Yesterday,, its new application so that creators can create video, yes, in vertical . We had hope that, apart from this format, we could upload the videos in “classic” format, the horizontal of all life, but it has not been like that.
Evidently, IGTV opens a door to the creators, who will undoubtedly make specific content for this format. Nevertheless, vertical video will never be a standard, and Instagram has to understand this if it really wants to compete with YouTube . It is said about never say Never , although I must add until the logic tells you otherwise . Today, I tell you about the vertical video problem, and why Instagram TV is going to become a vlogging and quick content agglutinator.
Vertical format, how it is born and why
Although I am currently struggling not to die,, as told in iab.trends. The vertical format was its main asset, and it was precisely this that worked extremely well among young people . Young people wanted selfies, and this kind of content allowed them to do it big, literally.
They count, with magnificent comparison, our companions of, the current situation of the selfie generation. The reflection of the ego, the image we want to project, and the very life that we create in the networks . Everything, thanks to social networks and the vertical format.
French psychoanalyst Jacques Lacan believed that the human ego began to form during what he called the “mirror stage,” a stage of human development that begins when a child begins to recognize its reflection in a mirror for the first time. In an attempt to relieve the tension that is created in the mind by the clash between the unconnected movements of the body in reality and the idealized image seen in the mirror, the child identifies with the reflected image and the ego is formed. On the one hand, a sense of self-control is perceived and, on the other, the child distances itself from reality, and a lifelong desire to unify with its image emerges. The child identifies with the reflected image and the ego is formed. Vice
Even though Lacan’s words are over 100 years old, they can not be more recent . Selfies are the reflection of the self, the purest ego. Snapchat managed to get a whole generation to show the world what they were, or rather, what they wanted to be , so that users began to count to millions.
Do not like your face? Here you have filters, masks and a thousand ornaments to put on your face, you choose what you want to be . This concept had a lot to exploit, and Instagram knew how to make a butron on Snapchat, put the same content in their store, and sell it better .
How Instagram appropriated the vertical format
They say that, in the business world, everything works by eliminating competition and monopolizing, something sad, but true . Instagram is literally killing Snapchat. Created the Stories, basically, to copy Snapchat within a section of the Instagram app itself, which started to grow like foam.
Fast food for millenials , content that is deleted after 24h, without explanations. Yes, this works, and quite a lot. But why does it work? Precisely because of what has been said, the content of the stories is dynamic, fast, does not force you to turn your phone or worry about the quality of what you are seeing.
Nevertheless, Professional digital content is, today, incompatible with this type of format , unless it is intended by and for Instagram. If so, Instagram is forcing the creation of specific content for your app, which is not the case with the horizontal format.
Horizontal format, reigns and will continue to reign
When I watch TV, I do it horizontally, when I play on PC, I want to watch a documentary on YouTube, when I go to the cinema! The horizontal format is logical and comfortable to the human eye when viewing content for quite some time. Try watching a 5-minute vertical IGTV video and tell us if you find it comfortable.
The vertical content is great, but for certain things . At the moment that Instagram wants to mix this format with the times of one hour to compete with YouTube, they are mixing things that should not be mixed.
IGTV can succeed, but not compete with YouTube
IGTV can petarlo , and a lot. Nevertheless, is not a threat to YouTube, nor can it end with the horizontal format . It is true that there are reasons why, but if they are limited to verticality, they will not be able to do away with them.
Healthy competition is a good thing, we like to be able to have the option to watch videos vertically, which will promote vlog content, opinion, maybe tutorials … Time will tell if IGTV works or not , we think it will, and that will open the door to new interesting and fast content -not 15 seconds, or an hour, with a few minutes videos could work-.