Ever since Instagram was
bought by Facebook in 2012, it has
outgrown Snapchat somewhere around five
times in size. Now, it has its sights set on beating YouTube. I was following this news update
on my Cox Cable when I had the
sudden urge to analyze the competition. I found the information quite
interesting and I ended up compiling this information in an article so
everybody that’s interested can learn from Instagram’s journey.
What is IGTV?
IGTV or Instagram TV, is
basically a feature of the platform that allows users to upload video content
up to 10 minutes. You are not bound to upload content that sticks within the
time frame of 15 seconds to 60 seconds anymore. It has also been circulating
that the timeframe may possibly exceed this timeframe and move into hour long
comes with a standalone app or can be used from the regular Instagram app
that most of us already have on our smartphones. This is more great news for
anyone with a massive Instagram following and is planning to launch a brand new
channel. Now they will be able to post their video content too; which means they
can now share and start their own channel on Instagram without having to go
anywhere else. If you don’t have a massive following, you can start to share both
of your picture and video content on one platform.
According to statistics shared
by Sprout Social, Facebook has around 8
billion average daily views and an average 100 million hours of video watched
every day. Facebook has become a top player in the social media video
landscape. While on YouTube, more than 100 hours of video are uploaded every
minute. YouTube has over a billion users, which makes up almost one-third of the
entire population of the internet alone. As soon as Snapchat turned five,
Instagram launched its “stories” feature back in August 2017, and it also
reported 200 million daily users after only a couple of months of its arrival.
And according to Statista, the numbers were up from the 150
million users that Instagram Stories had and they were well above Snapchat’s reported
daily user estimate.
How Instagram Is Fueling the Game
Instagram has been known as a
photo-sharing app since the day it was launched, however, it has also evolved over
time. Utilizing the massive amount of time that users spend on Instagram; it
introduced the video sharing feature but restricted it to 15 seconds. Since 2016,
users have been able to upload 60 seconds worth of video content on their Instagram
As for Facebook, the Facebook Messenger eliminated Skype and MSN Messenger for instant
messaging, and voice and video calling. And not as surprising for those who follow
media marketing company news and strategies, Facebook bought WhatsApp and Instagram – it reached out to
Snapchat with the intention of buying it but the owner was confident about his
idea no matter the offer.
Adding New Features to Combat
The very next move from
Facebook was to incorporate stories on Facebook, Instagram, and WhatsApp. The quality and features were of low quality
initially but the move was clever and without putting in any extra effort, they
were able to reach a wider audience who were already addicted to Facebook,
WhatsApp and Instagram – without having a single person install anything.
Until now, these story features
were constantly gaining quality and adding filters for which Snapchat is famous
for. However, people with lots of followers prefer posting their Instagram and
Facebook stories in order to reach the same amount of people and to save themselves
from having to post it on Snapchat. I am not saying that people have left
Snapchat, it is still adored by many, but when it comes to convenience and
followers – Instagram wins.
According to statistics from comScore, Snapchat was still the
third-most popular app in the U.S. for ages ranging from 18 to 24, which puts them
two spots ahead of Instagram. Overall, we see Instagram is bigger with over 400
million daily users across the world while Snapchat has 173 million worldwide users.
The latest industry trend is the
“Influencer” on Instagram; in which the Instagrammers, who are a type of
blogger, collaborate with multiple businesses in order to promote their
products and endorse their brand campaigns on this photo-sharing platform. There
are some brands that pay between $5 to $10 to the influencers per thousand
followers, while others offer $100 per 100 followers or pay only in free swag.
Considering that you can only manage
to fit in so many commercials in a given day, this should give you an idea on
how much money these Instagram Influencers are making. If you are lucky enough
to have 1.5 million followers then you are in a position to make $5000 per day
by posting on Instagram. I know that sounds unrealistic but that’s how some people
are making money.
The number of people who use
YouTube worldwide is 1.3 billion, and about 300 hours of video content is
uploaded to YouTube every single minute. If that sounds mind boggling, you
should know that almost 5 billion videos are watched on YouTube everyday.
Strengths of Instagram
• Instagram has over 40 billion photos
uploaded and around 200 million Instagrammers actively visit their app everyday.
• Brazil is home to the largest overall
Instagram user base in Latin America and is the second largest internationally.
It also ranked second in female user share, when the country and Instagram
introduced videos, and 5 million videos were uploaded in the first 24 hours.
• Hashtags are very important on Instagram.
It has been shown that posts with at least one hashtag perform an average of
2.6% higher in terms of bringing more engagement.
• The most popularly used hashtags on
Instagram so far are #Love, #Instagood, #Me, #Cute, and #Follow.
• Food is found in one of the most popular
pictures posted on Instagram and Pizza is the most Instagrammed food globally,
followed by Sushi.
• The top Instagram influencers have charged
somewhere around $100,000 for their sponsored post.