Zehnder Communications, Inc.

Instagram Launches YouTube Competitor – IGTV

On June 20th at a press event in San Francisco, Instagram announced two massive updates. First, the Facebook-owned social media platform now has over 1 BILLION monthly active users! Secondly, and perhaps more importantly, Instagram has just launched a new app called IGTV (Instagram TV).

What is IGTV?

IGTV is a brand new, stand-alone app (also integrated into the existing Instagram app) that focuses on long-form video. Upon launching the app, video automatically plays, and it can be up to 60 minutes long.

The goal is for the platform to feature mobile-first, intuitive and high-quality video. IGTV will feature channels that can be created by anyone with an Instagram account. These channels will be organized into categories for your viewing convenience. There will be a section with videos from people you already follow, a section with “trending” videos from creators that you don’t follow, etc.

All video featured on IGTV will have to be vertical (a 9:16 ratio) and full screen. This rule is a key differentiator from other video platforms.

Should I use IGTV?

For now, the platform seems to be geared more towards content creators (your favorite YouTubers and social media influencers); however, brands will quickly catch on and begin promoting their longer-form content on this new platform.

As of now, there is no paid component (like you will find on YouTube and Facebook), so your content is at risk of being lost in a sea of other videos. However, brands with existing long-form video could and should begin their very own channel. The more eyes you have on your content, the better.

As Instagram CEO Kevin Systrom states in his announcement that teens are now watching 40% less TV than they were 5 years ago. On Instagram, people are watching 60% more video than they were just a year ago! The way we watch video content is changing very quickly. Exciting times in the world of social media!

We try to bring our clients the latest and greatest, like our piece on Facebook's newest algorithms. Want to learn more about top social media practices, and how our team can help your brand’s digital presence soar? Contact Jennifer Boneno at (225) 448-0756

Catch the highlights from the press event on CNET.

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