Instagram Announces IGTV App for Watching Long-Form, Vertical Video

Media playback is unsupported on your device                  Media caption Instagram released this video to promote IGTV

Media playback is unsupported on your device Media caption Instagram released this video to promote IGTV

As expected, Instagram today announced the launch of a new standalone app called IGTV.

Mobile-first: IGTV is built for how you naturally use and hold your phone, so videos are full screen and vertical.

AdNews searched the app, finding the majority of videos in the "popular" category to be under 15 minutes, with one video from National Geographic, "One Strange Rock: Home", lasting 47 minutes.

The layout of an IGTV creator's profile page, or channel. He also mentioned that most of the video apps ask people to find and browse through a directory, unlike TV, where people just use to turn it on and start watching their favorite show. The difference between Instagram and IGTV, however, is that the latter pushes vertical videos only and can last up to an hour.

"We have a very engaged community who tune into our Stories", Leung says, referring to the vertical video format already available on the main Instagram app.

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This will be interesting to watch play out as IGTV goes head to head with YouTube and Snapchat's explore feature. Today, Instagram announces it has achieved 1 billion users! Just like Instagram, IGTV will not have specified "content creators" and encourages engagement among all users. Each video can be up to an hour long.

The photo-sharing social network said that it doesn't plan on producing its own content but instead will rely on its "creators" - plus celebrities like Selena Gomez, Kim Kardashian West and Kevin Hart - to make the app a draw. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day.

And that's the interesting part, anyone can upload their own IGTV content so if you're an ecommerce merchant take a look and decide if it's for you.

And speaking of apps, there really is a separate IGTV app on the way.

Instagram CEO Kevin Systrom at the company's San Francisco event on Wednesday. Cool. But if it's not your thing, you ... It also gives Facebook, Instagram's parent company, a fresh channel for advertisers - Instagram already accounts for a growing portion of Facebook's mobile ad revenue.

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