Instagram to Allow Long Form Video Content Using IGTV App

Instagram unveils new IGTV app for long-form vertical video, now has 1 billion users

First, being designed and meant for consumption on mobile devices means that videos on IGTV will be vertical and take up the entire screen, letting users hold the phone as they usually do while using it.

According to TechCrunch, Instagram at an event launched the IGTV app that allow users upload up to an hour-long video, as against the previous one-minute length video post. Commenting on this, CEO Kevin Systrom said that "Instagram is now a global community of one billion!"

Still, this new platform won't quite have the flexibility of YouTube - for example, while one hour would be more than sufficient for most content creators, it's not exactly YouTube's generous maximum time of 12 hours. Each of IGTV's channels will belong to a "creator", some of whom were present at the event-social media star Lele Pons, for example, gave a preview of her IGTV cooking show-but Instagram emphasized in its announcement that anyone can be a creator.

IGTV launched as its own app on Wednesday in the U.S., though it's possible to view videos and get recommendations for what to watch through the traditional Instagram app.

"Just like turning on the TV, IGTV starts playing as soon as you open the app".

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Instagram, which Facebook bought in 2012 for $1 billion, has grown an app originally made for sharing photos into a service that people also use to send messages and post short videos. Instagram is launching a dedicated IGTV app, but the videos that are published for the new platform will also be visible in the standard Instagram app.

The IGTV app will be available on both Android and iOS, and you can head over to Google Play and install it now.

Initially, mobile and web users will have a 10-minute limit on their videos. Also like TV, IGTV has channels. At a press demonstration Wednesday, Instagram executives showed video clips featuring wildlife explorers and amateur cooks.

IGTV seems to be great for those enjoying Instagram Stories but want to make longer formats or people who'd like to vlog or publish videos while taking advantage of their Instagram following base.

The Instagram effort is most similar to what Snap Inc. has done with the Discover section of Snapchat. However, brands are able to create their own channels just like any other person with an Instagram account.

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