As Instagram launches IGTV, YouTube counterpunches
Instagram wants a bigger share of the coveted creator community, allowing longer videos inside its signature app. YouTube’s answer is to let creators charge for subscriptions.
Big changes are in the works for the influencer marketing community.
As social media platforms tweak their offerings to compete for top content creators—and their audiences—brand managers should watch carefully and stay agile in their approaches to visual marketing.
Instagram wants influencers and creators to bring their content to its popular platform, a new section of its app called IGTV.
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.
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