Instagram is capitalising on the success of video on its platform by introducing a showcase of the best content creators and curated channels.
Available only to US-based iOS and Android users, the new channels are hosted on the Explore page of Instagram and will be rolled out globally in the next year.
This change is a clear indication that the video shorts format, which now has an Instagram style all of its own, is another staging post in the online video journey.
I’ve written before about the phenomenal growth of Instagram as a video platform in such a short time; but it’s worth saying again that video is exploding as a media format.
The appetite to watch and share video shorts is a revelation.
And this time brands that want to be seen and be relevant to their customers have to get involved in the rapidly changing sharing habits of the internet generation.
Whereas You Tube has a multifunctional, all embracing role as a video platform, or perhaps more correctly, a video engine, there can be no doubt that Instagram has one role only and that is to encourage sharing and conversation around visual content to create a huge community that spends as much time as possible immersed in the platform.
And video on Instagram is catching up with photo content.
It’s interesting that specific styles of filming have emerged so quickly to define an Instagram video, which must be a result of the restrictions placed on producers by the platform (very unlike You Tube).
Instagram videos are 15 seconds (if not paid for) and restricted by a square format. The overhead style with stop-motion is now ubiquitous. This is a great example of how memes develop through experiment and innovation and then just become an internet norm.
It also shows how users are hacking the platform to upload videos that clearly are not created, as intended, on mobile devices, but in carefully edited sequences on professional cameras.
Drop a pebble in the water and watch the ripples spread.
Instagram is the platform of our time.It appeals to our appetite for the visual, for sharing, for showing, and it’s not too fussy about what’s uploaded.
Brands can use it and become friends with their followers. Their video needs to be more polished than that of your average Joe, but when brands do Instagram well like Jamie Oliver, it is sheer magic to see how the links across all social media outputs seamlessly drive towards a consumer message.