Instagram has launched IGTV; a new long-form video feature introduced to compete with YouTube. Sources suggest the initiative arises from Facebook’s struggles with teen engagement, in addition to the current data privacy scandal. The feature will now allow videos between 3mins-1hour long to be uploaded via the original app. However, there’s already plenty of platforms directly rivalling Instagram’s latest pursuit; so what makes this one so different?
Revolutionising long form video; what you need to know
IGTV will present its users with an innovative, more dynamic method of storytelling; emphasising its accessibility, speed, ease of use and varied approach to capturing those all-important moments. Furthermore, the newly formatted feature plays videos in portrait, developed with mobile in mind for simplicity; encouraging more people to create content with their smartphone or tablet. In addition, users no longer need to search directly for their desired content, IGTV will commence playing videos based on your interests as soon as the app opens. Pretty nifty, right?
Is IGTV the new YouTube?
IGTV launched in an attempt to rival YouTube. According to sources, this is due to the platform exceeding over 300 million active daily users, (November 2017). Moreover, Instagram stories are usually capped at 15 seconds, whilst in feed video stands at 1 minute maximum; so IGTV completes the triple-threat.
Long form videos will provide valuable opportunities for parent company Facebook to maximise revenue upon advert introduction; whilst mimicking YouTube’s methods of revenue distribution between platforms and ad creators. According to sources, the chief executive of MediaRadar stated YouTube ad spending is slowing. However, YouTube’s subscriber audience is still the biggest in the world, so IGTV has a long way to go before becoming to the ‘go-to’ platform.
Sources suggest digital ad spend will exceed TV this year for the first time ever. In lieu of such a monumental marketing shift, it’s imperative for marketers and influencers alike to ensure they align their video content with new forms of social media marketing; it seems Instagram is leading the charge…