Instagram unveils new video service app

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

Instagram Launches Long-Form Video With New IGTV App, Hits 1 Billion Users

Instagram has launched IGTV at an event in San Francisco featuring numerous Instagram creators. On Wednesday, the Facebook-owned social media app launched a new long-form video app called IGTV, allowing users to upload videos as short as 15 seconds or as long as 60 minutes.

The new platform for content creators, which will be available as a standalone app and within Instagram, makes Instagram a more direct competitor with other digital media giants like YouTube as well as traditional media. And IGTV is still rolling out to hundreds of millions of Instagram users (that is, 800 million at last count). The company is calling the app as "a new app for watching long-form, vertical video from your favourite Instagram creators." .

"Anyone can be a creator - you can upload your own IGTV videos in the app or on the web to start your own channel", Systrom said.

With IGTV, Instagram "begins a new chapter of video", perhaps one that Snapchat actually started quite some time ago.

"It's similar to when Instagram launched Instagram Stores and was competing with Snapchat", said Lugibihl, a software developer. If you're not into that video, swipe to check out other creators' channels. An entirely new category of video now exists, and it's being made by creators.

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"The way we are watching video is changing", Systrom told the event. IGTV enables users to shoot video vertically, the orientation people hold their phones most of the time. Instagram users with a large following (Instagram did not specify a number, but likely in the tens of thousands) will be able to post videos up to one hour in length.

Instagram's IGTV app could be the antidote, or at least a brand-safe option for marketers to diversify their video spend. Enter Instagram, acquired by Facebook in 2012, which has always been the more visual platform and is traditionally more successful at courting young users.

Systrom further explains, "Also like TV, IGTV has channels". He said that the entire community can use IGTV from the very start and hoped that it will bring people and things that matter even more closer. Instagram will also look to ways for creators to monetize their content - an effort Facebook has been focused on for a while now.

More importantly, 72 percent of USA kids ranging from 13 to 17 years old use Instagram, second to YouTube at 85 percent, according to the Pew Research Center.

Systrom also mentioned that IGTV could eventually blossom into something distinct from the current Instagram experience.

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