The now 1 billion users strong social platform, Instagram, has a new feature that may take large pieces of YouTube’s pie. On June 20th, 2018 Instagram announced the launch of IGTV. IGTV allows creators to upload and share videos up to an hour in length, users create their own channels, and Instagram plans to let creators monetize their channels in the future. This exciting new feature of the Instagram experience creates opportunity for businesses, how can IGTV help grow your brand?
Kevin Systrom, CEO of Instagram, on stage at the June 20th launch event in San Francisco stated “It’s time for video to move forward and evolve.” IGTV videos are optimized for mobile viewers by playing videos in a vertical format and is accessible in the Instagram app and as a standalone IGTV app for both iPhone and Android users.
Unlike previous Instagram video features, where length was limited to 1 minute or less, IGTV videos can be up to 1 hour in length. Allowing for longer videos gives creators more freedom and means a lot more time can be spent consuming content and keeping users in the app. There are currently no ads in IGTV but Systrom says that down the road they’d like to help creators monetize IGTV and that they recognize the premium opportunity for ads in IGTV. Viewers can comment on, heart, and even share IGTV videos with other Instagram users. In IGTV you can browse videos categorized in tags labeled “For You” including videos Instagram believes you’ll enjoy, “Following” showing videos from creators you follow