The focus of a lot of coverage is Instagram's use of vertical video, which is meant to be viewed on mobile phones. But I think the use of Instagram to encourage video following is more important. For example, consider the Norweigan show SKAM, mentioned today on TWIG. You don't watch the show so much as you follow it, keeping track of the characters on their social media accounts (including Instagram). A new version, SKAM Austin, launched in April. Why should media be in one place any more? It isn't about where it is, it's about what it is.
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