Instagram launched its YouTube competitor last week, a day before the start of VidCon, the conference for online video creators and their legions of screaming teenage fans. The reasoning is obvious: While many top YouTubers have Instagram accounts, they have previously turned to YouTube to post videos longer than 60 seconds. Now, with IGTV supporting video up to 60 minutes long, Instagram is positioning itself as a place for new and existing stars of the creator world to build a strong, video-based presence. With one billion monthly users spending almost an hour
on Instagram every day, the question is not if
IGTV will increase those numbers, but how much
it stands to do so.