Did you notice the little TV icon appear on your Instagram app last summer? Have you explored Instagram TV (IGTV)? Launched on June 20, it’s designed to be a YouTube rival. Almost nine months later, we look at how the social media platform is being used.
Can’t I Just Make a Story?
The first thing most people want to know is what makes IGTV different from Instagram stories? With more than 500 million active daily users, Instagram and its stories are hugely popular. But a story is 15 seconds max and only lasts for 24 hours. With IGTV, you have the ability to upload an hour long video and that content will remain on your account forever unless you decide to remove it.
Set-Up and Use
You’ll need to create an IGTV channel before you can post videos. This can either be done through your existing Instagram account (click on the tv icon and follow the prompts) or IGTV is also offered as a stand-alone app. Native videos can run between 15 seconds and ten minutes, along with the option to upload longer MP4 videos.
- Instagram TV videos run full-screen in the vertical 9:16 ratio. The idea is that this allows users to shoot and view video in the most intuitive or natural way.
- An IGTV video will auto play when you open the app.
- A 4:5 centre crop video preview can be posted on your Instagram feed and profile. At the end of the preview, the viewer is given the option to keep watching on IGTV.
- An IGTV channel can be shared on other channels such as Facebook, Twitter, email, and Instagram Stories. New users can consult the help centre for tips and tricks.
Are People Using IGTV?
IGTV was initially very popular, but that popularity was short-lived. A number of issues have been identified when it comes to the platform. Producing long-form video in a vertical format was something new for users. It demands content created in that format, not just content ripped from, say, YouTube. The poor internal search function also hurts the platform, not to mention the lack of specialty content.
Now, you can preview IGTV videos in your feed. When there’s a new video from someone you follow, you can tap from your feed to watch the full video in IGTV. (👋 @HannahStocking) pic.twitter.com/tkYSchB7E8
— Instagram (@instagram) February 7, 2019
One thing that IS helping IGTV is the recent decision to insert content into Instagram feeds. This happened last month—did you notice? This attempt to drum up viewership and awareness seems to be working. Since the practice began, video views on the platform have increased by 300-1000%. This gives IGTV new life and new hope.
Users
So who’s using Instagram TV? Mostly influencers and companies, although many of the videos are repurposed from YouTube. With more views coming from the competition, IGTV still has a lot of growing to do to meet corporate expectations. For those posting on the platform, the informality of the format is attractive. Metrics are a useful feature, showing views and how much of the video was watched.
One thing IGTV is missing is ads. There’s currently no way to monetize on the channel. While viewers may appreciate this feature, it’s less attractive for content creators. Although, some believe the addition of ads is only a matter of time.
Regardless of the Platform, Video Works
Ultimately, will IGTV become competitive with YouTube? Only time will tell. Regardless of the platform, video is a popular and successful way to connect with your target market. On one platform or another, one-third of online activity is spent watching video. Take advantage of this audience with corporate video. Whether your goal is to create brand awareness, introduce a new product, or promote a sale, Key West Video can be your partner in success. Call us today for a free quote.
