几周前,Instagram 首席执行官亚当·莫塞里 (Adam Mosseri) 宣布了即将发生的变化,现在,Instagram 已将其正式化,将其长格式的 IGTV 产品合并为更通用的“Instagram视频格式”,这意味着单独的 IGTV 品牌结束——理想情况下,更精简的 Instagram 体验。
正如Instagram所解释的:
“从今天开始,我们将 IGTV 和 Feed 视频合并为一种格式——Instagram 视频。我们还在您的个人资料中引入了一个新的视频标签,这种组合的视频格式将在其中显示,以便人们更容易发现新的视频内容。”
正如您在此处看到的,由播放按钮图标表示的新视频选项卡现在将在一个位置显示您上传的所有视频。IGTV 和普通 Instagram 视频的合并也将提供新的播放功能,观众可以在视频的任意位置点击进入全屏模式,同时用户还可以继续滚动“从创作者那里发现新的视频内容”让他们感兴趣”。
此外,Instagram 还为所有上传的视频剪辑添加了新的修剪工具和过滤器,以及视频中的位置标记(以前不适用于 IGTV)。
视频剪辑的实际发布过程将相同,但信息流预览正在发生变化:
“Feed 中的视频预览现在为 60 秒,除非视频符合广告条件——在这种情况下,预览仍为 15 秒。”
这意味着用户无需点按即可查看您的更多内容,这有助于产生更多兴趣,并且会对那些希望最大限度地参与其插播预览的人产生影响。
对于那些希望充分利用 Instagram 视频内容的人来说,视频指标也有一些更新,将动态帖子见解和视频见解合并为一个综合指标,既适用于企业,也适用于创作者。
我不确定这是否会是一个非常有益的变化,特别是对于那些希望优化其特定内容元素的人来说,但它会让您更广泛地了解整体统计数据,而不是单独的 IGTV 性能数据。
最后,Instagram 还更改了其视频广告的名称:
“通过 Instagram 视频, IGTV广告 现在被称为 Instagram In-Stream 视频广告。符合条件的创作者仍然可以通过他们的长篇内容获利,品牌可以接触到参与长篇视频的观众。对于有兴趣推广视频以吸引更多人的企业,视频长度不得超过 60 秒。”
同样,这些是对内容创建者流程的重要调整,它将在许多方面改变最佳实践方法。卷轴不会受到更改的影响。
如前所述,Instagram 首席执行官亚当·莫塞里 (Adam Mosseri) 最近指出该平台计划精简其视频产品,作为简化应用程序的更广泛努力的一部分,随着故事、IGTV、Reels 和各种其他新元素的添加,该应用程序变得越来越复杂。
Instagram 曾经是一个基本的图像共享应用程序,考虑到它在这方面的演变,这很令人惊讶,这显然有助于它最大限度地提高用户增长,但也可能使其应用程序有点过于臃肿,这可能会改变一些用户离开。
Facebook 对 Messenger 也注意到了同样的情况,因为添加的内容太多,以至于难以处理,这促使 Facebook缩减应用程序的规模以最大程度地减少中断。
这几乎似乎是 Facebook 增长 DNA 的一部分——构建每个应用程序,添加您能想到的所有可能的功能,与使用趋势保持一致,直到它变得太多,然后再缩小规模。
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