Instagram launches IGTV – hour-long videos with more power to the content creators!

Instagram has finally launched IGTV which is a new video watching experience for Instagram users and for content creators. The new IGTV feature lets the content creators to upload and share up to hour-long videos with their followers.

With the rise in video content being uploaded and being watched on Instagram, it was about time that Facebook took an initiative and provided users with the ability to upload longer videos on the app. The new IGTV platform will also help Instagram monetize and help the content creators earn money in the future.

Right now, the IGTV feature is completely ad-free but in the future, it can become part of Facebook’s audience network and provide a platform to the advertisers to advertise and reach out to potential customers through this new network.


From our CEO @kevin: “Today, we have two big announcements to share. First, Instagram is now a global community of one billion! Since our launch in 2010, we’ve watched with amazement as the community has flourished and grown. This is a major accomplishment — so from all of us at Instagram, thank you! Second, we’re announcing our most exciting feature to date: IGTV, a new app for watching long-form, vertical video from your favorite Instagram creators, like LaurDIY (@laurdiy) posting her newest project or King Bach (@kingbach) sharing his latest comedy skit. While there’s a stand-alone IGTV app, you’ll also be able to watch from within the Instagram app so the entire community of one billion can use it from the very start. IGTV is different in a few ways. First, it’s built for how you actually use your phone, so videos are full screen and vertical. Also, unlike on Instagram, videos aren’t limited to one minute. Instead, each video can be up to an hour long. We made it simple, too. Just like turning on the TV, IGTV starts playing as soon as you open the app. You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests. You can swipe up to discover more — switch between “For You,” “Following,” “Popular” and “Continue Watching.” You can also like, comment and send videos to friends in Direct. Also like TV, IGTV has channels. But, in IGTV, the creators are the channels. When you follow a creator on Instagram, their IGTV channel will show up for you to watch. Anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day. With your help, IGTV begins a new chapter of video on Instagram. We hope it brings you closer to the people and things you love. IGTV will be rolling out globally over the next few weeks on iOS and Android.

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IGTV is currently being launched as a video platform specifically to showcase vertical videos but Instagram probably might look into expanding the new video platform into something that allows for normal 16:9 videos as well. There is no official word on this yet but as a platform this is being speculated for IGTV.

IGTV is currently active and working in the main Instagram app today and you can access it easily. There are also standalone apps for the same on  Android and iOS that you can download and use specifically for IGTV.

With the launch of IGTV, Instagram has taken a jab on YouTube by introducing a new rival video-based platform for smartphones. Just like YouTube, the new IGTV platform has content discovery algorithms that will help users find new content and content creators that they might like. With this, Instagram has expanded on their already established content discovery system which people really like about. The content discovery on Instagram is one of the many reasons why people have been migrating from Snapchat to Instagram lately.

As per Instagram’s CEO, Kevin Systrom, the IGTV platform will help the content creators in monetizing their content by providing ad-revenue sharing.

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