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
Unlocking Digital Gold’s US$700bn Opportunity19.10.2026 18:00:00 CEST | Press release
The digital gold market, worth US$45–55bn today, could unlock up to US$700bn in latent demand, according to new research from World Gold Council and Boston Consulting Group. The report points to substantial untapped appetite among retail investors, with nearly nine in ten surveyed saying they would consider digital gold under the right conditions. The US$700bn opportunity represents the report’s estimate of total latent demand that could be released if today’s barriers to adoption were removed, rather than a near-term forecast. The report’s five-year base case sees digital gold growing by around 27% a year to US$160–170bn by 2031. That could rise to US$270–280bn over the same time if more barriers fall faster. Momentum is already building as financial markets undergo a broader digital transformation, bringing tokenised investment products increasingly into the mainstream. Tokenised gold, one segment of the digital gold market alongside vaulted digital gold, has grown fivefold in value
Roquette Brings Broad Portfolio of Excipient Solutions and Technical Expertise to AAPS PharmSci 360 202619.10.2026 16:00:00 CEST | Press release
Roquette, a global leader in plant-based ingredients, excipients and pharmaceutical solutions, will showcase its expansive portfolio of excipients, capsules, coatings, and biopharma solutions at AAPS PharmSci 360 2026. The conference and trade show will take place October 26-28 in New Orleans, Louisiana, USA. At Booth 1100 in the exhibit hall, Roquette’s Health & Pharma Solutions team will share their expertise across controlled-release technologies, hydroxypropyl beta-cyclodextrins, and sustainable formulation approaches, alongside a comprehensive portfolio of innovative solutions designed to address the evolving needs of pharmaceutical developers. “AAPS PharmSci 360 is a key opportunity to share our latest innovations, as well as highlight the breadth and depth of our scientific know-how that helps our customers solve complex formulation challenges,” said Peter Freed, Head of Technical Service & Development North America for Roquette’s Health & Pharma Solutions Business Unit. “From a
TestGorilla Survey: Recruiters are Faster with AI, but Not More Confident They’re Finding the Right Candidates19.10.2026 15:00:00 CEST | Press release
TestGorilla survey of 1,428 US talent professionalsshows nearly two in three now spend an hour or more manually checking candidates identified by AI AI made finding candidates faster for 72% of US recruiters over the last 12 months, according to TestGorilla's Recruiting in 2026 report, a survey of 1,428 US talent professionals. That speed, however, did not make them any more confident they had found the right person. In fact, of the recruiters that claim AI has made them faster, a third reported no gain in confidence at all, and 18% say their confidence in the match actually fell. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261019723138/en/ Recruiters report gains in speed from AI but not in certainty - TestGorilla’s Recruiting in the AI era 2026 report Recruiters are making up the difference themselves, by hand. Of those recruiters, 67% now spend an hour or more manually checking a single candidate before they trust that
Fortanix Announces Confidential AI for Enterprise Grade Kubernetes Workloads on CNCF® Confidential Containers (CoCo)19.10.2026 15:00:00 CEST | Press release
Industry leaders including NVIDIA, Alpha Compute, AMD, Cisco, CrowdStrike, Deepgram, Dell Technologies, Eleven Labs, Fujitsu, Gnani, H2O.ai, HPE, Intel, Klique, Personal AI, Rafay, Red Hat, Resemble AI, Spectro Cloud, Supermicro, Technology Innovation Institute (TII), TELUS and VAST Data support the advancement of secure enterprise AI adoption, enabling enterprises to run frontier AI models, AI agents and AI applications on Kubernetes Fortanix® Inc., a global leader in data and AI security and pioneer of Confidential Computing, today announced support for CNCF Confidential Containers (CoCo) in Fortanix Confidential AI, enabling organizations to run AI workloads on Kubernetes inside hardware-based Trusted Execution Environments (TEEs), on confidential CPUs and GPUs. Enterprises keep the speed and agility of containers while protecting sensitive data, AI models, agents, and applications in use, so they can support their regulatory compliance efforts, scale AI across the business, and ado
Rimini Street to Report Third Quarter 2026 Financial Results on October 29, 202619.10.2026 15:00:00 CEST | Press release
Rimini Street, Inc. (Nasdaq: RMNI), the Software Support and Agentic AI ERP Company™ and the leading third-party support provider for Oracle, SAP and VMware software, today announced it will report earnings after market close on October 29, 2026. The company will host a conference call and webcast on that date to discuss the third quarter 2026 results and the fourth quarter 2026 outlook at 5:00 p.m. Eastern / 2:00 p.m. Pacific time. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261019039553/en/ Rimini Street to Report Third Quarter 2026 Financial Results on October 29, 2026 A live webcast of the event will be available on Rimini Street’s Investor Relations site via the Rimini Street IR events link and directly via the webcast link. Dial-in participants can access the conference by dialing 1-800-836-8184. A replay of the webcast will be available for one year following the event. About Rimini Street, Inc. Rimini Street, Inc.
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