Instagram is ready to compete directly with YouTube after announcing it will begin allowing users to upload videos that are up to one hour in length, with the previous time having a one minute limit. The video hub will be accessible from a button inside the Instagram home screen, as well as a standalone app, and will shine light on popular videos from ‘Instagram celebrities.’
Instagram CEO Kevin Systrom says, “It’s time for video to move forward, and evolve.” IGTV allows anyone to be the creator of a video, not just those who have a higher follower count or are big-name celebrities. Everyone aside from smaller, newer accounts will be able to easily upload videos up to an hour in length immediately, with the option being extended to every user at some point in the near future.”
The IGTV app is available across the globe on iOS and Android, as well as in the actual Instagram app itself. The standalone app was created with the mindset that users can enjoy videos without other distraction. In the app version of IGTV, viewers can swipe through longer-form videos and browse a personally recommended tab of videos. Users will also receive notifications when new content becomes available.
There is not an option to run ads on IGTV at this time, but spokespeople for the company say it is a reasonable place to expect ads to end up. Instagram is expected to build some sort of monetization option for creators on IGTV and potentially include revenue shares. The large user base is also expected to grab the attention of advertisers alike.
Instagram has evolved extensively over the initial simplicity of just filtering and sharing images. The company is using this opportunity to essentially become the ‘tv of mobile.’ Instagram may soon become the most reliable place to watch something on the small screen as their curation of creators and publishers has a wider breadth than does that of YouTube.
Video content continues to be a strong form of content in the marketing world due to its prioritization over other forms of content out there. The launch of IGTV takes video content to the next level by providing users a way to tell richer stories and build stronger connections. How will YouTube respond? Only time will tell. To learn more about new social media updates or how to incorporate social media into your business contact us at The frank Agency.