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

Instagram’s “IGTV” video hub for creators launches tomorrow		
		
	Josh Constine

       @	   
   	7 hours

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.

Unlike on Instagram, the videos in IGTV won't be limited to just one minute - they can be up to an hour long.

In a blog post - which starts off by announcing the one billion user milestone - Instagram announced IGTV, a new mobile-oriented video service which will allow users to record videos up to one hour long.

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

Simple and intuitive: It starts playing as soon as you open the app.

"Five years after the launch of video on Instagram, we are excited to introduce IGTV which brings audiences closer to the creators they love".

If Instagram's trying to take a chunk out of YouTube's near-monopoly on video, it's starting from a strong place. It's now unclear if the videos will be monetiseable through adverts, but creators will no doubt be working on sponsored IGTV content deals. IGTV enables users to shoot video vertically, the orientation people hold their phones most of the time.

More news: Diego Maradona reportedly makes racist gesture during Argentina vs Iceland match

Systrom has no current plans to sell advertising on IGTV but said ads would likely be added in the future. That's why, he said, Instagram made a decision to let people choose how they want to interact with IGTV, instead of forcing them to use a separate app. As with any social platform, videos can be liked, shared, and commented.

Several celebrities with prominent social media accounts joined Instagram chief executive Kevin Systrom to kick off the new platform. However, Instagram is making some exceptions for some of their larger creators as they will allow them to post up to 60 minutes of video.

Systrom described the new app as "a separate space, a dedicated space to enjoy video without being distracted".

The service will host vertical videos only. One big disappointment from a design standpoint though, is that the app does not support full-screen iPhone X video. So creators won't be able to monetize their videos with ads like on YouTube with Ad-Sense. Just like Instagram, IGTV will not have specified "content creators" and encourages engagement among all users.

Business-wise, the move makes ideal sense. You will be able to easily share IGTV videos on Facebook, of course.

YouTube is adding more ways for video-makers to make money, following criticism from bloggers and increased competition from rival platforms.

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