In essence, IGTV offers another format for Instagram advertising and a new type of reach to Instagram audience for brands.
According to experts, over 70% of users buy products after they see it on Instagram. The platform has already taken advantage of it, having introduced the concept of the shopping posts, which allow buying directly from the photo. And since it has provided significant results, there's a good chance the number of such posts will increase. Given that the prime audience of the platform — Generation Z and the Millennials — values the convenience of every single action over everything else, we should expect the massive growth of this feature this year.
Instagram marched into 2019 with a new toolset for advertisers. New ways of promoting, reaching and engaging with the audience promise a fascinating 2019 for Instagram, its users and marketers.