Instagram launches IGTV & you can Upload/Watch hour-long Videos

Isaac Cain
June 22, 2018

Users will also be able to discover IGTV content within the Explore tab on Instagram. YouTube now boasts 1.8 billion users. Facebook has been "light on advertising opportunity specifics", said Joshua Lowcock, global brand safety officer at UM. Instagram ultimately intends that there will be no time limit on any accounts, Systrom said.

"There's no ads in IGTV today", says Systrom, but he says it's "obviously a very reasonable place [for ads] to end up".

Although there is now no advertising in the app, that is coming based on Instagram CEO Kevin Systrom's comments during the event today.

Facebook acquired Instagram in April 2012 for a combination of cash and stock worth some $1 billion at the time.

Users can access it via a dedicated app for iOS and Android or a section within the Instagram app.

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In a highly produced "show" in San Francisco, Instagram CEO Kevin Systrom announced Wednesday that the company is launching a long-form video platform aimed at luring the kinds of online celebrity "creators" and fans who have long flocked to YouTube. "While there's a standalone IGTV app, you'll also be able to watch from within the Instagram app so the entire community of one billion can use it", the company added. First, it's built for how you actually use your phone, so videos are full screen and vertical. Instagram already supports hour-long live streams, but videos you post to your profile can only be up to one minute long and story clips are capped at just 15 seconds.

The news was announced a day ahead of VidCon, a popular conference for video creators being held this week in Anaheim, California. Instagram co-founder and chief executive Kevin Systrom said in a statement on the Instagram blog: "We've made it simple, too". My favorite part is you have a scrub bar on videos now, meaning you don't just have to start every video at the beginning and wait for it to loop if you miss the part you wanted to see - which is how Instagram videos currently work. "IGTV is focused on the creators you love most and already follow on Instagram". And when you open up the app, video is going to start playing right away.

YouTube's videos are pretty much in a giant pile, though Instagram is smartly segmenting different types of visual content. Anyone can post their own videos to IGTV via the app or the web and create their own "channel".

Instagram today unveiled its newest effort, what it calls IGTV. And IGTV is still rolling out to hundreds of millions of Instagram users (that is, 800 million at last count). This will allow for more immersion, Instagram hopes, and longer sessions than the traditional app has allowed.

Another potential factor contributing to Instagram's growth is Facebook's waning popularity with younger demographics.

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