Instagram is running a new promotional push built around its connected television app, using creators to demonstrate how the platform’s short-form video translates to shared viewing on the TV screen, according to a report from AdAge.

The promotion features creators Ameya Okomoto, Vikram Thanigaivelan and Carson Gillaspia, each illustrating a different use case for watching Instagram on a television. The scenarios include watching Reels with friends, following fitness content in a living room setting and sharing recipe and travel content on a larger screen.

The push builds on an app Instagram has been building since December, when the company began testing Instagram for TV on Amazon Fire TV devices. That version organized Reels into interest-based channels covering music, sports, travel and trending moments, supported up to five Instagram accounts on a single TV profile, and kept videos in their original vertical format rather than reformatting them for horizontal screens. Instagram has since expanded the app to Google TV and Samsung Smart TV devices.

The new creator-led promotion suggests Instagram is now shifting from building out the product to building awareness of it. That tracks with viewing trends the company is trying to capture: Reels already account for 50% of all time spent in the Instagram app.

Alongside the promotion, Instagram is also encouraging creators to produce episodic microdramas and live creator shows for its upgraded TV feed, pointing to a broader push to give the connected TV app content formats built specifically for the bigger screen rather than repurposed mobile clips.

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