Note: Because this is an ongoing series, viewers will not receive a certificate of completion.
Skill Level Beginner
- [Narrator] When you think of Instagram, you probably picked your highly curated photos, playful Stories, or a window into the minutia of influencers' lives. But longer videos, well, that could be a challenge. When it launched IGTV, Instagram had high hopes for the vertical only channel that focused on longer form video content, except IGTV didn't catch on the way the company planned. So now, in what might be described as a lateral move, Instagram announced it's accepting landscape style videos for IGTV. Soon, if you turn your phone sideways, the video will fill the wider screen. The good news is, brands can save resources by producing one version of their videos that could work on wider platforms, and soon, on IGTV. Instagram has high expectations for IGTV. The video channel is also front and center on its redesigned Explore tab. Explore is now focusing on user interests, and also, betting big on shopping. And pretty soon, they'll be adding Stories to the mix. Instagram wants to make it easier for users to discover and engage with products they liked, and that could provide an opportunity for lifestyle brands. And speaking of shopping, Instagram launched an @shop account to showcase independent beauty, fashion and home decor brands, and it really functions like an in-house publicity machine. The images featured will all have shopping tags, and that could encourage smaller businesses to spend more on the app, provided they see increased engagement and awareness. Of course, another way to boost a brand's awareness is by working with influencers, and Instagram influencers are more active than ever, sharing 150% more content than last year. The apps taking notice, and is giving influencers and creators the ability to add product tags and sell items directly from their posts. While the influencers won't get a cut of the sales, they will be provided with additional metrics to show brands how much traffic their driving, and that, in turn, could increase influencer fees. And fans will have an easier way to buy the items their heroes are wearing, and that could deepen their connection both with the influencer and your brand.