Instagram is competing with TV, YouTube and streaming services by introducing a new platform that is capable of running 60-minute videos. Web celebrities with robust followings have already embraced IGTV. Smaller accounts, or perhaps those more niche influencers and brands, will be given 10-minute video limits. Instagram has not yet specified what the criteria will be to qualify for the longer video option.
What this means for marketers: With the introduction of streaming services such as Hulu and the Xfinity app, advertisers and marketers have found a seamless way to infuse their client’s video assets into the online video space. Though IGTV does not currently have advertising options yet, it is likely that offerings may soon become available, due to the sheer accessibility of Instagram and its recognition. Currently on IGTV, brands are able to create their own channels with video content just like any other Instagram account. Instagram has seen success with their IG stories and wanted to create a space where brands and influencers are able to share longer content with their audiences. Depending on the content of the videos and how entertaining they are, this may be one way for a brand to engage with their consumers and beef up their online presence. IGTV is only available in the vertical video format since that is the way most people hold their phones. Harmelin will continue to monitor the trend of IGTV so we can recommend innovative opportunities for clients, once advertising becomes available on the product.