Social Networks Get Serious About TV-Style Programming
Facebook, Instagram and Snapchat are making space for long-form video content on their platforms. Here’s what makes over-10-minute video so desirable to social networks.
What this means for marketers: In 2018, nearly 70% of the US population will watch digital video (either streaming or downloading) at least once a month.
Platforms are seeking to give consumers a place to view video made by bloggers and content creators they already interact with daily. By catering to creators, media platforms can better engage their audience and keep them viewing for longer.
Beginning in June 2018, Instagram joined the ranks of Facebook, Snapchat and Twitter by launching a long-form video platform called IGTV. With the rise in mobile video viewing on networks like YouTube, IGTV sought to fill a niche in the mobile market for both influencers and their followers.