Instagram CEO Kevin Systrom. Image source: Instagram
Instagram hopes to take on YouTube and increase its role in influencer marketing with its new long-form videos.
In introducing IGTV, Instagram will allow users with 10,000 followers or more to post videos up to an hour long. Others can post up to 10 minutes of video. Standard Instagram videos are limited to one minute. While there’s a stand-alone IGTV app for viewing, users can also watch the longer videos from within the Instagram app.
Instagram calls IGTV, unveiled to reporters last week, its “most exciting feature to date.” Its features include “discover more,” “For You,” “Following,” and “Popular.” Users can like, comment and send videos directly to friends. The app will feature channels, much like Snapchat or traditional television. But creators will also have their own channels. When users follow a creator, their IGTV channel will show up for them to watch.
The longer videos offer a new platform for influencers, media publishers and marketers. Video creators and brands will view the app as an alternative to Snapchat, traditional television and especially YouTube.
Open to YouTube Alternatives
Disaffected YouTube influences are more than open to an alternative platform. Constant alterations to YouTube’s monetization rules and its algorithms have upset influencers. Google-owned YouTube angered many when it demonetized offensive videos and accidently stopped mainstream YouTubers from receiving ad revenue. YouTube fixed the issue, but left sour feelings among many creators.
Instagram CEO Kevin Systrom told reporters the app will eventually provide creators options for earning income. It wants to initially focus on the user experience. By not offering advertising, Instagram missed a huge opportunity to immediately pose a threat to YouTube, says Edgar Alvarez at Engadget.
Still, creators – and also perhaps marketers — feel excited about IGTV especially because of Instagram’s popularity. When announcing the new app, Instagram also announced that it now has a billion users worldwide.
“With creators including Fortnite champ Ninja and singer Lele Pons on board, it’s clear Instagram wants to lure internet personalities like them to IGTV — even if it can’t pay them just yet,” Alvarez writes. Instagram is owned by Facebook and seems to be following the Facebook playbook of introducing new features and services without advertising – and then adding advertising at a later date.
Even without advertising, influencers can earn income through product placements, including paid reviews.
The National Geographic Example
National Geographic streamed the full, final episode of its documentary series One Strange Rock on IGTV. While most marketers and media publishers lack the resources of National Geographic, they can examine its videos to learn what can be achieved.
Nat Geo, which has the largest following of any brand on Instagram with 88.7 million followers, is reaching younger audiences by delivering unique content where those people spend time online, points out Mobile Marketer. It’s taking advantage of the long-form video platform to enhance its storytelling capabilities and make its content more widely available to fans, Mobile Marketer notes.
It’s not yet clear if Nat Geo will adapt current programs to Instagram or develop content specifically for IGTV. Simply testing the platform early on could lead to future business and audience development opportunities, Mobile Marketer notes.
Bottom Line: IGTV, Instagram’s new long-form video app, presents a direct challenge to YouTube, the current long-form video platform champion. Leading video creators may soon head to IGTV and take marketers with them.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
