Unless you've lived under a rock for the past 5 years, you’ve probably heard of Instagram, the social network that is focused on the most popular visual content. But, have you heard of IGTV?
Don’t worry about it if you haven’t! Surely it has to do with the fact that Facebook, the owner of Instagram, and everything that includes the concept of "Stories" except for Snapchat, literally just released it.
However, with all this in mind, what exactly is IGTV?
Instagram TV - IGTV - is an app that allows you to publish videos of up to one hour in length, exclusively in vertical format. It seems simple, but what is interesting is what it represents for the world of social video networks and for the generation of content that follows user patterns.
The premise of IGTV is simple: videos from your favorite creators of Instagram but longer and always – Always! – in vertical format. Because that’s how we use our phones, right? It is a very simple starting point, but IGTV could be the new social phenomenon on a large scale because it respects the way in which users consume content, and creators are the ones that must adapt.
What sounds more attractive? Watching all the videos you want without ever having to flip your phone or going to YouTube and flipping it to appreciate the content in all its glory? Yes, they are two different social networks, but there is a point where both audiences may join. The difference is that one seeks to adapt to generate fewer interruptions in interaction and the other continues rewarding content based on the user’s experience.
So what does this mean for your company and its content strategy?
Since the emergence of web 2.0 we have much more demanding audiences across all platforms. IGTV gives audiences even more power by offering them a channel to consume content on which the user experience is totally free of hassles and interruptions; which can trigger an even more demanding audience not only when it comes to the quality of the content but also based on original format.
How will your company use these different formats? That's the real question. Our recommendation is to segment channels and use them according to each platform and audience. The vertical format implies less on-screen information, limiting the purpose of channels, and requires the creation of new content for each different audience. However, it maintains the expectation of creativity and quality content.
You can download IGTV for IOS here (https://itunes.apple.com/us/app/igtv/id1394351700?mt=8) and for Android here (https://play.google.com/store/apps/details? id = com.instagram.igtv)
Guillermo Lamphar is Digital Strategist with Mijo! Brands, a leading creative digital marketing agency with presence in Mexico City, Guadalajara and Puerto Vallarta. Contact us to help you take advantage of different content formats - including video, of course - in the digital world.
Guillermo is a graduate with a degree in Multimedia Communication Engineering from the University of Guadalajara. Writer and rejuvenator of brands, he presumes to adapt messages to new audiences through adjustments in communication tones, and enjoys the company of good books and people who can hold a conversation about them. He dedicates a part of everyday to learning something new, his mind is constantly racing listening to TED Talks and his dream is someday to be able to present his own talk.