Instagram Launches New Campaign to Promote Its Connected TV App

Instagram has rolled out a new campaign to build awareness around its connected TV (CTV) app, tapping creators to demonstrate how the platform works when viewed on a television rather than a phone screen. The push was first reported by AdAge and centers on the idea of shared, communal viewing experiences.

Creators Showcase Real-World Use Cases

The campaign features creators Ameya Okomoto, Vikram Thanigaivelan and Carson Gillaspia, each highlighting a different way people might use Instagram on their TV. Examples include watching Reels together with friends, following fitness routines in the living room, and browsing recipe or travel content as a group. The goal is to reposition Instagram as more than a mobile-first app, encouraging users to see it as a viable option for group entertainment at home.

Expanding Reach Across TV Platforms

Instagram’s revamped CTV app first launched on Amazon Fire devices in December before expanding to Google TV and Samsung Smart TVs. With that groundwork in place, the company is now focused on driving actual usage and awareness of the option. The timing lines up with broader industry trends: in its Q4 2024 earnings, reported in February 2025, Google noted that connected TV viewing accounted for 15% of all U.S. Shorts consumption. Instagram’s own short-form format, Reels, now makes up half of all time spent on the app, suggesting strong potential for crossover onto bigger screens.

Alongside this campaign, Instagram is also encouraging creators to produce episodic microdramas and live creator shows tailored for its upgraded TV feed, signaling a broader bet on long-form, TV-friendly content formats as it competes for attention in the living room alongside services like YouTube and streaming platforms.