Instagram launch IGTV to directly compete with YouTube

Instagram launch IGTV to directly compete with YouTube

Instagram is evolving. They just hit 1 billion users, and for those of you active on the social platform, you may have noticed a brand-new button at the top of your Instagram app. If you haven’t seen it yet, it’s a small little TV shaped button and it’s worth paying attention to.

Instagram just launched IGTV, allowing users to upload videos of up to one hour in length, up from the previous one-minute limit. And to house the new longer-form videos from content creators and the general public. This is a HUGE game changer, it could kill YouTube and it’s another big long nail in Snapchat’s coffin. The best Instagrammers are already all over it and anyone who jumps on it now will be in a great position for the future.

Instagram’s Co Founder & CEO, Kevin Systrom said:

“IGTV is different in a few ways. First, it’s built for how you actually use your phone, so videos are full screen and vertical. Also, unlike on Instagram, videos aren’t limited to one minute. Instead, each video can be up to an hour long.

We’ve made it simple, too. Just like turning on the TV, IGTV starts playing as soon as you open the app. You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests. You can swipe up to discover more — switch between ‘For You’, ‘Following’, ‘Popular’ and ‘Continue Watching’. You can also like, comment and send videos to friends in Direct.

Also like TV, IGTV has channels. But, in IGTV, the creators are the channels. When you follow a creator on Instagram, their IGTV channel will show up for you to watch. Anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel.”

So far, it’s relatively easy to gain views in the new IGTV content hub since it’s not completely flooded with content. The app also works seamlessly with the original Instagram app and has been praised by marketers for the focus on vertical video and the ability to create longer-form content. The big question though… will IGTV become the new home for influencers fed up with YouTube? With many YouTube creators increasingly becoming disillusioned with YouTube, it’s quite possible!

Currently you can access IGTV via a separate app, downloadable from the Apple or Android stores, or you can hit the IGTV button in the top bar within your Instagram app next to the DM paper airplane.

If you need help with your Instagram or content marketing strategy, get in touch with Heybridge today.


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