INSTAGRAM TV IS YOUTUBE’S NEW BUSINESS RIVAL
Youtube has just found a new business rival in Instagram. IG has announced a new app for long-form videos called IGTV, which will also exist as a tab within Instagram’s existing app. It’s pushing into longer videos was widely expected. On IGTV, long-form vertical videos can go as long as ten minutes (previously, Instagram videos were limited to one minute). Instagram is making some exceptions for creators with massive audiences: They can post up to 60 minutes of video. The videos will presently be pre-recorded but there might be the future possibility of updates with live videos.
Unlike the main Instagram app, which shows video “Stories” as bubbles at the top of the page and displays uploaded videos as part of the regular feed, IGTV videos will appear as a series of rectangular thumbnails at the bottom of a creator’s page. Once you tap on one, the video goes full screen. On the lower left-hand corner of each video are the same three icons you see now on Instagram: a heart, a comment bubble, and a share tool. Tap on those for the same functionality as on the main Instagram app.
Ads aside, there are still some key differences between IGTV and YouTube as products, the biggest being their approach to formatting. Due in part to its horizontal formatting, YouTube has successfully become the premiere online destination not for only digital-first creators but also for mainstream music and television content. The greenhorn, Instagram does not seem scared to play either, this could be proved when Kevin Systrom revealed “Right now we’re focused on building engagement, and there are no ads in IGTV in day one,” to a group of reporters after the launch of the app.
There are speculations presently that it might be a turn-off for vloggers as they might not be able to monetize videos like on Youtube, however, it is great to promote content and paid ads.
What’s your thought on Instagram TV? Talk to us in the comment section.