There are two kinds of video content: traditional and vertical
You view the first as you would a TV while the second on your mobile through IGTV, a standalone app on the Instagram platform that allows users to watch and upload hour-long videos.
It was designed with mobile in mind, so all the videos are in vertical format as everyone would naturally hold their phone upright and not sideways.
Unless, of course, they’re watching on a different platform like YouTube.
Although Instagram Co-founder and CEO Kevin Systrom did not directly hit out at YouTube during the launch of IGTV, he remarked:
“The tools we use to watch videos are old and out of date. Think about it. Today we still watch videos formatted for a TV on a vertical screen, which means we either have to rotate our phone awkwardly or watch a tiny version. And that doesn’t make a lot of sense, does it?”
Built on three principles—namely, mobile first, simple and quality—IGTV was created to address how people consume video content these days.
“Everything is made for how you naturally hold your phone. Videos play on full screen and there’s no wasted space and they aren’t restricted to the same one-minute limit that you’re used to on Instagram,” said Ashley Yuki, product manager at Instagram.
Target Instagram’s 1 billion users
It seems that Instagram have your best interests at heart with their latest undertakings.
First, they introduced shoppable posts, which lets you tag your products and direct users to your online store, and now IGTV which can potentially turn your Instagram followers into paying customers and increase your sales.
Although YouTube is a more established platform for video content, Instagram said their new offering addresses what and how people watch these days.
According to the Facebook-owned company, Internet users are relying less on a desktop as they can keep up with their favourite social media influencers on mobile.
Systrom said that people are watching 60% more video over the last year, so video marketing is no doubt a route worth taking to expand your market reach.
What with Instagram hitting 1 billion monthly users, you definitely want to consider it as a vital aspect of your business strategy.
Do you think IGTV is worth a try or you’d rather stick with YouTube? We hope to hear from you in the comments below.
As always, to your continued success,
Dave & Matt