![\"IGTV](\"https:\/\/www.aandb.xyz\/blog\/wp-content\/uploads\/2018\/07\/02-20180619-KS-pamelachen-IMG_0157-2160_lo-min.jpg\")
\nCredit : Instagram Infocenter<\/a><\/p>\n
Videos are displayed in a full screen, vertical format. Opening the app, one can access various channels from which one cam stream long content. Swiping up will show options to change the channel. You can go through popular content, search for your favourite creators or watch recommended content that is crafted based on the users you follow. You can still like, comment on the posts, direct messages too. 1-hour video duration will only be available users with 10,000+ followers.Users with fewer followers can post 10 minute videos..<\/p>\n
What it means for the Creators<\/strong><\/h2>\nA big determining factor of the success of the app depends on the acceptance of the vertical format by the content creators. For a long time, video has been horizontal, matching with the format of the television. YouTube, the main source of video consumption by the masses, also uses the said format. This might be a problem for IGTV as the majority of creators are on YouTube and they are adapted to the horizontal format.<\/p>\n
![\"IGTV](\"https:\/\/www.aandb.xyz\/blog\/wp-content\/uploads\/2018\/07\/2-Watch-2UP-EN-1-1024x881.png\")
Credit : Instagram Infocenter<\/a><\/p>\nThe creators have been more active on YouTube than Facebook due to the fact that YouTube paid its creators. There is more to gain by staying on YouTube, but that could soon change. Adpocalypse, the recent Internet phenomenon that started demonetizing channels over petty issues, led to the community voicing their opinion against YouTube\u2019s policies. It could play an important role in the possible migration of creators from YouTube to IGTV. The reason being that the creators didn\u2019t have an option before, but soon they will. An Instagram executive at VidCon 2018 said that monetization will come to IGTV by the year-end. They are still testing monetization with some creators. There is Vimeo and Dailymotion, but they don\u2019t have the eyeballs that YouTube and Instagram does.<\/p>\n
![\"IGTV](\"https:\/\/www.aandb.xyz\/blog\/wp-content\/uploads\/2018\/07\/3-ChannelProfile-2UP-EN-1-1024x881.png\")
Credit : Instagram Infocenter<\/a><\/p>\nCan IGTV become the new YouTube? The app fills some gaps in the market and creates a lot of tension between competitors. But IGTV still doesn\u2019t pose a direct threat to YouTube, at least not in the near-future. YouTube would probably come up with something to level the playing field.<\/p>\n
What it means for the Users<\/strong><\/h2>\n![\"IGTV](\"https:\/\/www.aandb.xyz\/blog\/wp-content\/uploads\/2018\/07\/1-EntryPoint-2UP-EN-2-1024x881.png\")
Credit : Instagram Infocenter<\/a><\/p>\nThe popular phrase “say no to vertical videos” on the internet clearly describes the stance of the netizens on that aspect. But on the other hand, users have also adopted vertical videos with apps like Snapchat and Musically. Followers of a creator\u2019s Instagram handle will already be following the creator\u2019s IGTV channel. The users won\u2019t have to search for content here, the app will play videos automatically, like a TV. On the IGTV app, users can\u2019t search content by specific category, and can only search for creators.<\/p>\n
What the users are saying<\/strong><\/h2>\nApp Store users –<\/p>\n
Some commented on the functionality of the app.<\/p>\n
![\"IGTV](\"https:\/\/www.aandb.xyz\/blog\/wp-content\/uploads\/2018\/07\/appstore1.png\")
<\/p>\n
Some expressed real concerns.<\/p>\n
![\"IGTV](\"https:\/\/www.aandb.xyz\/blog\/wp-content\/uploads\/2018\/07\/2appstore2.png\")
<\/p>\n
While some talked about the fact that Instagram wasn\u2019t clear about the 1 hour video feature.<\/p>\n
![\"IGTV](\"https:\/\/www.aandb.xyz\/blog\/wp-content\/uploads\/2018\/07\/3appstore3.png\")
<\/p>\n
Play Store users –<\/p>\n
A big majority of the users on the Play Store mentioned the lag in the app.<\/p>\n
![\"Play](\"https:\/\/www.aandb.xyz\/blog\/wp-content\/uploads\/2018\/07\/4playstore1.png\")
<\/p>\n
![\"Play](\"https:\/\/www.aandb.xyz\/blog\/wp-content\/uploads\/2018\/07\/5playstore2.png\")
<\/p>\n
![\"Play](\"https:\/\/www.aandb.xyz\/blog\/wp-content\/uploads\/2018\/07\/6playstore3.png\")
<\/p>\n
There were also those who didn\u2019t really like the vertical thing.<\/p>\n
![\"Play](\"https:\/\/www.aandb.xyz\/blog\/wp-content\/uploads\/2018\/07\/7playstore4.png\")
<\/p>\n
And there were people who pointed out the facts that the discover page was limited only to the celebs.<\/p>\n
What it means for the Marketers<\/strong><\/h2>\nShould agencies use IGTV or not? That is the question. Brands usually use short and crisp content for the followers of a brand to consume. Short content that ranges from 20 seconds to 4 minutes. But what if the content needs to be longer. That is where IGTV comes in. The challenge that agencies and brands would face is that they would have to shoot videos twice – vertically and horizontally. Even if they adopted the app, they wouldn\u2019t be posting hour long videos. After the announcement of the app, there were many brands who were trying out the app, Netflix being one of them. They posted a video of Cole Sprouse eating a burger for the entire hour. The top brands would certainly be exploring and trying ways to fully utilize the features of the app, and posting longer content. Brands do use the Instagram Stories feature to promote themselves, IGTV is just like a alternative standalone version, but longer.<\/p>\n
Some mentions<\/p>\n
https:\/\/www.instagram.com\/tv\/BkTV_9wlZ7l\/<\/a>
\nhttps:\/\/www.instagram.com\/p\/BkcCd7QH7xF\/?taken-by=nike<\/a>
\nhttps:\/\/www.instagram.com\/tv\/BkTmskMnJIg\/?utm_source=ig_share_sheet&igshid=hu7ykz9k7cvr<\/a>
\nhttps:\/\/www.instagram.com\/tv\/BkRr6kUgZX3\/?utm_source=ig_share_sheet&igshid=pcz7unc3mf9e<\/a>
\nhttps:\/\/www.instagram.com\/tv\/BkSjhftgdk4\/?utm_source=ig_share_sheet&igshid=1prlt6vjw38a1<\/a><\/p>\nEnding Note<\/p>\n
For the next few months, Instagram will be taking in all the feedback and criticism by the users. IGTV will be constantly updating, bringing out new features. Predicting if it could pose direct competition to YouTube is not something that can be done in the birth stage of an app. On the horizon, a new community could be rising. But we can\u2019t yet see it due to the cloud of competition.<\/p>\n","protected":false},"excerpt":{"rendered":"
Credit : Instagram Infocenter<\/a><\/p>\nThe creators have been more active on YouTube than Facebook due to the fact that YouTube paid its creators. There is more to gain by staying on YouTube, but that could soon change. Adpocalypse, the recent Internet phenomenon that started demonetizing channels over petty issues, led to the community voicing their opinion against YouTube\u2019s policies. It could play an important role in the possible migration of creators from YouTube to IGTV. The reason being that the creators didn\u2019t have an option before, but soon they will. An Instagram executive at VidCon 2018 said that monetization will come to IGTV by the year-end. They are still testing monetization with some creators. There is Vimeo and Dailymotion, but they don\u2019t have the eyeballs that YouTube and Instagram does.<\/p>\n
Can IGTV become the new YouTube? The app fills some gaps in the market and creates a lot of tension between competitors. But IGTV still doesn\u2019t pose a direct threat to YouTube, at least not in the near-future. YouTube would probably come up with something to level the playing field.<\/p>\n The popular phrase “say no to vertical videos” on the internet clearly describes the stance of the netizens on that aspect. But on the other hand, users have also adopted vertical videos with apps like Snapchat and Musically. Followers of a creator\u2019s Instagram handle will already be following the creator\u2019s IGTV channel. The users won\u2019t have to search for content here, the app will play videos automatically, like a TV. On the IGTV app, users can\u2019t search content by specific category, and can only search for creators.<\/p>\n App Store users –<\/p>\n Some commented on the functionality of the app.<\/p>\n Some expressed real concerns.<\/p>\n While some talked about the fact that Instagram wasn\u2019t clear about the 1 hour video feature.<\/p>\n Play Store users –<\/p>\n A big majority of the users on the Play Store mentioned the lag in the app.<\/p>\n There were also those who didn\u2019t really like the vertical thing.<\/p>\n And there were people who pointed out the facts that the discover page was limited only to the celebs.<\/p>\n Should agencies use IGTV or not? That is the question. Brands usually use short and crisp content for the followers of a brand to consume. Short content that ranges from 20 seconds to 4 minutes. But what if the content needs to be longer. That is where IGTV comes in. The challenge that agencies and brands would face is that they would have to shoot videos twice – vertically and horizontally. Even if they adopted the app, they wouldn\u2019t be posting hour long videos. After the announcement of the app, there were many brands who were trying out the app, Netflix being one of them. They posted a video of Cole Sprouse eating a burger for the entire hour. The top brands would certainly be exploring and trying ways to fully utilize the features of the app, and posting longer content. Brands do use the Instagram Stories feature to promote themselves, IGTV is just like a alternative standalone version, but longer.<\/p>\n Some mentions<\/p>\n https:\/\/www.instagram.com\/tv\/BkTV_9wlZ7l\/<\/a> Ending Note<\/p>\n For the next few months, Instagram will be taking in all the feedback and criticism by the users. IGTV will be constantly updating, bringing out new features. Predicting if it could pose direct competition to YouTube is not something that can be done in the birth stage of an app. On the horizon, a new community could be rising. But we can\u2019t yet see it due to the cloud of competition.<\/p>\n","protected":false},"excerpt":{"rendered":"Credit : Instagram Infocenter<\/a><\/p>\nWhat it means for the Users<\/strong><\/h2>\n
Credit : Instagram Infocenter<\/a><\/p>\nWhat the users are saying<\/strong><\/h2>\n
<\/p>\n<\/p>\n<\/p>\n<\/p>\n<\/p>\n<\/p>\n<\/p>\nWhat it means for the Marketers<\/strong><\/h2>\n
\nhttps:\/\/www.instagram.com\/p\/BkcCd7QH7xF\/?taken-by=nike<\/a>
\nhttps:\/\/www.instagram.com\/tv\/BkTmskMnJIg\/?utm_source=ig_share_sheet&igshid=hu7ykz9k7cvr<\/a>
\nhttps:\/\/www.instagram.com\/tv\/BkRr6kUgZX3\/?utm_source=ig_share_sheet&igshid=pcz7unc3mf9e<\/a>
\nhttps:\/\/www.instagram.com\/tv\/BkSjhftgdk4\/?utm_source=ig_share_sheet&igshid=1prlt6vjw38a1<\/a><\/p>\n