Instagram Unveils New Long-Form Video Hub
June 20 2018 - 4:59PM
Dow Jones News
By Benjamin Mullin and Deepa Seetharaman
Facebook Inc.'s Instagram launched a new hub for long-form
video, the company's latest attempt to tap into growing demand
among consumers and advertisers for mobile video.
The new hub, called IGTV, is both a stand-alone app and a
section of the primary Instagram app that will allow users to post
high-definition videos. Some of the most influential "creators" on
the platform already are slated to create content for the feature,
including Lele Pons, an actress and model who has 25.2 million
followers.
The content on IGTV is varied. At a press demonstration
Wednesday, Instagram executives showed video clips featuring
wildlife explorers and amateur cooks.
Each of Instagram's 1 billion monthly active users will be able
to view the video by swiping through a section in the app.
IGTV is focused on vertical videos -- videos taller than they
are wide -- meant to be consumed by users who are holding their
phones upright.
IGTV initially won't feature ads and the company isn't paying
creators directly to use the feature. But Instagram CEO Kevin
Systrom said he expects the company eventually will introduce ads
and potentially provide a share of that revenue to creators who
post on the site.
"That is obviously a very reasonable place to end up," Mr.
Systrom said during a news conference. "And if we end up in that
place, which we think we will, there will obviously be a way for
creators to make a living."
By increasing the length and quality of video on Instagram, the
image-sharing social media network may be trying to tap into the
multibillion-dollar market for TV advertising. Marketers have so
far been slow to shift their budgets from TV to new video formats,
but upfront spending of digital advertising is increasing.
By launching IGTV, Instagram seems poised to compete with other
tech platforms, such as Snapchat and YouTube, that have housed
video from high-profile individuals and media organizations for
years.
Snapchat in 2015 launched Snapchat Discover, a feature that
allows publishers including National Geographic, Vice and
Cosmopolitan to upload daily multimedia "stories." YouTube has
launched YouTube Premium, a paid streaming-subscription service,
and YouTube TV, a skinny bundle of live-streaming broadcast and
cable channels.
Instagram was founded in 2010 as a photo-sharing service by Mr.
Systrom and fellow Stanford University graduate Mike Krieger. Built
as an app for the iPhone, it grew rapidly as users gravitated to
its novel filters, which transformed the appearance of photos.
Facebook acquired Instagram for about $1 billion in 2012.
Instagram's feed also has posts from advertisers.
IGTV comes about two years after the launch of Instagram
Stories, a feature that allows users to share photos and multiple
short videos of up to 15 seconds, uploaded within a 24-hour time
span.
Instagram also announced Wednesday that it hit 1 billion monthly
users. With this news, all four of Facebook's key services -- the
main Facebook app, its two chat apps Messenger and WhatsApp, and
Instagram -- each have a billion or more users.
(END) Dow Jones Newswires
June 20, 2018 16:44 ET (20:44 GMT)
Copyright (c) 2018 Dow Jones & Company, Inc.
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