IGTV - what's our point of view?

Jeremy Cohen, July 2018

GIVEN THAT WE CONTINUE LOOKING AT PARTNERSHIPS ON A GROUPE BASIS, THE POV BELOW INCLUDES THOUGHTS FROM LEADERS ACROSS PUBLICIS AND ALSO DIRECTLY FROM THE INSTAGRAM TEAM. 

On June 20th, Instagram launched IGTV, a new mobile app focused on expanding vertical video’s global footprint. In Instagram CEO Kevin Systrom’s own words, “IGTV is for watching long-form videos from your favorite creators”. The standalone app is currently available for download on both iOS and Android, and IGTV will also have a tab (upper right corner) within the core Instagram app.

*See an IGTV demo here

*See a guide for creating IGTV content here

Why IGTV?

Instagram’s logic in creating IGTV is most easily summarized in the following 3 charts:

Key IGTV Details

IGTV vs Facebook Watch: Complementary or Competitive?

With the launch of FB Watch in 2017 and IGTV in 2018, Facebook is clearly placing strategic bets on the future of long-form digital video, ideally at the expense of linear TV and YouTube. Both products are social at the core, but whether IGTV is (1) a truly complementary product or (2) a hedge against the unknown future of FB Watch, is a question that will only be answered over time. In Facebook’s own words…

Considerations for Brands

We will continue to work closely with Facebook to provide timely updates regarding IGTV’s evolution and implications for our brands. In the meantime, please reach out with any specific questions.

jeremy.cohen@publicisgroupe.com