What Does The New Instagram TV App Mean for Creators and Marketers?

Instagram has announced it will begin allowing users to upload videos up to one hour in length, up from the previous one-minute limit, through a button inside the Instagram homescreen as well as through their new IGTV standalone app.

Content creators and the general public will be able to create and upload the new longer-form vertical videos through Instagram’s app or the web. It’s not just a feature for the big-name celebrities to start using immediately, but for everyone (except smaller and new accounts who it will be rolled out to over the coming weeks).

IGTV news

Instagram CEO Kevin Systrom said in the launch event that, “It’s time for video to move forward, and evolve”, so “we made it a dedicated app so you can tap on it and enjoy video without all the distraction.”

The IGTV app will be available globally on iOS and Android, as well as in the Instagram app through a TV shaped button above Stories. Viewers will be able to swipe through an assortment of longer-form videos, and also swipe up to visit a Browse tab of popular videos, personally recommended videos, and creators they’re following as well as continuing watching previously started videos.

IGTV news

There are currently no ads in IGTV, however Systrom said that it’s “obviously a very reasonable place [for ads] to end up.” Creators will be able to put links in the description of their videos to drive traffic elsewhere from the start, and it is expected that Instagram will offer creators a way to monetise their channels in the future, potentially including ad revenue shares.

Lora Thornton, Head of Social Media at Zeal, said, “Instagram Stories has seen such a huge uptake it will be really interesting to see whether IGTV becomes as popular. Already, today I have seen creators and influencers experimenting with the types of content they upload – from full work out tutorials from fitness bloggers to longer beauty tutorials. I haven’t seen any content near the 1 hour mark yet but can’t wait to see how more creators start to use the app over the next few weeks.”

Ella Bagley, Senior Performance Marketing at Zeal, said, “It’ll be really fascinating to see how this takes off, I like the idea of using videos to create more realistic inspiration which is something that Instagram is great at offering its users. I also wonder how it will develop for brands and marketers, and if this will become another placement for advertising on Instagram.”

What do you think of the new IGTV app? Should YouTube be worried? Tweet us @wehavezeal.

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