In Instagram’s rush to introduce its new IGTV creator platform this week, the company appears to have forgotten about a foundational aspect of its service, how it plans to pay content creators. Free content services have historically been hit and miss, even in cases where those supplying the content have been paid. However, those trends tend to lean more toward failure with long-form content platforms than others. That makes a solid policy for paying those individuals more important for precisely the kind of service Instagram seems to be trying to launch. The company has, in this case, apparently neglected to include that in its new service – or, at very least, has neglected to openly discuss it. In fact, for now, it seems that testing of various methods to accomplish the business side of the service won’t even begin until after the service launches. That’s despite assurances from company spokespersons, indicating that Instagram does hope to help content creators earn a living from its platform.
Looking past that glaring omission, the service otherwise seems to be well thought-out. Rather than simply copying the formula followed by its would-be competitors, the company appears to have found a niche that YouTube is only recently beginning to address. Namely, it’s put an emphasis on portrait mode rather than landscape. The videos take up the full screen as well. In effect, that means the U.I. and other aspects of its mobile-first platform will be well-positioned to serve where a vertical orientation provides a better view of what’s going on. Conversely, it will definitely suit those users who periodically have moments where turning the phone sideways is just too big a hassle.
Moreover, the layout of the application and its interactions will be closely in line with the already popular Instagram app itself. That extends to include the fact that anybody is free to upload content, whether they’re an average user, professional, or associated directly with a business. Autoplay on the most recent videos is turned on by default, as well, with content shown initially being curated based on who is being followed on Instagram. Those play silently until the user turns the volume up to avoid any inconvenience. However, none of that will necessarily mean anything if content uploaders don’t feel like the effort is worth the return.
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