JUNE 2018

PEOPLE ARE BEING ENTERTAINED IN NEW

WAYS
People are watching less traditional TV and
more digital video1
70%
of teens watch videos on
300
smartphones weekly or more often2
250

200

150
50%
of all video viewing will be done
on a mobile screen by 20203
100

50

0
2012 2013 2014 2015 2016 2017 2018 2019 2020
60%
increase in time spent watching
videos on Instagram year over4
Digital video minutes per day TV minutes per day

Source: 1. eMarketer, April 2018 2. YPulse Topline report June 2018 3. Ericsson Consumer and Industry Insight Report, TV and Media 2017, October 2017 4. Internal Data, Jun 2017
THE RISE OF AMATEUR CREATORS

6 years ago Today

10
-18%

8
Hours watched per week

4
+68%

0
Professional Amateur

Source: Source: BCG Study, 2016 The Future of Television: The Impact of OTT on Video Production Around the World
THE EVOLUTION OF INSTAGRAM
FEED STORIES
IGTV: THE NEXT GENERATION OF
It's an entirely new ecosystem, built for the way people watch today and the creators they love
VIDEO

Mobile first Simple and Curated

intuitive
 MOBILE
FIRST
SIMPLE &
INTUITIVE
CURATED FOR
YOU
HOW IT WORKS
ORIENTATION
Vertical Video (4:5 to 9:16)

LENGTH
Min 15s, Max 10min*

INSIGHTS
Likes, comments, videos, video watch curve

OTHER
Permanent content

Open platform

Global

Content must adhere to Instagram’s community

guidelines
*60 min, web upload only max for large accounts
WHAT DOES THIS MEAN FOR YOU?
Longer form vertical video on Instagram makes it even easier to get closer to your audience and be
discovered by new people

Be the first Get closer Leverage your

community
 BE A CREATOR
• Play with long form vertical video content
• Experiment with content to see what resonates

TWO WAYS
TO GET MASTER VERTICAL
• Master vertical short-form video and full
STARTED screen vertical ads
• Prepare for advertising opportunities in
the future
PREPARE FOR THE NEW
WORLD OF VIDEO
APPENDIX
 • Product launch

THOUGHT • Thought leadership

STARTERS • Product demo

FOR • Educational training

BUSINESS • Event replay

USE CASES • Deal offering

• Behind the Scenes

HOW IGTV AND WATCH PLAY TOGETHER
Building deeper connections and bringing people closer together

Tagline and topline strategy The next generation's video A place where people can watch and
experience, bringing people closer to connect via shared content, bringing
their favorite creators communities even closer to each other

Format/Content Type Vertical video-only; 15 secs – Vertical or horizontal video

60 mins in length for top accounts

Target user Teen creators; global (however, the US creators with retentive content
platform is open to all creators) (mostly managed), managed publishers, and
Facebook-funded originals

Monetization/ Incentives At-launch, any creator can include links Ad breaks / ads rev share to creators
in the video description who are eligible; Creator LaunchPad
Program