YouTube to shut down standalone Gaming app, as gaming gets a new home on YouTube

YouTube to shut down standalone Gaming app, as gaming gets a new home on YouTube

YouTube will no longer maintain a separate app targeting gaming and live game streaming, the company announced today. The YouTube Gaming app, which first arrived in 2015, will be sunset sometime next spring as its host of features make their way over to YouTube’s main site.

Over the years, the YouTube Gaming app has been a place where YouTube experimented with features catering to game creators and viewers who like to watch live and recorded esports. Here, it tested things like Game Pages to make games more discoverable, Super Chat, and Channel Memberships – features which the Amazon-owned game streaming site Twitch had also popularized among the game community.

Some of YouTube Gaming’s features became so well-received that the company brought them to YouTube. For example, this June YouTube introduced channel memberships to its main site. And before that, it had brought Super Chat – a way for creators to make money from live streams – to its broader community, as well.

But while gaming remains one of YouTube’s top verticals, no one was really using the standalone YouTube Gaming app, the company says.

“We have 200 million people that are logged in, watching gaming content every single day,” Ryan Wyatt, YouTube’s Director of Gaming Content and Partnerships, tells TechCrunch. “And the majority of them, quite frankly, are just not using the YouTube Gaming app for their gaming experiences,” he says.

However, data from Sensor Tower shows the app had over 11 million installs across iOS and Android, and those installs have remained consistent over time. That indicates a large number of people were at least willing to try the app. But the firm also found that its daily users were a “tiny fraction” of Twitch’s on iOS, which confirms Wyatt’s point about lack of usage.

Instead, gamers are logging into YouTube to watch gaming, Wyatt explains.

They watch a lot of gaming, too – over the last twelve months, fans streamed more than 50 billion hours of gaming content, and YouTube has over 500,000 quarterly active live gaming streamers.

In other words, YouTube’s decision to sunset the standalone app should not be seen as an admission that it’s ceding this space to Twitch – rather, that it’s now deciding to use the power of YouTube’s flagship app to better compete.

On that front, the company is today launching a new YouTube Gaming destination at youtube.com/gaming. The destination is first available in the U.S., and will roll out globally in the months ahead.

A link to the new vertical will appear in the left-side navigation bar, where you find other top-level sections like Trending and Subscriptions.

The Gaming destination will feature personalized content at the top of the page, based on what you like to watch, along with top live games, the latest gaming videos from your subscriptions, and dedicated shelves for live streams and trending videos.

Another feature, “gaming creator on the rise,” will highlight up-and-coming gaming creators who are still trying to build an audience. That’s something that many say is still an issue on Amazon-owned Twitch – often, their early days are spent streaming to no one. They soon find that they need the blessing of an existing influencer to bring more viewers to their channel.

Wyatt points out, too, that YouTube Gaming won’t be all about live streams.

“The other thing that we learned through this process was that the gaming app, and the narrative around it, was very heavily live-focused. Everybody always talked about all the live streaming and live gaming,” he says. “But what that did was underserve the vast gaming

business. So by moving it over to YouTube main, you have this beautiful combination of both the living gaming streams that are continuing to grow massively on YouTube, as well as all the other VOD content on the platform.”

There are several things that YouTube’s new Gaming destination still lacks, however. Most notably, the ability to live stream gameplay right from your phone.

That’s why the YouTube Gaming app won’t immediately disappear. Instead, it will stick around until March or maybe even April 2019, while YouTube works on porting the experience over to its main site and app.

“We’re still working through that,” Wyatt admits, when asked how the live streaming component will come to YouTube proper. “We haven’t made a decision on if [live game streaming] will be in there by March, but we do need to have a solution for easy mobile capture from the phone,” he says.

The YouTube Gaming app was never a global release, as it was only live in select markets, we should note. YouTube’s Gaming vertical will eventually be launched worldwide. That could make it more of a challenge to Twitch, as it taps into the eyeballs of YouTube’s 1.8 billion users, while also expanding to take advantage of other new YouTube features like Premieres or Merchandise.

“It’s a great opportunity to use those features,” Wyatt notes, regarding the shift from YouTube Gaming to YouTube proper. “And we’re going to keep creating more features that will that will really lend themselves to live, but ultimately we’ll be thinking about really unique ways to apply them to VOD as well,” he says.

Source: Mobile – Techcruch

For IGTV, Instagram needs slow to mean steady

For IGTV, Instagram needs slow to mean steady

Instagram has never truly failed at anything, but judging by modest initial view counts, IGTV could get stuck with a reputation as an abandoned theater if the company isn’t careful. It’s no flop, but the long-form video hub certainly isn’t an instant hit like Instagram Stories. Two months after that launched in 2016, Instagram was happy to trumpet how its Snapchat clone had hit 100 million users. Yet two months after IGTV’s launch, the Facebook subsidiary has been silent on its traction.

“It’s a new format. It’s different. We have to wait for people to adopt it and that takes time,” Instagram CEO Kevin Systrom told me. “Think of it this way: we just invested in a startup called IGTV, but it’s small, and it’s like Instagram was ‘early days.’”

It’s indeed too early for a scientific analysis, and Instagram’s feed has been around since 2010, so it’s obviously not a fair comparison, but we took a look at the IGTV view counts of some of the feature’s launch partner creators. Across six of those creators, their recent feed videos are getting roughly 6.8X as many views as their IGTV posts. If IGTV’s launch partners that benefited from early access and guidance aren’t doing so hot, it means there’s likely no free view count bonanza in store from other creators or regular users.

They, and IGTV, will have to work for their audience. That’s already proving difficult for the standalone IGTV app. Though it peaked at the #25 overall US iPhone app and has seen 2.5 million downloads across iOS and Android according to Sensor Tower, it’s since dropped to #1497 and seen a 94 percent decrease in weekly installs to just 70,000 last week.

Instagram will have to be in it for the long haul if it wants to win at long-form video. Entering the market 13 years after YouTube with a vertical format no one’s quite sure what to do with, IGTV must play the tortoise. If it can avoid getting scrapped or buried, and offer the right incentives and flexibility to creators, IGTV could deliver the spontaneous video viewing experience Instagram lacks. Otherwise, IGTV risks becoming the next Google Plus — a ghost town inside an otherwise thriving product ecosystem.

A glitzy, glitchy start

Instagram gave IGTV a red carpet premiere June 20th in hopes of making it look like the new digital hotspot. The San Francisco launch event offered attendees several types of avocado toast, spa water and ‘Gram-worthy portrait backdrops reminiscent of the Color Factory or Museum of Ice Cream. Instagram hadn’t held a flashy press event since the 2013 launch of video sharing, so it pulled out all the stops. Balloon sculptures lined the entrance to a massive warehouse packed with social media stars and ad execs shouting to each other over the din of the DJ.

But things were rocky from the start. Leaks led TechCrunch to report on the IGTV name and details in the preceding weeks. Technical difficulties with Systrom’s presentation pushed back the start, but not the rollout of IGTV’s code. Tipster Jane Manchun Wong sent TechCrunch screenshots of the new app and features a half hour before it was announced, and Instagram’s own Business Blog jumped the gun by posting details of the launch. The web already knew how IGTV would let people upload vertical videos up to an hour long and browse them through categories like “Popular” and “For You” by the time Systrom took the stage.

IGTV’s launch event featured Instagram-themed donuts and elaborate portrait backdrops. Images via Vicki’s Donuts and Mai Lanpham

“What I’m most proud of is that Instagram took a stand and tried a brand new thing that is frankly hard to pull off. Full-screen vertical video that’s mobile only. That doesn’t exist anywhere else,” Systrom tells me. It was indeed ambitious. Creators were already comfortable making short-form vertical Snapchat Stories by the time Instagram launched its own version. IGTV would have to start from scratch.

Systrom sees the steep learning curve as a differentiator, though. “One of the things I like most about the new format is that it’s actually fairly difficult to just take videos that exist online and simply repost them. That’s not true in feed. That basically forces everyone to create new stuff,” Systrom tells me. “It’s not to say that there isn’t other stuff on there but in general it incentivizes people to produce new things from scratch. And that’s really what we’re looking for. Even if the volume of that stuff at the beginning is smaller than what you might see on the popular page [of Instagram Explore].”

Instagram CEO Kevin Systrom unveils IGTV at the glitzy June 20th launch event

Instagram forced creators to adopt this proprietary format. But it forget to train Stories stars how to entertain us for five or 15 minutes, not 15 seconds, or convince landscape YouTube moguls to purposefully shoot or crop their clips for the way we normally hold our phones.

IGTV’s Popular page features plenty of random viral pap, foreign language content, and poor cropping

That should have been the real purpose of the launch party — demonstrating a variety of ways to turn these format constraints or lack thereof into unique content. Vertical video frames people better than places, and the length allows sustained eye-to-lens contacts that can engender an emotional connection. But a shallow array of initial content and too much confidence that creators would figure it out on their own deprived IGTV of emergent norms that other videographers could emulate to wet their feet.

Now IGTV feels haphazard, with trashy viral videos and miscropped ports amongst its Popular section alongside a few creators trying to produce made-for-IGTV talk shows and cooking tutorials. It’s yet to have its breakout “Chewbacca Mom” or “Rubberbanded Watermelon” blockbuster like Facebook Live. Even an interview with mega celeb Kylie Jenner only had 11,000 views.

Instagram wants to put the focus on the author, not the individual works of art. “Because we don’t have full text search and you can’t just search any random thing, it’s about the creators” Systrom explains. “I think that at its base level that it’s personality driven and creator driven means that you’re going to get really unique content that you won’t find anywhere else and that’s the goal.”

Yet being unique requires extra effort that creators might not invest if they’re unsure of the payoff in either reach or revenue. Michael Sayman, formerly Facebook’s youngest employee who was hired at age 17 to build apps for teens and who now works for Google, summed it up saying: “Many times in my own career, I’ve tried to make something with a unique spin or a special twist because I felt that’s the only way I could make my product stand out from the crowd, only to realize that it was those very twists and spins that made my products feel out of place and confusing to users. Sometimes, the best product is one that doesn’t create any new twists, but rather perfects and builds on top of what has been proven to already be extremely successful.”

A fraction of feed views

The one big surprise of the launch event was where IGTV would exist. Instagram announced it’d live in a standalone IGTV app, but also as a feature in the main app accessible from an orange button atop the home screen that would occasionally call out that new content was inside. It could have had its own carousel like Stories or been integrated into Explore until it was ready for primetime.

Instead, it was ignorable. IGTV didn’t get the benefit of the home screen spotlight like Instagram Stories. Blow past that one orange button and avoid downloading the separate app, and users could go right on tapping and scrolling through Instagram without coming across IGTV’s longer videos.

View counts of the launch partners reflect that. We looked at six launch partner creators, comparing their last six feed and IGTV videos older than a week and less than six months old, or fewer videos if that’s all they’d posted.

Only one of the six, BabyAriel, saw an obvious growth trend in her IGTV videos. Her candid IGTV monologues are performing the best of the six compared to feed. She’s earning an average of 243,000 views per IGTV video, about a third as many as she gets on her feed videos. “I’m really happy with my view counts because IGTV is just starting” BabyAriel tells me. She thinks the format will be good for behind-the-scenes clips that complement her longer YouTube videos and shorter Stories. “When I record anything, It’s vertical. When I turn my phone horizontal I think of an hour-long movie.”

Lele Pons, a Latin American comedy and music star who’s one of the most popular Instagram celebrities, gets about 5.7X more feed views than on her IGTV cooking show that averages 1.9 million hits. Instagram posted some IGTV highlights from the first month, but the most popular of now has 4.3 million views — less than half of what Pons gets on her average feed video.

Fitness guides from Katie Austin averaged just 3,600 views on IGTV while she gets 7.5X more in the feed. Lauren Godwin’s colorful comedy fared 5.2X better in the feed. Bryce Xavier saw the biggest differential, earning 15.9X more views for his dance and culture videos. And in the most direct comparison, K-Pop dancer Susie Shu sometimes posts cuts from the same performance to the two destinations, like one that got 273,000 views in feed but just 27,000 on IGTV, with similar clips fairing an average of 7.8X better.

Again, this isn’t to say IGTV is a lame horse. It just isn’t roaring out of the gates. Systrom remains optimistic about inventing a new format. “The question is can we pull that off and the early signs are really good,” he tells me. “We’ve been pretty blown away by the reception and the usage upfront,” though he declined to share any specific statistics. Instagram promised to provide more insight into traction in the future.

YouTube star Casey Neistat is less bullish. He doesn’t think IGTV is working and that engagement has been weak. If IGTV views were surpassing those of YouTube, creators would flock to it, but so far view counts are uninspiring and not worth diverting creative attention, Neistat says. “YouTube offers the best sit-back consumption, and Stories offers active consumption. Where does IGTV fit in? I’m not sure” he tells me. “Why create all of this unique content if it gets lower views, it’s not monetizable, and the viewers aren’t there?”

Susie Shu averages 7.8X more video views in the Instagram feed than on IGTV

For now, the combination of an unfamiliar format, the absence of direction for how to use it and the relatively buried placement has likely tempered IGTV’s traction. Two months in, Instagram Stories was proving itself an existential threat to Snapchat — which it’s in fact become. IGTV doesn’t pose the same danger to YouTube yet, and it will need a strategy to support a more slow-burn trajectory.

The chicken and the IG problem

The first step to becoming a real YouTube challenger is to build up some tent-pole content that gives people a reason to open IGTV. Until there’s something that captures attention, any cross-promotion traffic Instagram sends it will be like pouring water into a bucket with a giant hole in the bottom. Yet until there’s enough viewers, it’s tough to persuade creators to shoot for IGTV since it won’t do a ton to boost their fan base.

Fortnite champion Ninja shares a photo of IGTV launch partners gathered backstage at the press event

Meanwhile, Instagram hasn’t committed to a monetization or revenue-sharing strategy for IGTV. Systrom said at the launch that “There’s no ads in IGTV today,” but noted it’s “obviously a very reasonable place [for ads] to end up.” Without enough views, though, ads won’t earn enough for a revenue split to incentivize creators. Perhaps Instagram will heavily integrate its in-app shopping features and sponsored content partnerships, but even those rely on having more traffic. Vine withered at Twitter in part from creators bailing due to its omission of native monetization options.

So how does IGTV solve the chicken-and-egg problem? It may need to swallow its pride and pay early adopters directly for content until it racks up enough views to offer sustainable revenue sharing. Instagram has never publicly copped to paying for content before, unlike its parent Facebook, which offered stipends ranging into the millions of dollars for publishers to shoot Live broadcasts and long-form Watch shows. Neither have led to a booming viewership, but perhaps that’s because Facebook has lost its edge with the teens who love video.

Instagram could do better if it paid the right creators to weather IGTV’s initial slim pickings. Settling on ad strategy creators can count on earning money from in the future might also get them to hang tight. Those deals could mimic the 55 percent split of mid-roll ad breaks Facebook gives creators on some videos. But again, the views must come first.

Alternatively, or additionally, it could double down on the launch strategy of luring creators with the potential to become the big fish in IGTV’s small-for-now pond. Backroom deals to trade being highlighted in its IGTV algorithm in exchange for high-quality content could win the hearts of these stars and their managers. Instagram would be wise to pair these incentives with vertical long-form video content creation workshops. It could bring its community, product and analytics leaders together with partnered stars to suss out what works best in the format and help them shoot it.

The cross-promo spigot

Once there’s something worth watching on IGTV, the company could open the cross-promo traffic spigot. At first, Instagram would send notifications about top content or IGTV posts from people you follow, and call them out with a little orange text banner atop its main app. Now it seems to understand it will need to be more coercive.

Last month, TechCrunch tipster Jane Manchun Wong spotted Instagram showing promos for individual IGTV shows in the middle of the feed, hoping to redirect eyeballs there. And today, TechCrunch researcher Matt Navarra found Instagram getting more aggressive by putting a bigger call out featuring a relevant IGTV clip with preview image above your Stories tray on the home screen. It may need to boost the frequency of these cross-promotions and stick them in-between Stories and Explore sections as well to give IGTV the limelight. These could expose users to creators they don’t follow already but might enjoy.

It’s still early but I do think there’s a lot of potential when they figure out two things since the feature is so new,” says John Shahidi, who runs the Justin Bieber-backed Shots Studios, which produces and distributes content for Lele Pons, Rudy Mancuso and other Insta celebs. “1. Product. IGTV is not in your face so Instagram users aren’t changing behavior to consume. Timeline and Instagram Stories are in your face so those two are the most used features. 2. Discoverability. I want to see videos from people I don’t follow. Interesting stuff like cooking, product review, interesting content from brands but without following the accounts.” In the meantime, Shots Studios is launching a vertical-only channel on YouTube that Shahidi believes is the first of its kind.

Instagram will have to balance its strategic imperative to grow the long-form video hub and avoid spamming users until they hate the brand as a whole. Some think it’s already gone too far. “I think it’s super intrusive right now,” says Tiffany Zhong, once known as the world’s youngest venture capitalist who now runs Generation Z consulting firm Zebra Intelligence. “I personally find all the IGTV videos super boring and click out within seconds (and the only time I watch them are if I accidentally tapped on the icon when I tried to go to my DMs instead).” Desperately funneling traffic to the feature before there’s enough great content to power relevant recommendations for everyone could prematurely sour users on IGTV. 

Systrom remains optimistic he can iterate his way to success. “What I want to see over the next six to 12 months is a consistent drumbeat of new features that both consumers and creators are asking for, and to look at the retention curve and say ‘are people continuing to watch? Are people continuing to upload?,’” says Systrom. “So far we are seeing that all of those are healthy. But again trying to judge a very new kind of audacious format that’s never really been done before in the first months is going to be really hard.”

Differentiator or deterrent?

The biggest question remains whether IGTV will remain devout to the orthodoxy of vertical-only. Loosening up to accept landscape videos too might nullify a differentiator, but also pipe in a flood of content it could then algorithmically curate to bootstrap IGTV’s library. Reducing the friction by allowing people to easily port content to or from elsewhere might make it feel like less of a gamble for creators deciding where to put their production resources. Instagram itself expanded from square-only to portrait and landscape photos in the feed in 2015.

My advice would be to make the videos horizontal. We’ve all come to understand vertical as ‘short form’ and horizontal as ‘long form,’” says Sayman. “It’s in the act of rotating your phone to landscape that you indicate to yourself and to your mobile device that you will not be context switching for the next few minutes, but rather intend to focus on one piece of content for an extended period of time.” This would at least give users more to watch, even if they ended up viewing landscape videos with their phones in portrait orientation.

This might be best as a last-ditch effort if it can’t get enough content flowing in through other means. But at least Instagram should offer a cropping tool that lets users manually select what vertical slice of a landscape video they want to show as they watch, rather than just grabbing the center or picking one area on the side for the whole clip. This could let creators repurpose landscape videos without things getting awkwardly half cut out of frame.

Former Facebook employee and social investor Josh Elman, who now works at Robinhood, told me he’s confident the company will experiment as much as necessary. “I think Facebook is relentless. They know that a ton of consumers watch video online. And most discover videos through influencers or their friends. (Or Netflix). Even though Watch and IGTV haven’t taken the world by storm yet, I bet Facebook won’t stop until they find the right mix.”

There’s a goldmine waiting if it does. Unlike on Facebook, there’s no Regram feature, you can’t post links, and outside of Explore you just see who you already follow on Instagram. That’s made it great at delivering friendly video and clips from your favorite stars, but leaves a gaping hole where serendipitous viewing could be. IGTV fills that gap. The hours people spend on Facebook watching random videos and their accompanying commercials have lifted the company to over $13 billion in revenue per quarter. Giving a younger audience a bottomless pit of full-screen video could produce the same behavior and profits on Instagram without polluting the feed, which can remain the purest manifestation of visual feed culture. But that’s only if IGTV can get enough content uploaded.

Puffed up by the success of besting its foe Snapchat, Instagram assumed it could take the long-form video world by storm. But the grand entrance at its debutante ball didn’t draw enough attention. Now it needs to take a different tack. Tone down the cross-promo for the moment. Concentrate on teaching creators how to find what works on the format and incentivizing them with cash and traffic. Develop some must-see IGTV and stoke a viral blockbuster. Prove the gravity of extended, personality-driven vertical video. Only then should it redirect traffic there from the feed, Stories, and Explore.

YouTube’s library wasn’t built overnight, and neither will IGTV’s. Facebook’s deep pockets and the success of Instagram’s other features give it the runway necessary to let IGTV take off. With 1 billion monthly users, and 400 million daily Stories users gathered in just two years, there are plenty of eyeballs waiting to be seduced. Systrom concludes, “Everything that is great starts small.” IGTV’s destiny will depend on Instagram’s patience.

Source: Mobile – Techcruch

YouTube’s dark theme has started gradually rolling out to Android

YouTube’s dark theme has started gradually rolling out to Android

A dark theme option for YouTube users on Android is in the early stages of rolling out to end users, Google confirmed to TechCrunch, following a number of reports and sightings of the dark mode showing up for users in the app’s settings. The feature has taken a bit longer to launch than expected – YouTube first announced a dark mode for its mobile app back in March, when it launched on iOS. At the time, the company said the dark theme for Android was coming “soon.”

Five months later, well, here it is.

Similar to its iOS counterpart, the dark theme is toggled on or off in the Android app’s Settings. When enabled, YouTube’s usual white background switches to black throughout the YouTube app experience as your browse, search and watch videos.

The dark theme has a variety of benefits for end users. It gives watching videos a more cinematic feel, for starters. And when you’ve been staring at your screen for a long time, it can help you to better focus on the content, and not the controls. It can also help to cut down on glare, and help viewers take in the true colors of the videos they watch, the company previously explained.

Plus, some tests have shown dark themes can save battery life – something that’s particularly useful for YouTube’s 1.8 billion monthly users, who are spending more than an hour per day watching YouTube videos on mobile devices.

Above: Image credits, Imgur user absinth92

YouTube first introduced a dark theme in May 2017, when it debuted a series of enhancements to its desktop website, including its simpler, Material Design-inspired look. At the time, it said a dark theme for mobile was a top request.

The YouTube app isn’t alone in catering to users’ desire for a dark mode. Other high-profile apps have gone this route as well, including Twitter, Reddit, Twitter clients like Tweetbot and Twitterific, Reddit clients like Beam, Narwhal, and Apollo, podcast player Overcast, calendar app Fantastical, Telegram X, Instapaper, Pocket, Feedly and others.

Google told us that the dark theme for YouTube on Android is still in the early phases of a gradual rollout, and it will have more updates about this launch in the “coming weeks.”

The change arrives alongside update a YouTube Community Manager shared in YouTube’s Help Forum about YouTube’s adaptive video player. The player on desktop now removes the black bars alongside 4:3 and vertical videos, by adjusting the viewing area accordingly, they said.

Source: Mobile – Techcruch

Instagram’s “IGTV” video hub for creators launches tomorrow

Instagram’s “IGTV” video hub for creators launches tomorrow

TechCrunch has learned that the Instagram longer-form video hub that’s launching tomorrow is called IGTV and it will be part of the Explore tab, according to multiple sources. Instagram has spent the week meeting with online content creators to encourage them to prepare videos closer to 10-minute YouTube vlogs than the 1-minute maximum videos the app allows today. Videos can range from 15 seconds to 60 minutes.

You can read our full post about the official IGTV launch here, and read about Instagram hitting 1 billion users.

 

Instagram is focusing its efforts around web celebrities that made their name on mobile rather than more traditional, old-school publishers and TV studios that might come off too polished and processed. The idea is to let these creators, who have a knack for this style of content and who already have sizeable Instagram audiences, set the norms for what IGTV is about.

Instagram declined to comment on the name IGTV and the video hub’s home in app’s Explore tab.

 

[Update 6/19/18 11pm pacific: A screenshot of the uploader for the new long-form video feature and more from Matt Navarra shows Instagram will allow clips between 15 seconds and 60 minutes.]

[Update 6/20/18 9:15am pacific: Instagram and YouTube celebrity Lele Pons posted that she’s part of a special Instagram announcement today at 10am pacific. This further backs up our report that today’s IGTV announcement is focused on creators.]

[Update 6/20/18 10:40am pacific: Leaked screenshots confirm Instagram is launching “IGTV” today. The images come courtesy of TechCrunch’s favorite app investigator Jane Manchun Wong. You can see more about how IGTV works above.]

We’ll get more information at the feature’s launch event in San Francisco tomorrow at 9am Pacific.

Following the WSJ’s initial report that Instagram was working on allowing videos up to an hour long, TechCrunch learned much more from sources about the company’s plan to build an aggregated destination for watching this content akin to Snapchat Discover. The videos will be full-screen, vertically oriented, and can have a resolution up to 4K. Users will be greeted with collection of Popular recent videos, and the option to Continue Watching clips they didn’t finish.

The videos aren’t meant to compete with Netflix Originals or HBO-quality content. Instead, they’ll be the kind of things you might see on YouTube rather than the short, off-the-cuff social media clips Instagram has hosted to date. Videos will offer a link-out option so creators can drive traffic to their other social presences, websites, or ecommerce stores. Instagram is planning to offer direct monetization, potentially including advertising revenue shares, but hasn’t finalized how that will work.

We reported that the tentative launch date for the feature was June 20th. A week later, Instagram sent out press invites for an event on June 20th our sources confirm is for IGTV.

Based on its historic growth trajectory that has seen Instagram adding 100 million users every four months, and its announcement of 800 million in September 2017, it’s quite possible that Instagram will announce it’s hit 1 billion monthly users tomorrow. That could legitimize IGTV as a place creators want to be for exposure, not just monetization.

IGTV could create a new behavior pattern for users who are bored of their friends’ content, or looking for something to watch in between Direct messages. If successful, Instagram might even consider breaking out IGTV into its own mobile app, or building it an app for smart TVs

The launch is important for Facebook because it lacks a popular video destination since its Facebook Watch hub was somewhat of a flop. Facebook today said it would expand Watch to more creators, while also offering new interactive video tools to let them make their own HQ trivia-style game shows. Facebook also launched its Brand Collabs Manager that helps businesses find creators to sponsor. That could help IGTV stars earn money through product placement or sponsored content.

Until now, video consumption in the Facebook family of apps has been largely serendipitous, with users stumbling across clips in their News Feed. IGTV will let it more directly compete with YouTube, where people purposefully come to watch specific videos from their favorite creators. But YouTube was still built in the web era with a focus on horizontal video that’s awkward to watch on iPhones or Androids.

With traditional television viewership slipping, Facebook’s size and advertiser connections could let it muscle into the lucrative space. But rather than try to port old-school TV shows to phones, IGTV could let creators invent a new vision for television on mobile.

Source: Mobile – Techcruch

Facebook launches Brand Collabs search engine for sponsoring creators

Facebook launches Brand Collabs search engine for sponsoring creators

Facebook wants to help connect brands to creators so they can work out sponsored content and product placement deals, even if it won’t be taking a cut. Confirming our scoop from May, Facebook today launched its Brand Collabs Manager. It’s a search engine that brands can use to browse different web celebrities based on the demographics of their audience and portfolios of their past sponsored content.

Creators hoping to score sponsorship deals will be able to compile a portfolio connected to their Facebook Page that shows off how they can seamlessly work brands into their content. Brands will also be able to find them based on the top countries where they’re popular, and audience characteristics like interests, gender, education, relationship status, life events or home ownership.

Facebook also made a wide range of other creator monetization announcements today:

  • Facebook’s Creator app that launched on iOS in November rolled out globally on Android today (this link should be active soon once the app populates across Google Play). The Creator app lets content makers add intros and outros to Live broadcasts, cross-post content to Twitter and Instagram, see a unified inbox of their Facebook and Instagram comments plus Messenger chats, and more ways to connect with fans.

  • Ad Breaks, or mid-video commercials, are rolling out to more U.S. creators, starting with those that make longer and original content with loyal fans. Creators keep 55 percent of the ad revenue from the ads.
  • Patreon-Style Subscriptions are rolling out to more creators, letting them charge fans $4.99 per month for access to exclusive behind the scenes content plus a badge that highlights that they’re a patron. Facebook also offers microtransaction tipping of video creators through its new virtual currency called Stars.

  • Top Fan Badges that highlight a creator’s most engaged fans will now roll out more broadly after a strong initial reaction to tests in March.
  • Rights Manager, which lets content owners upload their videos so Facebook can fingerprint them and block others from uploading them, is now available for creators not just publishers.

Facebook also made a big announcement today about the launch of interactive video features and its first set of gameshows built with them. Creators can add quizzes, polls, gamification and more to their videos so users can play along instead of passively viewing. Facebook’s Watch hub for original content is also expanding to a wider range of show formats and creators.

Why Facebook wants sponsored content

Facebook needs the hottest new content from creators if it wants to prevent users’ attention from slipping to YouTube, Netflix, Twitch and elsewhere. But to keep creators loyal, it has to make sure they’re earning money off its platform. The problem is, injecting Ad Breaks that don’t scare off viewers can be difficult, especially on shorter videos.

But Vine proved that six seconds can be enough to convey a subtle marketing message. A startup called Niche rose to arrange deals between creators and brands who wanted a musician to make a song out of the windows and doors of their new Honda car, or a comedian to make a joke referencing Coca-Cola. Twitter eventually acquired Niche for a reported $50 million so it could earn money off Vine without having to insert traditional ads. [Disclosure: My cousin Darren Lachtman was a co-founder of Niche.]

Vine naturally attracted content makers in a way that Facebook has had some trouble with. YouTube’s sizable ad revenue shares, Patreon’s subscriptions and Twitch’s fan tipping are pulling creators away from Facebook.

So rather than immediately try to monetize this sponsored content, Facebook is launching the Brand Collabs Manager to prove to creators that it can get them paid indirectly. Facebook already offered a way for creators to tag their content with disclosure tags about brands they were working with. But now it’s going out of its way to facilitate the deals. Fan subscriptions and tipping come from the same motive: letting creators monetize through their audience rather than the platform itself.

Spinning up these initiatives to be more than third-rate knockoffs of Niche, YouTube, Patreon and Twitch will take some work. But hey, it’s cheaper for Facebook than paying these viral stars out of pocket.

Source: Mobile – Techcruch

Instagram plans June 20th launch event for long-form video hub

Instagram plans June 20th launch event for long-form video hub

Last week TechCrunch reported Instagram will launch a long-form video hub, with a tentative June 20th launch date. Now Instagram is asking reporters to RSVP for a June 20th “special event,” confirming our scoop’s date. The invitation simply reads “Instagram has some news to share, and we want you to be the first to hear about it.” This is Instagram’s chance to evolve from social media to just ‘media,’ stealing longer mobile viewing sessions away from YouTube and Snapchat Discover. 

Here are the details of the long-form video hub that we’ve heard from our sources:

  • Format: Instagram will let creators upload 4K, full-screen, vertically oriented videos ranging much longer than the current 60-second limit on videos.
  • Destination: The videos will be available from a centralized hub featuring curating sections of popular videos and an option to continue watching clips you’ve already started, though it’s unclear where in its app or a separate Instagram will host this destination.
  • Launch Partners: Instagram has been meeting with social media stars and content houses to establish launch partners for the June 20th reveal.

  • Mid-Level Quality: The content is meant to approximate the clips you see on YouTube from star creators, shot with forethought and nice cameras, but most of it won’t be at the Netflix Originals or HBO-quality.
  • Link-Outs: Instagram will let creators add a link that can be visited by swiping up on the video so they can drive traffic to their other social presences, e-commerce stores or websites.
  • Monetization: Instagram plans to let creators earn money off their long videos, though it hasn’t finalized how yet. That could take the form of pre-roll ads or mid-break commercials, with creators potentially earning a revenue share.

It’s also quite possible that Instagram will announce that it has hit 1 billion users, which would be a great way to draw content creators. Instagram hit 600 million in December 2016, 700 million in April 2017 and 800 million in September 2017. If it’s adding 100 million users every four months or so, that means it should have reached 1 billion by the June 20th event.

Instagram has the opportunity to settle into a sweet spot between YouTube and Snapchat Discover. YouTube offers incredible breadth of content, but it’s so packed with amateurish videos that it can be tough to find the gems. With algorithmic, personalized curation and a narrower set of sources, Instagram could raise the likelihood that you’ll like what you’re shown. That could encourage users to fill a 7-minute Uber ride or 30-minute commute with Instagram’s long-form video rather than aimlessly wandering the web.

Snapchat has focused on heavy-handed curation for Discover, only working with chosen partners. But that means it can be tough to find something to watch that really resonates. The recent redesign drowns polished Discover video in rivers of friends’ Stories and semi-pro creators. And Snapchat has just 191 million daily users compared to the 500 million-plus Instagram has. That reach could lure in creators who want to build their brand and audience, as well as earn money from their content.

This is all what Facebook was hoping to do with Facebook Watch, but that original video hub was filled with third-rate reality shows and documentaries that haven’t piqued the interest of the younger crowd. Facebook is a ubiquitous utility, but it’s certainly not cool any more. It’s NBC. Here, Instagram has a chance to be the second coming of MTV.

Check back on June 20th at 9am Pacific for our coverage of the Instagram event, and read our full scoop on what’s coming here:

Source: Mobile – Techcruch

Instagram plans to launch Snapchat Discover-style video hub

Instagram plans to launch Snapchat Discover-style video hub

Instagram is preparing to unveil a home for longer-form video — a YouTube competitor and its take on Snapchat Discover. According to multiple sources, Instagram will offer a dedicated space featuring scripted shows, music videos and more in vertically oriented, full-screen, high-def 4K resolution. Instagram has been meeting with popular social media stars and content publishers to find out how their video channels elsewhere would work within its app. It’s also lining up launch partners for an announcement of the long-form video effort tentatively scheduled for June 20th.

The public shouldn’t expect Netflix Originals or HBO-level quality. This is not “InstaGame of Thrones.”  Instead, the feature is more focused on the kind of videos you see from YouTube creators. These often range from five to 15 minutes in length, shot with nice cameras and lighting but not some massive Hollywood movie production crew. Average users will be able to upload longer videos too, beyond the current 60-second limit.

Instagram intends to eventually let creators and publishers earn money off the longer videos, though it hasn’t finalized how accompanying ads like pre-rolls and mid-breaks or revenue splits would work. It is not paying creators up-front for shows like Facebook Watch, either. But the videos will each feature a swipe-up option to open a link, which creators can use to drive traffic to their websites, e-commerce stores or event ticketing. Thanks to Instagram’s 800 million-plus users, the video section could be a powerful marketing tool beyond generating cash for creators directly.

The long-form video section will spotlight a collection of popular videos, and provide a “continue watching” option since users might view long clips over the course of several sessions. Users will also see the long-form clips featured on authors’ profiles near the Stories Highlights bubbles. Creators won’t be able to shoot and post long-form videos, as the section will only allow pre-made video uploads.

Instagram has previously offered Spotlight Collections that assemble multiple videos into a non-stop viewing experience

This new information from TechCrunch’s sources comes after a brief initial report by The Wall Street Journal yesterday that Instagram was talking to content publishers about a vertical video feature. The WSJ’s article focused on the ability for average users to post up to hour-long clips, but the real story here is Instagram launching a professionally produced video entertainment hub. Instagram declined our request for comment.

It’s unclear what the new video feature will be named, or where it will appear. It could possibly live in the Explore tab, get its own tab or even be spun out into a separate app. Our sources didn’t know how the videos would work with the main Instagram feed, where they could appear full-length or show up as previews to alert a publisher’s fans to their newest long-form clip. The announcement date or feature details could still potentially change.

Facebook’s Watch section of long-form video hasn’t proven popular

Facebook hasn’t had much luck with its own original long-form video section it launched in August 2017, Facebook Watch. Mediocre, unscripted reality shows and documentary clips haven’t proven a draw for the social network, which is now expanding into scripted programs and news shows. Instagram may prove a more natural home for lean-back entertainment content.

InstaTube

The Instagram long-form video section will be Facebook’s answer to two competing social video destinations it’s yet to successfully clone.

Snapchat’s Discover section offers exclusive, professionally produced vertical video shows from an array of publishers as an alternative to shaky user-generated Stories. But with sagging user growth endangering viewership, backlash to the redesign that buries Discover and a policy shift to stop paying Discover publishers up front, Instagram and its massive user count may be able to seduce publishers to bring longer videos to its app instead.

YouTube is the stronger foe. Its ad revenue sharing agreements and massive engagement have made it the go-to platform for video makers. Still, creators are always looking to build their fan bases, earn more money and promote their other online presences. Instagram’s wildfire growth and the familiarity of following people there could make the long-form video section worth embracing.

The feature has big potential as long as it’s not too interruptive of people’s entrenched feed-scrolling and Story-tapping behavior patterns. Instagram will also have to convince creators to shoot their content vertically or find ways to gracefully crop it, and some may be apprehensive if they typically shoot in landscape for traditional video players.

The Facebook family of apps might never be able to match the breadth and depth of YouTube’s video catalog. But Instagram has an opportunity here to skim the best content off the top of the sprawling creator/publisher ecosystem and curate it coherently for casual audiences. That could get us spending more time with Instagram, even if our friends are boring.

Source: Mobile – Techcruch

YouTube rolls out new tools to help you stop watching

YouTube rolls out new tools to help you stop watching

Google’s YouTube is the first streaming app that will actually tell users to stop watching. At its Google I/O conference this week, the company introduced a series of new controls for YouTube that will allow users to set limits on their viewing, and then receive reminders telling them to “take a break.” The feature is rolling out now in the latest version of YouTube’s app, along with others that limit YouTube’s ability to send notifications, and soon, one that gives users an overview of their binge behavior so they can make better-informed decisions about their viewing habits.

With “Take a Break,” available from YouTube’s mobile app Settings screen, users can set a reminder to appear every 15, 30, 60, 90 or 180 minutes, at which point the video will pause. You can then choose to dismiss the reminder and keep watching, or close the app.

The setting is optional, and is turned off by default, so it’s not likely to have a large impact on YouTube viewing time at this point.

Also new is a feature that lets you disable notification sounds during a specified time period each day — say, for example, from bedtime until the next morning. When users turn on the setting to disable notifications, it will, by default, disable them from 10 PM to 8 AM local time, but this can be changed.

Combined with this is an option to get a scheduled digest of notifications as an alternative. This setting combines all the daily push notifications into a single combined notification that is sent out only once per day. This is also off by default, but can be turned on in the app’s settings.

And YouTube is preparing to roll out a “time watched profile” that will appear in the Account menu and display your daily average watch time, and how long you’ve watched YouTube videos today, yesterday and over the past week, along with a set of tools to help you manage your viewing habits.

While these changes to YouTube are opt-in, it’s an interesting — and arguably responsible — position to take in terms of helping people manage their sometimes addictive behaviors around technology.

And it’s not the only major change Google is rolling out on the digital well-being front — the company also announced a series of Android features that will help you get a better handle on how often you’re using your phone and apps, and give you tools to limit distractions — like a Do Not Disturb setting, alerts that are silenced when the phone is flipped over and a “Wind Down” mode for nighttime usage that switches on the Do Not Disturb mode and turns the screen to gray-scale.

The digital well-being movement at Google got its start with a 144-page Google Slides presentation from product manager Tristan Harris, who was working on Google’s Inbox app at the time. After a trip to Burning Man, he came back convinced that technology products weren’t always designed with users’ best interests in mind. The memo went viral and found its way to then-CEO Larry Page, who promoted Harris to “design ethicist” and made digital well-being a company focus.

There’s now a Digital Wellbeing website, too, that talks about Google’s broader efforts on this front. On the site, the company touts features in other products that save people time, like Gmail’s high-priority notifications that only alert you to important emails; Google Photos’ automated editing tools; Android Auto’s distracted driving reduction tools; Google Assistant’s ability to turn on your phone’s DND mode or start a “bedtime routine” to dim your lights and quiet your music; Family Link’s tools for reducing kids’ screen time; Google WiFi’s support for “internet breaks;” and more.

Google is not the only company rethinking its role with regard to how much its technology should infiltrate our lives. Facebook, too, recently re-prioritized well-being over time spent on the site reading news, and saw its daily active users decline as a result.

But in Google’s case, some are cynical about the impact of the new tools — unlike Facebook’s changes, which the social network implemented itself, Google’s tools are opt-in. That means it’s up to users to take control over their own technology addictions, whether that’s their phone in general, or YouTube specifically. Google knows that the large majority won’t take the time to configure these settings, so it can pat itself on the back for its prioritization of digital well-being without taking a real hit to its bottom line.

Still, it’s notable that any major tech platform is doing this at all — and it’s at least a step in the right direction in terms of allowing people to reset their relationship with technology.

And in YouTube’s case, the option to “Take a Break” is at the very top of its Settings screen. If anyone ever heads into their settings for any reason, they’ll be sure to see it.

The new features are available in version 13.17 and higher of the YouTube mobile app on both iOS and Android, which is live now.

The changes were announced on May 8 during the I/O keynote, and will take a few days to roll out to all YouTube users. The “time watched profile,” however, will ship in the “coming months,” Google says.

Source: Mobile – Techcruch

StudioBricks is a Barcelona-based startup that sends you a studio in a box

StudioBricks is a Barcelona-based startup that sends you a studio in a box
My friend Rick is a voiceover artist and works in Ohio – right along the flight path for jets taking off and landing at the Columbus airport. As a result, he said, he had to record late at night when the airport closed, a limitation that he found exasperating.
Enter StudioBricks, a cool startup from Barcelona. Founded by Guillermo Jungbauer, the small company makes and sells soundproof studios that click together like LEGO. The company started in 2008 and created a USA subsidy in 2014.

StudioBricks aren’t cheap. Rick paid $9,940 for his including almost $2,000 shipping. However, he said, it’s been a life-saver.
“The Studiobricks sound isolation booths are designed to be incredibly fast and easy to install without compromising the booths excellent sound isolating properties,” said Jungbauer. “This is achieved thanks to its modular panels which are built of high performance sound isolating materials and can simply be slotted together.”
The company sold 1,053 cabins in 207 and they’re on track to keep growing.

“About ten years ago I created the first booth as rehearsal space out of his own need as saxophonist,” said Jungbauer. “I developed the first bricks with acoustic engineers already having in mind the market possibilities.”
The system includes a ventilation system, a heavy, sound-proof door, and solid, sound-proofed wall panels. Rick, in his long build post, found it easy build and quite effective at keeping the plane noise at bay.
“From the beginning on Studiobricks aims to be eco-friendly. We are in a continuous process of improvement and have a strong commitment with the environment,” said Jungbauer. “That means that both, on an organisational level and product level we are improving continuously our processes and product considering the best options regarding the environment. For example years ago we changed our lacquer to a water based one. Our plant is the first and right now only in Spain using a biomass based central heating boiler.”
It’s cool to see a small European company selling a niche product gain such success. Because the company solves a notoriously difficult and wildly frustrating problem they are getting all the organic traction they need to keep going. Given the rise of corporate podcasting and other recording needs, a system like StudioBricks makes perfect sense. Considering it can be put together by two people in a few hours it is almost like the Ikea of vocal studios – compact, easy to build, and incredibly useful.
And now Rick doesn’t have to worry about the Delta flight from JFK intruding on his audio book reading session. Ganar-ganar, as they say in Barcelona.

Source: Gadgets – techcrunch

YouTube’s mobile app gets a dark mode

YouTube’s mobile app gets a dark mode
YouTube’s mobile app is getting a dark mode. The company announced this morning its dark theme, first introduced on its desktop site last year, is launching today on the YouTube iOS app and arriving soon after on Android. With the setting enabled, YouTube’s background turns from white to black throughout the YouTube experience as you […]

Source: Mobile – Techcruch