‘Video : The next Big Thing.’
At recent event in San Francisco, Instagram shared two big announcement. First, Instagram is now a global community of one billion! And most important Instagram launched IGTV – a standalone mobile first vertical video application.
In 2010 Instagram launched photo sharing followed by video in 2013, Instagram stories hit new hit between users in 2016 and now major shift from 1 minute video to 60 minutes vertical mobile first experience video.
Kevin Systrom, Co-Founder & CEO launching IGTV at an event in San Francisco
It’s been two days and you might come across many video, article on how to stuffs of IGTV. Here we will get straight to the point about the two topics regarding IGTV so without wasting a due let get around.
#1. The Competition
There is potentially increase in video consumption then it was 2-3 years ago. Whether you want to search tutorial, entertainment video etc. YouTube is always the front runner. It’s the first and right platform for creators to upload their work whether it be vloggers, influencers, reviewer, educator, web series etc. There are many reason for this like its vast video library, search algo and the primary source of income for many creators.
But due to recent events like adpocalypse, changing its advertising guidelines, community guidelines strikes, yellow dollar sign problems faced by many creators, there always a benefit of doubt in the mind of creator where will be my channel down the line. The day-night effort in can be screwed in just one video. That is why YouTubers are looking for alternatives to Google’s video site.
Vines became a successful hit among many creators but vines never paid creators, so many of them left and slowly it is dead. Same down the line happen with Snapchat. Vimeo, google+ were never in the competition.
Facebook wants people to make videos for its platform, but yet to build out a system that will pay people consistently for their work.
FacebookWatch offers personalized recommendations for videos to watch, as well as categorized content bundles depending on factors such as popularity and social media engagement. Facebook Watch’s original video content is produced for the company by partners, who earn 55% of advertising revenue while Facebook keeps 45%. But Facebook watch is like YouTube + Netflix so not many creators are benefited with this.
So right know Instagram has the right opportunity to become TV of smartphone. It has already set its user base with 1Billion active users, Instagram can head on with YouTube. In the end competition is good in life, work, school etc. At last IGTV and YouTube competition will benefits consumers.
#2. The Big Question
Although IGTV is in its initial phase. The Big question is how Instagram will pay its creator? In the event there were no clue regarding how IGTV will monetize videos. CEO Kevin Systrom hinted out a group of reporters that monetization options will be available to IGTV users down the road.
|“There’s no ads in IGTV today,” says Systrom, but he says it’s “obviously a very reasonable place to end up.”|
Ashley Yuki, Instagram’s product manager added that since the ad-based revenue model is an industry standard, it would make sense for Instagram to adopt it down the road. Not only because it would benefit the company itself, naturally, but also the community as a whole.
Based on Ashley Yuki Instagram may add mid-roll or pre-roll video ads inside these long-form videos and split the revenue with creators, the same strategy it’s using for Facebook’s new video section or product placements on videos, including paid reviews.
How the search algorithm work? IGTV is not like youtube, here you can explore content of your followed user only. If the user had uploaded any video in its channel it will show in the home page. There are following | popular button to browse videos. In short IGTV is creators channel for entertainment.
About Vertical view video experience. We are addicted to 16:9 widescreen video watching on youtube and bigger aspect ratio on TV. But as instagram clearly said IGTV is mobile first and generally we hold our mobile straight. Hence 9:16 video watching is the main moto behind IGTV, no need to even turn your phone for landscape.
There are already vertical video successful app like snapchat, musically, like app etc. So in perspective of mobile friendly user might not feel any problem with vertical video.
#. Win Win Situation for Creators.
In the end creators will be benefited from IGTV. Apart from youtube they can rely on some trustful platform. Talking about Indian creators community youtubers in India earn less as compared to creators from USA due to less regional advertisement in their videos. With 3rd in the list of most over active user over 59 million, IGTV will be a cherry on cake for many Indian creators.
Still it’s too early to judge. As time progress things unfolded we will get to know better. But one thing is for sure how there is no monopoly. Both YouTube and IGTV have to give their best shot to attract more users which in all be beneficial to user.
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