Instagram has surprised more than a billion people yet again with its latest launch of Instagram TV (also referred to as IGTV). The IGTV is long form vertical videos that can go on up till 10 minutes or even up till 60 minutes in case of large creators. The company has clearly mentioned that IGTV has been launched keeping in mind the younger generation of content consumers who are spending a considerable time on mobile devices watching videos.
Around the year 2013 Snapchat had become the hottest word in town. Users across the world were immediately adopting a new way to interact with their social following instantly through Snapchat Stories.
This new attraction was so huge thatit was quickly eating into Instagram’s usage as well. Snapchat’s unique feature of 24 hour snap stories has now become a common phenomenon. Instagram didn’t waste a lot of time and noticed the trend. Instagram then decided to surprise the entire digital world with its launch of Instagram Stories in 2016.
This move by Instagramreceived a lot of scepticism across the marketing world. The reason for the scepticism was that experts believed that Instagram wouldn’t be able to do justice with the super successful snap stories. Whereas, this till date has been one of the biggest game changing moves by the company. Instagram not only ended up retaining its users on the platform, but it also achieved an engagement level that was not predicted by Instagram itself. It became a hit instantly. This opened up a plethora of new avenues for marketers who wanted to reach & interact with their audiences.This decision by Instagram also lead to billions of dollars being poured investedin to leveraging the platform across the globe. That was the reason forInstagram’s dominance in the world in the short form content space.