Instagram brings long-form video to 1 billion users

Getty Images

Getty Images

"IGTV is a new app and space within Instagram where people can watch long-form (up to an hour), vertical video from their favourite Instagram creators and celebs, allowing them to connect more meaningfully". The app is available on Android as well as iOS.

Mobile first: IGTV is built for how you actually use your phone: vertical and full screen. It starts playing as soon as you open the app, so you don't have to search to get started.

It's a move that brings Instagram into direct competition with YouTube, as well as Snapchat's Discover section, as it attempts to persuade high-profile influencers - and ordinary users - to make the jump for their web-video needs. Similar to all the other content on the platform, it selects content it believes you'll enjoy watching through For You.

Unlike Stories' fleeting 60 second clips, IGTV's video length is limited to 3600 seconds. "Among other things, this "lean back" mode could make IGTV a powerful new place for Instagram to put ads".

"It's mobile first, it's simple and it's quality", Instagram Chief Executive Kevin Systrom said during an event unveiling the service.

Instagram has launched a new standalone app for video.

But to that last point, it's worth noting that anyone can upload hour-long videos - the feature isn't restricted to the celebrity creators who will nearly certainly dominate the Explore tab. When you follow a creator on Instagram, their channel will show up for you to watch. Once you update your Instagram app, look for the IGTV logo on the top-right side of your feed, next to the DM button.




IGTV was revealed at an event today this morning where the company also shared that it now has 1 billion monthly active users.

Mr Systrom said: "The way we are watching video is changing".

"With all of the cat videos, how do you find the creators you guys all love?" founder-CEO Kevin Systrom asked the crowd at the launch, according to Deadline.

Instagram today unveiled its newest effort, what it calls IGTV.

These longer videos on IGTV can be up to an hour long, in case you were wondering just how long these long-form videos might be.

IGTV is based around channels, with Instagram users able to follow creators to see their IGTV channel content.

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