Instagram launches connected TV promotion

Instagram has launched a new promotion for its updated connected TV app, which features several creators showcasing the engaging, communal experience of viewing Instagram content on the TV set.

As reported by AdAge, this new Instagram promotion highlights a range of use cases for the platform’s connected TV app, including watching Reels with friends, following along with fitness content in the living room and sharing recipe and travel content.

The promotion is headed by creators Ameya Okomoto, Vikram Thanigaivelan and Carson Gillaspia, who each share a different use case for the IG TV app.

Instagram launched its revamped connected TV app for Amazon Fire devices in December. The platform has since expanded its CTV viewing option to Google TV and Samsung Smart TVs. Now it’s pushing to raise awareness of the option and lean into emerging viewing trends.

In its 2024 Q4 earnings, reported February 2025, Google said that connected TV viewing made up 15% of all Shorts viewing in the U.S. Instagram, meanwhile, has seen big success with its own short-form video format, Reels, which now accounts for 50% of all time spent in the app.

Instagram is hoping to plug into this trend and drive expanded viewer behaviors on the bigger screen with its CTV app.

In addition to this new promotion, Instagram is encouraging creators to produce episodic microdramas and live creator shows to show on its upgraded TV feed.