Peter Stringer is a digital marketing consultant with a deep background in social media, digital marketing and content strategy. Then again, what if the only news worth sharing is the news that hey, Facebook and Instagram are down?And the first thing on local news tonight was about IG and FB being down.It’s been a tough year for Facebook. That didn’t pan out. 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. https://twitter.com/yesiamalicia_/status/1105968084735672320 Quick, informal polls on my Twitter and Instagram feeds suggested the same conclusion. When actual news happens, people find out first on Twitter. Despite scouring the internet, I couldn’t find a credible reporting of IGTV’s monthly active users (MAUs). With apologies to L.L. Educate yourself. Instagram itself doesn’t seem to be losing steam. The lower-case, no punctuation request/demand was softened by a “please,” but she seemed to mean business. The Fat Jewish (no really, that’s a popular influencer’s Others wondered if Elizabeth Warren had already broken up Big Tech.Everybody was talking about it on Twitter, since it was the only major platform operating at the time. But wouldn’t it be nice if it was 2005 again, when people talked to each other at dinner, and you had to type in www.bostonglobe.com or www.sfchronicle.com to find out what’s really happening?For one, people don’t want to pay for content. But they badly misread the market and their users’ appetite (or lack thereof) for long form content. It’s a runaway train, and the distracted conductor’s not looking at the tracks ahead.The alarming chart below made the rounds on Twitter two weeks ago. It was bigger than Beto O’Rourke confirming his presidential run (maybe push that back a day, strategy team? If they’re not already looking to conquer new territory, they should be. Read Oh great, you’re back. “It’s a new format. Go ahead: Google “longform video making a comeback.†You’ll find articles from 2014, 2015, 2016 and 2018 in the first page of results.But here’s the thing: Long-form content never went anywhere.
“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.â€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. I wish the local papers could better figure out how to monetize the traffic and provide more free content. I’ll share research and insights from Instagram Influencers about how they like to work with brands, and teach you how to spot fake followings.For more details, check out the session description below.Need a speaker at your next digital marketing conference? We have to wait for people to adopt it and that takes time,†A month later, Systrom, along with Instagram Co-founder Mike Krieger, left Facebook, Instagram’s parent company.So, is IGTV the new Google+? More on Tom Sawyer in a moment.The blackout was devastating. Almost a year later, the platform feels like, at best, an afterthought, and at worst, a miscalculation. The latest Tweets from Peter Stringer (@Poida1979): "At cinema waiting for #AQuietPlace to start" And why is YouTube so successful?One word: search. After all, Twitter drives their relevance, and to a lesser degree, referral traffic. 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. 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. 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.
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