June 22, 2018Published by: Rhian Robinson

Instagram launches IGTV

There was exciting news from Instagram this week; on Wednesday, the social media platform announced the launch of IGTV, a standalone mobile app that is also integrated with Instagram, where users can create and watch vertical videos of up to 60 minutes.

The new app allows users to create their own channel, similar to YouTube. Anyone with an Instagram account can create their IGTV channel simply by uploading their first video. All content must be shot vertically for optimum user experience and you can share your videos via Instagram or do so within the dedicated IGTV app. What’s more, you automatically see the IGTV content from the people and brands you follow on Instagram, as well as popular videos and those the platform recommends based on your user behaviour.

Since the launch, we’ve seen more and more users testing out the new functionality as well as influencers discussing how they plan to use their IGTV channels alongside Instagram Stories and the grid.

Why is it great news for brands?

It’s a huge opportunity for brands collaborating with influencers. Longer form video content as part of a campaign can now sit within one platform, maximising reach and capitalising on an influencer’s Instagram following. From an organic activation point of view, there’s huge potential for brands to be featured on IGTV channels too.

Much like the Swipe Up feature in Stories, brands and content creators can also embed links into the description of their IGTV videos, allowing you to drive and track online traffic.

For now, Instagram says there will be no ads although this is likely to change and we will be keeping a close eye out for any opportunities in this sphere.

From product launches and interviews, to behind the scenes and events, IGTV is likely to become a key part of a brand’s content strategy and a whole new outlet allowing you to develop even more engaging content tailored to each part of Instagram.

So can IGTV really be as popular as YouTube? With over 800 million Instagram users, we’ll have to wait and see. We’ll be monitoring how brands and influencers adapt to this innovation and will keep you updated. In the meantime, we’ve uploaded our very first IGTV video - go and check it out for a tour of Battenhall HQ!

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