Instagram conquered Stories, but it’s losing the battle for the next video formats. TikTok is blowing up with an algorithmically suggested vertical one-at-a-time feed featuring videos of users remixing each other’s clips. Snapchat Discover’s 2 x infinity grid has grown into a canvas for multi-media magazines, themed video collections, and premium mobile TV shows.
Instagram’s IGTV…feels like a flop in comparison. Launched a year ago, it’s full of crudely cropped & imported viral trash from around the web. The long-form video hub that lives inside both a homescreen button in Instagram as well as a standalone app has failed to host lengthier must-see original vertical content. Sensor Tower estimates that the IGTV app has just 4.2 million installs worldwide with just 7,700 new ones per