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Instagram hosted a live event exactly after five years of launching the video feature and the new feature is also all about video. The feature was streamed across the globe via an Instagram live session, unlike the other launch events which used to happen through YouTube live they chose their own platform. They got the tool then why not! or is it they see themselves as next YouTube. That might be true or at least they may be trying to get to the YouTube game.

Right from the start of the event, you would get the YouTube vibe. They opened with video song featuring all the Instagram creators, like YouTube rewind videos that come out every year featuring the YouTube creators. After the introductory talk of CEO and co-founder of Instagram, the new feature IGTV was revealed.

instagram video launch
Kevin Systrom, CEO and co-founder of Instagram, announces the new IGTV app in San Francisco. Photograph: Jeff Chiu/AP

IGTV as Instagram is all mobile first, so they are focusing on vertical videos contrary to conventional landscape view. That’s something different from YouTube is doing. But the similarity comes how the contents are populated. Creators are given their own channel to upload their videos, that too longer videos unlike the one-minute videos on Instagram pages. This might work out for Instagram as it’s a setup all are familiar with due to YouTube. Also, now it’s easy for users to find all their favourite creators. Longer videos are a boon to creators also, now they can convey their ideas more freely. It is a win-win-win situation.

So, it clearly seems Instagram has stopped being “inspired” by Snapchat and moved to YouTube way. As promising as it seems, it is not sure how all this going to work out. YouTube had its competitors, who came with big announcements and couldn’t do much (Periscope, vine, Facebook videos). The vertical videos, though many seem to like is not accepted by all, but then on mobile YouTube has brought changes the screen space taken for landscape and vertical videos. Maybe IGTV is going in the right direction as far as video streaming services are considered, in this mobile era. Let us how IGTV holds up with YouTube, the Google of videos.


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