Friday, March 29, 2024

Hey YouTube, Instagram is Comin’ for Ya with IGTV

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*We had heard a smattering of talk here and there about Instagram allowing long videos up to 60 minutes, but we had no idea that it meant a whole new app was being created its purpose.

Ladies and gentlemen, meet IGTV (Instagram TV). It’s the new standalone app that aims to counter YouTube as far as mobile video is concerned.

Here’s the deal, when you log in to IGTV, it will automatically begin playing vertical videos from people you follow, along with personalized recommendations from elsewhere in Instagram.

Additionally, The Verge writes that Instagram’s push into longer videos is also, in its own way, another jab at Snapchat, which has made similar deals in an effort to turn its Discover tab into a sought-out destination for younger viewers. None has been a breakout hit, but at least some publishers have been encouraged enough with the results to renew their deals. One reason: as they spend more time on their phones, younger demographics are getting harder to reach on television and radio.

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Instagram CEO Kevin Systrom said the app was designed to make it easier to find and watch videos on the mobile phone. He noted that most video apps require you to search or browse through a directory — as opposed to television, where you simply turn it on and start watching. IGTV, on the other hand, will simply start playing video the moment you open it. Among other things, this “lean back” mode could make IGTV a powerful new place for Instagram to put ads.

IGTV – which is available now for Android and IOS devices – will also allow creators to upload video directly to Instagram, a product manager said, representing an effort to turn the app into a home for mobile video to rival YouTube. Videos can be up to 10 minutes long to start, with larger accounts able to post hourlong videos. Over the long term, the company expects to let all users post videos of unlimited length, Systrom said.

Systrom adds that in the beginning there will be no ads on IGTV to start, but that would be “a reasonable place to end up.” And like YouTube, there would be a revenue-sharing deal with partners eventually, but not right now

You can read MORE about IGTV at The Verge.

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