COULD INSTAGRAM INFLUENCERS MAKE YOUTUBE LESS INFLUENTIAL?

For years, YouTube has seen the rise (and demise) of video content creators, entertainers, and the like. With the arrival of IGTV, the question of whether or not it’s still meaningful to upload to YouTube is in the limelight. However, even with new technologies, the importance is audience and reach. This is especially so when marketers are determining which platforms to place ads.

INSTAGRAM FAME VS. YOUTUBE ANONYMITY

In the United States, especially, the boom of bloggers and influencers was notable. Users amassing thousands of followers by the age of 18 or younger in ways that we haven’t seen on YouTube. Every YouTuber will tell you that getting their first 1,000 subscribers was a struggle; but the same narrative isn’t common among Instagrammers.

With IGTV, using one’s Instagram followers to bolster support for their YouTube channel might not be necessary anymore. Now that users can upload long form content via Instagram, this makes starting from scratch on YouTube seemingly less attractive; more so for people with sizeable Instagram followings.

WHAT THIS COULD MEAN FOR MARKETERS

Granted, not everyone is “Instagram famous” enough to ditch YouTube in its entirety. However there will be an impact in the marketing industry, as there always is after a change. Because there is a strong community among YouTube content creators, for instance those of #YouTubeZA in relation to South Africa, YouTube will be around for a while.

Nevertheless, marketers can look at this negatively or positively. On the one hand, there may be less relevant content next to which our ads can appear. On the other hand, with IGTV we can almost definitely expect ads to be introduced, and that may be the gold rush marketers didn’t know they needed.

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