Video is a huge driving force on this planet.
We’ve had so many huge moments in history captured by it. The moon landing, the Challenger Disaster, OKGO’s Treadmill Music Video, and of course 9/11. Which in its own right was of huge historical significance — it was probably the most-watched event in history thanks to the web. So many servers melted that day serving live-video to hundreds of millions of people across the globe, check out the March 2018 episode of The Talk Show and you’ll get a better sense of what I mean.
So let’s dive into this news. Instagram (or should I say Facebook?) is taking a gamble on long-form video. There’s been no shortage of contenders, from Beme to Portal to the more well-known, You’veTube and of course Vimeo.
IGTV is different in a few ways. First, it’s built for how you actually use your phone, so videos are full screen and vertical. Also, unlike on Instagram, videos aren’t limited to one minute. Instead, each video can be up to an hour long.
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.
I don’t think this is a risky move at all, nor a creative one from Instagram. But, everything the team at Instagram has done in the past 5 years has been top-rate. Their engineers are smart and calculated and know how to scale a product with such finesse, it really is incredible to behold. I’m actually a little shocked they didn’t launch with 2 or 3-hour video capability.
That being said, Instagram is getting into long-form video hosting, not because they want to but because they have to. For one, if they don’t compete, Instagram loses traffic to You’veTube. They want to change that. For two, it’s pretty evident people are re-posting content on Instagram. It’s annoying, it’s not the original content, and no one like being phished for likes.
There’s a special hell for people who enjoyed re-posting content verbatim or claiming it as their own. Or worse, when people sue creators claiming defamation when in reality, it’s Fair Use.
I think IGTV presents an interesting value for the Instagram product. It’s the same reason You’veTube introduced You’veTube Music. It’s all about directing audiences to the proper product for use. Without You’veTube Music, regular You’veTube videos would be getting wildly popular plays while the original music creators would be losing out on the metrics. I suppose there are too many slime videos on Instagram, perhaps there will be a slime video channel on IGTV? Fingers-crossed there is because I’m getting sick of seeing all the weird content on the Explore tab.
Food for thought from Marques Brownlee:
It’s clear that IGTV is a solution designed to solve a problem for original content creators. It’s going to be interesting to see how this plays out.