Is Instagram competing against YouTube?

Written by: Rita de Moura

After years of very restrictive timing for videos Instagram finally reshaping its conditions with the goal to attract the younger audiences and lure them away from YouTube. 

This new feature will expand Instagram's video time from one minute to 10 minutes, for normal users and verified accounts will be able to upload videos as long as one hour! 

But why is Instagram doing this? Facebook, Instagram's parent company has very low numbers when it comes to a young users, most people using the app in the United States are between 25 and 34 years old. On the other hand Instagram's analytics show that the app is most common among millennial, which are between 18 and 24. With the effort of attracting more and more users and keeping young people interested in the app they decided to implement this feature, which is known as IGTV. It will operate on Instagram's or a new app will be created called IGTV, which is a marketing strategy for  Facebook because it is a method that will generate more opportunities to include payed advertising.

IGTV's video format is only going to be vertical in order to fill smart phones full screen without flipping it. Which will limit some content creators but please others. What is your opinion on this new feature? Are you excited about it or do you think it won't be useful?