What Happened to IGTV?

What Happened to IGTV?

You might have noticed that IGTV can no longer be found on Instagram. In October 2021, Instagram released an update that merged IGTV with Instagram feed videos. Although this may not seem like that big of a change, it is! Instagram had explained its decision to pull out the IGTV button and said users were only finding IGTV content through the previews shared to the Feed and in Explore. This finding meant that IGTV was essentially leading to clutter and confusion rather than more engagement. 

Now that IGTV and Instagram feed videos have merged, you will see an additional icon next to the reels tab on your profile page. This icon is from the update and is now what we know as “Instagram Video.” Instagram Video has given us new features like trimming, filters, and people and location tagging as part of the updated upload experience. This will save creators a ton of time since they will no longer need to trim or add filters in an external app before posting to Instagram. 

You will still have access to a preview of your video available to be displayed on your feed. Regardless of how long your video is, you will be able to find it in the Instagram Video tab instead of the IGTV tab. From the video tab, viewers will be able to access all of your video content, whether you have a preview on your feed or not. Instagram reels will still have a separate tab remain on its own. All your IGTV videos posted before this update will be safe and available in the new Instagram Videos tab from now on. Instagram’s goal with these changes will be a more streamlined video experience. The Reels will continue to be separate from Instagram Video, so no need to worry about that changing as well.

Take advantage of videos and reels on Instagram. With all of these new updates and features, you can only imagine that Instagram will continue to grow as a video platform and be a large competitor against TikTok and Youtube’s YouTube Shorts. As Instagram keeps evolving and bringing new updates, your strategy should evolve and adapt as well. 

How to Garner a Targeted Audience on Social Media

The key to operating a successful social media account is to be intentional with everything.

We all want to grow our social audience, with not just a general audience but a targeted audience.

Because, what’s the point in operating a coffee roaster’s social media account and garnering followers who don’t even like coffee?

We, as professionals, can use so many social media tactics to maximize our engagement and build our list of followers who support our mission and business.

Here are the top four tips we’ve compiled to build an audience that will strengthen your engagement and lead to a sale or new client.  

Utilize tailored hashtags

Hashtags are so important on all social media platforms these days…yes, even on Facebook. 

If you want to grow a niche audience, one of the easiest ways to do so is to use a handful of targeted hashtags in your captions. 

Using the coffee roasters example again, search the most popular coffee-related hashtags in your search bar and use the top five, but only if the hashtags make sense to the content you are posting. Remember, be intentional. 

When you use those top hashtags, your content will be included in a feed featuring only coffee content where coffee enthusiasts will be skimming through. 

Follow similar accounts

Often, people are nervous about following similar social media accounts, but this is where you can grow your network and garner new ideas. 

Maybe the account isn’t exactly a competitor, but successful niche social media accounts are usually followed by people interested in that product, mission, or organization type. 

We tend to underestimate how often people follow the followers of their favorite social media accounts, so be intentional about who you follow and aim to only follow accounts similar to your brand.

Engage with other accounts

Spreading a little love in the form of a like and comment on accounts that you follow will be appreciated. The followers on the accounts you engage with will take notice of your interactions and likely click on your account to see what it’s all about.

Engaging in a meaningful way with other accounts is a great way to build genuine connections, leading to garnering more followers who support your brand. 

Optimize social media handle and bio

Utilizing a social media handle that is transparent in correlation to your business and services is so important on social media. Being as descriptive and succinct as possible with your handle could help you build that targeted audience you desire. 

If a person comes across your handle and it’s descriptive of your niche, the social media user will likely snoop around on your page and possibly give you a follow. 

When it comes to the bio on the social media accounts you manage, it’s imperative to be as descriptive as possible in a concise way, never leaving new visitors to your accounts confused about the services your brand offers. 

Our team at TOC PR is confident that by implementing some of these tactics into your social media strategy, you will begin to build a targeted audience for your brand in no time.

These are hours and days of the week to avoid posting on Instagram

Social media specialists and managers, listen up! As professionals in the field, we all understand the importance of posting on our business, client, or agency’s social media pages when our audience is most active. 

Determining the hours and days of the week to avoid is key in garnering the most impressions and engagement; along with identifying the best time to post. 

“Posts published on Wednesday between 10AM – 4PM and Thursday 9PM – 11PM receive the lowest engagement rates on average, making them the worst days to post on Instagram.”


Although posting “best practices” varies based on business/organization type and audience, typically, the time frames mentioned above are accurate. Refraining from posting on Instagram, Thursdays between 9 PM and 11 PM doesn’t pose much of a threat to social communications. But, not posting on Wednesdays between 10 AM and 4 PM does…because it’s a majority of the “typical” business day. 

While keeping these practices in mind, it’s a great idea to plan ahead on Wednesdays to mitigate any scheduling issues. Of course, if there is a critical or emergency communication piece that needs to be issued on social, it doesn’t matter what time or day of the week it is; post it. Otherwise, on Wednesdays, we recommend you plan to post at the end of business, between 4:30 PM and 5 PM. 

Also, according to our friends at Later (a social media management software), these are the worst times to post per day on Instagram in the US: 

  • Monday: 2 PM
  • Tuesday: 1 PM
  • Wednesday: 10 AM
  • Thursday: 11 PM
  • Friday: 9 AM
  • Saturday: 8 PM
  • Sunday: 4 PM

Now that we’ve identified the hours and days of the week you should avoid posting on Instagram, it could serve the accounts (that you manage) well if you set aside some time, sift through your Instagram insights to locate trends, and find the best unique time to post.

Moving forward, it’s imperative to keep these “posting” best practices in mind to maximize not only engagement but to maximize the ROI on all of your hard work. 

Top five benefits of LinkedIn for businesses, organizations, and agencies

There are many benefits a LinkedIn profile can provide a business, one of which is strengthening the credibility of the organization.

It’s often that businesses, organizations, and law enforcement agencies quickly hop on and distribute content amongst social media sites, such as Facebook, Instagram, and Twitter, but tend to forget about LinkedIn, a space filled with professionals and endless networking opportunities. 

With over 740 million users, LinkedIn is now a space where engagement and networking could lead to sales, new clients, valuable job candidates, new industry data and leading practices, and so much more. 

“The 2013 Sales and LinkedIn Study, which interviewed nearly 3,100 business owners, consultants, and career salespeople, said that most use free accounts on LinkedIn as a strategic prospecting tool and that “84 percent of users say they’ve generated several business opportunities from using LinkedIn.”


Out of every social media application that exists, LinkedIn is hands down the one that poses the most opportunity, and we do not want you to miss out. 

Here are the top five benefits of LinkedIn for businesses, organizations, and law enforcement agencies!

Elevate credibility

While LinkedIn is centered around recommendations and connections, this digital space is the perfect opportunity to elevate credibility. Other social media applications are often crowded with general users, while LinkedIn is flooded with professionals who specialize in your niche. With consistent interaction and buy-in from professionals within your niche or targeted audience, it’ll positively impact your credibility and trust from those across the digital sphere and the public. 

Grow audience 

One of the greatest benefits of LinkedIn is its algorithm. The reason why it’s easier to grow a business, organization, and agency page on LinkedIn is that when one of your connections comments or even likes a post you shared, your post will also populate onto the feed of their connections; thus, maximizing overall impressions. 

While you can also grow an audience on the other social media applications, LinkedIn will help you grow your targeted audience. Again, with referrals, recommendations, likes, comments, and shares, this will continue to strengthen your position within the niche and help grow your audience. 

Introduce products

LinkedIn is the perfect space to introduce new products and services to assist customers, clients, and other professionals achieve their goals. Debuting new products on LinkedIn will also allow you to garner feedback from professionals in the space before fully going public with the new products and services. This tactic will help generate buy-in from professionals in the field and lead to increased sales.  

Job candidates

There is no better place to vet job candidates than on LinkedIn and have the opportunity to connect a resume to a face. With LinkedIn being heavily centered around recommendations, endorsements, and referrals, it gives your business, organization, or agency the chance to recruit a valuable candidate who can make outstanding contributions to the team. It isn’t uncommon for a recruiter to already have their sights set on a professional in their LinkedIn network, and often, it’s a professional you’ve already connected and engaged with.  

“LinkedIn profiles reveal valuable information about people seeking jobs at your company, including their stability, their record of successful accomplishments, and their passion for what they do. By hiring and retaining these employees, your company will benefit from their expertise and energy.”

Rawson Internet Marketing

Search engines

Optimize. Optimize. Optimize. As a business, organization, and agency, likely, you’re always concerned with your performance in the Google search result pages. Good news, Google, along with several other search engines, rank LinkedIn posts and pages higher in the search engines, making it easier for your profile and content to be found online.

When your visibility is strengthened across search engines, it’s almost like a domino effect, as a user may come across your LinkedIn post on Google, and let’s say you shared your business’ website, they click the link, and that results in more traffic to your website; garnered through a search engine. 

If your business, organization, or agency is not on LinkedIn (yet), now may be the time to determine if this platform is of value to your team’s goals. While there is much opportunity for you to connect and engage with other professionals on this platform, which may lead to sales, audience growth, valuable job candidates, new industry data insights, and search engine benefits, TOC Public Relations is confident that you will make the right decision. 

Instagram is no longer a photo-sharing app; new updates affect its algorithm

Here. We. Go. Again. If you are not aware, Instagram just made a huge update to its platform, affecting the algorithm for ALL of its users as the head of Instagram, Adam Mosseri states that it’s no longer a photo-sharing app. 

Well, if it’s no longer a photo-sharing app…what is it then?

Between April 2019 and April 2020, Instagram experienced a 30 percent decline in overall usage, largely due to the growing popularity of its current rival TikTok.

TikTok continued to thrive amidst the COVID-19 Pandemic when everyone was stuck at home and quite literally aided in millions of social media users leaving Instagram for dead in exchange for its intuitive short-form, video-sharing app.

On June 30, 2021, Mosseri shared a detailed video across all of his social media profiles announcing this massive change to create an immersive, entertaining, mobile-first video platform. 

“We’re no longer a photo-sharing app. The reason people say they use Instagram is to be entertained and they’re looking to us for that. There’s some really serious competition right now…TikTok is huge and YouTube is even bigger. In the next couple of months, you’ll start to see us experiment in the space of what we call “recommendations”, showing you things in your feed that you may not be following. We’re also going to experiment with embracing video more broadly…full screen, immersive, entertaining, mobile-first video.”

Head of Instagram Adam Mosseri

The biggest bombshell regarding this update is that moving forward, Instagram will be prioritizing video content over photos, heavily shifting the platform’s algorithm. 

The forthcoming changes are slated to occur between now and summer 2022.

How does this affect your digital marketing?

With Instagram “becoming” TikTok, the app seeks to provide users the opportunity to gain a wider organic reach. Instagram has reformulated its algorithm to help people/public figures/businesses become more discoverable on the platform, so this update is not all bad. 

But, what this means for businesses, organizations and agencies is that we’re going to have to start getting more creative now and in the future by implementing more video into our digital media marketing. Sure, you can still post photos on Instagram, but the overall reach and impressions will be significantly less than prioritized video content in the feed. 

“The message that Instagram is sending is clear: it no longer wants to be thought of as the “square photo-sharing app,” as Mosseri puts it, but instead as a general entertainment app driven by algorithms and videos. At the moment, though, it’s vague as to how Instagram plans on doing that and whether it’ll be improving and innovating on features popularized by apps like TikTok or just making something with a few Facebook tweaks.”

The Verge

What we do know at this point is that change is coming. 

Instagram will not only be strengthening its video usability, but it’ll also be elevating its tools and capabilities for creators, increasing its e-commerce visibility, and enhancing messaging to connect friends from across the globe. 
Click here to learn more!