Unsurprisingly, Instagram’s newest platform, IGTV, is generating a lot of buzz. If social networks were smoothies, IGTV would be the go-to drink for Generation-Z: a perfect blend of Youtube and Instagram, sprinkled with content from the younger generation’s favorite creators and influencers who have already found success in video format.
But is it a worthy platform for your brand? The genies break it down:
Who’s on it?
Everyone, from popular Youtuber LaurDIY to viner turned Instagrammer Lele Pons. Smaller influencers, such as men’s fashion guru LifeTailored, have also chosen to use the platform to show off their talents. Overall, there are hundreds of big-name creators already on the platform.
How is it different from Youtube?
Youtube will remain king among video platforms, at least for the foreseeable future. However, IGTV aspires to bring influencers to the forefront in a way that their competitor has not. While Youtube has experienced its fair share of issues this year, IGTV purports to put control back into the hands of creators. Yet with no clear monetization plans as of yet, it’s unclear whether they’ll continue to return to their IGTV channels with high frequency.
What are its weaknesses?
Like the Instagram discovery page, IGTV isn’t customizable in the way that Youtube is. Unless someone is subscribed already, creators and brands can ultimately only be discovered randomly. Until Instagram allows users to refine videos by interest or brand-category, it’s unclear whether an IGTV account will net new followers, or simply offer an enhanced experience for existing ones.
Should your brand hit ‘play’ on IGTV?
According to both outside sources and the Genies’ expert opinion, unless your brand is centered around a single influencer that has a large pre-existing following, it’s worth it to wait out the IGTV hype to see if it offers real value. It’s already oversaturated with some of the largest accounts on Instagram, with follower counts well into the millions, meaning there’s no real advantage to jumping on the bandwagon while it’s still fresh. Time will tell if IGTV turns into the next social media must-have, or if it will crash-and-burn. Newer doesn’t always mean better, so we’ll have to stay tuned 📺
Still interested in IGTV? Take a look at Instagram’s handy guide.
