IGTV, or Instagram TV, is a new feature and standalone app that provides more long-form video content than what is traditionally available from a standard 60-second post you’d see in your feed. The unique feature that is immediately obvious when you start using IGTV is that all video on this platform is vertical by default and does not rotate when you turn your phone into landscape mode. This gives both viewers a new way to experience content that’s longer than a mere minute and creators a new way to think about how to present their message. As Instagram continues to grow in popularity and holding users attention longer, could this be the future of long-form video on a social platform?
Who is IGTV For?
From a consumer standpoint, IGTV will certainly appeal to those who live on the Instagram platform day-in and day-out. When you open the standalone app or tap it’s icon while using Instagram it starts playing content right away just as you would expect from a standard television experience. This keeps users hooked into the experience without missing a beat, much like the experience users have when scrolling through their feeds or exploring the For You stream in the Search tab.
Post-TV or Post-YouTube?
The question in many people’s minds is, “does it replace TV or does it replace YouTube?” It’s not clear that IGTV replaces either of these platforms or if that’s even the aim. YouTube and other OTT services such as Netflix and Hulu have well made the inroads necessary to siphon away the attention from traditional broadcast television. Will IGTV join those ranks? It’s early right now so it’s difficult to make that prediction. However, you should never underestimate what can happen to a platform when the right creator, with the right content, and the right audience give said platform the exposure that changes its course for the foreseeable future.
Enter the Whitespace
If you’re a creator, IGTV is a little tricky if you aren’t already an active Instagram influencer. Don’t let that get you down though. The space is still wide open for someone to figure out and unlock, which means the opportunity is still up for grabs. If you want to make a name for yourself on IGTV, or Facebook Watch for that matter, you need to work very hard to distinguish yourself and to put out very consistent and frequent content. For you to win on this new platform remember to keep testing, keep experimenting, and keep asking for feedback because your viewers are smarter than you think. Happy creating.
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