Here’s IGTV: Instagram’s vertical answer to YouTube

Here’s IGTV: Instagram’s vertical answer to YouTube

Here’s IGTV: Instagram’s vertical answer to YouTube

Instagram has launched IGTV, a mobile-centric vertical video platform. Along with that, Instagram's also creating an entirely separate IGTV app that'll start playing videos as soon as you open it.

It means Instagram's video time limit increases from one minute to 10 minutes for most users.

Instagram's rapid growth is showing no signs of slowing, as it revealed it has hit 1 billion monthly users, and unveiled plans to expand into long-form videos. The Facebook-owned service says "IGTV will be rolling out globally over the next few weeks on Android and iOS".

The site reports that while videos of up to one hour will be allowed, the company is encouraging a target of ten minutes, with celebrities and other established content creators leading the way. Actually, IGTV is launching without any ads at all, and Instagram isn't making direct payments to stars, either.

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Instagram took the wraps off of its long-form video hub, IGTV, on Wednesday. Accounts with large audiences will be able to go as long as an hour. Instead, everyone on the platform will be able to make use of IGTV to view and make vertical videos. Beyond "Explore", IGTV will also include "For You", "Following", "Popular" and "Continue Watching" tabs, each of which speak for themselves.

But if you're reading this and dreaming of quitting your day job to make videos for Instagram checks, you better drum up a huge following fast. When you follow a creator on Instagram, their IGTV channel will show up for you to watch.

Snapchat in 2015 launched Snapchat Discover, a feature that allows publishers including National Geographic, Vice and Cosmopolitan to upload daily multimedia "stories". To promote this, Instagram is likely to start a monetising platform for the creators, potentially including ad revenue shares. "IGTV is focused on the creators you love most and already follow on Instagram". According to an introductory blog post, the answer to that question will involve some of the biggest names in online video.

Citing 2017 data from Emarketer, Instagram noted that "these days, people are watching less TV and more digital video". In a kind of TV and YouTube hybrid, the app will be organized by channels, which will just lead you to each creator's page. It has added around 200 million users each year for the past two years.

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