Business Wire

Conviva Releases New Data on IGTV Growth, Performance and Share of Instagram

Share

Conviva, the continuous measurement platform for streaming media, released its 2021 IGTV Benchmarks report today, detailing how brands are using IGTV as well as how Instagram’s long-form video feature is faring overall. The report, which analyzed more than 25,000 accounts, 54,000 IGTV videos, 400 million engagements and 4 billion video views, found IGTV has grown rapidly since its 2018 release, up from a 2% share in 2019 to a 10% share of Instagram posts in 2021.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210930005283/en/

To view this piece of content from mms.businesswire.com, please give your consent at the top of this page.

Conviva's 2021 IGTV Benchmarks - Social Insights Report (Graphic: Business Wire)

“Video is core to every social platform, delivering significantly higher engagement rates and providing a fresh and creative way for brands to reach new audiences,” said Keith Zubchevich, CEO, Conviva. “New, longer-form formats like IGTV in particular offer a way for companies to create a deeper connection with viewers who can fully immerse themselves in the brand.”

Newer Instagram Formats Reign Supreme

Carousel posts (posts with multiple photos or videos) grew from under 15% of all posts in 2019 and 2020 to 20% of all posts in 2021. Together, carousel and IGTV posts accounted for 30% of all posts in the first half of 2021, double the share commanded just two years prior. Carousel posts had the highest engagement rate of any post format, ranging from 1.2% for brands to 5.4% for sports accounts. Carousels including video resulted in 17% greater reach, 16% more impressions and 12% more engagements than image-only carousels.

Unsurprisingly, standalone photo posts declined from 56% share in 2019 to just over half of all posts in 2020 and 2021, while standalone videos dropped from nearly 30% share in 2019 to 18% in 2021.

IGTV’s Engagement Long Tail

While the majority of video engagement on Instagram traditionally comes on day one of a post, Conviva found IGTV posts have a surprisingly long shelf life. IGTV videos receive only 63% of their total views on the first day of posting, compared to 85% for carousels and 72% for standalone Instagram videos. Carousels get 7% of their views on the third day and beyond, videos 19%, and IGTV a significantly higher 29%.

Short Descriptions Win

IGTV posts with the shortest descriptions earned the highest engagement, yet these shorter descriptions are rarely used. Conviva’s analysis of the engagement rate of 54,000 IGTV videos found the highest engagement rate for posts occurred when descriptions were between one and 50 characters. No description, or 0 characters, also performed well while descriptions with 100-800 characters had the lowest engagement.

Download the full report here.

Methodology

Conviva analyzed Instagram accounts in the first half of 2021, January 1 to June 30, as compared to the same time period in 2020 and 2019. This analysis includes more than 25,000 accounts, 54,000 IGTV videos, 400 million engagements and 4 billion video views. Categorized accounts identified include 1300 accounts in the categories of brand: consumer-related product, service brands, events and locations; media: newspapers, news organizations, news websites and publishers; entertainment: TV/movie networks, TV shows, audio and social-first content networks; and sports: sports or esports teams, leagues and sporting events.

About Conviva

Conviva is the census, continuous measurement and engagement platform for streaming media. Powered by our patented Stream Sensor™ and Stream ID™, our real-time platform enables marketers, advertisers, tech ops, engineering and customer care teams to acquire, engage, monetize and retain their audiences. Conviva is dedicated to supporting brands like CCTV, DAZN, Disney+, Hulu, Paramount+, Peacock, Sky, Sling TV, TED and WarnerMedia as they unlock the incredible opportunity in streaming media. Today our platform processes nearly 3 trillion streaming data events daily, supporting more than 500 million unique viewers watching 200 billion streams per year across 4 billion applications streaming on devices. Conviva ensures digital businesses of all sizes can stream better—every stream, every screen, every second. To learn more, visit www.conviva.com.

To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.

Contact information

Paula Winkel, pwinkel@conviva.com

About Business Wire

Business Wire
Business Wire
24 Martin Lane
EC4R 0DR London

+44 20 7626 1982http://www.businesswire.co.uk

(c) 2018 Business Wire, Inc., All rights reserved.

Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.

Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

Peru Holds a Ribbon Cutting Ceremony at Its Pavilion at Dubai Expo and Wins 4 World Travel Awards22.10.2021 19:15:00 CEST | Press release

The Dubai World Expo took place in an electrifying musical atmosphere where thousands of attendees were captivated by the variety of artistic, musical and cultural expressions that characterize the different regions of Peru. All this was part of the inauguration of the Peru Pavilion at the most important cultural event in the world. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211022005454/en/ Peru inaugurated its Pavilion at Expo 2020 Dubai and received four awards from the “Tourism Oscars.” (Photo: Business Wire) The Peru Pavilion was inaugurated by the Commissioner General for Peru at the Expo, Amora Carbajal, and Najeeb Mohammed Al-Ali, Executive Director of Expo 2020 Dubai, in front of official representatives from different country pavilions. “The purpose of the pavilion is to offer a complete learning experience about ancient Peruvian wisdom throughout the visit, communicating the importance of the heritage, biodive

Schlumberger Announces Third-Quarter 2021 Results22.10.2021 12:50:00 CEST | Press release

Schlumberger Limited (NYSE: SLB) today reported results for the third-quarter 2021. Third-Quarter Results(Stated in millions, except per share amounts)Three Months EndedChangeSept. 30, 2021Jun. 30, 2021Sept. 30, 2020SequentialYear-on-yearRevenue* $5,847 $5,634 $5,258 4% 11% Income (loss) before taxes - GAAP basis $691 $542 $(54) 28% n/m Net income (loss) - GAAP basis $550 $431 $(82) 28% n/m Diluted EPS (loss per share) - GAAP basis $0.39 $0.30 $(0.06) 30% n/m Adjusted EBITDA** $1,296 $1,198 $1,018 8% 27% Adjusted EBITDA margin** 22.2% 21.3% 19.4% 90 bps 280 bps Pretax segment operating income** $908 $807 $575 12% 58% Pretax segment operating margin** 15.5% 14.3% 10.9% 120 bps 460 bps Net income, excluding charges & credits** $514 $431 $228 19% 126% Diluted EPS, excluding charges & credits** $0.36 $0.30 $0.16 20% 125% Revenue by Geography International $4,675 $4,511 $4,210 4% 11% North America* 1,129 1,083 1,034 4% 9% Other 43 40 14 n/m n/m $5,847 $5,634 $5,258 4% 11% *Schlumberger dive

Disruptive.Asia: Huawei's Ryan Ding and Peng Song Discuss How Operators Can Leverage Connectivity to Unlock New Growth22.10.2021 12:30:00 CEST | Press release

Disruptive.Asia reported that Ryan Ding and Peng Song stressed the growing importance of connectivity in driving industry growth and generating value amid a rapidly evolving landscape at the 7th Ultra-Broadband Forum (UBBF 2021) in Dubai, which is jointly hosted by the UN Broadband Commission and Huawei. Ding, Executive Director of the Board and President of the Carrier Business Group, Huawei, said that connectivity has made it possible to innovate, especially in a digital age where increasing efficiency has become paramount. The pandemic has also ushered a paradigm shift in connectivity, as homes turned into multi-functional centers for education, work, and business. It became increasingly clear that connectivity not only drives digital economies forward but also maintains the functioning of society. Peng, President of the Global Carrier Marketing & Solution Sales Department, Huawei, said that looking at connectivity through Huawei's C.A.F (Coverage, Architecture and Fusion) model can

Suzano Brings Its Target for Capturing 40 Million Tons of Carbon From the Atmosphere Forward To 202522.10.2021 12:19:00 CEST | Press release

Suzano, the world's leading eucalyptus pulp producer and a global benchmark in the manufacture of bioproducts developed from eucalyptus, announces today that it has revised one of its 14 long-term goals – collectively known as Suzano’s “Commitments to Renewing Life”*. Suzano’s goal to remove 40 million tons of carbon from the air by 2030 has been brought forward by five years to 2025. With this revision, Suzano reinforces its capacity to make an even more positive contribution to the planet's climate by achieving net carbon removals from the atmosphere at a faster pace than previously expected. The new five-year target will be supported by the expansion of Suzano’s forest covering which will involve both an uplift in commercial planting operations and setting aside new designated conservation areas that were previously anthropized. Alongside these improvements, Suzano will maintain its focus on reducing carbon emissions across its own operations and supply chain and will continue to im

AntChain Launches Its First Security Chip and New Blockchain Platform Powered by Privacy Computing Technology22.10.2021 12:01:00 CEST | Press release

AntChain, the flagship technology brand of Ant Group, today unveiled two new products at the Apsara Conference 2021 in Hangzhou – the FAIR platform and the T1 security chip – to ensure the security and trustworthiness of data flows within blockchain networks. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211022005166/en/ Yan Ying, technical director of AntChain, unveiled the FAIR platform at the Apsara Conference on October 22, 2021. (Photo: Business Wire) Based on AntChain’s upgraded technical architecture, the FAIR platform natively integrates privacy-preserving computation (PPC) and blockchain technologies in a unified platform, unleashing the value of data flows over their entire lifecycle. FAIR is designed to address pain points in multi-party collaboration on data flows, which is increasingly common on the industrial internet. It replaces traditional “PPC plus blockchain” dual-system architecture, integrating the two

Total Telecom: Maximizing the Value of Connectivity22.10.2021 12:00:00 CEST | Press release

Total Telecom reported that industry leaders gathered recently at Ultra-Broadband Forum 2021, organized by UN Broadband Commission and Huawei, held in Dubai to discuss building future-proof networks sustainably. Total Telecom thinks that the expectations from digital connectivity have been redefined in the last one year. From conducting financial transactions online to remote factory management, the digital way of life is becoming pervasive. "Connectivity reshaped how we live and work when the pandemic hit in 2020. Connectivity is more than an expansion of functions, it is an emotional bond. As long as there is connectivity, there is a bond. Where there is connectivity, there is innovation. It presents us with unlimited possibilities. I believe in our shared mission to create a connected world," says Ryan Ding, Executive Director of the Board, President of the Carrier BG, Huawei, in his inaugural address. The C.A.F (Coverage, Architecture and Fusion) model is emerging as a way for the

Egle Therapeutics Raises 40 Million € Series a to Develop First-In-Class T-regulatory Cells Therapies Based On Treg-starvers22.10.2021 11:30:00 CEST | Press release

Egle Therapeutics SAS (Egle), an emerging biotechnology company focused on developing First-In-Class immunotherapies targeting immune suppressor regulatory T-cells (Tregs) for oncology and autoimmune diseases, today announces that it has completed a €40M ($46.4M) Series A financing. The Series A was co-led by LSP and Bpifrance through their InnoBio 2 fund. Fund+, Bioqube Ventures and Takeda Ventures, Inc. also participated in this round. Egle Therapeutics was founded in early 2020 with a vision to become a game changer in the field of Tregs immunomodulation through the unique concept of Tregs starving and specifically targeting the most immunosuppressive ones. Spun out of Institut Curie, Egle’s scientific foundation leverages unprecedented, computational-based, IL-2 modified variants and newly tumor-associated Treg targets to build a furnished pipeline of First-In-Class immunocytokines against Tregs. The new capital will be used primarily to advance 2 leads assets into the clinic and f