Instagram Launches IGTV Video App Featuring Longer-Form Video

Angelica Greene
June 24, 2018

First, Instagram is now a global community of one billion!

At an event in San Francisco today, Instagram CEO Kevin Systrom said long-form videos will be introduced as an in-app feature as well as a new standalone app, IGTV, which is expected to be launched in coming weeks.

"We launched IGTV (a button inside the Instagram home screen, as well as a standalone app) at an event featuring numerous Instagram creators who'll make it great", the company wrote in a blog post late on Wednesday. Like a combination of Instagram and YouTube, the photo sharing site's newest addition will allow users to follow people and watch their full-length videos of up to one hour.

IGTV also has channels, just like real TV, but here creators themselves are the channels.

Once the app is open, users can flick between four different sections: For You, Following, Popular and Continue Watching.

This move places Instagram firmly in competition with YouTube and Snapchat for video content, but with the advantage of having a solid base of content creators and influencers to begin with.

Just like you can on Instagram, IGTV lets you like, comment on, and send videos to friends via Instagram Direct messaging.

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IGTV is Instagram's new dedicated app for watching videos from the people you follow on Instagram.

"We have a very engaged community who tune into our Stories", Leung says, referring to the vertical video format already available on the main Instagram app.

IGTV aims for users to watch it just like TV.

Instagram's latest idea allows videos to be viewed vertically in full-screen mode.

The new app, dubbed IGTV, will increase Instagram's video time limit from one minute to 10 minutes for most viewers. It also allows you to watch a video that you left off midway. To spur future growth, the company announced a new feature: Instagram television.

Systrom resisted talking advertising on IGTV at the launch, but you could bet the company will not make IGTV an ad-free portal.

The hub, called IGTV, will live within the regular Instagram app. Those who already have an Instagram account will have a channel created for them automatically. Courting stars to post videos on their platforms is part of their strategy.

Other reports by GizPress

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