Instagram is set to deliver more video content on its platform, according to reports.
According to TechCrunch, the visual social networking site will continue to expand its use of images through “IGTV” (short for Instagram TV).
IGTV is a long-form video hub similar to Facebook Watch—without the TV-like episodes.
Instagram is shifting focus to its younger demographic. And video has become the content of choice among digital native users—people who never grew up on TV.
The younger users are likely aligned with PewDiePie as they are with MTV. So, Instagram wants to supply the demand with short videos created by third parties.
Instagram continues to meet with different online creators and encourage them to join the new video platform, the report says.
During the meetings, the social network’s reps emphasized the use of 10-minute vlogs (video blogs), rather than long-form programs.
Matt Navarra, a social and digital media consultant, tweeted the actual specs of Instagram’s new longer form videos:
- Videos last up to 60 minutes long (current limit is 60 seconds)
- Videos may be up to 3.6 GB
- Videos will use MP4 format
- Videos size is 9:16
- Video thumbnail format is JPG
He added that IGTV will likely launch at 6PM UK (Wed 20 June).
Comparisons to Snapchat Discover
The rumor mill has been busy the past few weeks, as talks of Instagram’s long-form video hub took stage.
Question is: Do you want to watch longer videos on Instagram?
IGTV seems to challenge Snapchat Discover, rather than Facebook Watch. Watch is already eating up a slice of YouTube’s market share. And both platforms belong to the same company.
Snapchat Discover publishes scripted programs three to five minutes long, catering to the audience’s attention span and interest.
Rather than compete with conventional TV, Snap created free TV viewing on the go. A move that resonates with its younger users.
Facebook has been copying Snapchat features for a while now. And it wants to use similar features on Instagram.
Snapchat’s video programs have yet to set the video publishing industry ablaze. CNN canceled its show in December 2018 after failing to draw significant interest from its followers.
Snapchat has moved on. It has added six-seconds ads that you cannot skip (unlike the ads you see on YouTube). This way, advertisers are confident that their videos are seen in its entirety.
The average view time for ads on Snapchat is less than two seconds. In defense, the company said that advertisers have to top load their messaging.
Despite its assurances, Snapchat still wants to connect directly with marketers. It aims to teach publishers on how to make native ads for the platform and improve performance.
While the campaign for its video publishing platform has yet to live up to expectations, Snapchat still wants to push ahead, as long as the viewership is enough to keep it afloat.