This was life before the advent of Instagram which, in fact, is an infinite container of advertising. On this platform, each of us is busy to look, to create a better version of himself, to show off. And the feed becomes our commercial, which lasts for years rather than seconds. A container that offers the possibility of developing continuous editorial plans, lasting months or even years, to inform and entertain our audience but also and above all to form a relationship of shared trust with them, to be renewed every day.

In the midst of all these single pages, what was missing was a noteworthy schedule: and came the IGTV. A stage that allows everyone to create quality content without worrying about the duration as was the case with the Stories. The response of the creators was a bit long in coming but now IGTV has finally won the place it deserves. Right there, still a little below the most watched TV in the world, YouTube, but on the rise.

And so on to National Geographic documentaries, cake recipes and make-up tutorials, without having to think about timing anymore, but only about the content. And if we also manage to engage our followers by posting the first part of the IGTV video, that's it.

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Obviously, the conception and creation of content has changed a lot with the advent of IGTV: if on the one hand we want to capture our users with the first 3 seconds pyrotechnics – the classic of social networks – on the other we can really tell a product, an idea.

It is a way of thinking and working that I see every day, collaborating with many brands to create specific campaigns for Instagram. IGTV has become the perfect place to show campaigns in full, using the same content that would have populated semi-deserted YouTube pages.

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IGTV has allowed us to shift our focus from the stopwatch to the ultimate goal of our campaign: to tell our story. Whether it's a product or an awareness strategy, we know we've finally found the perfect stage to showcase our campaign in all its glory – be it horizontal or vertical.

Today, video is the most powerful tool for telling a story. If a picture is worth a thousand words, a video is probably worth a thousand images.

During the pandemic, I found myself completely enraptured by Loewe En Casa's IGTV ‘series’. Artisans, photographers, musicians and writers opened the doors of their studios and talked about their work, each in their own mother tongue. In my opinion, one of the most successful experiments in how a brand becomes a lifestyle. And, thanks to IGTV, he is able to tell his vision of the world, going beyond the product he sells.

Often when I create a campaign I become a bit obsessed with the product I have to tell. I like to know every detail to be able to make it understood and loved in the shortest possible time. The design for IGTV is different. What matters is the idea, the point of view of the brand to be explored and known. This is where the narrative starts which is, precisely, much more televised than social.

Of course the road is still long, there are many new possibilities to explore and implement (the search functionality, monetization and so on) but the direction is certainly the right one. Also and above all because it opens up new creative scenarios.