When a new social network like IGTV hits the scene, it’s best to try it out early. That way, you’ll beat most of the competition, and your content will stand alone, beckoning viewers to click play! Plus, you’ll gather data early on that will signal if you should ramp up production or take it slow.

Of course, if your Instagram Stories already perform well, you’re going to want to run to IGTV. It’s a place where you can give your viewers more of what they already and get their full attention. That’s just one of the perks of IGTV’s immersive-viewing experience.

Read on to gain inspiration (and how-to tips) before making your brand’s first IGTV episode.

Better Quality Video

Instagram just released a Creators Handbook for IGTV that focuses on how to produce better video.

On Stories, you can shoot whatever, whenever. No need to fiddle with tools or apps. The authenticity is what makes it. Plus, they vanish in 24 hours!

But on IGTV, people are tuning in for long-lasting videos. Because of that, you’ll need to work a little harder to create footage that’s good-looking enough to attract and retain your audience.

Instagram’s Recommendations:

Shooting: Turn on the grid to perfect your composition. Ideally, you should shoot in 4K. But if you’re limited on space, go for 1080p. Lock in autofocus and toggle the exposure before rolling.

Tools: Grab a body camera, which will cost about $20, a device to steady your phone and a few add-on lenses.

Apps: Download a few apps that will let you pick the resolution and frame rate before shooting. Then, find an editing app that will allow you to edit vertical video (9:16 aspect ratio). Check out Instagram’s recommended list here.

IGTV Video Ideas

Even though you can upload up to 60 minutes of video, 2-3 minutes appears to be the sweet spot. Or if you want to do something truly long-form, try 10 minutes.

Not sure what to do first? Start by analyzing the performance of your top 10 best Instagram Stories. What type of content do they capture? Start by creating more of what works.

In the same vein, pinpoint your best videos on other platforms, such as YouTube, Facebook or Instagram Live. Can you re-edit them to fit Instagram’s vertical video? If so, the editing hours you log will likely be less than filming a brand-new video.

Start a series. Using the data about which of your videos perform best, how could you create that content weekly?

Perhaps you answer a client question each week, show a new use for a product or show a day-in-the-life of someone at the company. Brainstorm ways to create regularly scheduled content that reflects what’s already working. Think of this like your very own TV channel.

Get personal. People love seeing your face. When you showcase your pearly whites and share your personality, you draw viewers in and make it easy for them to connect with you.

Take your founder, CEO or face of the company and have them create an intro about the company and themselves. This is evergreen content that always performs well.

Educate. Likewise, people can never get enough tutorials and how-to videos. Get creative and go beyond the standard, “Here’s how to use our product.” Try demoing projects and activities that use your products, like DIYs or recipes.