I am a firm believer in vertical video - basically in every format. From Snapchat over WhatsApp Status to Instagram Stories, short form works exceptionally good, and IGTV now opens that format for long form video, too. This article on Hacker Noon makes the case that in a few years' time, IGTV may do to YouTube what it made with Millenials to TV: to become a potentially dispensable part of their lives. Very interesting though that what is missing - and should be added by Instagram - is a smart search feature as the structure of content being tied to accounts that you follow may cover a "social" way of distributing content, but leaves the whole area of intentional viewing (YouTube's stronghold) mostly open. Will be interesting to see the further development here.