The Facebook stable launched two exciting new developments recently. Both IGTV (Instagram TV) and Facebook Canvas launched in late June 2018. These offer additional opportunities for brands to interact with consumers.



They call it “a new app for watching long-form, vertical video”. What this basically means is that IGTV does not have the 1 minute cap on video length as is the case with Instagram. IGTV videos can be up to one hour long. It also means that it is specifically aimed at how users use their phones, hence the vertical video (portrait) rather than the horizontal ones (landscape) that are best suited to Facebook, YouTube and other online applications. Videos also appear full screen once clicked on. While there’s a stand-alone IGTV app, you’ll also be able to watch video from within the Instagram app.


IGTV starts playing as soon as you open the app. You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests. You can swipe up to discover more — switch between “For You,” “Following,” “Popular” and “Continue Watching.” You can also like, comment and send videos to friends in Direct. Also like TV, IGTV has channels. But, in IGTV, the creators are the channels. When you follow a creator on Instagram, their IGTV channel will show up for you to watch. Anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel.


So, how does this help your brand? Do you even have the content for videos longer than one minute? And will the extra effort make any difference to your brand’s awareness, reach and new business? These are still early days, but we believe that there will be suitable applications for things like activations, sport sponsorships, CSR initiatives and the like. Budweiser was one of the very first brands to jump on the IGTV bandwagon. Their sponsorship of the FIFA Soccer World Cup makes for an ideal opportunity to attend events, interview players and commentators before and after every game. Other brands who have shared videos since the 20 June launch include: NASA, MotoGP, Fifa World Cup, RedBull and Peugeot. The best way to come to grips with it is to download the IGTV app, start watching and start imagining what it can do for your business. Wanna talk more about it? Send japie an email at: japie[at]