Instagram is a photo and video sharing social networking service owned by Facebook and is a home for diverse youth activism and expression. It has been planning to introduce a separate platform for longer videos in head-on competition with YouTube. Now the wait is finally over! Recently at a splashy event in San Francisco, Instagram’s CEO Kevin Systrom announced a new feature IGTV along with declaring that Instagram, which was founded in 2010, has surpassed 1 billion users.

Instagram CEO while addressing the audience stated that:

It’s time for video to move forward and evolve. IGTV is for long-form videos from your favorite creators.

What is IGTV?

IGTV is a standalone mobile app focused on programming from creators on the platform. Video on the app will be vertical and full size. Moreover, content will start playing right after a user opens the app. The idea is to post polished videos as they would on YouTube. As IGTV is a standalone app, it is also accessible through the Instagram app via its dedicated button next to DM.

With IGTV, videos can run 10 minutes though larger and verified accounts will be able to post an hour-long video. Viewers will be able to watch videos from different content creators they are following. All followed accounts on Instagram would automatically get followed on the new service. Each user will have a channel where the videos will be stored. Moreover, users can see various options to browse like ‘Following’, ‘Popular’, ‘For You’ and ‘Continue Watching’.

For the time being, there will be no ads on IGTV which means there is no revenue sharing between creators and Instagram. However, the team is thinking about something down the road. Systrom further added while speaking to the audience,’ There will obviously be a way for creators to make a living.’ In order to get started, there would already be some top channels running including Kevin Hart, Lele Pons, Ninja, Katie Austin, Manny Gutierrez and some more. Using IGTV, now you’ll be able to post on the desktop as well. Like all content on Instagram, IGTV will follow its rules and regulations.

The app is currently available on Play Store in some regions. For the full release on both Android and iOS, Instagram announced:

 IGTV will be rolling out globally over the next few weeks on Android and iOS.

Kevin further stated that Videos on IGTV will be more engaging and perhaps more emotional.

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