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State of the Screens

With IGTV, Instagram is betting that people want longer vertical videos

By July 3, 2018No Comments

Big news: Instagram is launching a standalone video app that will allow creators to distribute long-form videos on the platform.

Video lengths on Instagram:
1) Old limit — 60s (15s for stories)
2) New limit — 60m
Ideal size — 10m

The target audience includes celebrities/social media stars such as:
1) Kim Kardashian West
2) Selena Gomez
3) Kevin Hart
4) King Bach
5) Ninja

Why are they doing this? YouTube is the preferred video platform for Instagram celebrities due to its monetization options.

Let’s look at a social media star such as Lele Pons for an example.

Social media following:
1) Instagram — 25M followers
2) YouTube — 10M subscribers
3) Facebook — 4M likes

She drives fans directly to her YouTube channel from Instagram/Facebook.

84% of video views on YouTube come from social media stars like Lele Pons.

Watch #1: A good explainer video from TVREV.

Watch #2: A walkthrough via TechCrunch.

Why is this a big deal? Two primary reasons.

Reason #1: Instagram’s user base is still growing rapidly.

User growth by year:
2011–10M (↑ 900%)
3) 2012–50M (↑ 400%)
4) 2013–150M (↑ 200%)
5) 2014–300M (↑ 100%)
6) 2015–400M (↑ 33%)
7) 2016–600M (↑ 50%)
8) 2017–800M (↑ 33%)
9) 2018–1B (↑ 25%)

Reason #2: Time spent on Instagram is about to catch Facebook.

Minutes per day:
1) Facebook — 58.5
2) Instagram — 53.2

More #1: Ten examples of brands already CRUSHING IT on IGTV with Vertical Video

More #2: YouTube to let creators monetize through channel memberships, merchandise, and premieres

More #3: Without Facebook, Instagram would be worth $100 billion, report says

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.