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IGTV is Instagram's take on social video

24 June, 2018, 17:59 | Author: Lydia Fleming
  • Instagram unveils new IGTV app for long-form vertical video, now has 1 billion users

At an event in San Francisco today, Instagram CEO Kevin Systrom said long-form videos will be introduced as an in-app feature as well as a new standalone app, IGTV, which is expected to be launched in coming weeks.

You'll see videos appear both inside the Instagram app and inside IGTV with the latter focusing on taking screen time away from platforms like YouTube which is now dominating the ad-driven streaming video space.

Unlike on Instagram, the videos in IGTV won't be limited to just one minute - they can be up to an hour long. You can also swipe up to discover more and switch between four options: "For You", "Following", "Popular" and "Continue Watching".

Reaction has started to pool in post-IGTV announcement.

"When people browse through the feed they don't want to stop and watch a 10-minute video", Systrom says.

Facebook and YouTube are already at loggerheads with each other in luring people to their platforms to post videos and make money.

There are also some hints of the defunct Vine service in there, appropriate, as some of IGTV's stalwarts like King Bach started on there.


Moments after hearing the news, some of my colleagues opened Instagram on their mobile phones and found that the in-app IGTV feature was already added. You can also tap Search IGTV and enter a few words to find IGTV creator channels to follow.

Facebook announced Tuesday it would be launching a series of interactive shows on its own video outlet, Facebook Watch. Accounts with wide audiences will be able to post videos of up to an hour.

Content starts playing as soon as users open the app, with a "static screen" appearing as it loads selected content.

Called IGTV, it will be populated by videos from celebrities and prominent Instagram stars including Kim Kardashian West, Selena Gomez and Tyler Blevins - better known as video game live streamer Ninja. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day.

The Facebook-owned photo sharing service described IGTV as Instagram's "most exciting feature to date" and the beginning of "a new chapter of video on Instagram".

In September 2017, Instagram said it had some 800 million monthly active users. For more on Instagram's new venture, follow here.

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