Instagram long-form videos reportedly launching today, with celebrity-led push

21 June, 2018, 00:23 | Author: Patty Hardy
  • Instagram launches IGTV app for creators 1-hour video uploads		
		
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Instagram's long-form video hub is expected to launch today, and will be named IGTV.

"It truly wouldnt have happened without all of you", CEO Kevin Systrom said of hitting the one-billion-user-mark.

IGTV channels are tied to your main Instagram account, so you don't need to make a new account or separate handle. Instagram added the 10-minute constraint for all users as a short-term measure for IGTV's rollout that will eventually be dropped. From the Instagram app, you will be able to see if a creator has uploaded video to IGTV by looking at the space next to where Stories are located.

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Instagram's IGTV is ultimately going to be a direct competitor to YouTube, but the company is also targeting Snapchat's Discover. Instagram's pitch here is that watching video content on mobile devices is clunky (*cough* YouTube *cough*) and a platform dedicated to long-form, vertical videos will make things a lot more intuitive.

The firm also announced that it had finally reached a billion users, meeting other popular apps and services like Facebook Messenger and WhatsApp Messenger at the top.

More importantly, 72 per cent of US kids ranging from 13 to 17 years old use Instagram, second to YouTube at 85 per cent, according to the Pew Research Center. The company said hat it's introducing IGTV at a time when people are watching less television and more digital video. The selections are overlaid over the videos themselves, and once you've selected a video, you can tap the background to enter full-screen mode. Although Instagram remains popular, YouTube is now the most popular social network among US teens, according to a recent study from the Pew Research Center.

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