A week ago we posted a blog about how we were disappointed in YouTube. Why? YouTube’s content creators were feeling disrespected, users couldn’t find the content they wanted and it seemed like youtube thought monetisation was a joke. Instagram clapped back. Instagram are now running a brand new app which is dominating the online video scene.


So What Makes IGTV Good?

Instagram announced the benefits of their app, IGTV, in the launch last week. They are proud their app supports:

  • A user friendly experience
  • More than a minute worth of content per video (never-before-seen on the platform)
  • The ability to watch all the content you want from the creators you want to see (rather than being fed random videos – meaning vlogging could be big again!)
  • Highest quality for you – swipe around to find creators! Watching content is enabled by a gamified and immersive experience.
  • Mobile first – everything is made for how you naturally hold your phone, mobile experiences are prioritised.
  • No ads – Currently, because IGTV is starting out, no ads are running on it. There is a lot of speculation this will change in the coming weeks.


From our CEO @kevin: “Today, we have two big announcements to share. First, Instagram is now a global community of one billion! Since our launch in 2010, we’ve watched with amazement as the community has flourished and grown. This is a major accomplishment — so from all of us at Instagram, thank you! Second, we’re announcing our most exciting feature to date: IGTV, a new app for watching long-form, vertical video from your favorite Instagram creators, like LaurDIY (@laurdiy) posting her newest project or King Bach (@kingbach) sharing his latest comedy skit. While there’s a stand-alone IGTV app, you’ll also be able to watch from within the Instagram app so the entire community of one billion can use it from the very start. IGTV is different in a few ways. First, it’s built for how you actually use your phone, so videos are full screen and vertical. Also, unlike on Instagram, videos aren’t limited to one minute. Instead, each video can be up to an hour long. We made it simple, too. Just like turning on the TV, IGTV starts playing as soon as you open the app. You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests. You can swipe up to discover more — switch between “For You,” “Following,” “Popular” and “Continue Watching.” You can also like, comment and send videos to friends in Direct. Also like TV, IGTV has channels. But, in IGTV, the creators are the channels. When you follow a creator on Instagram, their IGTV channel will show up for you to watch. Anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day. With your help, IGTV begins a new chapter of video on Instagram. We hope it brings you closer to the people and things you love. IGTV will be rolling out globally over the next few weeks on iOS and Android.

A post shared by Instagram (@instagram) on

What Does This Mean For Content Creators?

Content creators suddenly are becoming a lot more accessible to users. This means engagement could increase dramatically as users get to see more of an influencer or friend’s life. Accessibility also means more people will be able to become content creators, creating a huge variety of content for the platform. IGTV could be the next YouTube – especially if there’s a cash incentive. Marques Brownlee, a very popular and tech savvy YouTuber expands on this.

Creator Migration

YouTube’s content creators aren’t happy. Feeling undervalued, underpaid and working to extremely tight guidelines means their once relished freedom barely exists anymore. They’re simply not thriving. IGTV is threatening Youtube’s hold over videographers, animators and more incredibly talented people because they’re offering that freedom. If IGTV runs ads they will bring a new dimension to their marketing sphere and become irresistible to YouTubers.

IGTV Might Flop….

There’s not enough cause for celebration yet, though. You could consider IGTV to be a complicated platform. There are lots of ways to go about your business and as of yet no ways to organise produced content. There’s no live steaming ability, either. Every video has to be filmed beforehand and must be between 15 seconds and 10 minutes long which gives a lot of opportunities to many different genres of video. Tea break, anyone?

Is There Any Hope?

Instagram has already thought about this. Great TV and online personalities have gotten involved already. Everyone from the BBC, to Kim Kardashian West, to Philip Schofield are getting involved and it’s glorious. Not only are they exploring a new platform, they’re already bringing genres to it. Influencers are gaining traction for the platform already. KKW is doing amazing makeup tutorials and tips, Tom Daley promotes fitness and Tom Fletcher did a gorgeous recording of McFly’s song Obviously – just for Instagram.



We’re really excited to see where IGTV goes and how they shape a new dimension to their already diverse marketing sphere. See you there!