Last week, Instagram announced the launch of the app’s newest feature: IGTV. IGTV will support “long-form, vertical” videos designed for viewers watching from their phone. With this new format, Instagrammers can upload videos as long as one hour – far surpassing the previous one-minute limit.
How does it work? More than one billion Instagram users are asking the same question.
To start, the content can be viewed through the Instagram app or through a new, stand-alone IGTV app.
IGTV will start playing videos as soon as you click on the icon with content shared by the accounts you follow. You can also browse new content aggregated by what’s popular, suggested for you, or previously viewed. The videos are easily shareable and interactive, with functionality to like, comment or send to friends.
Within just one week, accounts ranging from international brands and celebrities to local bloggers were quick to leverage the new feature. Makeup tutorials by Harper’s Bazaar, performances by Ed Sheeran, news coverage from Politico and key topic breakdowns from TheSkimm are just a swipe left or right away.
Instagram’s step into longer-form videos seems natural. Many of the influences and brand ambassadors that have become so wildly popular maintain an Instagram account and post videos on YouTube. With IGTV, sharing both forms of content under one roof is now possible.
IGVT also presents new opportunities for businesses to reach and engage with brand fans. After all, Instagram’s debut of Instagram Stories has become an integral role in almost every company’s social media strategy. In August, TechCrunch reported that half of the businesses on Instagram produced a story in the past month, and Instagram Stories receives 250 million daily users.
In a statement released by Instagram on June 20th, Instagram Co-Founder & CEO Kevin Systrom said, “With your help, IGTV begins a new chapter of video on Instagram. We hope it brings you closer to the people and things you love.” As more and more accounts begin to adopt IGTV, only time will tell if the feature will be a successful marketing tool.
Have you tried the new functionality? Let us know what you think in the comments below!Tags: IGTV, Instagram, Social Media
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This post was written by Emily Charles