

#7. Using IGTV For Business With Your Target Audience in Mind like Play-Doh

Play-Doh’s IGTV series, The Play-Doh Show”, brings creative, colorful fun to life with this animated IGTV series. While the series likely has kids fighting over their parents’ phones, it’s fun for all ages!

No matter what type of content you’re creating, make sure it aligns with your brand and overall marketing goals. While your intention may be to drive traffic back to your site or make more sales, delighting your visitors with something new (and highly shareable!) will help you create a lasting impression and get people talking about your brand.

TIP: When you take the time to think about what your target audience would like to watch on IGTV, you’re much more likely to get them engaging with your content! It’s important to always be creating content that makes sense for your  brand, and will resonate with your target audience.

#8. Keep Your Followers Coming Back For More By Creating an IGTV Series like Elle Magazine

With their #NoFilter segments, Song Association Game, and About Face series, Elle Magazine’s IGTV channel will keep you tuned in for hours.

Elle Magazine ditches the traditional celebrity interview, and instead engages with their guests in fun and creative ways. Their various series allows their audience to see a different side of their favorite celebs, leaving them anxiously waiting for the next episode.

For example, Elle’s Song Association Game invites artists to sing their way through the segment, giving them a word and ten seconds to think of a song that has that word in it. Elle Magazine even invites their viewers to play along and shows off a scoreboard of their best-performing guests, making it even more likely you’ll stay tuned for more than one episode:

TIP: Creating different series or segments will let viewers know exactly what they can expect from your IGTV. When a visitor knows what they can expect from your profile each time you post, they are much more likely to hit that “follow” button and keep tuning in for more.

#9. Optimize Your Video Content like The Crafty

The Crafty’s IGTV for business channel features DIY crafts, tips, and amazing life hacks. The 10-minutes videos are seriously addictive and are broken down into easy-to-watch segments.

The Crafty keeps things simple, switching up the background and soundtrack, and recording an overhead shot of their DIY magic:

IGTV For Business

Their videos include a number of ”life hacks” per video, however typically stay around 10 minutes in length. It seems like this is their sweet spot, as some of The Crafty’s IGTV videos have up to 570K views!

TIP: It’s important to not only think about the content, but also the length of your IGTV videos. Too short and your audience may not have time to fully engage, however too long and they may lose interest and swipe away the next channel.

While the “perfect length” will vary, it’s important to figure out what works best for you and your audience. One of the best ways to do this is by testing out different videos and digging into your IGTV analytics.

To learn how to view and analyze your IGTV video insights, check out our IGTV: Ultimate Guide to Instagram’s New Video Platform!

#10. Promote Your IGTV Channel Across Platforms like Fashion Me Now’s Lucy Williams

With nearly 80K IGTV views, Fashion Me Now’s Lucy Williams is a reminder that IGTV videos don’t need to be overproduced. All you need is something to prop your phone against and  start rolling!

It’s more important than ever to build a relationship with your followers, and this is a great way to do it! The more you interact with your followers, the more likely they are to feel a personal connection to you and your brand.

Lucy Williams also drives traffic back to her IGTV for business channel from her Instagram feed. By using Instagram to promote her new IGTV video, she is able to promote her content to a wider audience, who may not see it otherwise:

TIP: Don’t forget to cross-promote and drive your loyal Instagram audience to this new platform. Since IGTV is still relatively new, many of your visitors may not be scrolling through videos daily and it’s important to continuously drive traffic from your Instagram feed to your IGTV channel.

You should be feeling ready and inspired to take on your own IGTV channel now!

The opportunities of using IGTV for business are endless, and it’s a great for connecting with your audience and attracting new followers, so now’s the time to press record and upload your first video!

Did we miss any brands or IGTV channels that have inspired you to start filming?  Let us know what Instagram trends you’re seeing and loving in the comments below!

Written By

Lexie Carbone

Lexie is the Marketing Campaigns Lead at Later. She’s helped dozens of brands build their social presence and take their content strategy to the next level. You can connect with her on Instagram @lexiecarbone.