Last week Instagram launched its new, long form, vertical video platform, IGTV. What does this mean for the future of video content creation? The jury is still out, but we have some guesses.
People were quick to make the comparisons between IGTV and video content’s reigning champion, YouTube. Some went so far as to predict the inevitable demise of the latter based on Instagram’s history of destroying its competition. We think it’s too early to make a call there, and experts seem to agree.
“There are a lot of things [IGTV] doesn’t do still that YouTube does. It’s competing with a part of what YouTube does by focusing in a different way.” – Marques Brownlee speaking to The Verve
“I suspect we won’t see many of those influencers leave YouTube entirely. Instagram will remain just a supplementary channel for them.” – Jeff Barrett, CEO at Barrett Digital, writing for INC.
YouTube vs. IGTV
YouTube, video content’s powerhouse, still offers content creators the most flexible monetization options. Since publishers tend to congregate where they get compensated, it’s a safe bet to assume YouTube will remain a major player for the foreseeable future.
One potential drawback to IGTV is the instantaneous nature of Instagram content compared with the flexibility of YouTube’s search features. For now, brands should plan to create their IGTV content in advance and publish it at opportune times and regularly scheduled intervals.
Getting Started
Luckily, Instagram has put out a best practices guide for content creators. Tips include recording in high-definition and paying attention to sound quality. You can also check out Instagram’s official IGTV launch announcement for more details.
In Summary
As creators begin to test the limits of this new platform, keep an eye on early adopters to see what works and what needs improvement. As with the introduction of any new technology, this is an opportunity for savvy brands to set themselves apart from the pack!
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