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Instagram Challenges YouTube by Taking Steps to Make the Platform Safer

Instagram Challenges YouTube by Taking Steps to Make the Platform Safer

One of the great things about YouTube is that lots and lots of people watch it – especially younger shoppers, including Gen Z and Millennials. One of the not-so-great things about YouTube is that a lot of upsetting, offensive stuff happens on the site, including video content and commentator behaviors. So despite the platform’s reach, many businesses who are protective of their reputation have doubts about advertising there.

What alternative is there for my business?

Instagram, which enjoys just about two-thirds of the reach of YouTube among Gen Z shoppers, is the ideal platform for brand discovery.* IGTV – the video platform within Instagram – announced in May that it would begin revenue sharing with content creators at very generous rates.** However, to qualify for the revenue sharing, content creators must adhere to stricter content guidelines than YouTube imposes. For example, profanity is allowed on Instagram – but if you want to qualify for revenue sharing, you have to keep the language family-friendly.

At this point, while the revenue sharing program is being rolled out, all content is being reviewed by human beings for appropriateness. Going forward, it is likely that this work will be done with a combination of technology and humanity, similar to how Facebook purportedly reviews materials.

Will Instagram do a better job of keeping their site clean than YouTube has?

It does have the advantage of being able to see where problems developed for YouTube and purposely build its platform to avoid those particular concerns. Given that their stated intention is to give small business owners a safer way to use influencer marketing to raise their brand profiles, expand their reach and capture customer attention, it’s reasonable to expect that they’re going to try their best.

Does this mean Instagram is now the right advertising platform for your business?

The answer to that question depends on who your customer is, what they want from you, and how they use Instagram. These advertising tools are just being rolled out. Take a few weeks to see how they look on the platform and how they perform. If it turns out they can provide a safer advertising experience for brands, it may be worth exploring. 



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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office