Instagram is taking a big stride into video via a new app called IGTV.
With Facebook video still struggling in some areas, the move will likely be seen by Instagram’s parent company as another chance to try and monetise longer form video content. It will also give Facebook another avenue through which it can try and address its falling user numbers among teenagers.
One differentiator offered by IGTV is that its video will be offered in portrait form, with the image filling the entire screen when held vertically – mimicking how a phone is used with Instagram and Snapchat.
Videos will be accessible through the existing Instagram app, although efforts will be made to push users onto the new one.
Dem kids like video
"Just like turning on the TV, IGTV starts playing as soon as you open the app," Instagram co-founder and CEO Kevin Systrom said. "You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests. You can swipe up to discover more — switch between ‘For You’, ‘Following’, ‘Popular’ and ‘Continue Watching’. You can also like, comment and send videos to friends in Direct.
“Also like TV, IGTV has channels. But, in IGTV, the creators are the channels. When you follow a creator on Instagram, their IGTV channel will show up for you to watch. Anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel.
“Instagram has always been a place to connect with the people who inspire, educate and entertain you every day. With your help, IGTV begins a new chapter of video on Instagram. We hope it brings you closer to the people and things you love.”