25 August 2018

For IGTV, Instagram needs slow to mean steady


Instagram has never truly failed at anything, but judging by modest initial view counts, IGTV could get stuck with a reputation as an abandoned theater if the company isn’t careful. It’s no flop, but the long-form video hub certainly isn’t an instant hit like Instagram Stories. Two months after that launched in 2016, Instagram was happy to trumpet how its Snapchat clone had hit 100 million users. Yet two months after IGTV’s launch, the Facebook subsidiary has been silent on its traction.

“It’s a new format. It’s different. We have to wait for people to adopt it and that takes time,” Instagram CEO Kevin Systrom told me. “Think of it this way: we just invested in a startup called IGTV, but it’s small, and it’s like Instagram was ‘early days.'”

It’s indeed too early for a scientific analysis, and Instagram’s feed has been around since 2010, so it’s obviously not a fair comparison, but we took a look at the IGTV view counts of some of the feature’s launch partner creators. Across six of those creators, their recent feed videos are getting roughly 6.8X as many views as their IGTV posts. If IGTV’s launch partners that benefited from early access and guidance aren’t doing so hot, it means there’s likely no free view count bonanza in store from other creators or regular users.

They, and IGTV, will have to work for their audience. That’s already proving difficult for the standalone IGTV app. Though it peaked at the #25 overall US iPhone app and has seen 2.5 million downloads across iOS and Android according to Sensor Tower, it’s since dropped to #1497 and seen a 94 percent decrease in weekly installs to just 70,000 last week.

Instagram will have to be in it for the long haul if it wants to win at long-form video. Entering the market 13 years after YouTube with a vertical format no one’s quite sure what to do with, IGTV must play the tortoise. If it can avoid getting scrapped or buried, and offer the right incentives and flexibility to creators, IGTV could deliver the spontaneous video viewing experience Instagram lacks. Otherwise, IGTV risks becoming the next Google Plus — a ghost town inside an otherwise thriving product ecosystem.

A glitzy, glitchy start

Instagram gave IGTV a red carpet premiere June 20th in hopes of making it look like the new digital hotspot. The San Francisco launch event offered attendees several types of avocado toast, spa water and ‘Gram-worthy portrait backdrops reminiscent of the Color Factory or Museum of Ice Cream. Instagram hadn’t held a flashy press event since the 2013 launch of video sharing, so it pulled out all the stops. Balloon sculptures lined the entrance to a massive warehouse packed with social media stars and ad execs shouting to each other over the din of the DJ.

But things were rocky from the start. Leaks led TechCrunch to report on the IGTV name and details in the preceding weeks. Technical difficulties with Systrom’s presentation pushed back the start, but not the rollout of IGTV’s code. Tipster Jane Manchun Wong sent TechCrunch screenshots of the new app and features a half hour before it was announced, and Instagram’s own Business Blog jumped the gun by posting details of the launch. The web already knew how IGTV would let people upload vertical videos up to an hour long and browse them through categories like “Popular” and “For You” by the time Systrom took the stage.

IGTV’s launch event featured Instagram-themed donuts and elaborate portrait backdrops. Images via Vicki’s Donuts and Mai Lanpham

“What I’m most proud of is that Instagram took a stand and tried a brand new thing that is frankly hard to pull off. Full-screen vertical video that’s mobile only. That doesn’t exist anywhere else,” Systrom tells me. It was indeed ambitious. Creators were already comfortable making short-form vertical Snapchat Stories by the time Instagram launched its own version. IGTV would have to start from scratch.

Systrom sees the steep learning curve as a differentiator, though. “One of the things I like most about the new format is that it’s actually fairly difficult to just take videos that exist online and simply repost them. That’s not true in feed. That basically forces everyone to create new stuff,” Systrom tells me. “It’s not to say that there isn’t other stuff on there but in general it incentivizes people to produce new things from scratch. And that’s really what we’re looking for. Even if the volume of that stuff at the beginning is smaller than what you might see on the popular page [of Instagram Explore].”

Instagram CEO Kevin Systrom unveils IGTV at the glitzy June 20th launch event

Instagram forced creators to adopt this proprietary format. But it forget to train Stories stars how to entertain us for five or 15 minutes, not 15 seconds, or convince landscape YouTube moguls to purposefully shoot or crop their clips for the way we normally hold our phones.

IGTV’s Popular page features plenty of random viral pap, foreign language content, and poor cropping

That should have been the real purpose of the launch party — demonstrating a variety of ways to turn these format constraints or lack thereof into unique content. Vertical video frames people better than places, and the length allows sustained eye-to-lens contacts that can engender an emotional connection. But a shallow array of initial content and too much confidence that creators would figure it out on their own deprived IGTV of emergent norms that other videographers could emulate to wet their feet.

Now IGTV feels haphazard, with trashy viral videos and miscropped ports amongst its Popular section alongside a few creators trying to produce made-for-IGTV talk shows and cooking tutorials. It’s yet to have its breakout “Chewbacca Mom” or “Rubberbanded Watermelon” blockbuster like Facebook Live. Even an interview with mega celeb Kylie Jenner only had 11,000 views.

Instagram wants to put the focus on the author, not the individual works of art. “Because we don’t have full text search and you can’t just search any random thing, it’s about the creators” Systrom explains. “I think that at its base level that it’s personality driven and creator driven means that you’re going to get really unique content that you won’t find anywhere else and that’s the goal.”

Yet being unique requires extra effort that creators might not invest if they’re unsure of the payoff in either reach or revenue. Michael Sayman, formerly Facebook’s youngest employee who was hired at age 17 to build apps for teens and who now works for Google, summed it up saying: “Many times in my own career, I’ve tried to make something with a unique spin or a special twist because I felt that’s the only way I could make my product stand out from the crowd, only to realize that it was those very twists and spins that made my products feel out of place and confusing to users. Sometimes, the best product is one that doesn’t create any new twists, but rather perfects and builds on top of what has been proven to already be extremely successful.”

A fraction of feed views

The one big surprise of the launch event was where IGTV would exist. Instagram announced it’d live in a standalone IGTV app, but also as a feature in the main app accessible from an orange button atop the home screen that would occasionally call out that new content was inside. But in essence, it was ignorable. IGTV didn’t get the benefit of being splayed out atop Instagram like Stories did. Blow past that one button and avoid downloading the separate app, and users could go right on tapping and scrolling through Instagram without coming across IGTV’s longer videos.

View counts of the launch partners reflect that. We looked at six launch partner creators, comparing their last six feed and IGTV videos older than a week and less than six months old, or fewer videos if that’s all they’d posted.

Only one of the six, BabyAriel, saw an obvious growth trend in her IGTV videos. Her candid IGTV monologues are performing the best of the six compared to feed. She’s earning an average of 243,000 views per IGTV video, about a third as many as she gets on her feed videos. “I’m really happy with my view counts because IGTV is just starting” BabyAriel tells me. She thinks the format will be good for behind-the-scenes clips that complement her longer YouTube videos and shorter Stories. “When I record anything, It’s vertical. When I turn my phone horizontal I think of an hour-long movie.”

Lele Pons, a Latin American comedy and music star who’s one of the most popular Instagram celebrities, gets about 5.7X more feed views than on her IGTV cooking show that averages 1.9 million hits. Instagram posted some IGTV highlights from the first month, but the most popular of now has 4.3 million views — less than half of what Pons gets on her average feed video.

Fitness guides from Katie Austin averaged just 3,600 views on IGTV while she gets 7.5X more in the feed. Lauren Godwin’s colorful comedy fared 5.2X better in the feed. Bryce Xavier saw the biggest differential, earning 15.9X more views for his dance and culture videos. And in the most direct comparison, K-Pop dancer Susie Shu sometimes posts cuts from the same performance to the two destinations, like one that got 273,000 views in feed but just 27,000 on IGTV, with similar clips fairing an average of 7.8X better.

Again, this isn’t to say IGTV is a lame horse. It just isn’t roaring out of the gates. Systrom remains optimistic about inventing a new format. “The question is can we pull that off and the early signs are really good,” he tells me. “We’ve been pretty blown away by the reception and the usage upfront,” though he declined to share any specific statistics. Instagram promised to provide more insight into traction in the future.

YouTube star Casey Neistat is less bullish. He doesn’t think IGTV is working and that engagement has been weak. If IGTV views were surpassing those of YouTube, creators would flock to it, but so far view counts are uninspiring and not worth diverting creative attention, Neistat says. “YouTube offers the best sit-back consumption, and Stories offers active consumption. Where does IGTV fit in? I’m not sure” he tells me. “Why create all of this unique content if it gets lower views, it’s not monetizable, and the viewers aren’t there?”

Susie Shu averages 7.8X more video views in the Instagram feed than on IGTV

For now, the combination of an unfamiliar format, the absence of direction for how to use it and the relatively buried placement has likely tempered IGTV’s traction. Two months in, Instagram Stories was proving itself an existential threat to Snapchat — which it’s in fact become. IGTV doesn’t pose the same danger to YouTube yet, and it will need a strategy to support a more slow-burn trajectory.

The chicken and the IG problem

The first step to becoming a real YouTube challenger is to build up some tent-pole content that gives people a reason to open IGTV. Until there’s something that captures attention, any cross-promotion traffic Instagram sends it will be like pouring water into a bucket with a giant hole in the bottom. Yet until there’s enough viewers, it’s tough to persuade creators to shoot for IGTV since it won’t do a ton to boost their fan base.

Fortnite champion Ninja shares a photo of IGTV launch partners gathered backstage at the press event

Meanwhile, Instagram hasn’t committed to a monetization or revenue-sharing strategy for IGTV. Systrom said at the launch that “There’s no ads in IGTV today,” but noted it’s “obviously a very reasonable place [for ads] to end up.” Without enough views, though, ads won’t earn enough for a revenue split to incentivize creators. Perhaps Instagram will heavily integrate its in-app shopping features and sponsored content partnerships, but even those rely on having more traffic. Vine withered at Twitter in part from creators bailing due to its omission of native monetization options.

So how does IGTV solve the chicken-and-egg problem? It may need to swallow its pride and pay early adopters directly for content until it racks up enough views to offer sustainable revenue sharing. Instagram has never publicly copped to paying for content before, unlike its parent Facebook, which offered stipends ranging into the millions of dollars for publishers to shoot Live broadcasts and long-form Watch shows. Neither have led to a booming viewership, but perhaps that’s because Facebook has lost its edge with the teens who love video.

Instagram could do better if it paid the right creators to weather IGTV’s initial slim pickings. Settling on ad strategy creators can count on earning money from in the future might also get them to hang tight. Those deals could mimic the 55 percent split of mid-roll ad breaks Facebook gives creators on some videos. But again, the views must come first.

Alternatively, or additionally, it could double down on the launch strategy of luring creators with the potential to become the big fish in IGTV’s small-for-now pond. Backroom deals to trade being highlighted in its IGTV algorithm in exchange for high-quality content could win the hearts of these stars and their managers. Instagram would be wise to pair these incentives with vertical long-form video content creation workshops. It could bring its community, product and analytics leaders together with partnered stars to suss out what works best in the format and help them shoot it.

The cross-promo spigot

Once there’s something worth watching on IGTV, the company could open the cross-promo traffic spigot. At first, Instagram would send notifications about top content or IGTV posts from people you follow, and call them out with a little orange text banner atop its main app. Now it seems to understand it will need to be more coercive.

Last month, TechCrunch spotted Instagram showing promos for individual IGTV shows in the middle of the feed, hoping to redirect eyeballs there. And today, we found Instagram getting more aggressive by putting a bigger call out featuring a relevant IGTV clip with preview image above your Stories tray on the home screen. It may need to boost the frequency of these cross-promotions and stick them in-between Stories and Explore sections as well to give IGTV the limelight. These could expose users to creators they don’t follow already but might enjoy.

It’s still early but I do think there’s a lot of potential when they figure out two things since the feature is so new,” says John Shahidi, who runs the Justin Bieber-backed Shots Studios, which produces and distributes content for Lele Pons, Rudy Mancuso and other Insta celebs. “1. Product. IGTV is not in your face so Instagram users aren’t changing behavior to consume. Timeline and Instagram Stories are in your face so those two are the most used features. 2. Discoverability. I want to see videos from people I don’t follow. Interesting stuff like cooking, product review, interesting content from brands but without following the accounts.” In the meantime, Shots Studios is launching a vertical-only channel on YouTube that Shahidi believes is the first of its kind.

Instagram will have to balance its strategic imperative to grow the long-form video hub and avoid spamming users until they hate the brand as a whole. Some think it’s already gone too far. “I think it’s super intrusive right now,” says Tiffany Zhong, once known as the world’s youngest venture capitalist who now runs Generation Z consulting firm Zebra Intelligence. “I personally find all the IGTV videos super boring and click out within seconds (and the only time I watch them are if I accidentally tapped on the icon when I tried to go to my DMs instead).” Desperately funneling traffic to the feature before there’s enough great content to power relevant recommendations for everyone could prematurely sour users on IGTV. 

Systrom remains optimistic he can iterate his way to success. “What I want to see over the next six to 12 months is a consistent drumbeat of new features that both consumers and creators are asking for, and to look at the retention curve and say ‘are people continuing to watch? Are people continuing to upload?,'” says Systrom. “So far we are seeing that all of those are healthy. But again trying to judge a very new kind of audacious format that’s never really been done before in the first months is going to be really hard.”

Differentiator or deterrent?

The biggest question remains whether IGTV will remain devout to the orthodoxy of vertical-only. Loosening up to accept landscape videos too might nullify a differentiator, but also pipe in a flood of content it could then algorithmically curate to bootstrap IGTV’s library. Reducing the friction by allowing people to easily port content to or from elsewhere might make it feel like less of a gamble for creators deciding where to put their production resources. Instagram itself expanded from square-only to portrait and landscape photos in the feed in 2015.

My advice would be to make the videos horizontal. We’ve all come to understand vertical as ‘short form’ and horizontal as ‘long form,'” says Sayman. “It’s in the act of rotating your phone to landscape that you indicate to yourself and to your mobile device that you will not be context switching for the next few minutes, but rather intend to focus on one piece of content for an extended period of time.” This would at least give users more to watch, even if they ended up viewing landscape videos with their phones in portrait orientation.

This might be best as a last-ditch effort if it can’t get enough content flowing in through other means. But at least Instagram should offer a cropping tool that lets users manually select what vertical slice of a landscape video they want to show as they watch, rather than just grabbing the center or picking one area on the side for the whole clip. This could let creators repurpose landscape videos without things getting awkwardly half cut out of frame.

Former Facebook employee and social investor Josh Elman, who now works at Robinhood, told me he’s confident the company will experiment as much as necessary. “I think Facebook is relentless. They know that a ton of consumers watch video online. And most discover videos through influencers or their friends. (Or Netflix). Even though Watch and IGTV haven’t taken the world by storm yet, I bet Facebook won’t stop until they find the right mix.”

There’s a goldmine waiting if it does. Unlike on Facebook, there’s no Regram feature, you can’t post links, and outside of Explore you just see who you already follow on Instagram. That’s made it great at delivering friendly video and clips from your favorite stars, but leaves a gaping hole where serendipitous viewing could be. IGTV fills that gap. The hours people spend on Facebook watching random videos and their accompanying commercials have lifted the company to over $13 billion in revenue per quarter. Giving a younger audience a bottomless pit of full-screen video could produce the same behavior and profits on Instagram without polluting the feed, which can remain the purest manifestation of visual feed culture. But that’s only if IGTV can get enough content uploaded.

Puffed up by the success of besting its foe Snapchat, Instagram assumed it could take the long-form video world by storm. But the grand entrance at its debutante ball didn’t draw enough attention. Now it needs to take a different tack. Tone down the cross-promo for the moment. Concentrate on teaching creators how to find what works on the format and incentivizing them with cash and traffic. Develop some must-see IGTV and stoke a viral blockbuster. Prove the gravity of extended, personality-driven vertical video. Only then should it redirect traffic there from the feed, Stories, and Explore.

YouTube’s library wasn’t built overnight, and neither will IGTV’s. Facebook’s deep pockets and the success of Instagram’s other features give it the runway necessary to let IGTV take off. With 1 billion monthly users, and 400 million daily Stories users gathered in just two years, there are plenty of eyeballs waiting to be seduced. Systrom concludes, “Everything that is great starts small.” IGTV’s destiny will depend on Instagram’s patience.


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For IGTV, Instagram needs slow to mean steady


Instagram has never truly failed at anything, but judging by modest initial view counts, IGTV could get stuck with a reputation as an abandoned theater if the company isn’t careful. It’s no flop, but the long-form video hub certainly isn’t an instant hit like Instagram Stories. Two months after that launched in 2016, Instagram was happy to trumpet how its Snapchat clone had hit 100 million users. Yet two months after IGTV’s launch, the Facebook subsidiary has been silent on its traction.

“It’s a new format. It’s different. We have to wait for people to adopt it and that takes time,” Instagram CEO Kevin Systrom told me. “Think of it this way: we just invested in a startup called IGTV, but it’s small, and it’s like Instagram was ‘early days.'”

It’s indeed too early for a scientific analysis, and Instagram’s feed has been around since 2010, so it’s obviously not a fair comparison, but we took a look at the IGTV view counts of some of the feature’s launch partner creators. Across six of those creators, their recent feed videos are getting roughly 6.8X as many views as their IGTV posts. If IGTV’s launch partners that benefited from early access and guidance aren’t doing so hot, it means there’s likely no free view count bonanza in store from other creators or regular users.

They, and IGTV, will have to work for their audience. That’s already proving difficult for the standalone IGTV app. Though it peaked at the #25 overall US iPhone app and has seen 2.5 million downloads across iOS and Android according to Sensor Tower, it’s since dropped to #1497 and seen a 94 percent decrease in weekly installs to just 70,000 last week.

Instagram will have to be in it for the long haul if it wants to win at long-form video. Entering the market 13 years after YouTube with a vertical format no one’s quite sure what to do with, IGTV must play the tortoise. If it can avoid getting scrapped or buried, and offer the right incentives and flexibility to creators, IGTV could deliver the spontaneous video viewing experience Instagram lacks. Otherwise, IGTV risks becoming the next Google Plus — a ghost town inside an otherwise thriving product ecosystem.

A glitzy, glitchy start

Instagram gave IGTV a red carpet premiere June 20th in hopes of making it look like the new digital hotspot. The San Francisco launch event offered attendees several types of avocado toast, spa water and ‘Gram-worthy portrait backdrops reminiscent of the Color Factory or Museum of Ice Cream. Instagram hadn’t held a flashy press event since the 2013 launch of video sharing, so it pulled out all the stops. Balloon sculptures lined the entrance to a massive warehouse packed with social media stars and ad execs shouting to each other over the din of the DJ.

But things were rocky from the start. Leaks led TechCrunch to report on the IGTV name and details in the preceding weeks. Technical difficulties with Systrom’s presentation pushed back the start, but not the rollout of IGTV’s code. Tipster Jane Manchun Wong sent TechCrunch screenshots of the new app and features a half hour before it was announced, and Instagram’s own Business Blog jumped the gun by posting details of the launch. The web already knew how IGTV would let people upload vertical videos up to an hour long and browse them through categories like “Popular” and “For You” by the time Systrom took the stage.

IGTV’s launch event featured Instagram-themed donuts and elaborate portrait backdrops. Images via Vicki’s Donuts and Mai Lanpham

“What I’m most proud of is that Instagram took a stand and tried a brand new thing that is frankly hard to pull off. Full-screen vertical video that’s mobile only. That doesn’t exist anywhere else,” Systrom tells me. It was indeed ambitious. Creators were already comfortable making short-form vertical Snapchat Stories by the time Instagram launched its own version. IGTV would have to start from scratch.

Systrom sees the steep learning curve as a differentiator, though. “One of the things I like most about the new format is that it’s actually fairly difficult to just take videos that exist online and simply repost them. That’s not true in feed. That basically forces everyone to create new stuff,” Systrom tells me. “It’s not to say that there isn’t other stuff on there but in general it incentivizes people to produce new things from scratch. And that’s really what we’re looking for. Even if the volume of that stuff at the beginning is smaller than what you might see on the popular page [of Instagram Explore].”

Instagram CEO Kevin Systrom unveils IGTV at the glitzy June 20th launch event

Instagram forced creators to adopt this proprietary format. But it forget to train Stories stars how to entertain us for five or 15 minutes, not 15 seconds, or convince landscape YouTube moguls to purposefully shoot or crop their clips for the way we normally hold our phones.

IGTV’s Popular page features plenty of random viral pap, foreign language content, and poor cropping

That should have been the real purpose of the launch party — demonstrating a variety of ways to turn these format constraints or lack thereof into unique content. Vertical video frames people better than places, and the length allows sustained eye-to-lens contacts that can engender an emotional connection. But a shallow array of initial content and too much confidence that creators would figure it out on their own deprived IGTV of emergent norms that other videographers could emulate to wet their feet.

Now IGTV feels haphazard, with trashy viral videos and miscropped ports amongst its Popular section alongside a few creators trying to produce made-for-IGTV talk shows and cooking tutorials. It’s yet to have its breakout “Chewbacca Mom” or “Rubberbanded Watermelon” blockbuster like Facebook Live. Even an interview with mega celeb Kylie Jenner only had 11,000 views.

Instagram wants to put the focus on the author, not the individual works of art. “Because we don’t have full text search and you can’t just search any random thing, it’s about the creators” Systrom explains. “I think that at its base level that it’s personality driven and creator driven means that you’re going to get really unique content that you won’t find anywhere else and that’s the goal.”

Yet being unique requires extra effort that creators might not invest if they’re unsure of the payoff in either reach or revenue. Michael Sayman, formerly Facebook’s youngest employee who was hired at age 17 to build apps for teens and who now works for Google, summed it up saying: “Many times in my own career, I’ve tried to make something with a unique spin or a special twist because I felt that’s the only way I could make my product stand out from the crowd, only to realize that it was those very twists and spins that made my products feel out of place and confusing to users. Sometimes, the best product is one that doesn’t create any new twists, but rather perfects and builds on top of what has been proven to already be extremely successful.”

A fraction of feed views

The one big surprise of the launch event was where IGTV would exist. Instagram announced it’d live in a standalone IGTV app, but also as a feature in the main app accessible from an orange button atop the home screen that would occasionally call out that new content was inside. But in essence, it was ignorable. IGTV didn’t get the benefit of being splayed out atop Instagram like Stories did. Blow past that one button and avoid downloading the separate app, and users could go right on tapping and scrolling through Instagram without coming across IGTV’s longer videos.

View counts of the launch partners reflect that. We looked at six launch partner creators, comparing their last six feed and IGTV videos older than a week and less than six months old, or fewer videos if that’s all they’d posted.

Only one of the six, BabyAriel, saw an obvious growth trend in her IGTV videos. Her candid IGTV monologues are performing the best of the six compared to feed. She’s earning an average of 243,000 views per IGTV video, about a third as many as she gets on her feed videos. “I’m really happy with my view counts because IGTV is just starting” BabyAriel tells me. She thinks the format will be good for behind-the-scenes clips that complement her longer YouTube videos and shorter Stories. “When I record anything, It’s vertical. When I turn my phone horizontal I think of an hour-long movie.”

Lele Pons, a Latin American comedy and music star who’s one of the most popular Instagram celebrities, gets about 5.7X more feed views than on her IGTV cooking show that averages 1.9 million hits. Instagram posted some IGTV highlights from the first month, but the most popular of now has 4.3 million views — less than half of what Pons gets on her average feed video.

Fitness guides from Katie Austin averaged just 3,600 views on IGTV while she gets 7.5X more in the feed. Lauren Godwin’s colorful comedy fared 5.2X better in the feed. Bryce Xavier saw the biggest differential, earning 15.9X more views for his dance and culture videos. And in the most direct comparison, K-Pop dancer Susie Shu sometimes posts cuts from the same performance to the two destinations, like one that got 273,000 views in feed but just 27,000 on IGTV, with similar clips fairing an average of 7.8X better.

Again, this isn’t to say IGTV is a lame horse. It just isn’t roaring out of the gates. Systrom remains optimistic about inventing a new format. “The question is can we pull that off and the early signs are really good,” he tells me. “We’ve been pretty blown away by the reception and the usage upfront,” though he declined to share any specific statistics. Instagram promised to provide more insight into traction in the future.

YouTube star Casey Neistat is less bullish. He doesn’t think IGTV is working and that engagement has been weak. If IGTV views were surpassing those of YouTube, creators would flock to it, but so far view counts are uninspiring and not worth diverting creative attention, Neistat says. “YouTube offers the best sit-back consumption, and Stories offers active consumption. Where does IGTV fit in? I’m not sure” he tells me. “Why create all of this unique content if it gets lower views, it’s not monetizable, and the viewers aren’t there?”

Susie Shu averages 7.8X more video views in the Instagram feed than on IGTV

For now, the combination of an unfamiliar format, the absence of direction for how to use it and the relatively buried placement has likely tempered IGTV’s traction. Two months in, Instagram Stories was proving itself an existential threat to Snapchat — which it’s in fact become. IGTV doesn’t pose the same danger to YouTube yet, and it will need a strategy to support a more slow-burn trajectory.

The chicken and the IG problem

The first step to becoming a real YouTube challenger is to build up some tent-pole content that gives people a reason to open IGTV. Until there’s something that captures attention, any cross-promotion traffic Instagram sends it will be like pouring water into a bucket with a giant hole in the bottom. Yet until there’s enough viewers, it’s tough to persuade creators to shoot for IGTV since it won’t do a ton to boost their fan base.

Fortnite champion Ninja shares a photo of IGTV launch partners gathered backstage at the press event

Meanwhile, Instagram hasn’t committed to a monetization or revenue-sharing strategy for IGTV. Systrom said at the launch that “There’s no ads in IGTV today,” but noted it’s “obviously a very reasonable place [for ads] to end up.” Without enough views, though, ads won’t earn enough for a revenue split to incentivize creators. Perhaps Instagram will heavily integrate its in-app shopping features and sponsored content partnerships, but even those rely on having more traffic. Vine withered at Twitter in part from creators bailing due to its omission of native monetization options.

So how does IGTV solve the chicken-and-egg problem? It may need to swallow its pride and pay early adopters directly for content until it racks up enough views to offer sustainable revenue sharing. Instagram has never publicly copped to paying for content before, unlike its parent Facebook, which offered stipends ranging into the millions of dollars for publishers to shoot Live broadcasts and long-form Watch shows. Neither have led to a booming viewership, but perhaps that’s because Facebook has lost its edge with the teens who love video.

Instagram could do better if it paid the right creators to weather IGTV’s initial slim pickings. Settling on ad strategy creators can count on earning money from in the future might also get them to hang tight. Those deals could mimic the 55 percent split of mid-roll ad breaks Facebook gives creators on some videos. But again, the views must come first.

Alternatively, or additionally, it could double down on the launch strategy of luring creators with the potential to become the big fish in IGTV’s small-for-now pond. Backroom deals to trade being highlighted in its IGTV algorithm in exchange for high-quality content could win the hearts of these stars and their managers. Instagram would be wise to pair these incentives with vertical long-form video content creation workshops. It could bring its community, product and analytics leaders together with partnered stars to suss out what works best in the format and help them shoot it.

The cross-promo spigot

Once there’s something worth watching on IGTV, the company could open the cross-promo traffic spigot. At first, Instagram would send notifications about top content or IGTV posts from people you follow, and call them out with a little orange text banner atop its main app. Now it seems to understand it will need to be more coercive.

Last month, TechCrunch spotted Instagram showing promos for individual IGTV shows in the middle of the feed, hoping to redirect eyeballs there. And today, we found Instagram getting more aggressive by putting a bigger call out featuring a relevant IGTV clip with preview image above your Stories tray on the home screen. It may need to boost the frequency of these cross-promotions and stick them in-between Stories and Explore sections as well to give IGTV the limelight. These could expose users to creators they don’t follow already but might enjoy.

It’s still early but I do think there’s a lot of potential when they figure out two things since the feature is so new,” says John Shahidi, who runs the Justin Bieber-backed Shots Studios, which produces and distributes content for Lele Pons, Rudy Mancuso and other Insta celebs. “1. Product. IGTV is not in your face so Instagram users aren’t changing behavior to consume. Timeline and Instagram Stories are in your face so those two are the most used features. 2. Discoverability. I want to see videos from people I don’t follow. Interesting stuff like cooking, product review, interesting content from brands but without following the accounts.” In the meantime, Shots Studios is launching a vertical-only channel on YouTube that Shahidi believes is the first of its kind.

Instagram will have to balance its strategic imperative to grow the long-form video hub and avoid spamming users until they hate the brand as a whole. Some think it’s already gone too far. “I think it’s super intrusive right now,” says Tiffany Zhong, once known as the world’s youngest venture capitalist who now runs Generation Z consulting firm Zebra Intelligence. “I personally find all the IGTV videos super boring and click out within seconds (and the only time I watch them are if I accidentally tapped on the icon when I tried to go to my DMs instead).” Desperately funneling traffic to the feature before there’s enough great content to power relevant recommendations for everyone could prematurely sour users on IGTV. 

Systrom remains optimistic he can iterate his way to success. “What I want to see over the next six to 12 months is a consistent drumbeat of new features that both consumers and creators are asking for, and to look at the retention curve and say ‘are people continuing to watch? Are people continuing to upload?,'” says Systrom. “So far we are seeing that all of those are healthy. But again trying to judge a very new kind of audacious format that’s never really been done before in the first months is going to be really hard.”

Differentiator or deterrent?

The biggest question remains whether IGTV will remain devout to the orthodoxy of vertical-only. Loosening up to accept landscape videos too might nullify a differentiator, but also pipe in a flood of content it could then algorithmically curate to bootstrap IGTV’s library. Reducing the friction by allowing people to easily port content to or from elsewhere might make it feel like less of a gamble for creators deciding where to put their production resources. Instagram itself expanded from square-only to portrait and landscape photos in the feed in 2015.

My advice would be to make the videos horizontal. We’ve all come to understand vertical as ‘short form’ and horizontal as ‘long form,'” says Sayman. “It’s in the act of rotating your phone to landscape that you indicate to yourself and to your mobile device that you will not be context switching for the next few minutes, but rather intend to focus on one piece of content for an extended period of time.” This would at least give users more to watch, even if they ended up viewing landscape videos with their phones in portrait orientation.

This might be best as a last-ditch effort if it can’t get enough content flowing in through other means. But at least Instagram should offer a cropping tool that lets users manually select what vertical slice of a landscape video they want to show as they watch, rather than just grabbing the center or picking one area on the side for the whole clip. This could let creators repurpose landscape videos without things getting awkwardly half cut out of frame.

Former Facebook employee and social investor Josh Elman, who now works at Robinhood, told me he’s confident the company will experiment as much as necessary. “I think Facebook is relentless. They know that a ton of consumers watch video online. And most discover videos through influencers or their friends. (Or Netflix). Even though Watch and IGTV haven’t taken the world by storm yet, I bet Facebook won’t stop until they find the right mix.”

There’s a goldmine waiting if it does. Unlike on Facebook, there’s no Regram feature, you can’t post links, and outside of Explore you just see who you already follow on Instagram. That’s made it great at delivering friendly video and clips from your favorite stars, but leaves a gaping hole where serendipitous viewing could be. IGTV fills that gap. The hours people spend on Facebook watching random videos and their accompanying commercials have lifted the company to over $13 billion in revenue per quarter. Giving a younger audience a bottomless pit of full-screen video could produce the same behavior and profits on Instagram without polluting the feed, which can remain the purest manifestation of visual feed culture. But that’s only if IGTV can get enough content uploaded.

Puffed up by the success of besting its foe Snapchat, Instagram assumed it could take the long-form video world by storm. But the grand entrance at its debutante ball didn’t draw enough attention. Now it needs to take a different tack. Tone down the cross-promo for the moment. Concentrate on teaching creators how to find what works on the format and incentivizing them with cash and traffic. Develop some must-see IGTV and stoke a viral blockbuster. Prove the gravity of extended, personality-driven vertical video. Only then should it redirect traffic there from the feed, Stories, and Explore.

YouTube’s library wasn’t built overnight, and neither will IGTV’s. Facebook’s deep pockets and the success of Instagram’s other features give it the runway necessary to let IGTV take off. With 1 billion monthly users, and 400 million daily Stories users gathered in just two years, there are plenty of eyeballs waiting to be seduced. Systrom concludes, “Everything that is great starts small.” IGTV’s destiny will depend on Instagram’s patience.


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You Can Now Install Windows 95 as an App


In 1995, the world was a very different place. Very few people had access to the internet, floppy disks were still a thing, and a Steve Jobs-less Apple was struggling. And then Microsoft launched Windows 95, an operating system that changed everything.

Windows 95 was the first desktop operating system many people used. And to that end, and given what had come before, it was a revelation. However, many versions of Windows have come and gone since, so what would it be like to use Windows 95 today?

How to Download Windows 95 as an App

You can now find out for yourself thanks to a Windows 95 app created by Slack developer Felix Rieseberg. This Windows 95 app is available on Windows, macOS and Linux, and is, as its billing suggests, Windows 95 in the form of a downloadable app.

As reported by The Verge, Rieseberg’s Windows 95 app is based on an existing web project that lets you use various old operating systems in your web browser. However, there’s something magical about downloading Windows 95 as an electron app.

The app only weighs in at 129MB, and only takes up around 200MB of RAM while running. And yet it lets you run applications such as MS Paint, WordPad, and Minesweeper. Not that your average teenager will be impressed by such basic tools and games.

Download: Windows 95 for Windows, Mac, and Linux

A Slice of History for Nostalgic Nerds

If you’re old enough to have used Windows 95 in the 90s we recommend downloading this app for nostalgic reasons. However, even if you’re part of the smartphone generation, it’s worth taking a look to see how far we’ve come over the past 20 years.

We’re guessing that discovering Windows 95 is available as an app has scratched that nostalgic itch. So, with that in mind, you should read about the history of Windows 95, written as it turned 20. Or experience how it felt to work using Windows 95. Enjoy!

Image Credit: Justin Henry/Flickr

Read the full article: You Can Now Install Windows 95 as an App


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5 HQ Trivia Alternative Apps and Fan Sites to Play Quiz (and Even Win Cash)


quiz-games-win-money

HQ Trivia is the most popular social quiz game around, especially since it launched an Android app. But it’s not the only trivia game doing that. And there are other quiz games which are a bit more fun for one-on-one clashes too. Here are the best sites to know more about HQ Trivia, as well as a few alternatives.

To play a quiz with your friends, Quiz Up and Trivia Crack are still among the best brainy multiplayer games. There is no cash prize in those though unless you place a bet with your friends directly.

Cash Show (Android, iOS)

The biggest HQ Trivia alternative for mobile cash quiz competitions

After the success of HQ Trivia, it was only natural that we would see competitors. Cash Show is the biggest and most popular game to play quiz competitions and earn some money for your brainpower. It is available in limited countries, so check if it works for you in the Play Store or App Store.

It’s similar to HQ Trivia. There are 12 total questions in each competition. Get an answer wrong and you’re out of the competition. You’ll start earning money after the 6th question, with each higher level worth more cash. The cash is distributed among the number of people who get it right.

You can only get to encash your earnings after they cross a total of $10. While there are some reports of Cash Show not paying out, most users report it works fine with a PayPal account.

Download: Cash Show for Android | iOS (Free)

Trivia Trackr (Web)

Schedules of cash quiz competitions on all trivia apps

As great as HQ Trivia is, these cash competitions run on a set schedule. You can’t go online at any time and hope to participate. The timings also don’t overlap with other apps that are similar to HQ Trivia, like Cash Show or Quiz Biz. Trivia Trackr puts the competition schedules of all these apps in one page.

It’s a simple chronological list of upcoming games on all apps. You can filter the list by the apps you like, or the region to play in. Each game’s time listing also has quick links to download the app to your mobile device or visit its website. Some genre-specific quizzes, like a pop quiz or music quiz, are also noted under the competition’s name.

Trivia Trackr is the only way to see which app you should open in your spare time or during a break to start playing a cash quiz competition.

r/TriviaApps (Web)

r/TriviaApps reddit forums for HQ Trivia and Cash Show

Subreddit to discuss anything about mobile trivia games like HQ Trivia

Go to HQTrivia.com and it redirects you to its iOS app. Cash Show doesn’t have a website of its own. If you need any help with these quiz games, there isn’t a simple site or a forum to find out more. Your best bet for support is the r/TriviaApps community on Reddit.

If you have ever wondered if the app you made money on will pay you, or wanted a place to figure out how to get that cash, this subreddit is for you. It is dedicated to all mobile trivia games, although most of the questions are about Cash Show or HQ. Still, you’ll be able to find any information you need with a simple question.

As is the case with any subreddit, read the rules and obey etiquette. Just because you’re angry with the game or need some help doesn’t mean you take it out on a community of fans trying to help.

Trivia Town (Android, iOS)

One-on-one clashes where you can’t guess the answer

Quiz games make you select from multiple-choice answers, so you often find that people can win by simply guessing. Trivia Town has a neat workaround for such undeserved wins with a different points system.

While it gives you and your opponent four options, it also makes you bet points on how sure you are about an answer. Each round has a maximum of five points and a minimum of one point. The surer you are, the likelier you are to bet the full five points. Get it right for a +5, or get -5 if you’re wrong.

There is no money at stake in Trivia Town. It’s all about the fun of quizzing, as you take on a random stranger on the internet or a friend. Select a category (movies, music, geography, history, politics, etc.), start a game of 10 rounds, and get as many points as you can.

Download: Trivia Town for Android | iOS (Free)

Global Quiz (Web)

play quiz online at globalquiz.org

HQ Trivia-like social quiz competition for the web, no signup needed

The whole “win cash for playing quizzes” shtick is nice, but the amount of money is quite low and the questions are not that hard. If you think you’re brainy, challenge others at Global Quiz to play against others on the web.

Go to the site and join the arena; you don’t need to sign up. The arena will start a series of 10 questions, each with four options. These are far tougher than the mobile trivia games you’re used to, so don’t be surprised if you get some wrong. But you aren’t kicked out for a wrong answer, and get to play the full 10 questions.

Global Quiz is a nice way to play a quick trivia game without any pressure. You can register for an account if you want to save your wins and progress, but I wouldn’t bother.

Play for Cash or Philanthropy

While HQ Trivia and Cash Show are the biggest, you can check Trivia Trackr to find other cash quiz games. Or you can quiz for the fun of quizzing. Or there’s one more option: play a trivia game for philanthropy, and end world hunger in the process.

Whichever option you choose, you will need to be good at quizzes if you hope to make any winnings. If you struggle with the cash quiz games, then there are other ways to earn extra money on your phone.

Read the full article: 5 HQ Trivia Alternative Apps and Fan Sites to Play Quiz (and Even Win Cash)


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Fortnite’s Android installer shipped with an Epic security flaw


Google has clapped back in tremendous fashion at Epic Games, which earlier this month decided to make the phenomenally popular Fortnite available for Android via its own website instead of Google’s Play Store. Unfortunately, the installer had a phenomenally dangerous security flaw in it that would allow a malicious actor to essentially install any software they wanted. Google wasted exactly zero time pointing out this egregious mistake.

By way of a short explanation why this was even happening, Epic explained when it announced its plan that it would be good to have “competition among software sources on Android,” and that the best would “succeed based on merit.” Everyone of course understood that what he meant was that Epic didn’t want to share the revenue from its cash cow with Google, which takes 30 percent of in-app purchases.

Many warned that this was a security risk for several reasons, for example that users would have to enable app installations from unknown sources — something most users have no reason to do. And the Play Store has other protections and features, visible and otherwise, that are useful for users.

Google, understandably, was not amused with Epic’s play, which no doubt played a part in the decision to scrutinize the download and installation process — though I’m sure the safety of its users was also a motivating factor. And wouldn’t you know it, they found a whopper right off the bat.

In a thread posted a week after the Fortnite downloader went live, a Google engineer by the name of Edward explained that the installer basically would allow an attacker to install anything they want using it.

The Fortnite installer basically downloads an APK (the package for Android apps), stores it locally, then launches it. But because it was stored on shared external storage, a bad guy could swap in a new file for it to launch, in what’s called a “man in the disk” attack.

And because the installer only checked that the name of the APK is right, as long as the attacker’s file is called “com.epicgames.fortnite,” it would be installed! Silently, and with lots of extra permissions too, if they want, because of how the unknown sources installation policies work. Not good!

Edward pointed out this could be fixed easily and in a magnificently low-key bit of shade-throwing helpfully linked to a page on the Android developer site outlining the basic feature Epic should have used.

To Epic’s credit, its engineers jumped on the problem immediately and had a fix in the works by that very afternoon and deployed by the next one. Epic InfoSec then requested Google to wait 90 days before publishing the information.

As you can see, Google was not feeling generous. One week later (that’s today) and the flaw has been published on the Google Issue Tracker site in all its… well, not glory exactly. Really, the opposite of glory. This seems to have been Google’s way of warning any would-be Play Store mutineers that they would not be given gentle handling.

Epic Games CEO Tim Sweeney was likewise unamused. In a comment provided to Android Central — which, by the way, predicted that this exact thing would happen — he took the company to task for its “irresponsible” decision to “endanger users.”

Epic genuinely appreciated Google’s effort to perform an in-depth security audit of Fortnite immediately following our release on Android, and share the results with Epic so we could speedily issue an update to fix the flaw they discovered.

However, it was irresponsible of Google to publicly disclose the technical details of the flaw so quickly, while many installations had not yet been updated and were still vulnerable.

An Epic security engineer, at my urging, requested Google delay public disclosure for the typical 90 days to allow time for the update to be more widely installed. Google refused. You can read it all at https://ift.tt/2PBk1Mg

Google’s security analysis efforts are appreciated and benefit the Android platform, however a company as powerful as Google should practice more responsible disclosure timing than this, and not endanger users in the course of its counter-PR efforts against Epic’s distribution of Fortnite outside of Google Play.

Indeed, companies really should try not to endanger their users for selfish reasons.


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Fortnite’s Android installer shipped with an Epic security flaw


Google has clapped back in tremendous fashion at Epic Games, which earlier this month decided to make the phenomenally popular Fortnite available for Android via its own website instead of Google’s Play Store. Unfortunately, the installer had a phenomenally dangerous security flaw in it that would allow a malicious actor to essentially install any software they wanted. Google wasted exactly zero time pointing out this egregious mistake.

By way of a short explanation why this was even happening, Epic explained when it announced its plan that it would be good to have “competition among software sources on Android,” and that the best would “succeed based on merit.” Everyone of course understood that what he meant was that Epic didn’t want to share the revenue from its cash cow with Google, which takes 30 percent of in-app purchases.

Many warned that this was a security risk for several reasons, for example that users would have to enable app installations from unknown sources — something most users have no reason to do. And the Play Store has other protections and features, visible and otherwise, that are useful for users.

Google, understandably, was not amused with Epic’s play, which no doubt played a part in the decision to scrutinize the download and installation process — though I’m sure the safety of its users was also a motivating factor. And wouldn’t you know it, they found a whopper right off the bat.

In a thread posted a week after the Fortnite downloader went live, a Google engineer by the name of Edward explained that the installer basically would allow an attacker to install anything they want using it.

The Fortnite installer basically downloads an APK (the package for Android apps), stores it locally, then launches it. But because it was stored on shared external storage, an bad guy could swap in a new file for it to launch, in what’s called a “man in the disk” attack.

And because the installer only checked that the name of the APK is right, as long as the attacker’s file is called “com.epicgames.fortnite,” it would be installed! Silently, and with lots of extra permissions too, if they want, because of how the unknown sources installation policies work. Not good!

Edward pointed out this could be fixed easily and in a magnificently low-key bit of shade-throwing helpfully linked to a page on the Android developer site outlining the basic feature Epic should have used.

To Epic’s credit, its engineers jumped on the problem immediately and had a fix in the works by that very afternoon and deployed by the next one. Epic InfoSec then requested Google to wait 90 days before publishing the information.

As you can see, Google was not feeling generous. One week later (that’s today) and the flaw has been published on the Google Issue Tracker site in all its… well, not glory exactly. Really, the opposite of glory. This seems to have been Google’s way of warning any would-be Play Store mutineers that they would not be given gentle handling.

Epic Games CEO Tim Sweeney was likewise unamused. In a comment provided to Android Central — which, by the way, predicted that this exact thing would happen — he took the company to task for its “irresponsible” decision to “endanger users.”

Epic genuinely appreciated Google’s effort to perform an in-depth security audit of Fortnite immediately following our release on Android, and share the results with Epic so we could speedily issue an update to fix the flaw they discovered.

However, it was irresponsible of Google to publicly disclose the technical details of the flaw so quickly, while many installations had not yet been updated and were still vulnerable.

An Epic security engineer, at my urging, requested Google delay public disclosure for the typical 90 days to allow time for the update to be more widely installed. Google refused. You can read it all at https://ift.tt/2PBk1Mg

Google’s security analysis efforts are appreciated and benefit the Android platform, however a company as powerful as Google should practice more responsible disclosure timing than this, and not endanger users in the course of its counter-PR efforts against Epic’s distribution of Fortnite outside of Google Play.

Indeed, companies really should try not to endanger their users for selfish reasons.


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Facebook and Microsoft briefed state officials on election security efforts today


So much for summer Fridays. Yesterday, BuzzFeed reported that a dozen tech companies, including Facebook, Google, Microsoft and Snapchat, would meet at Twitter headquarters on Friday to discuss election security. For two of them, that wasn’t the only meeting in the books.

In what appears to be a separate event on Friday, Facebook and Microsoft also met with the Department of Homeland Security, the FBI and two bodies of state election officials, the National Association of State Election Directors (NASED) and the National Association of Secretaries of State (NASS), about their election security efforts.

The discussion was the second of its kind connecting DHS, Facebook and state election officials on “actions being taken to combat malicious interference operations.” The meetings offer two very different perspectives on threats to election security. States are largely concerned with securing voter databases and election systems, while private tech companies are waging a very public war against coordinated disinformation campaigns by U.S. foreign adversaries on their platforms. Social media platforms and election systems themselves are two important yet usually disconnected fronts in the ongoing war against Russian election interference.

more 2018 US Midterm Election coverage

“Effectively combatting coordinated information operations requires many parts of society working together, which is why Facebook believes so strongly in the need for collaboration between law enforcement, government agencies, security experts and other companies to confront these growing threats,” Facebook VP of Public Policy Kevin Martin said of the meeting.

“We are grateful for the opportunity to brief state election officials on a recent call convened by DHS and again today as part of our continued effort to develop collaborative relationships between government and private industry.”

Curiously, while Microsoft and Facebook attended the DHS-hosted meeting, it doesn’t look like Twitter did. To date, Twitter and Facebook have faced the most fallout for foreign interference on their platforms meant to influence American politics, though Google was also called to Congress to testify on the issue last fall. When reached, Twitter declined to comment on its absence, though the company was reportedly playing host to the other major tech election security meeting today.

The meeting with state officials sounds like it was largely informative in nature, with Facebook and Microsoft providing insight on their respective efforts to contain foreign threats to election integrity. On Tuesday, Microsoft revealed that its Digital Crimes Unit secured a court order to take down six domains created by Russia’s GRU designed to phish user credentials. Half of the phishing domains were fake versions of U.S. Senate websites.

“No one organization, department or individual can solve this issue alone, that’s why information sharing is so important,” said Microsoft VP of Customer Security and Trust Tom Burt. “To really be successful in defending democracy, technology companies, government, civil society, the academic community and researchers need to come together and partner in new and meaningful ways.”


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How to Install and Set Up Jetpack on Your WordPress Site


Jetpack is one of the most popular WordPress plugins. It’s made by Automattic (the same company that’s responsible for WordPress itself), and ports many of WordPress.com’s best features over to the self-hosted WordPress sites.

Remember, to use self-hosted WordPress, you’ll need a web hosting provider. We recommend InMotion Hosting (get up to 50% off using this link), which offers six dedicated WordPress plans that’ll suit sites of all sizes.

Keep reading, and we’ll explain how to install and set up Jetpack on your WordPress site.

What Is Jetpack?

In case you’re new to Jetpack, let’s take a moment to list the plugin’s main features. If you already know what it’s capable of, feel free to skip ahead.

Jetpack’s key features are:

  • Site statistics
  • XML sitemaps
  • Automatic sharing to social networks
  • Social sharing buttons on your articles
  • Security enhancements
  • Image CDN

Best of all, Jetpack lets you enable and disable its many features at your discretion. It prevents your site from becoming bloated with unused tools.

How to Install Jetpack on Your WordPress Site

It goes without saying that before you can install Jetpack, you first need to install WordPress. The process for installing WordPress differs between hosting providers. Some use third-party installers like Softaculous; others have simple one-click installers that require minimal user input.

Once you have installed WordPress, log into your site’s dashboard with an admin account. Typically, you can log in at www.[sitename].com/wp-login.php.

After you have successfully logged in, navigate to Plugins > Add New in the panel on the left-hand side of the screen.

Because it is such a popular plugin, you should see Jetpack listed at the top of the page. If you don’t, use the search box in the upper right-hand corner to locate it.

When you eventually find Jetpack’s listing, click on the Install Now button to add it to WordPress. The installation process will take 15-30 seconds to complete.

But wait, you’ve not finished yet—you need to activate the plugin. If you’re still looking at Jetpack’s listing, the Install Now button should have changed to Activate.

If you have already navigated away, go to Plugins > Installed Plugins, find Jetpack on the list, and click on Activate. Again, the process will take a few seconds to complete.

How to Set Up Jetpack on Your WordPress Site

Assuming the activation process was successful, you should be looking at a page which introduces you to all Jetpack’s features.

You can ignore it; head straight to the new Jetpack link at the top of the left-hand panel. Look into these six core areas:

1. Connect Jetpack to WordPress.com

You cannot access any of Jetpack’s features until you connect it to a WordPress.com account.

Click on Set up Jetpack, and you will be automatically redirected to WordPress.com. You can either sign in with an existing account or make a new one. Either way, agree to the connection using the on-screen prompts.

Unfortunately, Jetpack frequently fails to connect to WordPress on the first attempt. It’s been a problem for years. There’s nothing you can do; keep trying until it works.

Finally, you’ll need to choose your payment plan. Scroll down and click on Start with free.

2. Jetpack’s Writing Settings

After you’ve connected Jetpack to WordPress.com, it’s time to start customizing the plugin. Head to Jetpack > Settings to begin.

There are five tabs along the top of the page: Writing, Sharing, Discussion, Traffic, and Security.

The Writing tab contains the options pertaining to creating content. There are a few that are worth paying particular attention to:

  • Global CDN: Jetpack offers a CDN (content delivery network) for images. It makes pages load faster for your visitors. However, some hosting providers offer free access to Cloudflare’s CDN. Generally, it’s not advisable to use two CDNs, so make sure you do your research before enabling this option.
  • Lazy Loading: If you have an image-heavy site with lots of posts on your front page, you might find your site loads slowly. To remedy the problem, enable Lazy Loading. It will only load images as your visitor scrolls down the page. The option is especially effective at speeding up the mobile version of your site.

The Writing tab also lets you turn on the spellchecker, create new posts by email, and write content in plain-text Markdown.

3. Jetpack’s Sharing Settings

The Sharing menu only offers three settings. There’s an option that lets you automatically share your content on social networks, an On/Off toggle that adds sharing buttons to your posts, and a setting that adds a (non-Facebook) “Like” button to each article.

If you want to enable automatic social sharing, slide the toggle into the On position and click Connect your social media accounts. You will be redirected to WordPress.com to make the connections.

4. Jetpack’s Discussion Settings

The Discussion tab lets you determine how people interact with your site.

The most noteworthy setting is the first one—it allows your readers to use their WordPress.com, Twitter, Facebook, and Google+ accounts to comment on your articles. Turning this setting on will make your comments feed look richer; a person’s name and a picture will be shown alongside the comments.

Further down, you can also choose to add a subscribe button to your site. Visitors can fill in their email address and receive alerts when new content goes live.

5. Jetpack’s Traffic Settings

The Traffic tab is where you will find your XML sitemaps and site verification codes.

The sitemaps improve your site’s SEO by telling search engines how your site is laid out. The verification codes allow you to add your site to Google’s, Yahoo’s, and Yandex’s webmaster consoles.

If you use another plugin (such as Yoast) to generate sitemaps and verification codes, you can disable the setting in Jetpack. Generating two sitemaps can cause conflicts. For example, Yoast’s Google News sitemap plugin doesn’t use the same XML address as Jetpack.

6. Jetpack’s Security Settings

Jetpack offers brute force protection and a way to monitor your site’s downtime. You can configure both features in the security tab.

The downtime feature will send you an alert the moment your page goes offline, allowing you to quickly remedy the issue before it escalates further.

The brute force protection is a simple On/Off toggle. If it’s malfunctioning, you can manually whitelist IP addresses using the drop-down menu.

Note: With all the Jetpack settings discussed above, be aware that your both your theme and other plugins could override them.

Does Jetpack Slow Down Your Site?

Some reports have claimed Jetpack adversely affects the speed of your site. Webidextrous says the plugin’s external server requests add up to 1.5 seconds to the page loading time. Anecdotal evidence from some users suggests it might be as high as five seconds.

To check whether your page loading time has been affected, use a third-party tool like GTMetrix or Google’s PageSpeed Insights.

And remember, an important part of making sure WordPress runs smoothly is making sure you sign up for a hosting plan that meets your needs. InMotion Hosting (get up to 50% off using this link) offers plans for WordPress users starting at $4.99/mo.

Choosing the right web host and selecting the right plugins are essential steps for every WordPress beginner. If you are planning to start a blog anytime soon, they can make the next steps a lot smoother.

Read the full article: How to Install and Set Up Jetpack on Your WordPress Site


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