Instagram is gearing up to launch a new feature that is likely to be inspired by the ‘Discover’ feature present in Snapchat. This new feature is likely to be the place where Instagram users can consume longer-form videos. It is likely to pit Instagram against the likes of YouTube in addition to Snapchat. According to a report by TechCrunch, the platform is planning to offer “dedicated space featuring scripted shots” and other forms of video content including music videos.
The videos presented as part of this new section of the app will be “vertically oriented” while playing at a 4K resolution which is a far-cry from the resolution that the platform offers for the videos and photos shared on the platform. The report also pointed out that Instagram is reaching out and trying to work with social media stars in addition to content publishers to work on a content strategy for Instagram. This new section of the app is likely to launch on June 20, 2018, and Instagram is also “lining up launch partners” for the announcement.
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The report clarified that Instagram is not chasing something that would rival Netflix Originals or HBO-level quality in terms of production and videos. Instead, it is planning to build something that users would generally see on YouTube. The target length of these videos is likely to be anywhere between five to 15 minutes. The report also pointed out that Instagram will increase the length of video uploads for its users.
In terms of growth, Instagram is planning to let its creators and publishers earn money from these long-form videos but it has not finalized on how the advertisements will work in addition to the break-up of revenue on the platform. It is not planning to pay its creators upfront like Facebook but it will offer its creators the feature of “Swipe-up” to open a link allowing them to direct Instagram traffic to their websites, event pages or even e-commerce stores.