Why vertical viewing is the future on Instagram
With 96 per cent of mobile viewing now done vertically, that is without tilting the device on its side, Instagram has rolled out its new IGTV feature.
The service, which allows anyone to upload vertical videos of up to one hour in length on to the social platform, is accessed via a TV shaped icon at the top of the screen.
Users will be able to follow creators within IGTV and those who create the videos will be able to have dedicated channels full of their content.
Good news for brands is that creators of videos will be able to put links in the descriptions of their films to drive traffic elsewhere.
One billion people now using Instagram
Instagram’s launch of IGTV came as it hit the landmark figure of one billion active monthly users.
The growth of the social network since Facebook bought it in 2012 has been phenomenal, with innovations such as the Stories format helping it become the preferred social for so many brands, celebrities and members of the public.
Instagram continues to grow at around five per cent per quarter, with revenues from ads now more than $5billion in the US alone.
Instagram is the fourth social network to top one billion monthly users, joining Facebook, Messenger, YouTube and WhatsApp.
Instagram users say have more fun on Stories
New research into what Instagram users enjoy from their main feed and Stories section has revealed some fresh insight into user behaviour and expectations.
A study of 10,000 people by parent company Facebook revealed that users see the Stories section as primarily where they can see unfiltered, live, behind the scenes or otherwise off-the-cuff content, while they access their man feed to see products and information from the brands they follow.
The potential for brands to show their lighter side is clear, with more than half of those surveyed (55 per cent) saying they enjoy seeing playful and funny content in Stories.
Influencers go live on Facebook platform
Facebook officially launches its influencer platform this week – Brand Collabs Manager.
The platform will highlight relevant influencers to brands and invite them to make connections for working together.
Brands can apply filters outlining what a campaign or activity is setting out to achieve, before browsing the best available influencers.
The influencers are listed with a percentage match to the brand, along with their followers and category.
Influencers opt in by signing up for the platform, in order to receive the offers of work from interested brands.
Brands now able to edit Google knowledge panel
Brands with a Google knowledge panel – that is a boxed out section that appears on the right hand side of a desktop screen in search results – can now edit their own panel.
Google is allowing certified brand owners – who have already claimed their business through Google’s process – to suggest edits to the text and images that appear on the knowledge panel.
The move is part of Google’s broader drive to give brands extra control over how they appear in search results.