IGTV

Every new format will compete for space on the same small screen.

They have learned from IGTV as to what happens when a format feels like an add-on.

Now, Insta's long-form video move can also create problems for creators.

I can think of four.

Your reach is decided by recommendations on the platform which can change very quickly.

Instagram's own history with video is the evidence.

It had IGTV in 2018, then Instagram Video in 2021, then Reels as the default, and now Features.

If you had built your strategy around any one of those, you need to be ready to rebuild it.

Then it was Instagram reels.

And so I find it interesting now that Instagram is trying to revert to long form, which I think they did with IGTV for a while.

And IGTV didn't last long, but I feel like that converted eventually to Reels.

Because now with Reels, you can do up to three minutes.

And then after three minutes, they won't show your Reels to a new audience.

Okay? It's perfect, guys.

So Ilya's been going at Islam Makachev, trashing him on IGTV.

Posting him getting slept by Adriano Martins.

Then he was saying he knows how to break Makachev and make him suffer a lot.

rules constantly change.

It's so easy to just want to give up, you know, on like trying to figure out what the new best stupid way, like now Instagram's putting, they're going back to IGTV and long form stuff, but they're not paying any of the creators for it.

And so that's what they're going to be prioritizing.

Well, I'm not going to do that if you're not going to, like meta is a, i hate meta like they're and what's the

My name is Eimear and this week I'm joined by Laura and Marcus and we're going to be taking a look at Instagram's move to long form content.

So just to give you an overview before we start, in 2018 Instagram had some form of long form content on their platform, which was through IGTV.

And now that wasn't the greatest of successes and they actually scrapped it.

But it looks like they're revisiting it as they're looking to implement a new feature called features, actually, which would be long form content on the app.

It's something that YouTube Shorts tries to do as well, but they obviously went kind of work their way back to the shorts, whereas Instagram's going the other kind of way.

Yeah.

I think it's interesting that you mentioned IGTV, which I had completely forgotten all about.

Did either of you know that Instagram actually launched a TV app last year? No.

I think you get like a DM or you'll get a notification that they're opening it up to you.

This is the second time, if you guys remember IGTV, you remember that? Yeah, sure, sure.

So this is their second attempt at long form on Instagram.

So we'll see if it sticks.

I think they're trying to compete with YouTube, and the kind of dying out of TV and this like rise of apps that we just watch apps on our TV now.

I think that's their way of bringing back like IGTV.

I don't know if you guys remember Instagram TV that was kind of popular.

I believe it was around COVID time when they started that before I really do a deep dive on digital marketing.