What role did Instagram's co-founders play in the introduction of IGTV?

The introduction of IGTV (Instagram TV) in June 2018 marked a significant expansion of Instagram's video capabilities. The feature was aimed at offering a platform for long-form video content, complementing Instagram's existing short-form video features like Stories and the main feed. Here's the role Kevin Systrom and Mike Krieger, Instagram's co-founders, played in the development and introduction of IGTV:

### 1. **Strategic Vision and Conceptualization**

- **Identifying Market Needs**: Kevin Systrom and Mike Krieger recognized the growing popularity of video content and the demand for longer video formats. They saw an opportunity to expand Instagram's offerings beyond short clips and Stories, responding to both user behavior trends and competition in the digital media landscape.

- **Enhancing User Engagement**: The co-founders aimed to enhance user engagement by providing a new way for users to interact with video content. IGTV was envisioned as a platform that could cater to creators and users interested in longer, more in-depth content, differentiating Instagram from other platforms focused on short videos.

### 2. **Feature Development and Integration**

- **Integration with Instagram Ecosystem**: Systrom and Krieger ensured that IGTV was well-integrated with the existing Instagram ecosystem. This included seamless access from the main Instagram app, allowing users to easily switch between short-form and long-form video content.

- **User-Friendly Design**: They prioritized a user-friendly design for IGTV, which was crucial for adoption. The feature was designed to be intuitive, with a vertical video format that matched the portrait orientation users were accustomed to on mobile devices.

### 3. **Engaging Content Creators**

- **Creator Incentives**: Instagram focused on engaging content creators by offering them a platform to reach their audiences with longer videos. This involved providing tools and support for creators to produce and share high-quality content, as well as strategies for promoting IGTV to their followers.

- **Partnerships and Promotion**: The co-founders and the Instagram team worked on partnerships with popular creators and influencers to promote IGTV. By showcasing compelling content and successful creators on the platform, they aimed to drive user adoption and content creation.

### 4. **Addressing User Feedback**

- **Iterative Improvements**: Following the launch of IGTV, Systrom and Krieger were involved in addressing user feedback and iterating on the feature. They worked to resolve any issues related to the user experience and content discovery, ensuring that IGTV met the needs and expectations of both users and creators.

- **Feature Enhancements**: The co-founders supported enhancements to IGTV based on user feedback, such as adding features for better content discovery and engagement. This included improving video recommendations and integrating IGTV with other parts of the Instagram app.

### 5. **Competitive Strategy**

- **Competing with YouTube and Snapchat**: IGTV was developed as part of Instagram's strategy to compete with other video platforms like YouTube and Snapchat. By offering a vertical video format and a focus on mobile users, Instagram aimed to differentiate IGTV from existing video services and attract a broad audience.

- **Adapting to Market Trends**: The introduction of IGTV was also a response to market trends, including the increasing consumption of video content on mobile devices. Systrom and Krieger ensured that IGTV aligned with these trends and provided a compelling alternative to other video platforms.

### 6. **Supporting Monetization**

- **Ad Opportunities**: Although IGTV initially focused on content and user engagement, Instagram planned to integrate monetization opportunities for creators. The co-founders played a role in setting the stage for future ad options and revenue-sharing models to support creators and incentivize high-quality content.

- **Business Model Integration**: They worked on integrating IGTV into Instagram's broader business model, which included aligning it with existing features and advertising strategies to ensure a cohesive and monetizable platform.

### Summary

Kevin Systrom and Mike Krieger played a crucial role in the introduction and development of IGTV. They provided strategic vision and direction, ensuring that IGTV aligned with market needs and user preferences. Their involvement included overseeing feature development, engaging with content creators, addressing user feedback, and integrating IGTV into Instagram's broader ecosystem. Their efforts helped position IGTV as a significant expansion of Instagram's video capabilities, aimed at capturing a larger share of the growing video content market.