In another step towards Internet Domination, Instagram shocked us all with the introduction of IGTV this week. The new vertical video sharing option allows all users to upload videos between 15 seconds and 10 minutes, and verified accounts to upload videos up to an hour long.
On of Instagram’s keynotes from IGTV’s launch is that 60% more video is being watched on the platform than last year. So it’s no surprise we’ve seen the app expanding video features in things such as Instagram Stories and Highlights. It seems that Instagram, after leaving Snapchat & Periscope battered & bruised, is making a play for another internet platform; YouTube. We’ve also seen in the past few months the introduction of Facebook Watch (which I’ve been watching Huda Boss on, anyone else?) and now with this new channel feature on Instagram; YouTube must be quaking in their boots.
We’ve also seen a huge push on Instagram and Facebook for Live Video content. Those notifications you get every time someone goes live? Yes, that’s Instagram & Facebook pushing live content to as many users as possible. For me, the introduction of longer form content on the app seems at odds with the instant, live, in the moment content we are used to seeing on Instagram.
But what do the new features of IGTV mean for creators? If you’re already established on YouTube, with a thriving channel, then IGTV might not be such a big deal for you. But if you are a creator, like me, who has their largest following on Instagram then this might be an excellent addition.
Not only is it great to be able to share longer form content with followers, there are a few features of IGTV that make it awesome for smaller creators…
Sound
If you think about it, most of the video content we consume currently on Instagram and Facebook is with the sound off. This has put more & more emphasis on video content that focuses on shock factor & attention grabbing first frames, without any substance to the video. IGTV is meant to be viewed with sound on, meaning creators can talk to viewers. Deeper subjects can be explored, stories can be shared, laughs can be had. If you’ve been looking for a way to let your followers get to know you better, IGTV is a godsend.
Links
Don’t have the magic 10k on Instagram? Have you been desperate for the Swipe Up option within Stories? Well, IGTV might have just solved this problem for smaller creators. You can now add multiple links in the description of IGTV videos.
Welcome to the world of blog, affiliate, YouTube channel and article links on Instagram!
Permanent Videos
We have been able to add permanent videos into our Instagram feeds since 2013. But these have been limited to smaller time snippets. If you’re used to seeing thousands of high speed tutorials, trailers, around the world in 60 second videos, then IGTV will be a bit of a shock to the system.
Personally I can’t wait to see the creativity of bloggers & vloggers the world over come alive with this new feature.
Channel Discovery
Probably one of the things that is yet to be seen with IGTV is just how channel discovery will effect content creators. Currently, when you open IGTV on Instagram you’re taken to the ‘For You’ tab. This tab is a mixture of video from people you follow, content the algorithm thinks you’ll like & popular content. It will be interesting to see how easy it is to discover new content within IGTV.
Channel Customisation
I wouldn’t like to call it yet, but one of the reasons why I don’t think IGTV will see the fall of YouTube is the lack of channel customisation available. If you are a content creator who has spent years curating and creating a perfect YouTube channel that screams your brand as soon as someone lands there, IGTV will just not offer you the same opportunities. There is only so much real estate on an iPhone screen, to keep IGTV clear & clean channel customisation will probably be limited.
Ads
I’m sure we’ll see the introduction of ads into IGTV in the coming months (if not weeks). It will be interesting to see if Instagram launches a Partnership Program like YouTube. Personally I don’t think this will happen, but we’ll have to wait and see.
If you are a creator who has been using Insta Stories to their full potential then IGTV’s new vertical video format will come as second nature to you. But if you’re someone who doesn’t really do video, like me, will you be using the feature? Or will you be using the separate IGTV app? Let me know your thoughts in the comments.
You can check out my very first IGTV video HERE
Sam