Instagram announces 'IGTV' application that can post portrait movies up to 1 hour

by Luke van Zyl

We announced the video platform " IGTV " as if Instagram is located between YouTube and Snapchat. IGTV is a standalone application created for users who wish to deliver longer movies on Instagram and has become a service that can publish up to 60 minutes of portrait movies. With Instagram's movie of 60 seconds and Instagram Stories 15 seconds, only traditional Instagram could upload very short movies, but with IGTV you can publish longer movies.

With IGTV, Instagram is betting that people wants longer videos - Digiday
https://digiday.com/media/instagrams-new-video-hub-wants-to-mix-youtube-with-snapchat/

IGTV is a portrait movie distribution platform played in full screen and will be released in the coming weeks. Anyone with an Instagram account will be able to create "My Channel" on IGTV and distribute the movies. Hollywood celebrities and popular game distributors also profess to use IGTV one after another. In addition, IGTV aims at a community specialized for video bloggers, and it is trying to distinguish it from other services in terms of a vertical movie platform.

As a problem of IGTV, Digiday lists "Instagram users watch long movies longer than 1 to 2 minutes". Although the movie that IGTV can publish is "maximum 60 minutes", Instagram side is told movie makers that "uploading video is about 10 minutes" is being delivered Content that appears to be closer to YouTube than TV.

"There is no plan to produce 1 hour of content immediately for IGTV," said Lafi Fine, co-founder of FBE , which is proud of its popularity by distributing its own content on YouTube . However, this does not mean that content is not distributed, "IGTV has made it possible for us to advance our business on Instagram.The average time of FBE content is 9 to 12 minutes, so IGTV I understand that there is a big opportunity for the platform. "As expected by the Instagram side, it seems that we plan to deliver about 10 minutes of content first.

by Gian Cescon

"We have accustomed users to shooting and viewing of vertical movies through services so far," according to Digiday. Instagram has speculated that there are few users confused about the appearance of IGTV. Eric Lamb, Influencer Marketing Platform · Revfluence also said, "IGTV is a natural evolution of Instagram's user experience compared to Facebook."

According to Revfluence, the proportion of movies posted on Instagram is only 4%. However, since the advent of Instagram Stories specialized in more vertical content, the number of contents is increasing by 63% on average every month, and the demand for a platform that can be viewed vertically rather than using the smartphone sideways is constant It is clear that there are a number.

Instagram's spokesperson said that he would not pay money to have celebrities use IGTV, and there was no announcement such as an advertisement program that creators get money by posting movies. Still, it is hard to keep ignoring the implementation of a system that returns cash to creators for Instagram, where the number of active users per month has exceeded 1 billion, and IGTV aiming for a platform like YouTube, "Digiday points out I will.