Instagram’s IGTV Finally Gets Horizontal Video, And Advertisers See the Potential

May 24, 2019

When Instagram’s long-form video platform IGTV came out about a year ago, its major differentiator from the competition was its vertical video format.

But now, with tough competition in the streaming world, it’s moving on from that vertical-only strategy. In a blog post on Thursday, Instagram announced it’s adding the ability to upload horizontal videos.

Advertisers believe it’s a step toward monetizing the channel, which has remained ad-free since it launched last June. In April, advertising executives told Ad Age that Instagram has been speaking to them about the potential of ads on IGTV.

Toni Box, group director of social and content at ForwardPMX, says IGTV’s move is “a natural alignment with how most people are used to consuming video.” Box added that while the ability to post to IGTV might become easier, there’s the potential that brands and influencers will post the horizontal video content they have “for the sake of checking off a box,” without thinking about the user experience.

Read the story here in AdAge. 

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