Will the title of this post be too much? Or are we really facing great news from a social network that already has a billion users?

The Instagram community has grown enormously and its latest release is the social proof that it intends to continue growing more and more. IGTV is the new video format of this platform and has a feature that we believe places it in a different (and perhaps superior) place to all other Internet video platforms: its vertical and only vertical reproduction, in line with the massive use of mobile devices.

That is, IGTV is mobile television. Undoubtedly, the most exciting launch of Instagram to date.

Competition for YouTube or simply an overcoming proposal?

Only time will tell if it is an overcoming proposal or not. The community now has in its hands the destiny of a tool that, if used to its full potential, can make a difference in issues of “engagement “.

Not only in terms of the commitment of followers with their own social network, but also in relation to brands. In the launch event of IGTV, those responsible for its creation have indicated that:

“When you discover new accounts, you can follow them to learn more about them through their publications and stories, and if you feel inspired to create your own content, you can upload your own videos to IGTV from the application or the web.”

Is it competition for YouTube? Everything related to video content is positioned as a YouTube competitor, but in this case the objectives are quite different. IGTV seeks to be the mobile video / television platform. It is quite clear when we review its main characteristic: THE CONTENTS ARE SHOWN TO A COMPLETE SCREEN AND VERTICAL.

That is, its design is adapted to the actual use of the phone. In addition, the duration of the videos is extended to 10 minutes and its reproduction is automatic. In the case of brands or people with mass audiences, the duration is extended to 60 minutes. The videos are pre-recorded, not “ao vivo”.

How did Instagram get here? At the time of its creation, Instagram only allowed its users to filter and share photos. In 2013, the 15-second videos that appeared in the feed were added. Then, the 60-second videos, the vertical video format, the full-screen live video experiences and the Stories appeared.

Maybe five years ago, it was unthinkable to watch a video of more than 15 minutes from your mobile. Now that possibility has become a necessity and has become a reality at the hands of IGTV. Kevin Systrom, co-founder of Instagram, during the launch of this new tool, expressed something very interesting:

“The tools with which we see video are old and outdated. Think about it: we keep watching videos formatted for TV, on a vertical screen. ”

Undoubtedly, the video in vertical format radically change the way we create and consume content. Returning to the question of the title: it would be hasty to say that IGTV is a proposal to overcome Youtube. Both are different. And in the case of IGTV, there is no possibility to share a vertical video with many people from the mobile. YouTube is more social in that sense. They are different products, but they will compete for the same audience.

Simplicity as a flag and interaction as the central focus

The truth is that explaining how IGTV works is a waste of time. It is really very easy to use. Almost that it could be said that he was always there, near us. It has a lot of Stories (although it does not last 24 hours), but also of any other social network.

Just press on the TV icon, located on the right side of the interface, you start to enjoy mobile TV. You do not have to perform any search. You will automatically see the videos of the people and brands you follow. Also those contents related to your interests.

Below the screen, you will find thumbnails of the available videos. The options are: “For you”, “People you follow”, “Popular”, and “Keep watching”. While you are exploring these options, you will see a wheel that allows you two things: create a channel or cancel (and exit this action).

We must make this clear: anyone can be a content creator in IGTV. This works in a similar way to YouTube: each user is a channel, each brand is a channel.

For brands, it’s really an incredible tool. You can show products or make webinars or mini videos like knowledge pills (in the case of services) to reach the audience, have more reach and reach sales goals. We are already seeing the use of IGTV to announce contests and other brand news.

Interaction is a central value in IGTV. Each video has the possibility of being shared, receiving a heart or a comment. You can also copy the link to share it by other means.

Behind IGTV, there is the goal of Instagram to attract a younger generation of consumers who consume more and more video on mobile devices. They are aware that they have to rise to the occasion and anticipate the future. In fact, Netflix is ​​already offering vertical video for mobile devices.

Good news is that IGTV is focused on generating commitment. The commercial objectives of Instagram have been left aside. For now. That is, there will be no ads on this platform.

The question for brands will be the creation of television style content for a social network. It is already a challenge to generate interesting content whatever the medium and time. Now IGTV is added, a platform that demands more elaboration due to issues of time and format.

The challenge may be to create and grow a channel, rather than the Instagram profile. We will see how IGTV develops in the coming months. But it will surely bring some other benefits to the brands in addition to the content production itself.

What do you think? Have you already been able to experiment with this new app? What do you think about the future of IGTV? We would love to hear your opinion and enrich the debate.