One of the latest additions to the video content propagator mix is Instagram’s Facebook-backed IGTV

Have you heard Sara Bareille’s ‘Live in Atlanta’ version of Yellow Brick Road? You only really get the full audio-visual performance experience by watching YouTube Music or YouTube (as far as I am aware). As with what has grown into an army of vlogger influencers, artists, organizations and brands alike are putting the majority of their content on video channels. The biggest question is who, in terms of video content, will end up owning the greatest proportion of Mindspace – Google or Facebook or Snapchat…? One of the latest additions to the video content propagator mix is Instagram’s Facebook-backed IGTV. Brands including Nike, Netflix, Warby Parker, Trader Joe’s, Everlane and Gucci are testing the new channel with content ranging from witty one-offs to interviews with influencers. IGTV, is Instagram’s response to YouTube. Arriving some five years after the launch of Instagram…