Once Instagram’s 10-second Stories took off, it was time to introduce another video format: IGTV. These longer-form, 10-minute-max videos lend themselves well to episodic content. But should you be using it? And, if so, what are some best practices?

In all honesty, IGTV is still so new that even the most experienced social media video creators are still figuring out best uses for it. But getting in early on a new format isn’t exactly a bad position to put yourself in. Here’s some tips if you’re considering it.