Instagram's IGTV app update aligns with its strategy of winning over to creators in order to make IGTV usage take off
its standalone IGTV app to highlight creators, per The Verge. With a revamped algorithm and a new Discover tab as part of the update, Instagram hopes to encourage more creators to make longer-form content for IGT.Previously, the app only showcased videos from creators that a user followed, as well as "popular" clips that all showed up on one main page.
To boost those numbers and make IGTV work, Instagram is trying out a proven strategy: Attract high profile creators to the platform, and hope their committed fanbases will follow. With its latest update highlighting creators at the top of every user's page and emphasizing the discovery of new content, IGTV could become slightly more appealing to creators and increase existing users's time spent with the platform, but I don't think it will be enough.
IGTV's updates come while people are spending a ton of time with both social and video — that could help boost IGTV content within Instagram's app, but the standalone IGTV app will still struggle. People are spending a lot more time with video due to the pandemic: YouTube has seen a in news video views in the past couple of weeks compared to the same time last year, for example.
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