There is a lot of buzz going on about Instagram’s new feature called “IGTV,” and if you’re anything like the team at C+G, you’re probably still warming up to the idea of using it. Video content isn’t anything new to the digital world.
So what sets IGTV apart from its competitors?
The Good
According to Instagram Press, it prioritizes the vertical video footage over the standard landscape videos. IGTV treats each profile as if it’s a channel on a television, giving the average user just 10 minutes of content per video. Verified users and large businesses are given up to an hour of footage per content created. It has created a way to let users create standalone video channels for longform video and have users interact directly with creators. That form of engagement is huge for users who enjoy the kind of interaction with (and access to) celebrities that Twitter possesses.
The Bad
It will be interesting to see how people use this platform to market their products and services. While IGTV opens potential opportunities to engage new audiences, YouTube is its unparalleled rival. Instagram also announced that it isn’t adding advertising components to IGTV right away, which seems like a missed opportunity to gain revenue as marketers are making larger investments in paid strategy.
The Opportunity
We don’t think IGTV was created to rival platforms like YouTube, but it does offer an alternative for behind-the-scenes content that feels for personal given how Instagram users interact with each other. Marketers should enjoy opportunities like having entertainment companies exclusively use IGTV as a source for its content, just like how Facebook is airing televisions shows from its site for its users. People can use this platform as if it they are running their own television network. As distrust in CEOs, politicians, and the media rises among Americans, it’s crucial to refine your strategy for owned and paid content as they may be the two most effective ways of reaching your target audience.
IGTV is still very new, and we’re interested in learning how others are using it. Let us know in the comment section below!