In his latest upload, photographer James Popsys reveals his thoughts on Instagram's newest video sharing option, IGTV.
When Instagram launched IGTV a few weeks ago, many people, including myself, were left a bit perplexed. What part of the market are they going for, exactly? They seem to be trying to gobble up some of YouTube's revenue, but how many people will want to watch hour-long videos through a tiny window. Nonetheless, it's another way of marketing and a new platform for creativity, so any business worth its salt is going to be keeping a close eye on it to figure out new ways to advertise, while creatives try different methods to disseminate their talents in this vertical space.
Popsys seems to be equally confused. To illustrate his confusion, he gives an analogy placing us, the viewer, in the shoes of a Facebook intern walking into a meeting and pitching the concept of Instagram as we now see it. You start with the idea of Instagram and the heads nod in approval. Next, you mention eating Snapchat through 10-second videos called Stories, that disappear after 24 hours; all good. Then, for some reason, the videos can be permanent. Lastly, Instagram can also have hour-long videos, which are hosted on a different app but you can view them on the regular Instagram app. Oh, and the videos are only in vertical format. Bewilderment sets in.
Popsys says there are two ways to approach this based on how companies, in general, react to new social media features; 1) freak out and throw crap at it until something sticks, or 2) wait to see if this helps to propel a message. He thinks the latter, and I'm inclined to agree.