Commexis Cast – June 25, 2018: Instagram Video is Going Long-form with IGTV!

Today’s Commexis Cast discusses IGTV, Instagram’s newly announced app that is hoping to go toe-to-toe with YouTube with long-form video content!

Instagram made the announcement of IGTV at an event in San Francisco, finally proving the rumor of extended length video on the platform. The announcement comes on the heels of the platform reaching 1 billion monthly users, up from the 800m monthly users in September.

IGTV will be a standalone app that allows all users to upload videos of up to an hour in length, far exceeding Instagram’s typical video length of a minute. IGTV differs from sites like YouTube, however, because of the focus on full-screen vertical video. Users will be able to create channels to upload these videos and follow other user’s channels in a similar fashion to YouTube. Upon opening the app, IGTV will immediately begin playing videos from followed channels (or algorithmically suggested channels), but users can still search for videos, creators, and hashtags via a search bar.

What excites me the most about this new app is how powerful it could be for influencers in the space. For a long while Instagram influencers and branded content makers have been requesting the ability to create longer form video content that goes beyond the 1 minute minimum. Previously, influencers who wanted to create longer form content would have to host it on their YouTube and hope people would migrate to that page to watch the full video. Now creators can host their long form content within Instagram’s “umbrella” of content.

Similarly, brands can take of advantage of this by using long-form content to expand their audience on Instagram’s platforms, as well as hiring influencers and branded content creators to make new, interesting content.

How creators will get paid on IGTV is still up in the air. For all of YouTube’s faults and creator’s many gripes with the platform, it still does pay. That said, Instagram has confirmed that ads are coming in the near future. How much of that will go to creators is unknown.

Today’s cast: Phillip Brooks (Commexis Lead Strategist) and Matthew McGrorty (Commexis Videographer/Podcaster).

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*(Thumbnail image via Instagram).

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