The digital world is forever changing. Technology is always adapting itself to the needs of its users. Initially, the only source of content for videos was YouTube. The digital world was largely text based, then moved to images with people uploading pictures from their daily adventures on it. The instant sharing pictures of everyday life led to the birth of Instagram. Even though it seems as though videos have always been around – initially they were uploaded to the Facebook timelines (previously known as Facebook wall).
The success of Snapchat, pushed Instagram to develop the Insta Stories, where users could upload and share bite-sized videos of upto 15 seconds of length. The staggering number of Insta stories being shared daily, prompted Instagram to start IGTV. YouTube had previously introduced vertical videos. The home videos, mostly captured on smart phones, sometimes make their way into the YouTube users channel at times. In recent times, however, popular music artists such as Selena Gomez started releasing vertical versions of their latest music videos:
Vertical videos are those that were shot with mobile phones or cameras in portrait mode – wherein the videos are taller rather than wider. The popularity of mobile apps, such as Snapchat and Periscope allowed its users to upload videos in vertical mode. In fact, in 2015, according to Mary Meeker’s (a partner at Silicon Valley venture capital firm Kleiner Perkins Caufield & Byers, Internet Trends Report, the use of vertical videos went up from 5% in 2010 to 29% in 2015.
One of the forerunners of vertical videos was of course the short-lived short form video hosting service, Vine, where users could share six second-long looping video clips. It was eventually bought by Twitter a few months after its launch in October 2012. A funny video by Viner Thomas Sanders and YouTuber Jon Cozart highlights the basic differences between the two platforms:
Vine eventually shut down in 2016, and all the viners where forced to abandon ship and join YouTube. Perhaps that and the rise of vertical video usage promoted Instagram to finally launch their own IGTV.
So, why IGTV?
IGTV is a long-format video application within Instagram which also has its own stand-alone app. It allows users to set up their own IGTV channel and post video content that can span upto as long as an hour. It’s built for watching videos on the phone, so you get to watch full screen, vertical videos instead of square, horizontal ones that are too tiny to please the eye.
Instagram shared a blog post where they talk about IGTV in detail: https://instagram-press.com/blog/2018/06/20/welcome-to-igtv/
Moreover, when it comes to brand building, IGTV is a game changer!
Over the years, brands have invested a lot in the traditional format of YouTube videos i.e. horizontal video, with the launch of the vertical video format i.e. IGTV, what happens to all the content created to engage with the audience?
Well, YouTube, for one, didn’t want to stay behind (being one of the top platforms for video viewing) and immediately responded by introducing vertical videos. Click here to get see one. Don’t forget to view it on your mobile: https://www.youtube.com/watch?v=DrHKZ_YPElE&feature=youtu.be
Move on to the current trend with BC Web Wise Productions.
Don’t get left behind on the trend – convert your horizontal videos into vertical ones!
We present to you, a good opportunity to repurpose all the videos for your brand, in a format convenient to your target group, in a cost efficient way. Here at BC Webwise, we bring brands closer to their audiences by creating videos that inspire, engage and compel. We have created everything – from brand films and corporate videos to short films and web series – we know how to make a video that will work for you!
You can check out the work we have already done, right here.
So, let’s make the best out of it together, for your brand and your audience.
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