When Instagram announced a few weeks ago that it would be updating the app to allow for hour-long videos, the social media community (myself included) was very sceptical. However, the feature launch of IGTV for content creators have set the industry abuzz since the release.
IGTV was released earlier today as a feature accessible inside the Instagram app, as well as a stand-alone app available free for iOS and Android devices.
The One Billion users strong community continues to gain traction, as regular forms of media become less favourable to millennials.
This development will bring to a head the direct competition between YouTube and Instagram.
Influencers will have the opportunity to build and interact with their audience from a single platform. At a time when changes in the algorithms force business accounts to spend on advertising to increase their reach, Instagram has now offered the ability to extend that reach.
Content strategists have been aware for some time that video content has a greater value in terms of reach and interaction, yet, are somewhat expensive to create. IGTV is now giving even more power to the smart phone, empowering smaller content creators and splitting open the market for new entrants.
Of course, the IGTV is still fresh on the market and doesn’t feature ads just yet. But we know it is coming. Until then, there is much to discover and harness from it from a brand-building perspective.
As Instagram continues to expand, we have seen the consistent growth of the community and consequently, influence.
It is hoped that the local market (Jamaica) understands the implications and that small business who have been lagging will take the steps necessary to build upon and improve wholesome digital strategies.
“It’s painful how slowly the Jamaican market, particularly corporate Jamaica is reacting to the digital market. Traditional forms of media and advertising are still preferable to corporate companies, despite the fact that primary target audiences converge in millions on digital platforms” said Shandean Reid, Freelance Business Planner & Content Strategist.
“Clients tend to ask what platform is my favourite and why. My answer has always been Instagram. The opportunities and potential are staggering, and the market continues to grow daily. This proves it. I’m excited!” Reid continues.