In this new world of paid influencers and bloggers, the fashion world relies heavily on social media for brand recognition. This can be seen in many forms, for example through beauty vloggers’ reviews on YouTube or Outfit of the Day (OOTD) posts on Instagram.
However, many have been wondering if a sort of rivalry will erupt between Instagram and YouTube.
Instagram recently announced its newest feature, IGTV. IGTV will allow users to post longer-form videos; a bit like everyone’s good old friend YouTube. Videos posted on IGTV will be limited to an hour in length, which is a huge change from Instagram’s previous one-minute maximum.
IGTV is set to be both a feature on the Instagram platform as well as its own stand-alone app. Given that Instagram is already solidly popular with the fashion crowd due to its visual content, this will likely be a very successful move for them. However, many are already wondering if the previously photo-centric platform will be giving YouTube a run for its money.
After all, YouTube has experienced its fair share of issues as of late.
YouTube pulls a good deal of its revenue from advertisers, which is the very thing that attracts many vloggers to the platform. Throughout the last two years, many major advertisers such as Coca-Cola have pulled advertisements from YouTube after finding them paired with videos containing hate-speech. This shrink in advertising revenue has become a complaint among vloggers on the platform.
However, analysis by outlets such as Racked ultimately indicates that IGTV’s success depends on the revenue provided to influencers. IGTV does not currently plan on showing advertisements, but may decide to do so eventually.
Whether or not YouTube and IGTV will become competitors remains to be seen.
Featured Image via Wikimedia Commons