the past four years, she ran the ads team, developed the monetiza-
tion strategy for Stories, and is credited with launching Instagram’s
support for non-square images.
“A lot of the time, I’m a really diverse perspective in the room,” Yuki
Like Krieger, Yuki readily engages on the topic of IGTV’s chal-
says, picking at a plate of glass noodles at the Slanted Door, a famed
Vietnamese restaurant in San Francisco’s Ferry Building. “I connect
with the business differently than a lot of the men [do].” She’s wearing
white skinny jeans and strappy heels that show off a French pedicure, a
Marc Jacobs bag slung over her chair. “I shop, maybe, more than some
men. That could be a stereotype, but it’s true in my case.”
Yuki studies Sandberg during the Facebook COO’s weekly Q&A
sessions, calling it “leadership in action,” and says that as a result
she’s developed more confdence, particularly in addressing gender
imbalance issues in tech. (She once changed a company off-site
venue from a paintball park to a pumpkin patch.) Yuki’s point of
view makes her incredibly valuable at Instagram, and her enthu-
siasm for the celebrities and fashion brands that have helped drive
its growth is genuine. She casually references the fashion and nail-
art vloggers she follows, and she can walk you through the latest
workout routine that Taylor Hill, a Victoria’s Secret model, posted
to her IGTV channel.
lenges, saying that her primary focus is helping users discover IGTV
could be doing of showcasing content in the right way,” she admits.
Then there’s the trick of making sure the app notifes users about
Even before Adam Mosseri was promoted to run Instagram
that video at appropriate moments. “Right now, the only time we’re
doing that is the second you open up the app,” she says. “That might
be actually one of the hardest times for you to have a moment to go
watch a [longer] video.” One idea is to send out IGTV alerts later in
the evening, when “you’re unplugging and trying to sit back for a
little bit longer with something.”
Launching IGTV as its own separate app (in addition to within
Instagram itself) was the original answer to the watch-or-scroll
confusion that IGTV presents. Yuki had believed that users would
“just tap it and be like, ‘Okay, I’m in. I’m in IGTV mode.’” But ac-
cording to the analytics company App Annie, downloads for the
dedicated video app were middling upon its debut and have since
trailed off signifcantly.
in October, Yuki’s team had begun implementing tweaks to IGTV.
The banner that Krieger’s wife had thought was too small? It’s now
bigger and includes a thumbnail clip of the video it’s promoting.
As Instagram amasses more data on what people actually watch,
higher-quality videos are commanding a more prominent place in
the “For You” lineup. Mosseri, in a statement to Fast Company, pledges