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I (Don’t) Want My IGTV

Despite massive popularity, unrivaled cultural relevance and a billion daily active users, Instagram can’t seem to figure out long-form video. Specifically, its “IGTV” platform, which originally launched as a standalone app in June (remember that?) is largely being ignored by users, at least if multiple media reports (New York Magazine, Fast Company) are to be believed. 

Small sample-size? Sure. But the numbers aren’t encouraging when so few show have shown any interest in IGTV.

We don’t have much else to go on. Despite scouring the internet, I couldn’t find a credible reporting of IGTV’s monthly active users (MAUs). Presumably, that would indicate that the number is underwhelming, and as such, it hasn’t been released. I found a random tweet that pegged it around 65 million, but that number is unsubstantiated and seems unlikely. 

Quick, informal polls on my Twitter and Instagram feeds suggested the same conclusion. 

In my own Instagram story and Twitter feed last week, I asked followers, most of whom work in the digital marketing space, if they actually use IGTV. Of 40 responses to my Instagram story poll, only one person acknowledged actually watching the IGTV platform. 

At 2.5% percent, that’s about as effective as a PPC ad. That’s not what we industry types call a great conversion rate.

On Twitter, most replies were “Nope.” Others suggested that they’d only landed on IGTV accidentally.

Instagram launched IGTV to much fanfare midway through 2018, with analysts proclaiming it to be a potential YouTube competitor. That didn’t pan out. Almost a year later, the platform feels like, at best, an afterthought, and at worst, a miscalculation. When the initial standalone app failed to take off, IGTV was more deeply integrated into into the main Instagram experience.

However, IGTV doesn’t seem to be resonating with rank-and-file Instagram users. 

Early on, Instagram was preaching patience. â€œIt’s a new format. It’s different. We have to wait for people to adopt it and that takes time,” former Instagram CEO Kevin Systrom told TechCrunch in August of 2018. “Think of it this way: we just invested in a startup called IGTV, but it’s small, and it’s like Instagram was (in the) ‘early days.’”

A month later, Systrom, along with Instagram Co-founder Mike Krieger, left Facebook, Instagram’s parent company.

So, is IGTV the new Google+? It’s likely too early to tell, but it’s looking that way.

Instagram’s main feed and Stories products have become symbiotic with the influencer community, and IGTV seems tailor-made for brands and influencers to offer longer-form content; videos can be up to an hour long. However, the people who should have the most interest in the new platform, creators themselves, are mostly just repurposing (read: cropping vertically) their YouTube content

Without a clear monetization path, they’re unlikely to continue to put any real effort into the platform. Top talent on YouTube can make six figures or more a month.

IGTV isn’t the first time that Facebook has swung and missed on long-form content. Facebook Watch, which was also positioned as a YouTube competitor, initially was paying content providers, with an estimated budget of $90 million. But as that money started drying up, outside of truly unique content like Tom Brady’s “Tom vs. Time,” “Ball in the Family” or WWE’s “Mixed Match Challenge”, there wasn’t much to see on Watch.

IGTV is not paying content creators, and it still lacks an advertising or revenue-sharing model. (UPDATE: On April 2, AdAge reported that Instagram has started to reach out to advertisers about buying spots on IGTV.)

Far more problematic beyond a revenue model is the main issue for influencers: If nobody’s watching, who’s being influenced?  Is there really a long-form content appetite to be fed on Instagram via the smartphone?

Depending on which gurus you believe, millennials either want “snackable” short-form content, or they actually want long-form content. Go ahead: Google “longform video making a comeback.” You’ll find articles from 2014, 2015, 2016 and 2018 in the first page of results.

Gary Vaynerchuk has embraced the platform, but many creators have already given up on IGTV.

But here’s the thing: Long-form content never went anywhere. With apologies to L.L. Cool J, don’t call it a comeback. Long form content has been here for years. It’s called YouTube. And why is YouTube so successful?

One word: search. YouTube is the second-biggest search engine in the world, trailing only its parent company, Google.

IGTV, in an effort to differentiate itself from YouTube, launched without proper search functionality. In fact, when you activate IGTV, it opens with static fuzz, like what you would see when you turned on a TV with a cable box back in 1983 and flipped through channels, not knowing what you’re going to get next.

“Because we don’t have full text search and you can’t just search any random thing, it’s about the creators” Systrom explained at the time of the launch. “I think that at its base level that it’s personality-driven and creator driven means that you’re going to get really unique content that you won’t find anywhere else and that’s the goal.”

Search has since been added to IGTV (and it quickly auto-suggests feeds that create IGTV content), but when I opened IGTV over the weekend, I was served up content from ESPN, WWE, Gary Vaynerchuk and The Daily Show. 

This is all content I can find everywhere else, on Twitter, television, Linkedin, etc.

Discoverability is one of the main issues that’s continued to plague Snapchat, and seems to be hurting IGTV as well. With all of the choices we have today, am I going to invest five minutes into a random piece of longform content that an algorithm thinks I want to watch? Possibly.

The likelihood increases dramatically, however, if it’s something I’ve searched out.

With all of the data these major platforms have at their disposal, why do they continue to make such large errors in assessing what their users actually want? Why do they fail in targeting new spaces like Google did with social, or Instagram seems to be doing with long-form video?

In reading about the Google+ failure, one anonymous former Googler said the company was “late to market” and motivated from “a competitive standpoint” as they looked to take on Facebook.

If you’ve never read this infamous tweetstorm from another former Google+ engineer, it describes office politics, siloed teams and a lack of clear vision as major factors in the demise of Google’s failed social network. Here’s the start of that thread:

Given the recent Instagram drama surrounding the founders’ departure from Facebook, it’s likely that similar forces were at play with IGTV.

Whatever the reason, IGTV hasn’t lived up to the hype of last year’s launch, and it may never take off at all. Instagram itself doesn’t seem to be losing steam. But they badly misread the market and their users’ appetite (or lack thereof) for long form content. 

The lesson might be this: You don’t have to be all things to all people.

Or, as Facebook Watch’s LaVar Ball says, “Stay in yo’ lane!”

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Interview: Bring your traditional brand into the digital world

I did this interview in 2015 at the DMA Conference in Boston about making traditional brands stand out in a digital world, and much of what I talked about here still resonates today.

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Media Masters – Jessica Gioglio, Dunkin’ Donuts

I recently talked to Jessica Gioglio, Social Media Manager for Dunkin’ Donuts, about Dunkin’ Donuts social media strategy. Jessica also gives us a preview of “The Power of Visual Storytelling” book she co-authored.

Finally, she explains how Dunkin’ handled social media during the Boston Marathon tragedy in 2013.

More from Media Masters
Media Masters on iTunes | Media Masters on SoundCloud

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SMX Social Media Las Vegas – Keynote Conversation

Here’s a 60-minute video of my first conference keynote, a Keynote Conversation I did with Matt McGee at SMX Social Media Las Vegas talking about how the Celtics handle digital and social media.

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Ten Easy Digital/Social Predictions for 2013

I’ll spare you a plodding introduction. Prediction lists are quick and easy. Here’s 10 of them for 2013.

Google+ Rises – Google, the company that made its fortune in search, will figure out that G+ isn’t a social network, it’s a content directory. Google+’s best chance at success lies in its bread and butter – SEO – by giving big brands, celebrities and other entities the opportunity to dictate organic search. Look for Google to start showcasing G+ content in organic search results. It’s already starting to happen; expect more of it in 2013.

Snapchat Gets More Buzz – Snapchat, a messaging service seemingly inspired by Inspector Gadget with its self-destructing (sort of, but not really) messages, photos and videos, will go mainstream. It’s just starting to pick up buzz and the teenage demographic. Parents are no longer in the dark about Facebook, Twitter and Instagram, but how many know that their kids are on Snapchat? After all, teenagers are always looking for loopholes, so if you tell them they can’t use Instagram, they’ll just go somewhere else. For now, Snapchat seems to be that destination.

MySpace never really takes off – Tom may be sitting on his $580 million while you slave away hoping for another half day off, and Justin Timberlake may have signed on to be the new face of the old social network, but so far, there’s no evidence that every day users have interest in reclaiming their old space on the new Myspace. I’m not holding my breath. Besides, I always liked Friendster better back in the day.

Facebook and Twitter continue aggressive monetization push – Facebook changes the rules of engagement on a weekly basis, and they’re guaranteed to continue to seek out more revenue channels. Now a billion users strong, Facebook has gotten very aggressive about monetization, looking to charge fan pages anywhere from $2-25,000 for millions guaranteed impressions from, get this, their own audience! In December 2010, I predicted in this space that Facebook would charge brands in 2011. Looks like I was ahead of the curve at the time. But it was inevitable. As for Twitter, look for them to follow suit, and look for more tweets from people you never followed popping up in your timeline.

Social Networks Continue to Sell Your Data and Content – Most of us will continue to agree to the Terms of Service without thinking. But no worries, that picture you took of your lunch isn’t valuable anyway. But your data, what you like, and your user behaviors are likely all up for grabs.

Here Come the Commercials – With DVRs and On Demand neutralizing commercials on television, look for advertisers to seek out targeted video ad placements on Facebook, Twitter and Instagram.

Social Media Gurus Go Out of Business – As Corporate America continues to staff up to manage social media internally, it will continue to realize that the only thing many outside social media consultants are actually selling is unquantifiable “engagement,” not to mention their own books. Those who refuse to measure ROI (with ridiculous justifications like, “What’s the ROI of your mother?”) or generate tangible results will be out of business. I think we’ll see more and more of the self-promoting, self-proclaimed “gurus” running for the comforts of a steady paycheck with a full-time job in Corporate America.

Journalism Continues to Die – As the gap that separates professional journalists from citizens narrows and the race to be first with a story intensifies, you’ll see more shoddy reporting from professional news outlets. This trend is well underway, but as traditional media relies more upon gathering information from Twitter, Facebook and LinkedIn, the quality of reporting will continue its steady erosion.

The Daily Deals Industry Finally Dies – Either Groupon, Living Social or both will go out of business this year. There’s a million stories out there about Groupon “deals” putting restaurants out of business. It will finally come back to haunt them and the shoe will land on the other foot. Remember when they turned down a $6 billion dollar offer from Google? Who was dumber? Google for offering, or Groupon for turning it down?

1,000 More Bad Ideas Emerge – They’ll be easier to spot this year. Let’s face it, for every Pinterest, there’s 40 startups out their trying to be Pinterest-meets-Tumblr-meets-Instagram. Trust me. They’re all horrible ideas.