In June 2018, Instagram announced IGTV – Instagram’s latest in-app update that allows accounts to upload long-form videos. These videos can be 10 minutes for most accounts, and up to one hour for larger accounts. Instagram has alluded that eventually there will be no time limit.

This appears to be Instagram’s method of disrupting the traditional TV experience, and a response to the explosion of Youtube’s popularity in the last five years. In part because of mobile video, the amount of time teens spend watching TV has decreased by 40%. By 2021, it is predicted that mobile video will account for 78% of total mobile data traffic. Instagram is betting big with IGTV.

How to access IGTV

There will be two ways to access IGTV. Users can update their app now to start watching through Instagram, or they can download a stand-alone IGTV app that will roll out in the coming weeks.

By updating your Instagram app, you’ll see a colorful new TV logo in the upper right hand corner of your home screen. That’s IGTV.

How to navigate around the platform

When you open IGTV, video will immediately begin playing. You’ll see content from users and brands you’re already following, as well as other, related accounts.

“There will be four tabs you can swipe through: “For You”, “Following”, “Popular”, and “Continue Watching”.

Can anyone post on IGTV?

Yes, the app isn’t just for celebrity influencers, though creators with a large following will have the ability to make hour-long videos right away. Anyone will be able to upload videos for Instagram’s new IGTV section, with users who have a network-deemed “average” following capped at 10 minutes in length. Noteworthy – these videos will be displayed vertically.

What does this mean for business pages?

Instagram is encouraging business to “use longer, permanent video for deeper storytelling”. This will help build stronger connections with potential consumers as you showcase other dimensions of your business without being limited to one type of content, length or format.

Instagram CEO Kevin Systrom stated that there will be no ads on IGTV to begin, but that would be “a reasonable place to end up”. He said there would be a revenue-sharing deal with partners eventually.

What about Facebook Watch?

Facebook Watch is a TV tab built within the social network that was launched nearly one year ago. While they didn’t have astounding success with this, IGTV will be integrated within Facebook in hopes to help support each other.

“Instagram may have an easier time (gaining content). While Facebook is mostly used for people to connect with friends and family, Instagram is a place users have been more comfortable following people they don’t know, helping build an entire ecosystem of influencers. The audience also skews younger, and is already used to watching video on mobile devices” explains

So, will your company be among the first to lead the future of video?


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