Instagram says that IGTV is rolling out over the next few weeks. Up until now, video uploads were limited to just one minute on Instagram, but IGTV extends that limit to an hour. Finally, the IGTV app allows you to like and comment on those videos, as well as send them to friends in Direct. They will be produced by some of Instagram's top creators and curated based on past viewing behavior of Instagram's users, according to Variety.
On Wednesday it announced IGTV, a new longform-video app.
YouTube has a serious competitor now from Facebook owned photo hosting social media site Instagram. "There will be a way for creators to make a living", Instagram CEO Kevin Systrom said. IGTV is to be both a hub within the current Instagram app, as well as a new dedicated app that allows users to watch IGTV videos.
Long-form vertical video! Here we are.
While there's a stand-alone IGTV app, you can access it through your Instagram account.More news: Supreme Court sales tax ruling to make online shopping more expensive
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And that's the interesting part, anyone can upload their own IGTV content so if you're an ecommerce merchant take a look and decide if it's for you.
IGTV aims for users to watch it just like TV. With IGTV, videos can be a max of 60-minutes-long.
With IGTV, Instagram "begins a new chapter of video", perhaps one that Snapchat actually started quite some time ago.
Mr Systrom said: "The way we are watching video is changing". Users will also be able to discover IGTV content within the Explore tab on Instagram.
For now, IGTV will be ad-free to give focus on building engagement with its users. This app will provide only vertical full-screen video, challenging YouTube's horizontal video format which can be challenging for viewers to enjoy on mobile interfaces.
However, he said that Instagram ultimately wanted to allow creators to make a living on the service.