CA-CONVIVA
30.9.2021 17:02:09 CEST | Business Wire | Press release
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/
“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 .
View source version on businesswire.com: https://www.businesswire.com/news/home/20210930005283/en/
Link:
About Business Wire
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
Filippo Fagnani from Quanta System Receives the EAU Award for Significant Contribution to Endourology at ICE 202610.10.2026 18:09:00 CEST | Press release
Filippo Fagnani, Marketing & Scientific Director of Quanta System’s Surgical Division, has been honoured with the Award for Significant Contribution to Endourology at ICE26, the International Conference on Endourology organised by the EAU Endourology Section. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261010101303/en/ Filippo Fagnani receiving the prize with Olivier Traxer and Professor Bhaskar Somani. The recognition celebrates more than two decades of professional commitment to laser technology and a career built around a clear ambition: to translate the needs of urologists into increasingly precise, flexible and useful technologies, with the ultimate goal of supporting patient safety and better surgical outcomes. “I have always believed that technology should make the surgeon’s work more precise, more flexible and, most importantly, safer for the patient. My goal has never been to develop technology for its own sake,
Emdoor Information Marks 18 Years of Rugged Computing Excellence with Vertically Integrated Capabilities10.10.2026 12:30:00 CEST | Press release
As industrial automation, smart manufacturing, and field operations increasingly depend on mission-critical mobile computing, global demand for reliable rugged tablets, rugged laptops, and rugged handhelds continues to accelerate. Emdoor Information, a publicly listed company on China’s A-share main board since 2023 and an 18-year veteran in rugged computing, has established itself as a rugged computing solutions provider for industrial customers worldwide. Founded in 2008, the company delivers sustained growth, world-class manufacturing, resilient supply chains, full-stack R&D, and comprehensive lifecycle services. Its rugged computing products and industrial customers now span North America, Latin America, Europe, and Asia-Pacific, serving sectors such as public utilities, intelligent manufacturing, warehouse management, transportation, energy industry. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261010564561/en/ Rugged
Vertex to Present New Data on ALYFTREK® at the North American Cystic Fibrosis Conference9.10.2026 19:15:00 CEST | Press release
- Data on ALYFTREK in children ages 2 to 5 years demonstrate recovery of pancreatic function in some children –- Additional abstracts on clinical and real-world evidence on CFTR modulators also presented - Vertex Pharmaceuticals Incorporated (Nasdaq: VRTX) today announced new interim data from the ALYFTREK® (vanzacaftor/tezacaftor/deutivacaftor) 2 to 5 years old open-label extension study, highlighting recovery of exocrine pancreatic function in some children in that age group, allowing those children to discontinue pancreatic enzyme replacement therapy (PERT). Pancreatic exocrine insufficiency in children with cystic fibrosis (CF) was previously believed to be irreversible. These data were presented at the North American Cystic Fibrosis Conference (NACFC). “The data presented at NACFC underscore the safety and efficacy of our CF medicines in the real world and in clinical trials in younger age groups. The data from the Phase 3 open-label study in 2 to 5 year olds evaluating exocrine p
Andersen Consulting udvider med TalentSmartEQ for at fremme lederskab og virksomhedstransformation9.10.2026 18:48:00 CEST | Pressemeddelelse
Andersen Consulting styrker sine kompetencer inden for humankapital gennem en samarbejdsaftale med TalentSmartEQ, en San Diego-baseret virksomhed, der har fokus på at skabe praktiske, engagerende og handlingsorienterede læringsoplevelser med udgangspunkt i emotionel intelligens (EQ) og lederudvikling. I mere end to årtier har TalentSmartEQ arbejdet sammen med organisationer verden over med henblik på at udvikle ledelseskompetencer ved hjælp af emotionel intelligens og dermed styrke medarbejderengagement, teamwork og de samlede resultater. Virksomheden kombinerer forskningsbaserede metoder med praktiske læringsforløb, vurderinger, coaching og skræddersyede programmer, der skal omsætte opbygningen af emotionel intelligens til vedvarende ændringer i adfærden på arbejdspladsen. Som førende aktør i branchen samarbejder TalentSmartEQ med organisationer lige fra Fortune 500-virksomheder til offentlige myndigheder og privatejede virksomheder. "Organisationer stiller stadig større krav til dere
Verdant Rock Receives A (low) Financial Strength Rating from Morningstar DBRS, Adding a Second International Investment-Grade Assessment9.10.2026 16:00:00 CEST | Press release
Verdant Rock now holds Financial Strength Ratings from both Fitch Ratings and Morningstar DBRS, providing counterparties with dual-agency confirmation and reinforcing the security architecture behind each financial guarantee Verdant Rock Limited, a Bermuda Monetary Authority-regulated Class 3B insurance company, has received an A (low) Financial Strength Rating from Morningstar DBRS. The rating reflects Verdant Rock’s financial strength and its capacity to meet policyholder obligations as an investment-grade financial guarantor for Emerging Markets credit. Morningstar DBRS is a global credit rating agency with coverage across North America, Europe, Asia, and Latin America. Its assessment of Verdant Rock reflects the company’s strong projected earnings ability, robust risk profile, sound liquidity, and good capitalization. Morningstar DBRS also assigned an A (low) Issuer Rating to Verdant Rock. The rating follows Verdant Rock’s BBB+ Long-Term Insurer Financial Strength Rating with a Sta
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom