Last week’s release of the new IGTV app for creators presents an opportunity for brands to sponsor long-form content on the top social platform for engagement - Instagram!
IGTV is a stand-alone app that will also have a tab inside the flagship app for viewing long-form vertical video content. As a function native to the platform, we think it will prove to be another exciting opportunity to continue brand storytelling by way of sponsored influencer content. This opens up possibilities for everything from recipe tutorials, to interview format, to a entire series housed on Instagram. This is great news for brands looking to reach the Instagram demographic without having to abbreviate content. Storytelling is coming back, and we could be saying goodbye to the days of jumping off a platform to drive to a content hub or YouTube channel. We now have photo and video content all in one place, already curated by creators and influencers we choose to follow.
Vertical video isn’t new to social or mobile, but up until now, there hasn’t been a place for quality long-form vertical video content. What can we expect?
Snapchat and Instagram Stories are all about the moment, captured behind the scenes or covering a live news story, while IGTV, with its high-quality production value, could be an amazing opportunity for brands to showcase long-form content otherwise housed on YouTube. Due to the vertical nature, production and creative teams will have to consider vertical format, while keeping the quality of the output and idea.Creators can produce Instagram-exclusive video content that won’t be shared on any other platform.Videos can be up to 10 minutes long to start, with larger accounts able to post hour-long videos.IGTV will be a destination for both in-the-moment smartphone videography as well as sophisticated, high-quality production.
Currently, IGTV does not host advertising or share profits with creators, which is why sponsored content will be key on this new platform. We expect IGTV will compete with YouTube, even though YouTube still has a critical mass of influencers. The Wildfire team will be sure to monitor how influencers and creators are using the platform, and how brands can benefit from working with influencers on content relevant to their audience.